LOGO

What is ?

It is a name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers.

It is perceived emotional corporate image as a whole.

The visual aspects that form part of the overall brand.A brand identity represents your company's values, services, ideas and personality.

What is Identity?

And one of the most important visual aspect of a brand identity is LOGO

What is ?L G O“ The Greek word logo is the basis for the English word logic ”

A logo is a graphic mark or emblem used by commercial enterprise/organization and even individual to aid and promote instant public recognition.

Logo identifies a business/brand in its simplest form via use of a mark or icon.

Logos are either purely graphic (symbols/icons) or are composed of the name of the

organization (a logotype ,word mark or lettermark)

What is Logotype/Word mark ? What is Symbols or Icons ?

A single piece of type that prints a word or group of separate letters

A mark or character used as a conventional representation of an object, function, product or process

What is Lettermark ?

letters that form a name in type. Used to identify a company, often to shorten a long name

A brand that has it all

Logotype/Word mark Symbols or Icons Lettermark

What a good LOGO should portray ?

1) Values & goals of the company.

2) Brand message to people. There should be strong association between logo and brand.

3) Professionalism and growth.

4) Timelessness.

A LOGO should be SMART!Principles of Effective Logo Design

SimpleMemorableAppropriateRobust Timeless

The apple represents the fruit of Tree of Knowledge (bible), with a pun on “ byte/bite”(Apple’s slogan back then: “Byte into an Apple”).

Simple – its just a half eaten apple.. how simpler it can get!Memorable – no one forgets an apple!

Appropriate – has a deep-rooted meaning and good association with brand.Robust – its effectively used across many mediums.

Timeless – its not changed for past 30 years!

LOGO : CASE 1

GAP

American clothing and accessories retailer

Based in San Francisco, California, and founded in 1969

The word ‘GAP’ has a word mark status, while the big blue square has been demoted to decoration status.

The name Gap refers to a pop psychology buzz phrase, "the Generation Gap"

People’s Verdict

Verdict from Designers

Gap is the latest marketer to have its re-imagined brand identity become public sport

Two problems with logo : Its typeface choice and its use of a gradient square

The square gradient is unfortunate because it's completely gratuitous, like an asterisk at the end of a word, except there is no footnote.

Just a vapid reminder that the word Gap used to live within a blue square in its previous incarnation.

Using Helvetica in such a bland way has incited rage in public. From serif to sans serif was a massive step.

The emotional connect threw a rage. There was nothing great about the original logo but the positive nostalgia associated disturbed the sentiments. GAP offers non fussy fashion, simplistic in approach therefore jazzing up the logo in a bland fashion was a wrong step.

Our Verdict

SMART

LOGO : CASE 2

Starbucks

Largest coffee house company in the world

Starbucks opened in Seattle, Washington, on March 30, 1971

The logo is a 16th century Norse woodcut of a twin-tailed mermaid called Siren. This is relevant to Seattle’s strong seaport roots, where STARBUCKS originated.

Then

Now

People’s Verdict

Verdict from Designers

Our Verdict

SMART

For more information:Please visit - www.troikaconsulting.inOr Email at - talk@troikaconsulting.in