logic of logos
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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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