I came across the term "logo schmogo" and went researching its meaning and usage, and have a vague working-theory, but am still confused. Would be great to learn the exact meaning and primary usage of the term. Thanks.
I get that this is a form of reduplication (repeating a word or adding a second word that sounds similar to the first word) (e.g. easy-peasy, hurly-burly, super-duper) The dictionary gives definitions for some of them, but not this one. Could be that this one is fairly new or still a bit niche.
My working theory. I think it's one or a combination of the following, but I am having a hard time summing it up in a clear sentence.
- It is used to criticize or mock the "logo is the be-all-and-end-all of branding", or "logo=brand identity" attitude.
- It means "You think your new logo will solve all your problems? You are wrong"
- "Your logo is missing substance, it's just a layer on top."
It's harder to take a guess because this term is mostly used in titles (for chapters, blog posts), or as an exclamation (e.g. Logo schmogo indeed!) or opening of a social media post (e.g. Logo schmogo, blablabla)
Here are some use-cases I was able to collect:
- An article titled"School District Logo Schmogo:Board Not Happy with the New Emblem and Its Price Tag", an interview in the article says “The idea of a communication plan is much more than an image, a logo,”
- A twitter conversation Political party X posts: We will put Y first. That is what our new logo will symbolize for everyone. Voter Z posts: Logo schmogo. I'll still never vote for X.
- A blog post with a quote that says: "Stuart Elliot of the NY Times summed up the prevailing opinion of design when he once said to me, Logo schmogo Can a logo drive business results? Absolutely. There is one brand that saw a 20% change in their business within 7 weeks of changing their logo and packaging design. Yes, that’s right, CHANGE IN LOGO RESULTS IN 20% CHANGE IN SALES IN 7 WEEKS. Logo schmogo indeed!" Then the post goes on explaining that the change in logo resulted in 20% PLUNGE of sales in 7 weeks.
- A blog post titled "Logo schmogo", and the first sentence is "A corporate brand is many things to many people. But it isn’t a logo."
- Related links
- reduplicative: https://www.merriam-webster.com/words-at-play/easy-peasy-jiggery-pokery-reduplicative-words
- use-case: https://www.independent.com/2016/07/14/school-district-logo-schmogo/
- use-case: https://narrativebranding.wordpress.com/tag/peter-arnell/
Thanks for taking the time to look into this.