Tagging the ‘Logo’: Identifying Brand Values

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Dictionary defines a logo as an emblem or a device of an organisation. These few words however cannot actually denote the significance of the logo in its entirety even though they describe the concept quite aptly.

When we think about a brand, the first thing that pops into mind is the brand’s logo. We identify brands with logos; taglines and brand’s objectivity are only secondary in nature. Our correlation with brand logos only gets enhanced as we grow up. As kids where we interpret the meaning of logos in a certain childish manner, as we grow older, we think about them as they were meant to be – by their creators.

But what we interpret as children stays with us for quite a long time and hence logo creators – as creatively singular they are – majorly use nuances and refinements that imply everything about a brand without needing to be forceful about it.

The following are some of the most significant aspects about logos that determine their thriving in the highly competitive global marketing domain:

  • Colour is an important contributor to logos’ success. Almost every colour has some underlying meaning to it which is majorly utilised to the brand’s advantage by the logo creators
  • The colour red signifies passionate and emotional product content while blue is utilised to depict stability like the natural colouring of the sky
  • Yellow is utilised to depict energy and vibrancy while green connotes the inherent colour of nature around us
  • Purple denotes a royal vibrancy while black indicates a certain formality. Pink mainly is for products for women and girls, while brown depicts the constancy of the earth and soil. Lastly, orange depicts the positivity associated with sunshine as it denotes the brightness of the tropical climates
  • Children tend to associate logos with brand names at a very young age. Statistical reports published by research analysts at the Amsterdam University state that nearly 67% of children can recollect and tag brand names by virtue of their logos
review of company logo infographic
Color, value and evolution of Logos. Infographic courtesy-Finances Online

Common perception prevails that creating logos are often expensive cost chunks of money as investment. In certain cases, it is even true. But there are so many examples where brand owners haven’t invested huge amounts of money and yet have managed to come up with an intriguing and interesting logo that has not only sustained their brand value in the minds of the consumers, but has also added to greater numbers of consumers becoming ardent users of the brand’s product.

The Microsoft logo, Google logo, Coca Cola logo, Twitter logo and the Nike Logo are some of the most important global brands whose brand value is presently ranked in billions, but whose logos cost almost next to nothing in terms of monetary investment.

Similar to the cost factor is the perceiving about changes made to logos which many believe to be necessary for the brand to develop and grow across the world. Such is not the case at all times. There are many brands whose logo has remained intact despite the progression of years and which still retain their high brand value pleasing people worldwide, fulfilling their purpose as they were intended to be, right from the get-go!

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