In order to make a word in a page standout, we highlight it, underline it or circle it. This increases the notice ability. It gives an identity to the word. Similarly, for a brand name to stand our marketers use shapes and colours. This we see on packs and across communication media. This combination of shape and colour is called Brand Logo. Note that the brand name may or may not form a part of it, e.g. Coca-Cola is in the logo, but Pepsi is not.
The Brand Logo stays in the mind with colour distinctiveness. It is the visual signature of the brand. It is a long-term property of a brand and need to be handled cautiously. Each brand has a logo, though the elements of the logo vary across brands.
Elements of a Brand
A brand logo consists of five distinct elements –
- Brand Name – (Castrol in Castrol Logo)
- Geometric Shape – This includes non – copy visuals like Maruti, whirlpool, Star TV, Maggi and Nestle have.
- Colour – This is unnecessary condition as the brand name also is in the colour and the latter is a necessary condition for a brand logo.
- Slogan – Brand slogan in the brand logo is a rare observation. One such example is Britannia – Eat Healthy, think Better.
- Font – All copy matter including the brand name has a specific font, e.g. – Coca –Cola is always written in a particular manner.
Dos and Don’ts in a Brand Logo
- Use Creative elements than can be printed on all types of material and can be reproduced with consistency. Coke has different logos on the bottle and cans. There is a printing constraint on the glass bottles and these do not have the ‘bottle’ in the logo. But surprisingly, the geometric shape varies .It is rectangular on bottles and mostly circular elsewhere.
- In some cases the logo and the name are separate, i.e. the name is not in the logo, e.g. Pepsi. In these cases the consumer has to learn two different entities. Learning is simpler otherwise. Eyes have to stop at two places to learn instead of one. Besides, if the brand has a symbol not in the logo, it leads to the same issue. A good integration of all these elements is MRF, where the man is in the logo and the body of the man ends on the name and in the case of Frooti, the mangoes rest on the name.
- A brand name is an identity, a signature and these are consistent in definition. Brands should similarly stay in the minds. If we try recalling Cinthol, do we get any specific colour or geometric shape in mind?
- If a brand does not have a form, the same should be developed. If a brand does not have specific colour, the same should be developed. It would pay in the long term. It would pay during extensions, which would lead to different packs having different dominant colours. The only consistency is the logo.
- The geometric shape should not have edges. It defines boundaries and lack of dynamism perceptually. Wavy shapes connote dynamism and flexibility. There is no consistency on this across strong brands. E.g. Pepsi, Coke, Thums up, etc.
- The Pack of colour(s) should contrast the logo colour(s). Brooke Bond’s Red Label tea is a leading brand. When we recall its logo, red and white colour comes to mind. The red on the pack clearly overpowers the dark green logo of Brooke Bond
- Colour connotes class and puts a premium on the product. The golden colour of Cadbury, wherever used fits the criterion. For premium brands, premium colours should be used. Park Avenue uses golden logo on personal care products.
- A logo should overpower the crowd on the shelf and attract attention from a distance, irrespective of lighting condition. Apart from colour combination, even size plays a role to create this effect. In terms of the pack size, the green Frooti packs are not big. But its logo just overpowers. Size has a role to play in this.