Friday, April 11, 2014
When you buy a luxury item like IWC, you don’t just buy it because you love the quality of its workmanship. Nor are you buying it for its price. Subconsciously, you’re buying the name that it carries. That’s the power of logos. They’re so effective that big brands have invested millions of dollars just to create these little doodles. Take the rebranded Pepsi in 2008. The new logo cost the soft drinks company a whopping $1 million. How about the BBC redesigned logo in 1997, which cost $1.8 million? Logos are more than just simple drawings; their colors and shapes have meanings and hidden psychological influences that can trigger a specific emotional response from buyers. True, black exudes luxury and elegance, two elements that you’ll find in an IWC watch.
IWC is available at Shreve & Co. on Post Street, San Francisco.