Word About Your Logo And Corporate Identity

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Word About Your Logo And Corporate Identity

  1. 1. <ul><li>A WORD ABOUT </li></ul><ul><li>YOUR LOGO </li></ul><ul><li>AND CORPORATE IDENTITY </li></ul><ul><li>BY BIPIN R. PANDIT </li></ul>
  2. 2. <ul><ul><ul><li>Nearly every business has a logo, a logotype, or both. A logo is a symbol that identifies your company. A logotype, on the other hand, is a distinctive way of presenting your company name. When a logotype stands alone, it serves the same function as a logo. When it is combined with a logo, it essentially becomes part of the logo. </li></ul></ul></ul><ul><ul><ul><li>BRP 2 </li></ul></ul></ul>
  3. 3. WHAT MAKES A GOOD LOGO DESIGN? <ul><ul><li>A logo is a symbol. It stands for your company. But it need not, and should not, be a picture of everything you do. </li></ul></ul><ul><ul><li>It’s a common mistake to try to get too much out of a logo by putting too much into it. The ideal logo gives, in a single glance, a sense of your positioning. </li></ul></ul><ul><ul><li>Feeling you want people to have about your company; it may or may not depict anything concrete about the product or service your company offers. </li></ul></ul><ul><ul><li>Logos focuses on one image and one concept. They don’t try to work too hard. Each of them evokes a feeling or creates an image of the business or event.. And they do it very plainly, at a single glance. </li></ul></ul><ul><ul><ul><li>BRP 3 </li></ul></ul></ul>
  4. 4. LOGO OR LOGOTYPE ? <ul><ul><li>Many large companies, IBM and Xerox for instance, stick with a distinctive logotype, foregoing symbols and pictures altogether. This works well for them in part because their operations are so diverse that a specific symbol might be misleading. </li></ul></ul><ul><ul><li>… contd… </li></ul></ul><ul><ul><ul><li>BRP 4 </li></ul></ul></ul>
  5. 5. LOGO OR LOGOTYPE ? <ul><ul><ul><li>Whether you use a logo, logotype, or a combination of the two, you want it to – </li></ul></ul></ul><ul><ul><ul><ul><li>convey instantly a feeling about your company, </li></ul></ul></ul></ul><ul><ul><ul><ul><li>be distinctly recognizable as yours, and </li></ul></ul></ul></ul><ul><ul><ul><ul><li>be versatile enough to be used in every application. (A logo that is too detailed, for example, might look like a smudge when reduced to business card size.) </li></ul></ul></ul></ul><ul><ul><ul><li>BRP 5 </li></ul></ul></ul>
  6. 6. WORKING WITH AN EXISTING LOGO <ul><ul><ul><li>If you already have a logo, your might wonder if it is doing the job and if your should modify it or change it completely. Move cautiously before you make such a decision and don’t do it without putting a lot of thought into the matter. Remember that customers can actually be so attached to your existing logo that they’ll be upset if you change it. Or they might think you’ve changed ownership or are an entirely different company. </li></ul></ul></ul><ul><ul><ul><li>BRP 6 </li></ul></ul></ul>
  7. 7. DEVELOPING YOUR NEW LOGO - WORKSHEET <ul><ul><li>What is the single thing I most want my logo to convey about my company? </li></ul></ul><ul><ul><li>If I want my logo to contain a pictorial image of my company, is there one single image that stands out in my mind ? </li></ul></ul><ul><ul><li>Are there particular colors I feel drawn to using in my logo ? If so, what colors ? </li></ul></ul><ul><ul><li>What do these colors say about my business ? Do they enhance the concepts I’ve circled above ? </li></ul></ul><ul><ul><ul><li>BRP 7 </li></ul></ul></ul>
  8. 8. EVALUATING YOUR PRESENT LOGO - WORKSHEET <ul><ul><li>Here are some positive concepts your logo might express. Circle all that apply. </li></ul></ul><ul><ul><li>Professional State-of-the-art </li></ul></ul><ul><ul><li>Friendly Civic minded </li></ul></ul><ul><ul><li>Service-oriented Risk-taking </li></ul></ul><ul><ul><li>Expensive Bold </li></ul></ul><ul><ul><li>Exciting Caring </li></ul></ul><ul><ul><li>Creative Powerful </li></ul></ul><ul><ul><li>Fast Intelligent </li></ul></ul><ul><ul><li>Assertive Traditional </li></ul></ul><ul><ul><li>Confident Safe </li></ul></ul><ul><ul><li>Comfortable Warm </li></ul></ul><ul><ul><li>Homey Dynamic </li></ul></ul><ul><ul><li>Peaceful Growing </li></ul></ul><ul><ul><li>Family-Oriented Accessible </li></ul></ul><ul><ul><li>For adults Fun </li></ul></ul><ul><ul><li>For children High-tech </li></ul></ul><ul><ul><li>For teens Loving </li></ul></ul><ul><ul><li>Affordable Spiritual </li></ul></ul><ul><ul><li>Glamorous Environmentally </li></ul></ul><ul><ul><li>Trendy conscious …CONTD…. </li></ul></ul><ul><ul><ul><li>BRP 8 </li></ul></ul></ul>
  9. 9. EVALUATING YOUR PRESENT LOGO - WORKSHEET <ul><ul><li>Here are some negative concepts your logo might express. Circle all that apply. </li></ul></ul><ul><ul><li>Sloppy </li></ul></ul><ul><ul><li>Behind-the-times Unfriendly </li></ul></ul><ul><ul><li>Confused Just like everybody else </li></ul></ul><ul><ul><li>Cheap Hokey / corny </li></ul></ul><ul><ul><li>Cold Aggressive </li></ul></ul><ul><ul><li>Boring Dishonest </li></ul></ul><ul><ul><li>Pushy Sleazy </li></ul></ul><ul><ul><li>Vague Too Busy </li></ul></ul><ul><ul><li>Unimaginative </li></ul></ul><ul><ul><li>BRP 9 </li></ul></ul>
  10. 10. <ul><ul><li>When you change your logo, you change attitudes toward your company, and you want to be very sure that the new attitudes are going to be more favourable than the old. </li></ul></ul><ul><ul><li>Many, many major companies have come to realize that modernizing their existing logo, or bringing back an old one, can be better than throwing out the old and trying to sell a brave new image. </li></ul></ul><ul><ul><li>The Xerox logotype has been altered so gradually over the years that the change is hardly noticeable. </li></ul></ul><ul><ul><ul><li>BRP 10 </li></ul></ul></ul>LOGO AND THE EMOTIONAL FACTOR
  11. 11. DEFINING YOUR CORPORATE IDENTITY <ul><ul><li>The corporate identity programs of Fortune 500 companies are written up in manuals that take up several feet of shelf space. These manuals specify exactly where logos are to be placed on everything from trucks to business cards. They specify the size of the logo down to a fraction of a centimeter or an inch. </li></ul></ul><ul><ul><ul><li>BRP 11 </li></ul></ul></ul>

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