Many brands claim to be iconic … or want to be. Within the design community we frequently cite and benchmark ourselves against what we believe to be design icons like Vespa, Apple Mini, etc. Why? “Iconic” brands are often automatically confused with iconic design. The two are different, but if connected, can create enormous long-term desire. We are also living in a society of manufactured and hollow icons like celebrities, and some brands are just jumping on the iconic bandwagon.
So what does “iconic” really mean? The paradox is that true icons never set out to be iconic—they were uncontrived, whereas today, in a quest to be iconic, brands are looking for the best way to engineer this feat. So it is important to understand and explore the world of cultural icons, and investigate the unique nature of iconic brands, how icons are born, how they evolve and why they become such an integral part of our lives.
Because of who they are and what they mean to us, iconic brands need to follow a unique set of principles. They need to present themselves and behave in an entirely different way from other brands, and their future depends on knowing and continuously nurturing their cultural, emotional significance. Within this, design—as well as communication and innovation—have very unique roles to play, and the key is tapping into the full potential of each and using them in a perfectly integrated way.
True icons are imprinted in our consciousness. Icons are not like everyone else: What they do matters more—and how they do it makes all the difference. So what makes an icon? We can see them where there is an unquestionable connection, deep, powerful symbolism and personal and societal impact.
Think of James Dean, Gandhi and the Statue of Liberty: Icons offer people identification, idealization and identification. They are the ultimate manifestation of our collective desires, and, like the timeless, cool image of Sean Connery’s James Bond, they are incomparable, irreplaceable and inimitable.
Bruce Springsteen described the appeal of Elvis Presley this way: “It’s like he came along and whispered some dream in everybody’s ear, and somehow we all dreamed it.”
Elvis emerged out of ’50s rumblings for rebellion, change and a desire for a freshness and optimism. By the ’60s he had exploded onto the scene with a unique image and sound, which acted as a catharsis for mass acceptance and imitation—inspiring a generation and beyond. In doing so, he finally achieved a timelessness and glorification that endures to this very day. Although Elvis probably never intended it, this is an iconic development model for many a brand.
Iconic brands like Absolut Vodka, Cadbury’s, Calvin Klein, Harley, Nike, Chanel, Levi’s, Budweiser and so on all have to face the inevitable—how to evolve, have enduring significance and stay desirable over time. The ultimate challenge is in getting it right at all times, in every possible way, so everything fits perfectly together and projects a brand that is one-of-a-kind. Guinness is an exemplary case where product, design and communication all fit together to support and further its iconic perception.
For iconic brands that have allowed themselves to become simply mass in appeal, or those who are on the verge of it, the challenge is how to retain their “magic.” In order to do this, they have to have an intense, intimate relationship with the individual, while still having a strong broad popularity and longevity with the collective.
In order to evolve over time, iconic brands need to establish criteria for iconic evolution:
Firstly, their iconic value—what are they known for, what makes the brand iconic and what does the brand represent that must be carried on?
Secondly, the degree of flexibility—how much can be changed? To what extent are people attached to the brand’s expression? What must remain the same, and what can be reinterpreted?
Thirdly, the desired impact—what does the brand want to ultimately be known for? What is the enduring impact the brand wants to make as an icon? What is the most appropriate way to do this?
In developing an icon, the key challenge is to understand what to preserve and treasure, what to reinvent and what scale of change is appropriate. For example, if the icon’s history and heritage is key to its enduring role, and the original look of the icon is integral to this, the iconic design must be maintained through a design evolution. People perceive the brand as staying the same, while the brand demonstrates change elsewhere—maybe through other forms of brand communication. Think of gradual changes, made over time, to brands like Coca-Cola, Famous Grouse, Heinz and Budweiser.
Iconic design changes can make something more modern and relevant while still staying close to the original. A significantly refreshed design brings the brand forward, yet maintains the key characteristics of the original. Think of subtle adjustments made to brands like the New York Times, Walkman, Diet Coke and Mini.
However, sometimes the icon’s philosophy and attitude necessitate change, and the original look of the icon can be reinterpreted in new ways to display this. So the iconic design is reinvented at key moments in time, but still captures the spirit of the original. Changes like this make a big brand statement, and the innovative attitude is carried through in all aspects of it. Evidence of this can be seen with brands like Apple, Madonna, Skoda, Cirque de Soleil, BP, Coke Blak and Coca-Cola limited editions.
Coca-Cola Classic is, of course, the ultimate cultural icon, and the most powerful global iconic brand of all times. We see Coca-Cola as a brand that has always understood its significance as a cultural icon, and we would argue that its best times have been when the brand has lived up to its role with creative work that has had this understanding/self-awareness. After years of soul searching, Coke has finally tapped into the iconic power of the brand. Coca-Cola is a classic—it’s the antithesis of all trendy refreshments, it’s an icon of American culture and it represents optimism. The world of Coca-Cola is now built around its true “magic.”
The challenge for the future of any brand icon—global or local—is how to do this continuously, renewing itself in a changing context without ever losing sight of what it represents.
For newer brands, it is a question of interpreting where culture is going as it shapes and builds your brands in such a way that they tap into emerging desires—transcending trends and defining the future. Modern icons are products of our culture, coming out of our desires and going on to pave the way for everyone else to follow—the way European brands like Innocent and Green & Black's have connected with new desires for freshness and naturalness, becoming the benchmarks by which we judge all other brands.
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