Logo...
It is a word that is widely popular with people; it can be met in business conversations, in business plans and annual reports of companies, during the teenagers' chatter and in everyday discussions. So, to clarify the idea:
A logo is a graphic mark or emblem commonly used by commercial enterprises, organizations and even individuals to aid and promote instant public recognition.
Another example of icon logo is Nike. Nike's "Swoosh" is one of the most recognizable symbols in the world which history started in the 1971 when Carolyn Davidson for only 35 $ designed a logo, which then has transformed for several times and finally formed into a well-known solo swoosh. The Nike SWOOSH logo represents the wing in the famous statue of the Greek Goddess of victory, Nike, who was the source of inspiration for many great and courageous warriors.
According to legends, a Greek would say, "When we go to battle and win, we say it is Nike."
Also there are logotypes that are based on the the name of the organisation like Walt Disney logo, foe example:
Co-founded by Walter Elias Disney, the Walt Disney Company today has branched out to various entertainment studios, theme parks, products and other media productions with an annual revenue of approximately US $30 billion’
The original Walt Disney logo, to a large extent, has retained its uniqueness, however, over the time, different animations and styles were introduced in the Walt Disney logo to complement the entertainment quality and the technological breakthroughs of the era. For instance, logo added with “World” used for the company’s resorts "Walt Disney World Resort", a Mickey’s head is adopted for the company’s Mickey Mouse Club and “Studios” was added to the Walt Disney logo signifying Disney Studios around the world. However, Disney logo has contributed a lot to the company and is has been immensely important and powerful brand element through ages .
So, finally there are logos ancient in origin but today instantly recognisable: the logos of the Red Cross and the Red Crescent.
By and large, logos make up a specific area in branding and are crucial for successful business, popularity with consumers and startling reputation.
So, finally there are logos ancient in origin but today instantly recognisable: the logos of the Red Cross and the Red Crescent.
So, the worlwide popular company Apple with immensly strong marketing foundation and unique branding strategy is going to surprise the cunsumers with new device - with IPad! Let's watch it:
So, I would like to focus my attention on one of the brand concepts - brand identity...
Brand identity is all the elements that make up the association line in the consumer's mind. The owners, producers tend to build the strong ties with the consumers through the brand identity.
Well, while I was rummaging web-pages that deal with brand identity I came across the article in which a brand identity was named a "promise". In my opinion it is a great allegory! Really, consumers are in touch with brands and consequently with their identity day by day and every time they are being promised to "do it" with Nike, "taste the rainbow" with Skittles or "eat fresh" in Subway. Consumers get the promises and hope them to be real and true.
There is the brand branch that is closely connected with the brand identity. It is for sure visual brand identity.
Now I would like to address to a certain example - Martini's visual identity...
Brand identity is all the elements that make up the association line in the consumer's mind. The owners, producers tend to build the strong ties with the consumers through the brand identity.
Brand identity needs to focus on authentic qualities - real characteristics of the value and brand promise being provided and sustained by organisational and/or production characteristics.
Well, while I was rummaging web-pages that deal with brand identity I came across the article in which a brand identity was named a "promise". In my opinion it is a great allegory! Really, consumers are in touch with brands and consequently with their identity day by day and every time they are being promised to "do it" with Nike, "taste the rainbow" with Skittles or "eat fresh" in Subway. Consumers get the promises and hope them to be real and true.
There is the brand branch that is closely connected with the brand identity. It is for sure visual brand identity.
Effective visual brand identity is achieved by the consistent use of particular visual elements to create distinction, such as specific fonts, colors, and graphic elements. At the core of every brand identity is a brand mark, or logo.
Now I would like to address to a certain example - Martini's visual identity...
In fact, practically every person knows this extraordinary and remarkable brand of vermouth that is being incredibly popular all over the world with different consumer segments. Is was named after the Martini & Rossi Distilleria Nazionale di Spirito di Vino, in Turin. There is no doubt that since the first days of existence company has used really aggressive marketing strategy which has escalated the company to stunning success. The Promotion actions were directed to shocking effect, impressive commercial, wide usage of celebrity marketing (Charlize Theron, George Clooney), mass PR actions and sponsorship policy. So, aforementioned factors affected the current situation: company is profitable, influential, able to collaborate with the consumer market and just an impressive business phenomenon.
There are 7 Martini vermouth brands:
- Martini Rosso - 1863
- Martini Bianco - 1910
- Martini Extra Dry -it was launched on New Year's Day 1900
- Martini Rosato
- Martini D’Oro - 1998
- Martini Fiero
- Noilly Prat - a French vermouth owned by the company
The brand's identity is shaped by intensive and bright colors, correct forms, elegant design and shik image. All the brands have the same spirit and unified, eye-catching and easy-to-remember logo:
And now you can enjoy several stylish Martini ads:
So, branding...
It is everywhere; everywhere in our everyday life, all around us. Somebody may deny this fact and pretend that it is not true, but let's look around carefully:
- we wake up in bed that was made by a company that a hundred to one is covered by some brand field
- we eat breakfast, cook something using products that are in some brand groups with help of dishes that also are branded
- than we use some cosmetics, choose the outfit ... and these stuff are also branded!
- we go outside and there we face up with brands at every turn: transport, shops, job, even people...
In my opinion branding has become the integral part of society and it is really crucial to understand what it exactly means, especially for those people who are going to be involved in business sphere.
Here are some articles and information sources containing basics about brands, branding and its branches:
Here are some articles and information sources containing basics about brands, branding and its branches:
