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

Published in: Business, Technology
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  1. 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. 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. 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. 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. 5. A brand that has it all Lettermark Logotype/Word mark Symbols or Icons
  6. 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. 7. A LOGO should be SMART! Principles of Effective Logo Design
  8. 8. Simple Memorable Appropriate Robust Timeless
  9. 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. 10. LOGO : CASE 1 GAP
  11. 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. 12. People’s Verdict
  13. 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. 14. Our Verdict SMART
  15. 15. LOGO : CASE 2 Starbucks
  16. 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. 17. Then Now
  18. 18. People’s Verdict
  19. 19. Verdict from Designers
  20. 20. Our Verdict SMART
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