Why would any brand need 9 different versions of their logo?
The Los Angeles Lakers, one of the most iconic teams in NBA history, boasts not one, not two, but a staggering nine different variations of their logo. In an episode of The Branding Deep Dive podcast, we dove into the reasons behind the Lakers' extensive logo repertoire and explored the broader concept of why for certain brands it is essential to have multiple logo variations.
Versatility is Key
The primary reason behind having numerous logo variations lies in the versatility of the logo itself. As discussed in the podcast, a logo needs to be adaptable to various contexts and sizes. For instance, while a brand like "Zebra" may only need its logo on the pen itself, the Lakers have a diverse range of applications. From jerseys and courts to apparel and merchandise, the Lakers' brand must seamlessly fit into different sizes and locations.
Tailoring to Different Environments
The Lakers face unique challenges, such as limited space around the NBA court. When sitting courtside watching the Lakers at Staples Arena, there is minimal space available for a logo or name. In these situations, the standard logo may be too large, prompting the need for alternative versions that are more suitable for specific environments. The Lakers' various logos cater to different products and settings, maximizing their brand value.
Maximizing Brand Value
Another crucial aspect discussed is the idea of maximizing brand value. The Lakers, by diversifying their products, services, and merchandise, have strategically expanded their brand into various areas. This expansion necessitates a range of logos to maintain brand consistency while meeting the specific demands of each product or setting. This approach has likely contributed to the Lakers' unparalleled brand recognition and success.
Size Matters
Size considerations also play a significant role in logo variation. A highly detailed logo that works well in the center of the court may not translate effectively onto smaller items like water bottles or bottle caps. Therefore, creating alternative logos with simplified details allows the Lakers to maintain brand identity across a spectrum of sizes.
Conclusion
In essence, the multitude of Los Angeles Lakers logos is a testament to the art and science of branding. The need for versatility, adaptability to different environments, and a strategic approach to maximize brand value all contribute to the creation of multiple logo variations. As brands continue to expand their reach, understanding the importance of tailoring logos to diverse dimensions becomes a critical aspect of successful branding.