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    Logic of Logos

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    What is a logo?

    Logo is the face of the company

    It is the first contact point of theconsumer with the brand

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    While the companyis the entity,

    It is the logo that is the identity

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    Logo identifies the core values of thecorporate brand the colour, thefont, the visual mnemonic all project

    ethos of the company

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    What is the importance of a logo?

    Logo is the most ubiquitouscommunication

    Logo represents the I D E N T I T Y forthe E N T I T Y

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    The role of a logo is to provide

    Visual identification and Recognitionfor a company or a brand

    The 19th Century belonged to Trade Marks

    The 20th Century belonged to Logos

    The 21stCentury must belong to Identities

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    Identity of a logo?

    meansAn idea inside the identity that is

    telegraphic summation of what thecompany stands for

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    Iflogos bond closely with thebrand and

    If consumers bond closely with thebrand

    then they automatically bond closelywith its logo

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    Cont.

    If a brandis trusted and regularlyused by the consumers

    the only way they can identify agenuine brand is through its logo

    leading to

    Growth in sales, Market share &Profits

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    Famous Logos

    McDonalds Golden Arches

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    McDonalds Golden Arch

    A pair of stylized arches in 1950sthat were a part of the standardbuilding design of the McDonalds

    hamburger restaurant in Oak Brook,Illinois. When viewed from an angle,the design was reminiscent of M

    and was subsequently incorporatedinto the companys logo.

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    Contd.

    the physical arches have beendropped, but

    Golden Arches continue to stand for

    McDonaldsacross the world

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    Mercedes-Benz

    Tristar

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    Mercedes-Benz Tristar

    Held at a perfect separation of 120degrees within a circle, the three

    pointed stars signify

    land, sea, air

    the perfection of

    German Engineering

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    Nike Swoosh

    In 1971 Phil Knight started Nike, hewas hoping to find a mark asrecognizable as Adidas stripes.

    Caroline Davidson a studentdesigned the logo for mere $35.

    What was the rationale for designingSwoosh?

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    Swoosh

    Nike is a winged Goddess of victory.According to Greek mythology, Nikesat at the side of Zeus, the ruler of

    the Olympian pantheon of mountOlympus. The Nike Swooshembodies the spirit of winged

    Goddess

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    Thus effectiveness of a logo

    depends on:

    Distinctiveness, Visibility, Usability,Memorability, Universality, durability

    and Timelessness.

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    Classification of Logos

    Typographical Logos:

    The play is only on Typefaces

    Communication perfectly expressedthrough fonts.

    Does not need symbols

    e.g. Cartoon Network, CRY

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    Contd.

    Typography-with-Symbols Logos

    Types play a secondary role &

    symbols communicate everything The symbols are formed using initials

    e.g. Hindustan petroleum HP

    General Electric GE

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    Contd.

    Symbols in the form of shapes

    Geometrical

    e.g. State Bank of IndiaBank of Baroda

    Nike Swoosh

    Citibank

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    Contd.

    Natural

    e.g. Air Deccan:

    Two hands forming flying birdCadburys:

    Two glasses pouring milk

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    Cond.

    Logos with Mascots

    e.g.

    Air Indias MaharajaAsian Paints Gattu

    Amuls Amul girl

    McDonalds - Ronald

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    Does Logos matter to consumers?

    Yes, most certainly it does. Toconsumers logo represents

    A sense of comfort, trust &genuineness about the brand

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    Contd.

    A brand personality comes alivethrough a logo

    The consumer interacts with thatbrand personality and experiences

    the brand not only physically but alsomentally

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    The logo is a tremendous positivestroke to many consumers

    It is thus important to have a rightkind of logos.

    A good logo engineers positivism

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    Well

    thats just

    a brief introduction

    to logos


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