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.
And one of the most important visual aspect of a brand identity is LOGO
“ 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
logotype ,word mark or lettermark)
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
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
Symbols or Icons
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.
A LOGO should be SMART!
Principles of Effective Logo Design
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!
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
The name Gap refers to a pop psychology buzz phrase, "the Generation Gap"
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
Using Helvetica in such a bland way has incited rage in public. From serif to sans serif was a
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.
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.