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Troika's S.M.A.R.T. verdict on a LOGO!

Troika's S.M.A.R.T. verdict on a LOGO!

Published in: Business, Technology
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Transcript

  • 1. 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.
  • 2. What is Identity? The visual aspects that form part of the overall brand. A brand identity represents your company's values, services, ideas and personality. And one of the most important visual aspect of a brand identity is LOGO
  • 3. 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)
  • 4. What is Logotype/Word mark ? A single piece of type that prints a word or group of separate letters What is Symbols or Icons ? 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
  • 5. A brand that has it all Lettermark Logotype/Word mark Symbols or Icons
  • 6. 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.
  • 7. A LOGO should be SMART! Principles of Effective Logo Design
  • 8. Simple Memorable Appropriate Robust Timeless
  • 9. 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!
  • 10. LOGO : CASE 1 GAP
  • 11. Based in San Francisco, California, and founded in 1969 American clothing and accessories retailer 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"
  • 12. People’s Verdict
  • 13. 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.
  • 14. Our Verdict SMART
  • 15. LOGO : CASE 2 Starbucks
  • 16. Starbucks opened in Seattle, Washington, on March 30, 1971 Largest coffee house company in the world 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.
  • 17. Then Now
  • 18. People’s Verdict
  • 19. Verdict from Designers
  • 20. Our Verdict SMART
  • 21. For more information: Please visit - www.troikaconsulting.in Or Email at - talk@troikaconsulting.in

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