Author: S.
Arun Kumar, Assistant Professor, SMOT School of Business, Chennai
A
logo is a graphical representation or an emblem that is used to distinguish
companies from its competitors. Logos play critical roles in branding the
company’s name and positioning in the consumers mind. An average consumer is
exposed directly or indirectly to 3000 advertisements and 8000 touch points of
various brands. It is very difficult for a customer to recognize the brands or
recall a particular brand. Hence it becomes the most essential factor for the
companies to chose and design the right logos to increase the brand awareness
and recall. First thing to be kept in mind while designing logos it should be
‘easy to remember’, too complex logos fail in the market as customers do not
understand the meaning or the story behind the logo.
One
cannot argue on which is important logo, tagline or the company’s name; each
one is complementing to one another along and everything works well only when
the product is saleable in the market! Hence brand building by logos is not a
one day’s process. It needs constant focus on finding out what the brand
communicates to the target audience and it should be congruent with the
company’s mission/vision statements.
What are the attributes of Logo?
A
logo comprises of Color, Shape, Size, Fonts, brand message carrying the image
of the company. It can be just letters, graphical pictures or someone can use
even their face as a logo!
There
is no specific rule for a logo in terms of shape and size, it involves
creativity of the marketing team and the graphical illustrator in bringing out
the idea of the brand as graphical picture or an emblem. In short Logos are
heart of your company’s brand building process, it speaks what your brand wants
to convey to your audience. At the same time similar to a human body it needs
auxiliary components like brain, liver, kidney etc to function properly for a
human to survive and so the brand. The brands should use to right colors in the
logo, which is similar to their house color. Too much of colors in the logo
acts a clutter and doesn’t help in brand recall. A logo should not be similar
to other brands or it can’t be a replica of other brands. Company’s go for ™
trademark registration of their logos in order to maintain their uniqueness and
thefts. Hence it is necessary for a company to get TM of its logo, even before
it becomes an established company. Many small companies fail to register their
logo when they do on a small scale, once they grow up they realize that it is
necessary to have a unique identity and by that time it shouldn’t be too late
if their competitor or other company has stolen their logo and registered it
before!
Keep in thouch with me,I Like to see another post in your blog, web 2 print solution and door hangers Use ful to me and my friend keep updates Wholesale Printing Articles.
ReplyDelete