logo assignment brand-management.doc

7/30/2019 Logo Assignment Brand-Management.doc

1/38

Page1

Brand Management


2/38

Page1

CONTENTS

Brand Name 3

Components of a Brand name 4

Types of Brand names 5

Brand Logo 13

Components of an Effective Logo 14

Logo Formats 15

Analyzing Logos 17

Meanings of different Shapes and Symbols 18

Psychology of shapes and symbols 21

Brand Color 22

Importance of Colors in Branding

Colors and Health

Colors and Emotions

Colors and Gender

Color Usage Significance

Brand Typeface 3

Classification of Typefaces

Elements of a Brand Typeface Analysis


3/38

Page1

BRAND NAME

Brand Name is one of the most essential and important aspects of a brand. While

choosing the name of a brand, a lot of things have to be taken into consideration

because of the immense importance attached to the name of the brand. The

importance of the Brand Name can be judged from the fact that it differentiates

and distinguishes the brand in question from its competing brands. For instance,

the name Gold Leaf differentiates the brand from its counterparts like Dunhill etc.

Components of a Brand Name

Some of the things that should be kept in mind while choosing brand names are as

follows:

It should be easy to memorize and pronounce because if this is done, the

recall and recognition (Awareness) can be increased many folds or in other

words simple names are easy to memorize and remember.

It should be easy to say and spell because this factor, if present, will add to

the awareness of the brand at a macro level and chances are there that theplacement of the brand in the evoke set would be made easier.

It should allude to the product that bears the brand name. The Brand Name

should carry a casual or indirect reference to the product being offered.

The name itself should evoke positive mental image and emotional reaction

that eventually will bestow a positive image to the brand itself.

It should avoid any negative or offensive references to anything, be it a

name, place etc. and has a negative attached to it.

It is advisable if it provides directly or gives a hint towards the product

function or benefits.


4/38

Page1

It should sound appropriate and above all since it provides a distinguishing

point from its competitors, it should be unique.

It should provide the ease of translation into other languages. Since today

more and more brands are moving into the global arena, establishingpresence in multiple nations, translation is a crucial factor, which is required

to localize the brand for the local targets.


5/38

Page1

Types of Brand Names

After discussing the key success factors for choosing brand names, another

important consideration is that what are the types of brand names being used by

different brands. The types of brand names for a business usually fall into one of

the following categories (Populartypes of Brand Names, 2010):

The owners name or Names:These types of

brands have their owners name serving as the

name of the business, such as H. Karim Buksh,

Tapal etc., which are named after its founder

owner. This type of brand name is especiallysuitable for small businesses and sole

proprietorships and this turns out to be an easy

and an effective approach.

Abbreviation Names:This type of brand name

basically abbreviates the longer business name

into an abbreviation like IBM (International

Business Machine). This type requires investment

of time and money in order to create brand

recognition. If the prerequisites of this type of

name are not met the brand will end up with a string of initials that mean

little to consumers, or the brand will end up with a generic name.

Geographically anchored Names:These are dime-a-dozen names that

work to capitalize on a known local landmark or geographic indicator For

example Lahore Chatkhara, Karachi Barbeque etc. Most names of this kind

blur into a group of like-named entities.

Descriptive Names: These are names that describe a businesss offering or

brand promise for example Adidas, Surf Excel etc. These utilize the obvious

and logical to penetrate the market place quickly and establish a position of

leadership and dominance (Identifying Concepts, 2009).


6/38

Page1

Borrowed interest Names:These are names that use existing words that

dont directly reflect the brands offerings or promise but that can be linked

to a brands essence and promise through marketing efforts rather than

through direct translation.

Fabricated-word Names:These are names that combine acronyms,

words, or syllables to form previously unknown words and brand names.

Because theyre newly invented words, fabricated names are usually

available for trademark protection, and the domain names that contain them

are likely to be available, too.

Invented Names:These namescontain a distinct brand name that allows it

to stand out amongst the industry and quickly establish a position of

leadership. There are three main ways of inventing brand names (Names

and Brands, 2008). Firstly, by syllable combinations, this involves, randomly

combining syllables of words. Secondly by randomly substituting letters to

produce multiple variations of a word I.e. Pattern based word generation.

Last but not least by Word fusion i.e. combining beginning and end of

existing words to produce new words.

Connotative Names:These namescombine the qualities of descriptive and

invented brand names to create a unique brand in the market place.

Bridged Names:These names combine two brand names; generally, as a

result of a merger or acquisition for example the Pakistan operations of ANZ

Grindlays were renamed to Standard Chartered Grindlays after the

acquisition.

These above mentioned are the standalone names of brand name types but

generally the brand name comprises of one or more types of the above

mentioned, for example, Aston Martin, takes its name from the "Aston Hill" races

(near Aston Clinton) where the company was founded and its founder, Lionel Martin

(Wikipedia, 2010).


7/38

Page1

BRAND LOGO

The company logo is the foundation stone of the firm's branding elements. Many

firms regard their logos as a visual depiction of their reasons for existence into the

arena. A great logo would indeed help build the firm; it also plays a vital role in

representing it. On the contrary, a weak or confusing logo can detract from the

value that the firm brings. In short, the brand logo is the visual expression of the

Brand Identity.

Components of an Effective Logo

Ignoring the design aspect of logos, an effective logo should be unique, for instance

it doesnt get into stuff that other counterparts are also doing. Moreover, it should

instantly communicate the nature of the business, product, or service. This can be

interpreted in two ways, literal or abstract. An example of the abstract

interpretation is the well-known Burger King logo, a burger. On the other hand,

Citibanks blinking eye symbol, used prior to Citicorps merger with Travelers

Group (Separate Youre Business from the Competition by Branding andPositioning, 2006), was more abstract, having nothing directly to do with banking,

but representative of the companys tagline , The City never sleeps.

Moreover, a logo should be appealing to the target audience. The usage of suitable

color scheme is of immense importance. While being into the business selling a

highly sophisticated service or a product, for example a banking service, using

sharp colors might not be a good for example Silk Bank uses hot pink in its logo. It

should be able to withstand the test of time. When considering a logo design, its

not advisable to go for a new logo every two years. Thus, it is never a good idea to

stylize the design to such a point that it will become unusable once the current fad

goes out of fashion. Classic and timeless are the words to keep in mind.


8/38

Page1

A good logo is usable in all types of communication mediums. For instance, if a logo

only looks good in color and it is advertised mainly in local newspapers, this will

present a production problem. The symbol will become distorted, if not unreadable.

Moreover, an effective logo supports the USP being offered by the brand for

example, if a brand is trying to communicate low prices then the logo should

support that image. Last but not least a logo should be Legible. This seems pretty

obvious but many brands use typefaces and images that can't be printed or carried

to a large sign. A logo should clearly identify the company and that cant be done if

people don't understand it.

Logo Formats

There is a variety of logo formats being applied in the business world these days.

Some of them include (Identifying Concepts, 2009):

Word mark: It contains just the brand name without any accompanying

visual symbol because the name itself is distinct and unique enough for

example Microsoft.

Letterform: It generally utilizes the first letter of the brand name to create adistinct letterform that establishes visual ownership of that letter for

example McDonalds has one of the most recognized logos in the world, M.

Emblems: Emblems generally are a visual mark or symbol which

the brand is inextricably connected to. They often look like shields which is

where they originate from.

Pictorial: Itgenerally utilizes a common, yet strong visual pictorial icon or

symbol to establish visual ownership of that image for example Apple.

Character: It is similar to a pictorial style logo, but the visual image is

personified giving it a life of its own that acts as an ambassador for

the brand for example John Players Gold Leaf and its logo bearing a sailors

picture.


9/38

Page1

Abstract:Abstract Logos normally contain visual symbols that convey a big

idea or brand attributes and often embodies strategic ambiguity. This type

of brand logois the most difficult to succeed with.

Analyzing Logos

In order to interpret the logos and find the meaning that is embedded in them,

some essential guidelines have to be followed and answers to the following

questions should be looked for:

Is it Simple? Complex logos are difficult to remember and it takes time to

register in the mind and achieving recall is difficult. At the same time, it will

present many issues when that logo is scaled to fit smaller applications.

Analyzing the most successful brands and their logos, this can be observedthat that they are simple shapes or forms for example Apple, Google, etc.

Is it Scalable? A successful logo has to work in a 1 by 1 application or in a

billboard size. This is achieved by simple images and the right typography.

Many companies in their brand guidelines develop different logo applications

with minor modifications to ensure that their logo will work at any size.

Does the typography fit the logo or the imagery? Typography is an essential

element and it should fit the logo or the imagery. The main goal of a logo is

to be recognizableand easily readable.

Are the colors in contrast?The logo should be in contrast with the colors, the

elements and shapes of the design.

Are the colors appropriate? Color is one of the most importantaspects of a

logo. Different colors have different meanings and they tend to monitor the

interaction of people towards the brand.

Meanings of different Shapes and Symbols

Shape is one of the basic elements of design. Alone or in combination with other

shapes or lines they can convey universal meanings as well as guide the eye or

organize information. The three basic types of shapes are geometric, natural, and

abstract. (Shapes, 2010)


10/38

Page1

Geometric shapes are structured, often symmetrical shapes. These include

squares, circles, and triangles but also octagons, hexagons, and cones. In

addition to the basic square, circle, other geometric shapes have specific

meanings. An octagon, especially a red one, usually means stop. A starburst

is commonly used to grab attention and identify something that is new,

improved, or 'on sale.'

Natural shapes are found in nature or they can be manmade shapes. Leaves

are an example of a natural shape. An ink blob is a natural shape. Natural

shapes are often irregular and fluid. These can add interest and reinforce a

theme. Rather than a plain box, frame text with a coiling rope or a spray of

leaves or flowers. Use a freeform, non-symmetrical shape to convey a feeling

of spontaneity.

Abstract shapes are stylized or simplified versions of natural shapes. Some

examples of abstract shapes are alphabetical glyphs, icons and symbols.

Psychology of Shapes and Symbols (The Meaning of Shapes - Developing

Visual Grammar, 2006)

Shape/Symbo

l

Meaning

Circle

Represents the eternal whole.

Circles are graceful and their curves are seen as

feminine.

Warm, comforting and give a sense of sensuality and

love.

They protect, they endure, they restrict.

Suggest community, integrity, and perfection.

Completeness suggests the infinite, unity, and harmony.


11/38

Page1

Square/Rectan

gle

They are stable shapes.

Familiar and trusted shapes and suggest honesty.

They have right angles and represent order, mathematics,

rationality, and formality.

Stability, equality, solidity, security, rationality and honesty.

Triangle Can be stable when sitting on their base or unstable when

not.

They are balanced and can be a symbol for law, science, and

religion.

The strength of triangles suggests masculinity.

Convey progression, direction, and purpose.

Spiral

Are expressions of creativity

Convey ideas of fertility, birth, death, expansion, and

transformation.

Represent trust during change, the release of energy and

maintaining flexibility through transformation.

Clockwise spiral Projects expression of an expression.

Counter Clockwise Spiral Fulfillment of an interaction.

Balance, progress, direction, initiation, development.

Pentagon

Places attention on something to be experienced

Attracts people who are striving to focus on their goals

Hexagon

Contains a spiritual or metaphysical trigger

Communication, interfacing, balance, union


12/38

Page1

BRAND COLORS

Different colors have different meaning to different people in general. The meaning

of colors varies depending on one's culture, race, gender, and even age. Selection

of a particular color to target a market is of immense importance. Moreover,

different colors have different connotations in different cultures across the world

for instance; white is often associated with weddings in North America and evokes

the feeling of innocence. In Eastern cultures, white signifies death. Its imperative

for a dress designer to choose the color for wedding dresses when making and

selling stuff in china.

Importance of Colors in Branding

The importance of visual elements cannot be ignored when studying the purchase

behavior of different products/services. According to a research conducted by the

secretariat of the Seoul International Color Expo 2004, 92.6 percent said that they

put most importance on visual factors when purchasing products. Only 5.6 percent

said that the physical feel via the sense of touch was most important. Hearing and

smell each drew 0.9 percent.

According to another research people make a subconscious judgment about a

person, environment, or product within 90 seconds of initial viewing and that

between 62% and 90% of that assessment is based on color alone (CCICOLOR

Institute of Color Research)

Colors and Health

The relation between health and colors has been there for centuries as evident

from the Egyptian culture where doctors used to bathe patients in colors of light to

heal diseases. In modern time the healing capabilities of colors are still utilized todiagnose different ailments.

Red energizes the liver, scarlet increases blood pressure, purple lowers blood

pressure, orange strengthens lungs and increases calcium metabolism, green

activates sympathetic nervous system, and, yellow energizes the alimentary tract.


13/38

Page1

Blue stimulated the sympathetic nervous system the most and the red and green

the least. This system is responsible for heartbeat, blood pressure and perspiration.

(Color Meaning, 2002)

Colors and Emotions

Colors affect different people in different ways. Testing the association between

colors and emotions, it was found that yellow, orange, and blue are happy colors,

and red, black and brown as sad colors. These emotions (happy vs. sad) were

similar across age groups and had the same types of instilled emotions about

specific colors.

Kotler (1973) indicated that atmospherics such as noises, sizes, shapes, scents and

colors could help create attention, convey messages, and create feelings that

might increase purchase probability. Although, color is related to feelings about

retail environment, it also affects distraction and influences anxiety. (Singh, 2006)

Colors and Gender

There are differences in the perception of colors between genders. From this it can

be deduced that men are more tolerant of gray, white or black than women and

that women react to the combinations of red and blue more frequently, and get

confused and distracted more than men.

Similarly as the science of colors illustrates that different color are combined to

make new colors. Some color combinations are of preference for adults for example

combination of red and blue is preferred by adults. These results suggest that there

are gender differences in the perception of color.

Transformation of Color Meanings into Emotions

Different colors have different meanings and connotations attached to them for

example purple is the color for royalty and white is the color of purity. When colors

are used in designing the visual identity of a brand, the meanings of these colors

translate in a way to the meaning of the brand itself, for example usually milk

brands utilize white color to design their visual identities. The reasons for doing so

may be firstly the nature of the product I.e. milk is white in color so white in the

visual identity aids that and secondly the literal meaning of the color i.e. purity and


14/38

Page1

cleanliness. This meaning translates into an advantage and benefit for the brand

because milk is meant to be pure and clean.

Usually zodiac signs are used in conjoint with the planets of the solar system. The

reason for this is that each sign of the Zodiac has its planetary ruler and uniquecharacteristics emanating from that planet. Each sign radiates its own hues and

color. The spectrum of colors with each of the signs of the Zodiac signifies

psychological, spiritual, and physical energies special to that sign. Below is a

detailed explanation of some colors and their meanings:

Color Description Celestial Zodiac Healing Mantra

Red

Think fire and blood - Red

rushes to us with messages

of passion, primal urges,action, pleasure, vibrancy,

radiance, and love.

Mars Aries

Boosts energy,

protection,enhances libido

I am ignited

Orange

A nice subdued blend

between the aggressive red

and the high-pitch of yellow -

Orange is about harmony,

aspiration, sociability,

contentment, and

intelligence

Mercury Gemini

Aids decision

making,

enhances cheer

, confidence

and assurance

I am satisfied

Yellow

Worshipped in the form of

the sun - Yellow is all about

radiating creativity,

protection, intellect,

positivity and clarity.

Sun Leo

Helps vision,

enhancesconfidence and

communication

I am centered

Green

The fresh start of spring

brings waves of Green and

with it comes attributes of

youth, sentimentality,

nature, adventure, growth

and health.

Venus and

Earth

Libra and

Taurus

Promotes

compassion and

overall physical

health

I am accepted

Blue

Look to the sky for the

meanings of Blue - open

spaces, freedom,

imagination, expansiveness,

inspiration, and sensitivity.

Jupiter Sagittarius

Heals the sense

organs, aids in

balance and

self-expression

I am expansive

Indigo

Similar to the attributes of

blue, but Indigo's energy

runs very deep - consider

the unknown depths of the

sea along with emotion,

Saturn and

Neptune

Capricorn

and Pisces

Provides clarity

of purpose, aids

spiritual healing

I am deep


15/38

Page1

strength, fluidity,

persuasiveness,

expressiveness, and

pervasiveness.

Violet

The hue of fragile flowers

and sleepy sunsets, Violet

reminds us of spirituality,

communion, grandeur, high-

ideals, devotion, and peace

Uranus andMoon

Aquariusand Cancer

Enhances

nurturing,balances

sensitivity

I am revolutionary

Black

Black is required for all other

colors to have depth and

variation of hue - it's a

forceful feature and

represents formality, dignity,

force, convention, stability,

and zero-tolerance.

Saturn and

Pluto

Capricorn

and Scorpio

Promotes

stability and

protection,

heals

misunderstandi

ng

I am endless

White

Contemplate the brilliance of

a new white snow and how itpulls a blanket of peace over

everything it touches - White

stands for peace, cleansing,

illumination, purity,

innocence and the highest

kind of understanding.

Mercury and

MoonVirgo

Promotes

cleansing, order

and establishes

clarity

I am illumined

Color Usage Significance

Color is an important consideration in a brand identity system. They have a

significant impact on peoples emotional state. In certain instances they tend to

impact peoples ability to concentrate and learn. They have a wide variety of

specific mental associations. In fact, the effects are physiological, psychological,

and sociological. (Daye, 2006)

Colors also have a functional impact on readability, eye-strain, ability to attract

attention, ability to be seen at night, etc. For instance Yellow is regarded as the

most visible color amongst all.

It is advisable for a particular brand to own some colors more commonly known as

the corporate colors. Such colors provide an additional recognition cue.


16/38

Page1

BRAND TYPEFACES

Typeface is one another important factor of a brand corporate identity. While

choosing a typeface there are some fundamental

decisions to be made, is it to be serif, sans serif,

script, condensed, bold, light, extended, italic,

capitals, lower case etc ( For more information refer

to Typography Glossary). Thousands of combinations

of the above exist from which the brand may have to

choose and this thing should be kept in mind that

these choices say a lot about the brand itself.

Type can indicate the brands nationality,

cultural roots and historical period. Often

type is used by consumer brands to

reinforce origin either perceived or

real. Type tells a lot to the consumer and

helps to position the brand in the sector. A

typeface can be used to align a brand to

a sector or stand out from the crowd for

example Virgins use of the scriptedV,

visually reinforces the brands

differentiation from the traditional corporation. Similarly a typeface can be

adopted to signify belonging. In this case being different is not an advantage.

These choices are part of developing your brand strategy and quickly connect

you with the values of your customers.

Typeface Classifications

In order to create a typographic layout the first and the foremost thing that should

be considered is that when to use a style type and when not use it. In order to do

so it is imperative to study the different classification of typefaces. Typefaces are


17/38

Page1

classified by appearance and most fit into one or more categories. In general,

different type styles (bold, italic, bold italic) may be used with each type of

classification. Though there are hundreds of classifications, but some of the most

important ones are as follows: (Adobe Print Publishing Technical Guides, 2009).

Black letter: The blackletter classification may also be referred to as the Old

English, Text or Gothic. This form gains its popularity due to its use

throughout the era of scribes Christendom until the end of World War

II. Now they are primarily used as display types.

These type faces are very complex and ornate and may be difficult to read. Due to

this reason they are used for very special reasons such as advertisements,invitations, diplomas, certificates or initial caps at the beginning of chapters or

paragraphs.

Decorative and Display: They are sometimes referred to as the novelty or

occasional. This classification includes typefaces of unusual or unique

designs that do not fit into any other classification.

These types are most effective when used in larger sizes such as for

headlines, titles and display purposes (e.g., advertisements).

Sans Serif: Typefaces in this category are without serifs. These types have a very

clean design and are very legible for display, special emphasis and text. However,

they should not be used for large bodies of texts because large

amount of text in sans serif can cause eye stress.

These are highly legible for display and text use, sans serifs generally

fall into one of four categories: Grotesque, Neo-Grotesque, Geometric and

Humanist.

Script: Typefaces falling in this classification generally resemble handwriting, with

styles ranging from formal to whimsical. Some of the typefaces in the

genre contain characters than are connected.


18/38

Page1

These should never be used in all capital letters and as far as their uses are

concerned, they are used for greetings, announcements, invitations and

advertisements.

Slab Serif: These are also known as the Square serif or Egyptian. One of the maindifferentiating factors that differentiate slab serif is that they are not that legible as

serif or sans serif.

Their strong, square finishing strokes are extremely useful for

commanding readers attention and this is the main reason why they

should be used for headings, advertisements, captions and initial caps.

Transitional: These typefaces have evolved from the ones used in the 16 th and

the 17th century. These typefaces are beautifully suited for text due to

their precision and regularity.

The axis of the round characters is vertical or barely inclined, the

contrast between hairlines and main strokes is slightly pronounced, and serifs are

thin, flat and bracketed.

Monospaced: All of the characters in a Monospaced typeface have the same

width. Most typefaces have proportionally-spaced characters, but

Monospaced characters are often required when setting text on forms,

financial statements and other documents where exact spacing is

required.

Optical: Optical fonts include versions whose design has been optimized to appear

best when printed at Display, Subhead and Caption point sizes as well

as when used at smaller text sizes. The subtle difference adds a

professional polish to any fine print piece.


19/38

Page1

Elements of a Brand Typeface Analysis

When analyzing a typeface for a brand, following are to be analyzed:

Serif: In typography, serifs are semi-structural details on the ends of some

of the strokes that make up letters and symbols. A typeface that has serifs is

called a serif typeface (Wikipedia - The free encyclopedia, 2010). A typeface

without serifs is called sans-serif. Thefirst thing that is to be analyzed is that

does a type face have any serifs. If yes, what type of serif does it have? Serif

fonts can be broadly classified into four subgroups: old

style, transitional, modern and slab serif.

X-heights: The x-height or corpus size refers to the distance between

the baseline and the mean line in a typeface. Typically, this is the height of

the letterxin the font, as well as the u, v, w, andz. However, in modern

typography, the x-height is simply a design characteristic of the font.

Lowercase letters whose height is greater than the x-height either

have descenders which extend below the baseline, such asy, g, q, andp, or

have ascenders which extend above

the x-height, such as l, k, b, and d.

The ratio of the x-height to the body

height is one of the major

characteristics that define the appearance of a typeface. The height of the

capital letters is referred to as Cap height (Wikipedia - The free

encyclopedia, 2010).

Width: A characteristic of a typeface determined by the width of its

characters in proportion to their height. Typeface width is generally

categorized as condensed, normal, and expanded, with varying levels of

condensation and expansion. The terms that denote width are not

standardized and there is no precise formula for determining the width

classification of a typeface. Classifications include:


20/38

Page1

Condensed/Compressed

Expanded/Extended

Compact Wilde

Semi Condensed Semi Expanded

Condensed Expanded

Extra Condensed Extra Expanded

Ultra Condensed Ultra Expanded

Structure: It is defined as the fundamental skeletal form of a character,excluding details such as serifs, curve stress, and line weight. In some

scenarios the term structure is applied to different classifications of type

styles, such as black letter, sans serif, and others.

Good contrast and Conflicting Typefaces: It is essential in choosing a

typeface that it matches the overall appeal of the logo or the visual identity.

In short every aspect should match the other one so that a synergy is

created and a uniform image is displayed. Mismatching typefaces should be

avoided as they portray a confused and conflicting image with the overall

theme.

Weight: A characteristic of a typeface determined by the thickness of the

strokes that make up its characters. The terms that denote weight are notstandardized and there is no precise formula to determine the weight

classification of a typeface. Individual type designers and manufacturers

generally determine the weight designation for each typeface. Weight

classifications include:


21/38

Page1

Thin Roman

Bold SemiBold

UltraBold

ExtraBold

ExtraLight

Light Medium

Heavy

Book Regular Black

UltraBlack

Typeface and the Audience: While selecting a typeface for the target

audience this thing should be strictly kept in mind that the type should

match the audience and should be in contrast with it for example when

targeting a mature audience using a funky type face may not be a good

idea, whereas it is meant for younger ones.

Typeface Classification: It is imperative to look at the typeface

classification as the importance of using the right thing in the right medium

cannot be ignored. Every typeface is intended to be used in a specific

location and medium.


22/38

Page1

BRAND Ariel

Brand Name AnalysisThe brand name, Ariel, gets its name from Hebrew

language and means, the Lion of God.

Characteristic ResultEase of memorizing Eas

y

Medium Har

dSpelling & Pronunciation Eas

y

Medium Har

dReference of name to

product

Can be referred with

respect to powerEvokes positive mental

image

Ye

s

Fairly

Yes

No

Distinguishes from

competitors

Ye

s

Fairly

Yes

No

Translation into other

Languages

Same name globally

Brand Logo AnalysisCharacteristic Result

Uniqueness Yes Fairly

Yes

No

Communicates nature ofproduct

Yes Fairly

Yes

No

Appeals the targetaudience

Yes Fairly

Yes

No

Suitable color scheme Yes Fairly

Yes

No

Consistency of logo Yes Fairly

Yes

No

Usage in all mediums Yes FairlyYes

No

Supports USP Yes Fairly

Yes

No

Legibility of Logo Highly readable

Brand Color Analysis

ColorsUsed

Trait/Emotions

RedEnergy, strength, power,

determination and protection.

BlueTrust, loyalty, confidence and

precision.

GreenYouth, sentimentality, nature,

emotional correspondence with

safety and health.

WhiteCleansing, illumination, purity,

innocence, and perfection.

Brand Typeface Analysis

Characteristic Result/Finding

TypefaceClassification

Sans Serif

Type Style Bold Italic

X-Height/ CapHeight

Normal

Width Semi Condensed

Weight Semi Bold, Heavy

Contrast Good contrast withoverall logo

Serif/Sans Serif Sans Serif

AudienceCompatibility

Compatible

Brand Personality Statement Aakers Personality Traits


23/38

Page1

BRAND Capstan

Brand Name Analysis


y

Medium Har


y

Medium Har


product

No reference to

productEvokes positive mental

image

Ye

s

Fairly

Yes

No

Distinguishes from

competitors

Ye

s

Fairly

Yes

No

Translation into other Same name globally

Brand Logo Analysis

Characteristic Result


Yes

No


Yes Fairly

Yes

No


Yes Fairly

Yes

No


Yes

No


Yes

No

Usage in all mediums Yes Fairly

Yes

No


Yes

No


Typographic Fit Typographically unfit


ColorsUsed

Trait/Emotions

CrimsonFiery, Fierce, Competitive,

Power.

WhiteIllumination and perfection.




Optical

Type Style Bold

X-Height/ CapHeight

Normal

Width Normal

Weight Semi Bold, Heavy

Contrast Low contrast



Moderately Compatible

Brand Personality Statement

Capstan is a 25 year old, reliable and ahardworking man. He is a technically orientedperson who believes in leading so that othercan rely on it. Confidence is one another traitthat makes him a winner.He is a ambitious, courageous, dominant,strong willed, positive, independent male.Dominance of his personality can be judgedby his commanding nature, bearing loyaltyfrom his subordinates. He knows the tricks of

the trade and knows how to get things doneusing all his energy, creativeness andresolution to get it.

Aakers Personality Traits

CoreDimension

Facets Traits

ExcitementDaring DaringSpirited Spirited

Imaginative Unique

CompetenceReliable Hard

WorkingIntelligent TechnicalSuccessful Leader

Ruggedness Outdoorsy Masculine

Tough Rugged


24/38

Page1

BRAND Coca ColaBrand Name Analysis

The brand name, Coca Cola gets its name from the

combination of two words which are its ingredients too

i.e. Cocoa Leaves and Kola Nuts.


Ease of memorizing Eas

y

Medium Har


y

Medium Har


product

Direct Reference

Evokes positive mental

image

Ye

s

Fairly

Yes

No

Distinguishes from

competitors

Ye

s

Fairly

Yes

No


Languages

Same name globally

Brand Logo Analysis



Yes

No


Yes Fairly

Yes

No


Yes Fairly

Yes

No


Yes

No


Yes

No


Yes

No


Yes

No



25/38

Page1


Coca Cola is a 20 year old female bearing apleasant personality. She is family oriented,genuine, and modern in her own way. She isathletic and outdoorsy and loves to hangoutmake friends. She is the flavor of everygathering and she is expected to be presentat every gathering so that she keeps theenvironment up and running.A spirited female with a deep insight towardslife and knows how to keep things going. Sheadapts to all kinds of gatherings very quicklydue to the flexibility of her nature.


CoreDimension

Facets Traits

Sincerity

Down-to-

earth

Family

OrientedHonest Sincere

Cheerful OriginalWholesome Friendly

ExcitementSpirited Young

Imaginative UniqueUp-to-date Contempor

ary


ColorsUsed

Trait/Emotions


determination, passion, primal

urges, action, pleasure,

enthusiasm, joie de vivre, and

love.

White

Cleansing, illumination, purity,





Script


X-Height/ CapHeight

Normal

Width Semi Condensed

Weight Semi Bold




Highly Compatible


26/38

Page1

BRAND ColgateBrand Name Analysis

The brand name, Ariel, gets its name from its founder

William Colgate.


y

Medium Har


y

Medium Har


product

Indirect Reference


image

Ye

s

Fairly

Yes

No

Distinguishes from

competitors

Ye

s

Fairly

Yes

No


Languages

Same name globally

Brand Logo Analysis



Yes

No


Yes Fairly

Yes

No


Yes Fairly

Yes

No


Yes

No


Yes

No


Yes

No


Yes

No



Colors

Used

Trait/Emotions


determination, passion, action,

and love.

WhiteCleansing, illumination, purity,





Sans Serif


X-Height/ CapHeight

Very High

Width Semi Expanded

Weight Extra Bold, Heavy




Highly Compatible



27/38

Page1

BRAND GilletteBrand Name Analysis

The brand name, Gillette, gets its name from its

owner King Camp Gillette.


y

Medium Har


y

Medium Har


product

Direct Reference


image

Ye

s

Fairly

Yes

No

Distinguishes from

competitors

Ye

s

Fairly

Yes

No


Languages

Same name globally

Brand Logo Analysis



Yes

No


Yes Fairly

Yes

No


Yes Fairly

Yes

No


Yes

No


Yes

No


Yes

No


Yes

No



Colors

Used

Trait/Emotions

BlueAids in balance and self

expression, trust, confidence,

truth, calm and sincere,

precision, expertise and

stability




Sans Serif


X-Height/ CapHeight

Normal

Width Normal





Highly Compatible



28/38

Page1

BRAND John Players Gold LeafBrand Name Analysis

The brand name, JPGL, gets its name from its founder

John Player.


y

Medium Har


y

Medium Har


product

Indirect Reference


image

Ye

s

Fairly

Yes

No

Distinguishes from

competitors

Ye

s

Fairly

Yes

No


Languages

Same name globally

Brand Logo Analysis



Yes

No


Yes Fairly

Yes

No


Yes Fairly

Yes

No


Yes

No


Yes

No


Yes

No


Yes

No



Colors

Used

Trait/Emotions



and adventure.

BlueKnowledge, power, integrity,and seriousness, open space,

freedom, inspiration.

WhitePerfection, safety, successful

beginning, simplicity.




Sans Serif

Type Style Bold

X-Height/ CapHeight

High

Width Extra Expanded





Highly Compatible


JPGL is a 35 year old male who believeslife is there to be

experienced; his pioneering spirit means that he will

always be looking to stretch himself and his horizons.

JPGL believes that its not about being strong; it is how

you choose to use that strength. He believes that good

things in life belong to everyone who is willing to make

an effort. You can achieve great things, especially if you

all pull together. JPGL handles change capably and

appreciates it for offering opportunities for new

experiences and learnings that enriches him as a person.

He values his 130 years of learning. Ultimately he

believes that you are the sum of your experiences. JPGL

can adapt to most places. He appreciates their


CoreDimension

Facets Traits

ExcitementDaring ExcitingSpirited Spirited

Up-to-date IndependentImaginative Unique

CompetenceReliable Hardworking

Intelligent IntelligentSuccessful Leader,

ConfidentSincerity Honest Sincere, Real

Ruggedness Outdoorsy MasculineTough Rugged


29/38

Page1

BRAND LiptonBrand Name Analysis

The brand name, Lipton, gets its name from its

founder owner Sir Thomas Lipton.


y

Medium Har


y

Medium Har


product

Indirect Reference


image

Ye

s

Fairly

Yes

No

Distinguishes from

competitors

Ye

s

Fairly

Yes

No


Languages

Same name globally

Brand Logo Analysis



Yes

No


Yes Fairly

Yes

No


Yes Fairly

Yes

No


Yes

No


Yes

No


Yes

No


Yes

No



Colors

Used

Trait/Emotions



and adventure.

YellowProtection, intellect, positivity

and clarity, joy, happiness,energy, fresh.

WhitePerfection, safety, successfulbeginning, simplicity, purity.




Transitional

Type Style Bold

X-Height/ CapHeight

Moderate

Width Expanded

Weight Light Bold


Serif/Sans Serif Thin, flat, bracketedSerifs


Highly Compatible



30/38

Page1

BRAND LuxBrand Name Analysis


y

Medium Har


y

Medium Har


product

Direct Reference


image

Ye

s

Fairly

Yes

No

Distinguishes from

competitors

Ye

s

Fairly

Yes

No


Languages

Same name globally

Type of Brand Name Invented Name

Brand Logo Analysis



Yes

No


Yes Fairly

Yes

No


Yes Fairly

Yes

No


Yes

No


Yes

No


Yes

No


Yes

No



Colors

Used

Trait/Emotions

Black Formality, dignity, force,

convention, stability,

protection, elegance and

prestige.




Optical

Type Style Bold

X-Height/ CapHeight

Moderate

Width Ultra Expanded

Weight Light Bold




Highly Compatible



31/38

Page1

BRAND MobilinkBrand Name Analysis

The brand name, Mobilink, gets its name from which

is a combination of two words Mobi (Mobile) and link

(linking people. It signifies the need of connecting

people.


y

Medium Har


y

Medium Har


product

Direct Reference


image

Ye

s

Fairly

Yes

No

Distinguishes from

competitors

Ye

s

Fairly

Yes

No

Brand Logo Analysis



Yes

No


Yes Fairly

Yes

No


Yes Fairly

Yes

No


Yes

No


Yes

No


Yes

No


Yes

No



Colors

Used

Trait/Emotions

Black Formality, dignity, force,

convention, stability,

protection, elegance and

prestige.

PurpleRoyalty, wisdom, creativity,

wealth, royalty, enlightenment,arrogance, flamboyance,

gaudiness, pride.

Grey/Silver

Elegance, humility, respect, reverence,

stability, subtlety, wisdom, urban,

strong emotions, balance, formality




Sans Serif


X-Height/ CapHeight

High

Width Extra Expanded

Weight Ultra Bold




Highly Compatible


He is stylish and sophisticated and reflects aunique classy look. Hes chic yet reliable.Hes a responsible individual and a loyalfriend. Hes unique and original andcompletely understands your needs. Hesintellectual and has an objective approachtowards everything. He lets his mind rule,rather than letting the heart take over.Hes rational and inspirational. Hesinnovative and confident. He has a unique

style of doing everything that marches to thebeat of his own drum. He loves to be therefor people who really need him.



32/38

Page1

BRAND Nestle Fruit JuicesBrand Name Analysis


y

Medium Har


y

Medium Har


product

Direct Reference


image

Ye

s

Fairly

Yes

No

Distinguishes from

competitors

Ye

s

Fairly

Yes

No


Languages

Same name globally

Type of Brand Name Owners Name

(Henri Nestl)

Brand Logo Analysis



Yes

No


Yes Fairly

Yes

No


Yes Fairly

Yes

No


Yes

No


Yes

No


Yes

No


Yes

No



Colors

Used

Trait/Emotions





stability.

WhitePerfection, safety, successfulbeginning, simplicity, purity.




Sans Serif

Type Style Bold

X-Height/ CapHeight

Moderately High

Width Normal

Weight Extra Bold




Highly Compatible


Determination and will power are the defining

characteristics of Nestle Fruit Juices. A young,

vibrant, hardworking male, ages almost 23

years. He bears a social personality and likes

interacting. Working out everyday enables his

fitness. He enjoys life to the fullest and

believes being fit is being right. He has a very

deep insight into life and likes experiencing

life in all of its flavors and to the fullest.


CoreDimension

Facets Traits

Sincerity Wholesome OriginalCheerful Friendly

Excitement Spirited Cool, YoungUp-to-date Contemporar

yCompetence Intelligent Intelligent

Successful ConfidentRuggedness Outdoorsy Masculine

Tough Rugged


33/38

Page1

BRAND Nestle Pure LifeBrand Name Analysis

The brand name, Nestle Pure Life, gets the first part of

its name from the owner and the second part

describing a benefit, Pure Life.



y

Medium Har


y

Medium Har


product

Direct Reference


image

Ye

s

Fairly

Yes

No

Distinguishes from

competitors

Ye

s

Fairly

Yes

No


Languages

Same name globally

Brand Logo Analysis



Yes

No


Yes Fairly

Yes

No


Yes Fairly

Yes

No


Yes

No


Yes

No


Yes

No


Yes

No



Colors

Used

Trait/Emotions





stability.

White Perfection, safety, successfulbeginning, simplicity, purity.

PinkRomance, love, and friendship. It

denotes feminine qualities.




Sans Serif

Type Style Bold

X-Height/ CapHeight

Moderately High

Width Normal

Weight Extra Bold




Highly Compatible


Pure Life is a married female with 2 kids. She

is a very responsible mother who makes

every effort to take the best care possible of

her kids and family. Culture is deeply

embedded in her and she sticks to her family

traditions. Healthy living is one of the most

valued things by her and she makes all

possible efforts for the betterment of the

society as a whole. To an extent she is an

authoritarian and bears a commandin


CoreDimension

Facets Traits

SincerityDown-to-

earthFamily


Cheerful Original


Imaginative UniqueUp-to-date Contemporar

y

Sophistication

Upper Class Good looking

Charming Feminine


34/38

Page1

BRAND Surf ExcelBrand Name Analysis

The brand name, Surf Excel, gets its name from two

words Surf (generic name for detergent powder) and

Excel (to be the best).



y

Medium Har


y

Medium Har


product

Direct Reference


image

Ye

s

Fairly

Yes

No

Distinguishes from

competitors

Ye

s

Fairly

Yes

No


Languages

Same name globally

Brand Logo Analysis



Yes

No


Yes Fairly

Yes

No


Yes Fairly

Yes

No


Yes

No


Yes

No


Yes

No


Yes

No



ColorsUsed

Trait/Emotions

Blue

Aids in balance and self




stability.

Orange Joy, enthusiasm, fascination,happiness, creativity,

determination, attraction,success, strength, endurance,

encouragement, andstimulation.

PinkRomance, love, and friendship. It

denotes feminine qualities.




Sans Serif

Type Style Bold

X-Height/ CapHeight

Moderate

Width Normal

Weight Extra Bold




Highly Compatible


Surf Excel is a 30 year old working motherwith two children. She is fully aware of herpriorities. She strives to get the best for herkids and family and this portrays thenurturing aspect of her personality. She is ahard worker and knows how to strike the worklife and personal life balance. She ispersistent and determined to succeed inwhichever endeavors she pursues. She is verycaring and wants to get the best out ofeverything for her children.


CoreDimension

Facets Traits

SincerityDown-to-

earthFamily


Wholesome Friendly


Imaginative UniqueUp-to-date Contemporar

y

CompetenceReliable Hard

WorkingIntelligent Intelligent


35/38

Page1

BRAND TapalBrand Name Analysis


y

Medium Har


y

Medium Har


product

Direct Reference


image

Ye

s

Fairly

Yes

No

Distinguishes from

competitors

Ye

s

Fairly

Yes

No


Languages

Same name globally

Type of Brand Name Owners Name

Brand Logo Analysis



Yes

No


Yes Fairly

Yes

No


Yes Fairly

Yes

No


Yes

No


Yes

No


Yes

No


Yes

No



ColorsUsed

Trait/Emotions

Red

Energy, strength, power,


and adventure.

White Perfection, safety, successfulbeginning, simplicity, purity.




Optical

Type Style Bold

X-Height/ CapHeight

Moderate

Width Normal

Weight Ultra Bold




Highly Compatible



36/38

Page1

BRAND TelenorBrand Name Analysis

The brand Telenor gets its name from the combination

of two words i.e. Tele communicating the nature of

the brand and Nor communicating the origin i.e.

Norway.


y

Medium Har


y

Medium Har


product

Direct Reference


image

Ye

s

Fairly

Yes

No

Distinguishes from

competitors

Ye

s

Fairly

Yes

No

Brand Logo Analysis



Yes

No


Yes Fairly

Yes

No


Yes Fairly

Yes

No


Yes

No


Yes

No


Yes

No


Yes

No



ColorsUsed

Trait/Emotions

Blue

Aids in balance and self




stability.

Black Formality, dignity, force,convention, stability,

protection, elegance andprestige.




Sans Serif

Type Style Regular

X-Height/ CapHeight

Moderately High

Width Normal

Weight Normal




Highly Compatible



37/38

Page1

BIBLIOGRAPHY

(2010, 04 01). Retrieved 04 01, 2010, from Business Dictionary:

http://www.businessdictionary.com/definition/brand-equity.html

Adobe Print Publishing Technical Guides. (2009, 01 01). Retrieved 04 20, 2010, from

Typography Basics: Typeface Classifications:

http://www.bsu.edu/web/ucspubs/pdf/other/typeface_classifications.pdf

Color Meaning. (2002, 01 01). Retrieved 04 20, 2010, from Color Wheel Pro - Color Theory in

Action: http://www.color-wheel-pro.com/color-meaning.html

Consulting, B. (n.d.). BBDO Consulting. Retrieved 04 13, 2010, from BBDO Consulting:http://www.bbdo-

consulting.com/cms/en/publikationen/brand_management/brand_management/publikation_

18.jsp

Crum, W. D. (2002, 01 01).Articles and Papers. Retrieved 04 13, 2010, from SDR

Consulting: http://www.sdrnet.com/article12.html

Daye, D. (2006, 11 06). Brand Identity: The Importance of Color. Retrieved 04 20, 2010,

from Brand Strategy Insider:

http://www.brandingstrategyinsider.com/2006/11/brand_identity_.html

Dictionary, B. (2010, 01 01). Business Dictionary. Retrieved 04 13, 2010, fromhttp://www.businessdictionary.com/definition/brand-image.html

Financial Management Resources. (n.d.). Retrieved 04 13, 2010, from

http://www.bizmove.com/finance/m3b3.htm

Haigh, D. (n.d.). Brands in the Boardroom - IAM Supplement. Retrieved April 13, 2010, from

http://www.brandfinance.com/Uploads/pdfs/BrandValuation_Whatandwhy.pdf

Identifying Concepts. (2009, 01 01). Retrieved 04 20, 2010, from Identifying Concepts:

http://identifyingconcepts.com/tag/invented/

Interbrand. (2004, April 01). Retrieved 04 13, 2010, from Brand Valuation:

http://www.marketingritson.com/documents/week1brandvaluation.pdf

Kevin Lane Keller. (2000, 01 01). The Brand Report Card. Harvard Business Review .

Harvard Business Review.

Marketing. (n.d.). Retrieved 04 13, 2010, from

http://en.mimi.hu/marketingweb/product_attributes.html


38/38

ge1

Names and Brands. (2008, 1 01). Retrieved 04 20, 2010, from Names and Brands:

http://www.names-n-brands.com/

Our Businesses. (2009, 07 09). Retrieved 04 04, 2010, from Pakistan Tobacco Company:

http://www.ptc.com.pk/group/sites/PAK_7SHBXN.nsf/vwPagesWebLive/DO7SHC5E?

opendocument&SKN=1

Popular types of Brand Names. (2010, 01 01). Retrieved 04 20, 2010, from

http://www.dummies.com/how-to/content/popular-types-of-brand-names.html

Separate Youre Business from the Competition by Branding and Positioning. (2006, 11 10).

Retrieved 04 20, 2010, from Entrepreneurship:

http://blog.prosperlearning.com/entrepreneurship/?p=27

Shapes. (2010, 01 01). Retrieved 04 20, 2010, from About.com - Desktop Publishing:

http://desktoppub.about.com/od/elements/l/aa_shape.htm

Singh, S. (2006). Impact of Color on Marketing.Journal or Marketing , 783-787.

The Meaning of Shapes - Developing Visual Grammar. (2006, 01 01). Retrieved 04 20, 2010,

from The Meaning of Shapes - Developing Visual Grammar:

http://www.vanseodesign.com/web-design/visual-grammar-shapes/

Wikipedia - The free encyclopedia. (2010, 04 16). Retrieved 04 20, 2010, from Wikipedia -

The free encyclopedia: http://en.wikipedia.org/wiki/Serif

Wikipedia. (2010, 04 20). List of company name etymologies. Retrieved 04 20, 2010, from

Wikipedia: http://en.wikipedia.org/wiki/List_of_company_name_etymologies

logo assignment brand-management.doc

Documents