Logic of Logos

What is a logo?

Logo is the face of the company

It is the first contact point of the consumer with the brand

While the company is the entity, It is the logo that is the identity

Logo identifies the core values of the corporate brand the colour, the font, the visual mnemonic all project ethos of the company

What is the importance of a logo?

Logo is the most ubiquitous communication

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

The role of a logo is to provide Visual identification and Recognition for a company or a brand

The 19th Century belonged to Trade Marks The 20th Century belonged to Logos The 21st Century must belong to Identities

Identity of a logo?

means An idea inside the identity that is telegraphic summation of what the company stands for

If logos bond closely with the brand and If consumers bond closely with the brand then they automatically bond closely with its logo

Cont.
If a brand is trusted and regularly used by the consumers the only way they can identify a genuine brand is through its logo leading to Growth in sales, Market share & Profits

Famous Logos

McDonalds Golden Arches

McDonalds Golden Arch

A pair of stylized arches in 1950s that were a part of the standard building design of the McDonalds hamburger restaurant in Oak Brook, Illinois. When viewed from an angle, the design was reminiscent of M and was subsequently incorporated into the companys logo.

Contd.
the physical arches have been dropped, but Golden Arches continue to stand for

McDonalds
across the world

Mercedes-Benz

Tristar

Mercedes-Benz Tristar
Held at a perfect separation of 120 degrees within a circle, the three pointed stars signify land, sea, air the perfection of German Engineering

Nike Swoosh

In 1971 Phil Knight started Nike, he was hoping to find a mark as recognizable as Adidas stripes. Caroline Davidson a student designed the logo for mere $35. What was the rationale for designing Swoosh?

Swoosh

Nike is a winged Goddess of victory. According to Greek mythology, Nike sat at the side of Zeus, the ruler of the Olympian pantheon of mount Olympus. The Nike Swoosh embodies the spirit of winged Goddess

Thus effectiveness of a logo

depends on: Distinctiveness, Visibility, Usability, Memorability, Universality, durability and Timelessness.

Classification of Logos
Typographical Logos: The play is only on Typefaces Communication perfectly expressed through fonts. Does not need symbols e.g. Cartoon Network, CRY

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

Contd.

Symbols in the form of shapes Geometrical e.g. State Bank of India Bank of Baroda Nike Swoosh Citibank

Contd.
Natural e.g. Air Deccan: Two hands forming flying bird Cadburys: Two glasses pouring milk

Cond.
Logos with Mascots

e.g.
Air Indias Maharaja Asian Paints Gattu Amuls Amul girl McDonalds - Ronald

Does Logos matter to consumers?

Yes, most certainly it does. To consumers logo represents A sense of comfort, trust & genuineness about the brand

Contd.
A brand personality comes alive through a logo The consumer interacts with that brand personality and experiences the brand not only physically but also mentally

The logo is a tremendous positive stroke to many consumers It is thus important to have a right kind of logos. A good logo engineers positivism

Well thats just a brief introduction to logos