They’re tiny and therefore not as obvious. But they are certainly not to be overlooked. Here’s a peek into logo-power!
Hewlett-Packard (HP) recently unveiled the new Compaq logo in Shanghai. In 2002, HP acquired its rival Compaq, creating a lot
of controversy both inside and outside the company, one that had even cost its CEO Carly Fiorina her job. After 5 Years HP has finally found a good use of the logo. In fact, revival and up gradation of the Compaq logo is a part of the group’s strategy to help recover its lost market share. HP is using Compaq to protect itself from competitors nipping away at the low-end market; HP is being promoted as a premium top-end brand, while Compaq would be promoted as the simple and affordable PC. This way HP is ensuring that its price-sensitive consumers don’t deflect to Dell or Toshiba.
What’s interesting is, although customers won’t see the new Compaq products for months, but from 2005 onwards the company has been working hard to make people understand the difference between the product offerings of HP & Compaq, by marketing them differently and aggressively making the two logos, visibily distinct.
Logos give a brand its identity. They are a company’s most valuable asset. It’s no secret that a whole lot of Fortune 500 companies devote millions of dollars each year to develop their brands and promote their corporate identity. In fact, logos are what instantly make a brand recognisable. They make a brand memorable. According to some, the five interlocking rings of the Olympic Games is the most recognisable logo.
Logos also have tremendous impact. In 1974, Milton Glaser produced a logo (at his Manhattan studio), which has today become the most frequently imitated logo design in human history. IYNY (I love New York) has probably changed the way people express their love! Another popular logo – FedEx – was designed by Walter Lander. Observe the logo carefully and you would spot an arrow hidden between the ‘E’ and the ‘x’. It was meant to signify speed. After shortening the name from Federal Express to Fed Ex the company suddenly started looking more trendy. Not just that they even claimed that they saved so many tins of paint and therefore dollars!
Playboy once received a letter with the distinctive ‘bunny’ logo as the only identifying mark appearing where the mailing address would normally be written. Goes to prove, that logos, many a times, become the strongest identity of a brand.
Logos to freshen up
They may look like a tiny blob put next to the brand name, but logos work hard. They represent change. A new logo is the most effective way to signal change in an organisation. A new logo is used to make a jaded company look fashionable and in sync with the times. Hindustan Motors (remember the good old Ambassador) changed its logo to look more contemporary. The new logos of Hindustan Unilever actually consist of 24 symbols put together in the shape of a “U”.
Indian Airlines wanted to be seen as a company ready to take on domestic private airlines and shed its image of a plodding public sector undertaking. It acquired new aircrafts worth Rs.9,500 crores, and a new logo made people realize that things were changing at Indian Airlines.
Competitors & competition makes organisations sit up and take charge. Banks are all about image & service. With a whole lot of multinationals setting up shop here, our desi Indian banks realised it was time they changed. A whole lot of them developed new corporate identities to look younger & trendy. A large part of the “make-over” was a change in logos. Bank of Baroda now has a new logo called the “Baroda Sun”. UTI bank has a new name & logo “AXIS Bank”. SBI has undergone an image change. Even smaller banks like Lord Krishna Bank and Catholic Syrian Bank have redesigned their logos. They don’t want to be perceived as ‘last-genera tion’s banks’ and a new logo gives a quick facelift.
Companies that have been in the business for too many years face this problem. One of the world’s greatest vehicle brands Land Rover found its corporate look did not excite the younger generation much. It changed its corporate identity and the magic began working. Shortly after, the laurelled Land Rover achieved its financial targets.
Hewlett-Packard (HP) recently unveiled the new Compaq logo in Shanghai. In 2002, HP acquired its rival Compaq, creating a lot
of controversy both inside and outside the company, one that had even cost its CEO Carly Fiorina her job. After 5 Years HP has finally found a good use of the logo. In fact, revival and up gradation of the Compaq logo is a part of the group’s strategy to help recover its lost market share. HP is using Compaq to protect itself from competitors nipping away at the low-end market; HP is being promoted as a premium top-end brand, while Compaq would be promoted as the simple and affordable PC. This way HP is ensuring that its price-sensitive consumers don’t deflect to Dell or Toshiba.What’s interesting is, although customers won’t see the new Compaq products for months, but from 2005 onwards the company has been working hard to make people understand the difference between the product offerings of HP & Compaq, by marketing them differently and aggressively making the two logos, visibily distinct.
Logos give a brand its identity. They are a company’s most valuable asset. It’s no secret that a whole lot of Fortune 500 companies devote millions of dollars each year to develop their brands and promote their corporate identity. In fact, logos are what instantly make a brand recognisable. They make a brand memorable. According to some, the five interlocking rings of the Olympic Games is the most recognisable logo.
Logos also have tremendous impact. In 1974, Milton Glaser produced a logo (at his Manhattan studio), which has today become the most frequently imitated logo design in human history. IYNY (I love New York) has probably changed the way people express their love! Another popular logo – FedEx – was designed by Walter Lander. Observe the logo carefully and you would spot an arrow hidden between the ‘E’ and the ‘x’. It was meant to signify speed. After shortening the name from Federal Express to Fed Ex the company suddenly started looking more trendy. Not just that they even claimed that they saved so many tins of paint and therefore dollars!
Playboy once received a letter with the distinctive ‘bunny’ logo as the only identifying mark appearing where the mailing address would normally be written. Goes to prove, that logos, many a times, become the strongest identity of a brand.
Logos to freshen up
They may look like a tiny blob put next to the brand name, but logos work hard. They represent change. A new logo is the most effective way to signal change in an organisation. A new logo is used to make a jaded company look fashionable and in sync with the times. Hindustan Motors (remember the good old Ambassador) changed its logo to look more contemporary. The new logos of Hindustan Unilever actually consist of 24 symbols put together in the shape of a “U”.
Indian Airlines wanted to be seen as a company ready to take on domestic private airlines and shed its image of a plodding public sector undertaking. It acquired new aircrafts worth Rs.9,500 crores, and a new logo made people realize that things were changing at Indian Airlines.
Competitors & competition makes organisations sit up and take charge. Banks are all about image & service. With a whole lot of multinationals setting up shop here, our desi Indian banks realised it was time they changed. A whole lot of them developed new corporate identities to look younger & trendy. A large part of the “make-over” was a change in logos. Bank of Baroda now has a new logo called the “Baroda Sun”. UTI bank has a new name & logo “AXIS Bank”. SBI has undergone an image change. Even smaller banks like Lord Krishna Bank and Catholic Syrian Bank have redesigned their logos. They don’t want to be perceived as ‘last-genera tion’s banks’ and a new logo gives a quick facelift.
Companies that have been in the business for too many years face this problem. One of the world’s greatest vehicle brands Land Rover found its corporate look did not excite the younger generation much. It changed its corporate identity and the magic began working. Shortly after, the laurelled Land Rover achieved its financial targets.
Copyright © :-Rajita chaudhuri and Planman Media
An Initiative of IIPM, Malay Chaudhuri and Arindam Chaudhuri (Renowned Management Guru and Economist)
An Initiative of IIPM, Malay Chaudhuri and Arindam Chaudhuri (Renowned Management Guru and Economist)
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