Logo and analysis of logos

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

23. Aaker’s Brand equity model

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