Effective Logo Design
Today’s world is becoming increasingly visually oriented and logos have become a prime asset of companies. Logos are absolutely essential in branding and brand building and aims to facilitate cross-language marketing. The aim of this paper is to translate
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Abstract Today’s world is becoming increasingly visually oriented and logos have become a prime asset of companies. Logos are absolutely essential in branding and brand building and aims to facilitate cross-language marketing. The aim of this paper is to translate and expand the concept of logo effectiveness in the field of visual logo designs by identifying and understanding various factors that influence consumer perception of logos. The current research investigates numerous factors which influence the effectiveness of logo design including human perception factor. The study reveals that effective logo design adheres to seven elemental standards that all designers should be aware of. These principles may serve as key elements for judging whether the design and style systematically delivers the message to its potential audience. Degree of logo effectiveness is function of simplicity, versatility, memorability, relevance, timelessness, quality and appropriateness where as the psychological factor acts as multiplier of any one or more of the above factors. Logo design is an explicit function of shape factor (S) Color factor (C) and Font factor (F) and Human Perception Factor (P). The research includes case studies from different industrial backgrounds including automobile, sports, food products and beverages. The research classifies and studies different types of logos such as ones based on shapes, words, letters and Graphics. The work also addressed the issue of Good and bad logos. The study developed a set of guidelines for the effective logo design. S. Oswal (&) R. Mistry B. Deshmukh Mechanical Engineering Department, Walchand Institute of Technology, Solapur, Maharashtra, India e-mail: [email protected] R. Mistry e-mail: [email protected] B. Deshmukh e-mail: [email protected]
A. Chakrabarti and R. V. Prakash (eds.), ICoRD’13, Lecture Notes in Mechanical Engineering, DOI: 10.1007/978-81-322-1050-4_22, Springer India 2013
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Keywords Logo effectiveness Logo design factors Guidelines for effective logo design
Good logos Bad logos
1 Introduction: Need for Effective Logo Design A logo conveys the entire essence of the owner or of the product represented and a good graphical realization. Effective logos successfully communicate a brand’s style and personality. A logo is a distinct and recognizable identity of an organization. A logo identifies a company or product via the use of a mark, flag, symbol or signature. Logo is basically a statement of business to all over the world. Logos give the first impression of a product or a company and hence play a very big role in the presentation of a company or an organization. A good logo can not only influence a customer’s decision to buy a particular product but also attract the right kind of customers. Good logo expresses the organizations vision, its values and outlook. Logos help in making a company more distinguishable and memorable because target audience easily gets connected with the organization through
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