It all started in the 19th century, following a rise in industrial manufacturing (which we call the industrial revolution) that resulted in increased volume. This excess production forced the manufacturers to spread the distribution so as to reach more and more people and hence they started entering in the zone of their competitors. So in order to differentiate between our products and that of the competitor, they needed something. Hence, Emblems or symbols were included on products, packages and labels so buyers could easily recognize the product they preferred.
Looking at today’s world we can say that logos have truly brought in a new revolution in the advertising world. Initially it would only be the affluent organizations who could afford logos but the times have now changed… for things as small as a game organized during Backwaters2009 (IIMK’s annual management & cultural event) they would need a logo!! Another stark difference is the difference in complexity. Initially the logos used to be very complex but now the successful companies say ‘simpler is better’. To quote an example we have the creative genius Apple:
So we can very well conclude that today’s Logo designs are although very stylish yet remain conservative, which makes them eye-catching and easier for the brain to memorize.
The most important part of a logo design is the concept on which it is based. One need to think and determine what is the correct visual representation of the company’s name or the field in which it is operating. This can be at times tricky because people perceive things in different ways and hence it is recommended to get the idea verified by a decent number of people before finalizing it. Again, there are some fields where the visual representation is either very difficult or has very few options to choose from. E.g. Software companies. Can you imagine a visual representation of the code that the high tech software engineers are creating day in day out? The way out here is to relate the logo to the values of the company like the quality, timeliness, trust etc.
Although the importance of this selection of the image becomes more clear when you try to change it at a later point of time. For example- Coca cola tried changing its brand image in 1980s from Coca cola to coke and very soon Pepsi took the top spot (although they were not able to sustain). More on this in the subsequent posts.
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