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Information flow for designing a LOGO
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Information flow for designing a LOGO - October 18th, 2010

Typically, a logo has the name of the company and its mark. Quite often, companies want a small mark to accompany the logo. This is for a couple of reasons. Firstly, they want the mark to further symbolize what they do and what values they stand for. Secondly, the small mark can be independently used in small spaces where it is not feasible to use the full name of the company.


Another key issues is the contemporarily of the logos. However it is important to bring about the changes in the logo with an eye to continuity.



Several companies are reviewing their logos. For example: the Tata’s have designed a new corporate color, blue, as part of the group’s strategy to allow for a common corporate identity and brand. The logo is to be used by their eight group companies, Tisco, Telco, Tata chemicals, Tata Tea, Tata Electric, Tata International, Tata Industries and divisions of Tata Sons.

Clearly a logo can be powerful tool, provided the company gets the concept, design, promotion and the usage right. Logos should evoke a clear, consensual held meaning. Unfamiliar meaning does not evoke common associations across people. Familiar meaning (without reducing distinctiveness) can be maximized by selecting a unique but easily interpreted design of a familiar object. Familiar meaning is increased by naturalness, as these captures how representative and organic this logo is.



Logos enable the marketing manager to evaluate priori the extent to which the logo and choosing a design that evokes consensus enables marketers to avoid selecting logos with unintended meaning. There are circumstances when it is appropriate to select a logo whose meaning is more ambiguous particularly when a company has diverse holdings that do not share a common theme or when companies do not want to link themselves to one product too closely.



Identity design, makes tangible what may not only be talent and obscured: it lends individually and character, it targets markets and elicit response: but the very nature of identity needs to be understood if it can be successfully implemented.
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