This PPT talks about ingredients of a LOGO and what do each of them mean to a company

1. Perception Analysis Of A Brand
Logo- Pertaining To Consumer Research

2. LOGO
• A company uses logo to identify itself or its
products
• A logo influences the speed of recognition and
to remember brand name
• A logo clarifies the company’s features and
Qualities
• Contributions for a logo are by
– Shape, color, size, style, image etc

3. Basis of colors
• Long wavelength(red and yellow)
• Short wavelength(blue and green)
• Neutral colors(white, black, grey)

4. Red Color
• Confident
• Daring
• Leader
• Exciting
• Successful

5. Yellow Color
• Cheerful
• Spirited
• Young
• Friendly
• Imaginative

6. Orange Color
• Down to earth
• Unique
• Cheerful
• friendly

7. Blue logo
• Secure
• Reliable
• Honest
• Sincere

8. Green Logo
• Down to earth
• Outdoorsy
• Wholesome
• Family oriented

9. Brown color
• Rugged
• Outdoorsy
• Original
• tough

10. Purple color
• Trendy
• Feminine
• Cotemporary
• Unique
• cool

11. Pink color
• Feminine
• Charming
• Imaginative
• young

12. Black color
• Technical
• Masculine
• Confident
• Leader
• Tough

13. Grey color
• Technical
• Corporate
• Hard-working
• leader

14. White color
• Secure
• Real
• Corporate
• Honest
• Wholesome

15. Based On Shapes
• CIRCLE
– Completeness
– Harmony
– unity

16. • Rectangles and Squares
– Stability
– Trust
– Honesty

17. • Triangle
– Stability if rested on base
– Energy, power, aggression

18. • Vertical lines and shapes
– Courage
– domination

19. • Curves
– Feminity
– Rhythm

20. • Spiral
– Growth
– expansion

21. VISUAL IDENTITY
• Refers to consumer’s perception of a brand’s characteristics
• How do customer’s relate to a brand via initial observation

22. Continued…
• Referential meanings
• Colour association
• Meanings of shape and symbol
So consumer research is very important in
understanding what the consumer perceives
 A research based on Aaker’s brand personality scale
 Aaker defines brand equity as the set of brand assets and liabilities linked
to the brand – its name and symbol that add value to, or subtract value
from a product or service

24. VISUAL DESIGN

25. What researchers say
• Van Riel and Van de Ban (2001) – A quality logo is able to evoke
organisational characteristics from customers only with the
graphical properties of the symbol
• Logos have a set of intrinsic properties that affects consumer’s
understanding and interpretation of logo
• Graphical associations and embodied meanings go into the
customers’ minds in just 15 seconds (if they get it )

26. NBC
National Broadcasting Company
• First logo used for radio network in 1926
• 1942-1959
Mike surrounded by
lightning bolts
Color xylophone

27. • 1957-1960 – Introduction of peacock
• 1960-1976 – Snake logo
• Indicates richness in color
• RCA manufacturer of color TV
• Stacked typographic logo
• Snake form in front of a
multi-coloured
background

28. • 1962-1975 – Laramie peacock ( All NBC forecasts aired in colors )
• 1976-1979 –
• Bird fanning its bright
plumage against a
kaleidoscopic background
• 1979 - 86

29. 1986 - PRESENT
• Hidden peacock looking to the right, representing company’s motto
to look forward
• Rainbows too obvious, butterflies were too tame, eventually peacock
selected

30. VARIANTS
• Environmental
initiative
• Earth week
• Signifies masculine,
mystery, intimidating
and death
• Feminism,
soft, love

31. Intellect,
friendliness
and warmth
Innovation,
creativity,
ideas
Charming,
Imaginative and
young
Trendy and
unique
Sincere,
confident, peace
Life, growth,
freshness

32. TAGLINES
• Has more than 30 taglines
Some are
 Startime
 It all adds up on NBC
 Come and see NBC 73
 NB See us (NBS Us)
 The stars are back on NBC
 Chime in
 More colorful ( 2009 – Present )

33. video

34. Failure of GAP Logo
• Hate campaign on facebook and twitter by outraged
consumers
• The previous logo had Helvetica font which was perceived as
classy.

35. Failure of FIFA world cup 2014
• What was intended
• Yellow and green represents brazil(host)
nation
• Amazon rain forest
• Three victorious hands raising
World’s most famous trophy

36. • What We Actually Perceive