What's in a Logo?


By
Junaid M
Mamta S Nair
Prabodh M Das
Rahul Ramachandran
S2 MBA
Institute of Management in Kerala
Thiruvananthapuram
E-mail:
prabodhmohan@gmail.com
 


A logo is a factor for recognising most products. It could be a symbol, lettering, sign, colour, or a combination of all these.  A logo comes to our mind instantly.

Logos are of two types.
1. A logo may similar for the company and the product.
For example, Cadburys, Amul, Nestle and BPL.
2. The logo can be different for the company and the product.
For example, the logos of HLL and their product RIN are different

Importance of logos

Logos are important for companies to create an identity in the midst of untidy competition. A logo reflects the values of the company. It is more than an image.

Creating logos

Logos are created based on the research conducted among the employees, shareholders, consumers, financiers, and defining the management philosophy.

Essentials of a logo

  • The company's name and the mark.
     
  • The lettering style reflects the company's objectives. Certain companies go for a small mark to go with the lettering for easy recognition. For example, Postman Oil's unique lettering with the postman logo.
     
  • Places where lettering is not that effective, the mark leaves an impact.
     
  • Colour of the logo. Colour of the logo should be in tune with the company's image. In many cases only the colour acts as a logo. If MacDonald's is Red, Maxtouch is Orange and BPL is Blue. Various colours denote various things. This should be kept in mind while making the choice of colour. An excellent example of colour combination with logo is of Jet Airways. With yellow signifying warmth and blue, a sense of professionalism, the logo of the flying sun comes across very strongly.
     
  • It is essential that companies keep reviewing their logos with changing markets and maintaining continuity with the consumer's eye.

Logos in India

Companies in India have started realising the need for logos to boost the corporate identity and brand. Videocon, TATA, (logo used for the entire TATA group), ICICI with the "I" coming through as a person, BSNL, etc. are some of the Indian companies who have successfully implemented logos and taken the advantage.

A large number of research works have shown that logos are of great importance for rural consumers because the only way of recognition is "the visual". They recognise the logo and not the brand name. Logos are a road to building identity for companies already in India, as well as for MNC'S. The greatest threat or difficulty is that if a company intends to change its logo, it has to be very close to the previous one.

A logo is a powerful tool in communication, provided a company uses the right tools to create and implement it. It then shoots up a new question, "What's in a name?"
 


Junaid M
Mamta S Nair
Prabodh M Das
Rahul Ramachandran
S2 MBA
Institute of Management in Kerala
Thiruvananthapuram
E-mail:
prabodhmohan@gmail.com
 

Source : E-mail April 2, 2005

 
 
 

 

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