This article takes a look at how some brand logos that do not adhere to the conventional practices have been successful. The author illustrates the historical brand success stories of Michelin Tyres and Absolut Vodka, which created strong visual images to communicate their brands. The Michelin Man continues to be the brand's mascot and connects with customers across the world. On the other hand, Absolut Vodka's packaging itself acts as the brand logo.

Since the 1960s, when brands gained prominence, several studies have been conducted and books written on how to create brands that are not mere products. It was also realized that branding goes beyond the product itself and extends the product's message. Companies and their advertising agencies have focused their efforts on applying a personality to a brand, giving a face to it and associating humanness to the brand.

Over the years, this led to greater emphasis on the right kind of design for the logo, the right font, the right shade of color and several other specialized features. Companies also spent millions on popularizing the brand logo, so that it could even stand alone, without having to be accompanied by the brand name. However, there are brand logos that defied the standard rules and became icons by themselves and also made their respective brands famous. One such successful brand icon is the Michelin Man or Bibendum or Old Bib that promoted Michelin Tyres. The Michelin Man is one of the best examples of a personality-driven brand. Bibendum comes across as a happy character, but spooky looking and unconventionally assembled from a bundle of tires.

Another classic example that has stood the test of time and broken the rules of branding is Absolut Vodka. One of the interesting factors that gave immense popularity to the brand is the company's focus on print ads and the creative genius attributed to each of them. Absolut's ads consistently featured the bottle and a two-word slogan. Very soon, the bottle with its unique shape, not only became the hero of the ad copy, but also doubled up as the brand logo. This has ultimately made the brand so popular that hobbyists across the world collect Absolut ads.

Marketing Mastermind Magazine, Branding, Unconventional Logos, Advertising Tool, Advertising Campaign, Branding Decisions, Vodka Industries, Alcoholic Beverages, National Monopoly, Revolutionary Method, Pneumatic Tyres, Advertising Tool, Corporate Mascots, Advertising Agencies, Absolut Vodka.