Sign of the Times

My wife and I share three wonderful kids…some older than others. Our youngest, Jenna, is a 4th grade student at George White Elementary School. It’s a California Public School going through its share of issues given the economy, state budget crisis and the trials and tribulations that normal, everyday 4th grade girls invent.

Recently, Jodi and I, being good parents that we are, attended Jenna’s Open House. It’s a day where we get to see what goes on at school, and it’s filled with her writing projects, class activities, art and a whole lot of excitement.

On the way out, I was admiring a display of student art on the door and suddenly was struck by what appeared to be either a colossal mistake or a sponsorship opportunity. Here, for your edification, is a sample of picture of the door.

OK…so what do you see? Your answer may just give away a few things about you.

To the teacher, it seems like it was an art lesson using an iconic symbol of the ‘60s—the peace symbol. You remember, or MUST have at least heard of the ‘60s—peace, love and all that other stuff?

Well to the casual observer you’re correct. It would appear to be a fitting tribute to the Age of Aquarius. But to me, your friendly, neighborhood Certified Brand Strategist and a product of the 60’s—it was a laughable moment which reminded me about the influence logos have in our lives and how important it is that the iconic power of the brand symbol remains unique, protected and clear.

OK, OK…this peace sign is missing one of the legs at the upside-down Y segment. Yes…true. What was in fact on the back of Mrs. Slade’s door was a great display of Mercedes logos—a clear sponsorship opportunity for Mercedes Benz of Laguna Niguel.

I demonstrated to me the diminishing value of on icon versus the other. Over the same number of years, Mercedes has done a lot to promote its brand and uses its logo as an anchor of that effort in a way to quickly and easily make their product stand apart for their competition. Sadly for the good old peace symbol, there isn’t anyone to promote it actively through the vast communications channels Mercedes has available.

Hmmm….maybe if there was, the world WOULD be a better place.