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Oswal S, Mistry R, Deshmukh B. Effective Logo Design[J] Springer India, 2013: 271-281. SonamOswal,RoohshadMistryandBhagyeshDeshmukh

Abstract Today’s world is becoming increasingly visually oriented and logos have become a prime asset of companies. Logos are absolutely essential in brandingandbrandbuildingandaimstofacilitatecross-languagemarketing.The aimofthispaperistotranslateandexpandtheconceptoflogoeffectivenessinthe

?eldofvisuallogodesignsbyidentifyingandunderstandingvariousfactorsthat

in?uence consumer perception of logos. The current research investigates numerous factors which in?uence the effectiveness of logo design including humanperceptionfactor.Thestudyreveals thateffectivelogodesignadheresto sevenelementalstandardsthatalldesignersshouldbeawareof.Theseprinciples mayserveaskeyelementsforjudgingwhetherthedesignandstylesystematically delivers the message to its potential audience. Degree of logo effectiveness is function of simplicity, versatility, memorability, relevance, timelessness, quality andappropriatenesswhereasthepsychologicalfactoractsasmultiplierofanyone ormoreoftheabovefactors.Logodesignisanexplicitfunctionofshapefactor(S) Color factor (C) and Font factor (F) and Human Perception Factor (P). The research includes case studies from different industrial backgrounds including automobile, sports, food products and beverages. The research classi?es and studies different typesoflogossuch as onesbased onshapes,words,lettersand Graphics. The work also addressed the issue of Good and bad logos. The study developedasetofguidelinesfortheeffectivelogodesign.

S.Oswal(&)áR.MistryáB.Deshmukh MechanicalEngineeringDepartment,WalchandInstituteofTechnology,Solapur, Maharashtra,India

e-

mail:sonamoswal2907@https://www.360docs.net/doc/747408919.html,

R.Mistry

e-

mail:roohshadmistry@https://www.360docs.net/doc/747408919.html,

B.Deshmukh

e-

mail:dbhagyesh@https://www.360docs.net/doc/747408919.html,

A.ChakrabartiandR.V.Prakash(eds.),ICoRD’13,LectureNotesinMechanical Engineering,DOI:10.1007/978-81-322-1050-4_22,óSpringerIndia2013 271

Effective Logo Design

272 S.Oswaletal. Keywords LogoeffectivenessáLogodesignfactorsáGoodlogosáBadlogos á Guidelinesforeffectivelogodesign

1 Introduction:NeedforEffectiveLogoDesign

Alogoconveystheentireessenceoftheowneroroftheproductrepresentedanda good graphical realization. Effective logos successfully communicate a brand’s style and personality. A logo is a distinct and recognizable identity of an organization.

A logoidenti?esacompanyorproductviatheuseofamark,?ag,symbolor signature.Logoisbasicallyastatementofbusinesstoallovertheworld.Logos givethe?rstimpressionofaproductoracompanyandhenceplayaverybigrole

in the presentation of a company or an organization. A good logo can not only in?uenceacustomer’sdecisiontobuyaparticularproductbutalsoattracttheright kind of customers. Good logo expresses the organizations vision, its values and outlook.

Logoshelpinmakingacompanymoredistinguishableandmemorablebecause targetaudienceeasilygetsconnectedwiththeorganizationthroughthem.Itcre-

ates an impact in consumers mind and represents the company’s personality in most favorable manner. Logos are very effective in communicating a brand’s messagetoconsumers.

2 ObjectiveofStudy

1. Discussfactorsaffectinglogoeffectiveness.

2. Tounderstandtherelationofshape,color,andfontsonlogoeffectiveness.

3. Toprovidedesignerwithaguidelinestoselecttheoptimumfeaturesincluding

color,fontandshapeforlogodesign.

3 LiteratureReview

ChakrabartiandKumari[1]studiedtheeffectofstructuresharingonlogodesign andtoenhancetheeffectivenessofit.Thedegreeofstructuresharingandresource effectivenessonlogodesignwasdone.Kohlietal.[2]providedtheirthoughtson

the two facets of logo design: content and style where content referred to the elementscontainedinthelogo,includingtextandgraphicrepresentationandstyle referredtohowtheseelementsarepresentedinagraphicalsense.Hemetal.[3] foundthatlogorepresentativenessanddesignwereimportantdeterminantsoflogo success. Bottomley et al.[4] investigated color appropriateness and showed the

EffectiveLogoDesign 273 effectsofcolorsandproductsonperceptionsofbrandlogoappropriateness.Doyle etal.[5]studiedtheeffectoffontappropriatenessonbrandchoice.Itwasfound

that brand presented in appropriate fonts was chosen more often than brands presented in inappropriate fonts. Saleh [6] has investigated the relationship between consumer’s perceptions of a logo the organization it represents and the organization’sperformance.Therelationshipbetweentheperceivedima geofthe logo and organization perceptions was found to be positively signi?cant. Fang et al. [7] studied the effect of a logo design on attitude toward the ?rm and the perceptionofthe?rms’modernness.Theyfoundthattherespondentshadabetter attitudetowardthe?r mforaroundlogoversusanangularlogo.Intermsofalogo change, Kohli et al. [2] provided some guidelines and stated that if a logo is changed,thechangeshouldbemadeincontent.However,thechangestothelogo should be kept to a minimum. Walsh et al. [8] has studied con sumer’s attitudes towardalogochangeorredesignandinvestigatedtheeffectofdifferentdegreesof redesignedlogosonconsumersbrandattitudetowardthem,withthemoderating effectofbrandcommitment.

It has been observed form the above literature survey that research has been doneonfactorssuchaslogocontentandstyle,logoappropriateness,logoredesign, colorappropriateness,fontappropriatenessbutnotasomuchoneffectiveness.

4 ScopeoftheStudy

Thestudycoveredlogosfromdifferentbusinessdomainsandcomparativestudy wasdoneonthebasisofshape,fontandcolorandwasrankedonthebasisoftheir effectiveness. Analysis of good and bad logos is carried out considering its simplicity,relevance,appropriatenessandquality.

5 Methodology

5.1 StudyofVariousLogosforUnderstanding

theEffectiveness

Various logos belonging to companies from various business domains were selectedforevaluatingeffectiveness.Thelogoswhichscoredhighoneffectiveness were considered for further analysis. After analyzing logos those parameters affecting the effectiveness are established. The methodology is to expand the concept of effective logo design. The study reveals that effective logo design adherestosevenelementalstandardsthatalldesignersshouldbeawareof.

Most logo designs can be broadly classi?ed into three types: text, emblem, emblemandtext,graphicalormascottype.Inmostcasedtheemblemoriconis

274 S.Oswaletal. accompanied with the company name. As a general rule icon or emblem based logosthefollowingrulesapply;

? Bestvisualappeal.

? Likelytoappealtoalargeanddiverseaudience.Morememorable.

? Goodformerchandising.

? Canserveasatrademarkeffectively.

? Lacks uniqueness and versatility especially if the business group is diverse (Fig.1).

Fig.1 Iconbasedlogos(GoogleChrome,AppleComputersandNike)

Puretextlogosarealsothesimplestbutattheriskofbecomingmonotonous. Thefollowingfeaturesfortextbasedlogoshavebeennoted:

? Mostappropriateforcompanieswhodon’thaveaphysicalproductviz.Banks, servicesectorcompanies,legal?rmsetc.

? Donotstandout.

? Esotericappeal(Fig.2).

Fig.2 Textbasedlogos

(WaltDisneyEntertainmen

t

CompanyandNASA)

Some logos contain a mascot or some graphical illustration. These are quite complex and require a skilled artist and designer. The points noted about these logosare:

? Mustchoosethecharacterormascotcarefully.

? Suited for entertainment industry, food and beverages and toy manufacturers andserviceorientedcompanies.

? Canbememorableifdesignedproperly.

? Notsuitedformanufacturingindustry,legal?rmsandbanks(Fig.3).

Fig.3 Graphiclogo

(StarbucksCoffee)

EffectiveLogoDesign 275 Asageneralruleiconoremblembasedlogosthefollowingrulesapply:

? Bestvisualappeal.

? Likelytoappealtoalargeanddiverseaudience.Morememorable.

? Good formerchandising.

? Canserveasatrademarkeffectively.

? Lacksuniquenessandversatilityespeciallyifthebusinessgroupisdiverse.

Inmajorityofcasesiconandcompanynameisused.Theruleswhichapplyfor iconbasedandtextbasedlogosapplyhereaswell(Fig.4).

Fig.4 Iconandtextlogos

(PumaandBurgerKing)

Abovelogoswerestudiedindetailandfollowing7elementalstandards[9,10] areexplainedindetailrelatedtologodesign:

(a) Simplicity A logo must be simple and this is true especially when on an

insigniaoranemblemisusedasalogoasinthecaseofNikeandApple.Very

intricateandgeometricallycomplicatedlogosmustbeavoided.Forexample

the?agofJapandepictingthelandoftherisingsunappropriatelyrepresents

the nation. A logo must be simple and this is true especially when on an insigniaisusedasalogoasinthecaseofNikeandApple.Oftenthesimplest

things are also timeless and memorable. This is the reason that most of the logoswhicharememorableandtimelessarealsosimple.

(b) RelevanceLogosmustre?ectclearlythecompany’smessage,values,beliefs

andbusinessdomain.ForexampleusingtheemblemofaJaguarinJaguarcars

does qualify on the basis of relevance. The sameis not be true for the logo PeugeotespeciallygiventhefactthatPeugeotsproductlineupincludesmainly lowtomediumbudgetcarswhereasthelogoisthatofaLion.

(c) Memorability The memorability of logos can vary from person to person

country to country and depends upon the individual’s cultural political geo- graphicbackgroundandhisownexperiences.Hencearuleofthumbisdif?cult

to establish but can be generalized for a certain populous. For example the Applehasimmensephilosophicalimplicationsforwesternpeoplebutisjusta

fruitformostAsians.Foralogotobememorableitmustbeuniqueandalso

simple. Nike and Apple logos are the best examples. Coco Cola and

McDonaldslogosalsofallinthiscategory.

(d) Quality Quality can be very effectively expressed by use of certain shapes

https://www.360docs.net/doc/747408919.html,eofcirclesispreferredfollowedbyellipsesandsquares

must be avoided. For example Honda, BMW and Mercedes Benz all make excellent quality cars. The Honda logo however does not re?ect this as

comparedtotheBMWandMercedeslogo.Qualityisoftenbestexpressedin

simplesharpfonts.Cursivefontsmustbeavoided.

276 S.Oswaletal.

(e) Appropriateness Logos must re?ect the product busines s environment or

company policy appropriately. For example the Burger King logo appropri- atelyrepresentstheproduct‘Burger’.RadioMirchilogorepresentsthecom-

panynameappropriatelyandsodoestheapplelogo.Buttheydonotrepresent

thecompanyproductappropriately.

(f) Versatility Many large business houses operate different business and manu-

facturingdifferentproducts.Insuchcaseitisbettertohavelogowhichre?ects

the group rather than the individual product. In such cases the logo must be versatile. Mitsubishi logo is effective representation for automobiles and manufacturingbutisnotsoeffectiveinrepresentingthegroupwhichincludes

banking insurance etc. A good example of a versatile logo is TATA and GENERALELECTRIC.

(g) TimelessnessThisisacombinedeffectoftheabovefactorsanditisdif?cultto

establish a rule of thumb for the same. Generally speaking logos exhibiting simplicity and memorability exhibit timelessness; the logos of Coco Cola, NikeandApplefortospeak.

5.2 Testingthe‘7ElementsofLogoEffectiveness’

These7elementsarefurthertestedforColor,Shape,andFontforthelogoofTalk more. In ‘Structure sharing in logo design’ [1] the study was done on structure sharingandlittleworkoneffectivenesswasdoneandstructuresharingexistwhen thereismorethanonefunctionful?lledbythesamestructureatthesametime.It

also need FM tree to show structure sharing. The focus was more on structure sharingandleastoneffectiveness.

Logo of talk more as shown in Fig.5; a telephone service from Kingston Communication is taken for analysis. Talkmore uses symbology in the form of quotationmarkstoreplacethelettersAandE,creatingacleverimagethatgivesa graphicalrepresentationofthewordsandmeaningofthebrand.Thetouchofcolor enhancesthiseffectmakingthelogostandout.Simpleandcleanuseoftypography isobservedtocommunicateprofessionallywiththepotentialclients.

Fig.5 TheTalkmorelogo

A10pointscalewasusedtoratetheColor,Shape,CulturalImpactandHuman perceptionFactorsasshowninTable1.

ATreestructureofvariousfactorsoflogoeffectivenessisdrawnasshownin

Fig.6.

Anequationforlogodesigneffectivenessiswrittenas,

LogoDesignEffectiveness?feColoureCTtFonteFTtShapeeSTT: e1T