Can Visual Listening Change the Way We Design Logos?


In a post shared by Collette Doyle — “Images are the new Conversation. Are you Visual Listening?” — on LogoGrab™ blog, Collette shared some insight on the role of Visual Listening and how brands can use the Science of Visual listening to their competitive advantage. As a logo and brand identity designer, I see research to be a powerful tool in finding novel ways of doing the things we love and doing them right.

Collette’s insight piqued my curiosity to start rethinking, “What is the role of professional logo designers as brands, now than ever, begin to track the number of times their logos … appear in a virtual community?”

“Visual Listening is a social media monitoring tool based on image recognition technology. It allows brands to track the number of times their logo or product appears in social media.” — Collette Doyle

Though I saw this insight been directed more to brands, I became so curious [* as always anytime I hear the keyword “logo” or “brand”] and desperately want to know more about the Science of Visual listening and more germanely how LogoGrab™ works.

Musing and researching about the Science of Visual listening, Image recognition technology, tracking images (logos), and kindred subjects, some interesting questions begun to flow naturally into my mind:

  • How can logo designers create logos with the precision that makes logo detection much easier for Visual Listening tools (like LogoGrab™)?
  • Is there not an interesting possibility that the Science of Visual Listening (or role of LogoGrab™ for brands) can change the way we design logos?
  • What were some of the challenges faced by LogoGrab™ when tracking logos appearances in virtual communities for brands, in respect to logo design? — I think it will be a great resource if logo designers can know them and prepare to play an active role in what LogoGrab™ is doing.
  • Was Paul Rand aware of this technology — Visual Listening or LogoGrab™ — before leaving us with “The-7-Step Paul-Rand-Logo-Test”?

The Legend , Paul Rand

The principal role of a logo is to identify, and simplicity is its means… Its effectiveness depends on distinctiveness, visibility, adaptability, memorability, universality, and timelessness. — Paul Rand

Perhaps, Rand had a vision of this era of Visual Listening and the works of LogoGrab™ dawning on logo designers one day — and that there could even be yet more role logo designers can play in the Science of Visual Listening that will help brands to do more with the tracking of their logo in social media.

  • Can logo designers add some special characters, signs or similar features that can give LogoGrab™ more data than presently realised?
  • What mathematics of design — like the Fibonacci Sequence — can we observe or incorporate when designing logos for brands?
Visual listening can give brands new insights into where their brand is mentioned and how it is mentioned. It allows brands to understand their “share of voice” and compare themselves to their competitors. There should be no limit to the number of logos which can be recognized. This is very important as it gives a true picture of data captured. — Collette Doyle

I believe logo designers have a role to play. If this post resonates with you too, please share your comments if you will and let see how we all play a part in redefining branding problems.

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