PRESTIGE INSTITUTE OF MANAGEMENT

AND RESEARCH, INDORE

COMMERCIAL DESIGN ASSIGNMENT

Session: 2018-20
MBA-(APR) IV-Sem.

(SELF PLACED CATEGORY)

SUBMITTED TO: SUBMITTED BY:

Ms. DEEPIKA MEHROTRA SHREYA BHAWSAR

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Ques.1 Give 5 reasons why brands change or update their logos. Explain with at least 3

examples.

Ans.1 A company’s logo is the most important aspect of branding. Reason being, it is the face of

the company through which it gives recognition to the people. This helps the customers and other

people to connect with the product & services of the company. It is important for the company to

create its identity with the help of creating a good branding strategy. A lot of time and thought

process is invested behind these logos. 

Other than the brand name of the company, the logo is the basic thing through which a layman

will recognize & create an image of the company on that basis.  Once it is built, it creates an

image & identity in the mind of people for the artificial entity. It is interesting to learn how logos

have evolved over time and why companies feel the need to change their logos.

There’s lots of reasons brands change logos. Whether we’ve noticed it or not, many of the

companies we’re familiar with have changed their logos drastically. Some have decided to

switch to a more simplified version, while others have decided to get jiggy with it and do

something totally out there. Others have changed so much that they aren’t even recognizable as

the same company anymore.

The reason brands change logos

Valid reasons to update a logo:

 Overwhelming feedback that it’s not the right look for your target market

 Logo design issues

  Company has been around so long that the logo is outdated

 Company has significantly changed its products and services, and needs new

representation

Bad reasons to update a logo:

 Someone “doesn’t like it”

 Wanting to be cool or different

 Bored of current design

 Extra money to throw around

We can see, updating a logo can change the game completely – companies have to consider how

their customers feel, and how the change will impact their brand recognition and reputation in

the long run.

There are various examples of different companies, who updated there logo.

1. McDonald’s

The McDonald’s logo has drastically changes. The company had their first logo with

the colors Yellow & Red in the year 1961. They picked the colors red and yellow, &

we were sold. But McDonald’s famous barbecue? Did they HAVE barbecue at one

point? BRB going to look at old menus. They have kept the red and yellow throughout

the years, as well as the M arch. However, the sign pictured below is a recent addition.
2. Apple

Making its first appearance in 1976, Apple knows all about logo evolution. There is not a

shred of resemblance from their first logo to their current, and that might be for the best.

Rainbow apples are winning apples.

3. Twitter

I didn’t know they changed their logo completely- adding and taking away letters, and

their font used to be green. Which is insane. Twitter is blue. This is a pretty drastic

evolution, but it would seem they’ve finally found their way. Their logo has been the bird

since 2012.

4. Netflix

Netflix had several shifts since its founding in 1997. From DVD to streaming to

international expansion. Yet, the thread that tied all three shifts together was aggregated

content. In 2012 they launched Netflix Originals so the brand had to find a way to de-

couple from that association. Even this week the CEO of Microsoft, Satya Nadella, used
 the term “Netflix of…” to describe their upcoming streaming game service that features

aggregated content. With that in mind, Netflix re-designed their logo in 2014 as a way to

signal change.

5. Amazon

Amazon’s original logos were lacking the thing that makes it so recognizable today –

the yellow accent! Some smart cookie updated it to make a reference about how

comprehensive Amazon’s product list is by making the accent an arrow pointing from

A to Z. Now that’s good design thinking.

Ques.2 Why color psychology plays an important role in marketing and advertising? How

colors affect human behavior? Explain with at least 5 examples.

Ans. Color plays a major role in marketing products. It has a major influencing effect on

consumer buying behavior. It is a powerful marketing tool that significantly influences consumer

purchases, so much so that it accounts for 85% of the reason why someone decides to purchase a

product (Hemphill, 1996). Marketers must understand the psychology of color in order to use it

effectively. Psychology of color is the study of hues as a determinant of human behavior. Color

influences perceptions that are not obvious, such as the taste of food. Colors can also enhance the

effectiveness of placebos. For example, red or orange pills are generally used as stimulants.

Color can indeed influence a person; however, it is important to remember that these effects

differ between people. Factors such as gender, age, and culture can influence how an individual

perceives color. For instance, heterosexual men tend to report that red outfits enhance female

attractiveness, while heterosexual females deny any outfit color impacting that of men.

Psychology of color is also widely used in marketing and branding. Many marketers see color as

an important part of marketing because color can be used to influence consumers' emotions and

perceptions of goods and services. Companies also use color when deciding on brand logos.

These logos seem to attract more customers when the color of the brand logo matches the

personality of the goods or services, such as the color pink being heavily used on Victoria's

Secret branding. However, colors are not only important for logos and products, but also for

window displays in stores. Research shows that warm colors tended to attract spontaneous

purchasers, despite cooler colors being more favorable.

Color psychology is a relatively new area of study that faces several challenges. A major

difficulty that arises when investigating this topic is determining how to actually measure the
effects of color. Color perception is very subjective, as different people have different ideas

about and responses to colors. Several factors influence color perception, which makes it

difficult to determine if color alone impacts our emotions and actions.

Factors that influence color perception include age, gender, and culture. In some cultures, for

example, white is associated with happiness and purity. In a situation where a woman is wearing

a white wedding dress, is she happy because she is influenced by the color white or because she

is getting married? To someone from a different culture, wearing white may signify sadness.

This is because in those cultures, white is associated with grief and death. These and similar

factors must be considered when investigating the influence of colors on human emotions and

behavior.

Color Associations

While no direct cause and effect relationship between color and behavior has been found, some

generalizations about colors and what they may symbolize have been determined. Colors

including red, yellow, and orange are considered warm colors and are thought to stimulate

excited emotions.

Cool colors are found on the blue end of the visible light spectrum and include blue, violet, and

green. These colors are associated with calmness, coolness, and tranquility.

Color symbolism is often employed in the field of graphic design and publishing to evoke

certain emotions. Whether influenced by age, gender, culture, or not, research studies indicate

that colors do have some impact on physiology, behavior, and mood in some individuals.

1. Red - Ideas, attitudes, and emotions associated with the color red include:
 Warning

 Love

 Courage

 Aggression

 Rage

2. Blue - Associations with the color blue include:

 Trust

 Efficiency

 Coolness

 Security

 Sadness
3. Orange - Associations with the color orange include:

 Wisdom

 Pleasure

 Desire

 Pride

 Loneliness
4. Purple - Purple represents ideas and attitudes related to:

 Wealth

 Dignity

 Wisdom

 Arrogance

 Impatience

5. Black - Associations with black include:

 Aggression

 Gloom

 Security

 Coldness

 Emptiness
The colors in Marketing & Advertising play a very significant role:

 Build a Connection

Though colors prove to be significant in helping the brand depict certain feelings,

however; it is also very important for the company to build a connection between

the brand and the color scheme used. Companies do have in mind the emotions and

feelings they need their brand to depict but strong chances of the color not going

well with the personality of the brand prevail. Hence, the connection between the

two needs to be built in all cases, at all times.

 Colors helps in Recognizing Brand

Brand recognition is the consumer’s ability to identify or associate a product with a

brand. Marketers establish brand recognition by using a specific formula of colors and

shapes to form a brand mark. The key is consistency; the same colors must be present in

all facets of a company. For example, a company’s website should be visually relatable to

its store and consumer products.

  Colors Communicates Brand Image

Color helps in establishing brand recognition. It also conveys traits about a company’s

personality, or, brand image. In this sense, color serves as a subliminal language. Color is

a very influential source of information when people are making a purchasing decision.

Customers generally make an initial judgment on a product within 90 seconds of

interaction with that product and about 62%-90% of that judgment is based on color.

People often see the logo of a brand or company as a representation of that company.

Without prior experience of seeing a logo, we begin to associate a brand with certain

characteristics based on the primary logo color.

Conclusion

Color is an important factor influencing the consumer buying decision process. It is not simply

an afterthought when it comes to product packaging and company branding. Marketers and

businessmen invest sufficient time in selecting colors that reflect the values of the company and

preferences of the target audience.

The reward for doing so is increased sales, brand recognition and consumer loyalty. Product

packaging, branding, and consumer awareness all operate on different psychological principles.

Color has a big role to play in maximizing success. Hence, it is necessary to understand the

color’s harmony, its impact and principles, thus anticipating and planning how consumers will

react to the selected colors. It is important to recognize that color trends are not permanent, and

can fluctuate over a period of time. Therefore, it is important to stay up to date with current

marketing research on color in order to make the best decisions for a company.