LOGO ANALYSIS

Collective signature of group, company, religion, country,

product, services, institution, organization.
It conveys collective wisdom, vision, mission culture, target
customer, qualitative/ quantitative, environment,
emotions, relationship.
Its like Cover Box/ Outer Packaging to convey the
materials/services value, legal authority intended for
product and services offered by the entrepreneur/
producer/ owner.
 INTRODUCTION
A logo is a graphic mark, emblem, symbol or stylized name
used to identify a company, organization, product,
or brand.
LOGO : Language Of Graphics-Oriented.
Symbol/ Picture/ Maps/ Digits are used to recognize a
public image/ identification/ branding of company.
The logo can be an abstract design / a symbol which
represents a word mark. It may take the form of an abstract
or figurative design, stylized version of the company brand
recognition.
 ESSENTIALS OF LOGO
Logo is collective signature / public/ mob image/ sign.
A good logo is distinctive, appropriate, practical, graphic,
simple in form, it conveys owner's intended message.
A logo should be able to be printed at any size to suit the
marketing/ communication need of owner/ customer. It
should be effective  with/without color.
A great logo essentially boils down to 2 things :  great
concept & great execution.
 Types of logo.
Pictorial / film-posters/ signage: Nestle -Mother bird feeding
digestable food. Shole film poster shows fire emerges out.
Abstract : BMW – high speed running wheel illusion
Number: F1 : formula race – trailing flame with digit 1 inbuilt.
Text : TCS thin/hight of letters shows logical, constructive
image.
Symbolic: Doctors, Chartered Accountant, Lawyers
Logos are designed with or without background of various
geometry shapes ( circle, ellipse, square , triangle, lines, dots
pattern) , picture.
 Qualities of LOGO
 These five qualities make a logo instantly identifiable, and ensure that
when consumers look at it, they'll connect with your brand.
 Simple. Many of the most impactful and successful logos in history
are surprisingly simple e.g. Nike single swoosh, apple, face-book
 Relevant. Fonts, symbol, color to match company vision.
 Memorable. To connect with consumer, interest, recall, uniqueness.
 Timeless. Remain relevant and effective over the years.  focus on
quality over quantity. Google log revised many times.
 Versatile. can be used in a variety of ways, shapes, and situations as
per new addition/ deletion of product and services.
 Background of Logo:

 CIRCLE : Between two points shape which has maximum area is

circle. Maximizing/ protected/happiness conveyed by logo to sub-
coscious mind of public/ customer.
 The circle is a universal symbol represents the notions of totality,
wholeness, original perfection, the Self, the infinite, eternity,
timelessness, well protected, established, safe, artistic, productive,
assured customers, less competition , comfort Zone, hobbies,
protected, safe playing field: Examples.. BMW, TATA(OLD)
 Background of Logo : ELIPSE

 Compressed Circle/Oval with two focal centre with major/minor axis.

Additional focal point makes traits multifold energy level with
perpetual immortal spirit.
 Planets are perpetualy mooving in eliptical path. Earth is moving
around sun continuously with speed of 65000 kmph without any fuel.
 Continuous smooth energy flow is trait conveyed by this symbol :
Examples …TOYOYA, SAMASUNG
 Background of Logo :
SQUARE: Equal length and breadth convey balance of down
ward (micro ^) and horizontal (macro <-- ->) motion.
Represent earthy, materialistic, constructive, practical, strong
aspect: e.g. Housing Development Authorities, many
construction company logo.
Convey stable, modest, reliable, integrity, stud fast, basic
elemental. Traits.
Background of Logo:
RECTANGLE:
1. With more hight >> Governs higher IQ, micro thinking,
straight forwardness, logical, impulsive, direct, loner,
spiritual, selective, sensitive. Example.. ebony, kyara
2. With more width >> Tells about drive, stamina, team
spirit, good relation, macro thinking. Example..porsche,
mazda
Horizontal is about one and a half times the vertical, which
Professor Bejan said approximates to the golden ratio.
 Background of Logo :
TRIANGLE : Two points form a line first dimension.. promotes
to seond dimensional graph area/ space by adding one point, so
it represent maximization with minimal efforts and resources
to transform from basic linear to next higher area level.
Represents manifestation, enlightenment, revelation, higher
perspective growth , higher state of being, Spiritually, positive,
focused approach.
Example .. DLF, Google drive, Quantas, Mitsubishi.
 Background of Logo : Picture

A design/ painting, drawing/ photography so vivid to

suggest a mental image/ an accurate happening. Colors,
strokes, symbolic features with various style/ choices/
vision make desired picture, idea to be communicated to
customer/ users. Example : Amazon, Apple, Niche, Barista
Coffee
 Background of Logo : TEXT
Text : Scripts are used in logo as per local customer market
need. One or more scripts are also used to fulfill market /
customer requirements. Coca Cola ad of Arabic script goes
left to right doesn’t match with the pictorial direction has
bad impact . Here we are focused on English Script only.
Various graphic traits like >> line thickness, slant, size,
connection(form), space, speed, lower/ upper case,
various add-on in letters, serif/ not serif fonts, font
theme, punch-line, are playing important role in
communicating product/ service philosophy.
Graphic Traits : Line-thickness
Thin lines : Sophisticated, intellect, direct, built-in values, high
end material, quality, richness, micro finsh
Uniform gaps :- adaptability/ considerate.
Double-line :- re-strengthening, safe, protected market.EIL logo
Thick lines : Strength, solid, practical, mass driven, FMCG
sectors, more practical, stable, sturdy, high energy, macro
aspect. Big Bazar, BHEL
 Graphic Traits : S L A N T
Slant represents emotion :- backward \\\ (repressed, past),
vertical |||(logical, today), forward (positive futuristic) ///
Forward / Vertical slants are most commonly used in logo.
Vertical slant: Logical driven, straight forward, business
mind, weighing values, check n balance, analytical, short
term goals confident, aloof, impulsive, self starter, no free
bee, coaching focused, lives in today, quick result, forcing,
aggressive, need base consideration, cautious, diplomatic ,
empathy, direct. Contd..
 Graphic Traits : S L A N T
Forward slant : Pro active, friendly, ruled by heart, charity,
friendly committed, team spirit, strong bonding, long term
goals, considerate, open mind, accommodative, accessible,
no ego, believe in collective progress/goals. Welcome new
opportunities, futuristic, mentoring efforts, emotional
value based consideration, sympathatic, altruistic, natural
way to deal with. TVS, Coca Cola.
 Graphic Traits : S i Z E
Magnitude of length tells how a person relates to his/her
environment. Hight>life-style, Width>personal space.
Extra large: To be seen/heard, exhibitionist, impatient, minimum
intelligence, mass based approach, big rolling, materialistic. BHEL
Large : ambitious, bold, extrovert, gregarious, tactful, needs space,
proud, modest, entrepreneur, large customer base. TATA
Medium: Adaptable, value for money, careful, co-operative, versatile
competative, selected/ targeted customer, effective use of intelect
TVS
Small: Accurate, introvert, modest, precise, thoughtful, isolated, high
end customer, closeknit relation Highly introvert, overly specific.
Edelwise
 Graphic Trait: Connection form
Garland : Natural, sociable, adaptable, affectionate,
respond readily, friendly, kind, team spirit altruism.
Arcade : Safety first, good appearance, follow standards
norms, talent, architectured, pride, poise, antique values
Angular : Task master, self controlled, careful, conqueror,
determined, firm, rugged, strong, forceful, go getter
Threaded : impressionable, impatient, easiness, quick,
lacks detail, high IQ, high drive.
 GraphicTraits : PRESSURE

Pressure represent the sentiments and intensity of thought.

Pressure impact created by using :-
3rd
rd Dimesion effect:- Mercedes, Macdonald.

Shadow image :- Film posters, Magazine Front Page.

 Graphic Traits : s p a c e
SPACE : respect/ feel/ adaptability/ sociability/ attitude
toward people, closeness in relation, personal space
Wide space :- extrovert, sympathetic, planner, restricted
access, needs respect, richness, spendthrift, macro,
disbursing, finance. Edelewsie
Narrow space:-inhibited/ limited, formal, too close, detail
oriented, micro, conversing.
 Graphic Traits : Speed
Speed of thought, physical reaction, emotional
response/abilities, honesty/spontaneity
Slow speed:- careful, steady, cautious, prudent, passive.
Average speed:- realistic, organized, considerate, controlled.
Fast speed ;- energetic, enthusiastic. Intelligent, impulsive.
Formula One race.
Excessively fast:- rush, impatient, too fast.
 Graphic Trait: CASE- Lower UPPER
UPPER CASE : universal approach, prominent, global reach,
communication emphasis, attitude, open-ness, pride,
ambition, enthusiasm, good planning
lower case :- Local, soft , modest, inner strength, team-
spirit, inbuilt values, ground level connection, strong roots,
execution
 Graphic Trait: ADD-ON
Serif Fonts:- font with small end stroke makes easy read (e.g.-
gothic roman font):: helping, team work, out going, smooth
transition of effort activity, fluidic, rhythmic, strong relation.
Non Serif Font :- font without small end stroke. Popular web
font.
Initial/beginning stroke : Inherited, past link/ importance,
data centric, Long initial stroke :- past influence. Hooked Initial
stroke- greed possessiveness, trouble.
End/ Finishing stroke : social, helping , futuristic, drive,
generous, outgoing. Un-finish stroke- concealing, procrastinates.
 Graphic Trait: ADD-ON
Very find pointed ends tell IKEA ( world top most furniture brand) philosophy
of fine quality in material ( bold thick letters) business. Caps letters used their
area for masses and basic product with simplicity and ruggedness.
Extra end-stroke at C bottom/ top imbibe resource and intelectual
respectively. Pointed curves crossing thru loop tells fierce drive
and crossing the internal barriers. Forward slant shows customer
focus. Knot in O is selective disclosure of information. Red
trapozoid (golden ration) with white fonts tells about enterprise
coolness to established its brand in hot season. Thin to Thick
pressure variation tells about fiercefull energy into business.
 Picture as Text/symbols
are creatively combined in Cochin Ship Yard Limited logo. Letter C S L
designed to make shape of ship along with utilities like crane, watch
tower, hoist. Gears symbolise the technical construction and dots
pattern shows sea water. Punch line working religiously as per law/
rule defines the working culture of organisation.
• Yahoodi logo has flourishment, clear text defining
philosophical guide values, fine details.
• SWASTIK is considered a stable, constructive logo,
as it is resting comfortably on its broad base.
• Naazi logo considered constructive, unstable.
Associated with painful memories as it is resting on
single point i.e. Aryans are the supreme race.
 Religious logos
Buddhist circle:- all around development

Aum :- 3 circle joint together representing ENERGY model GOD (Generator ,Operator,
Destroyer )

Sikhism:- Holy khanda protected by sword.

Cross :- Believe in prayer for own bad deeds, to forgive

Jainism : Believes in forgiving/non violence, stopping.

Bahai :- White represent peace inside earned thru sacrifieces represent by angles.

Judaism :- Similar to Bahai + constructive abilities.

F1 Formula race: Number 1 sand-witched in white, red colour
lines shows hot exhaust.

Nestle : Mother bird feeding siblings

Amezon: A to Z items are available with great drive and happiness

represented by arrow
……Transformation of Enterprise……
OLD Bajaj: Hexagon, lower case letter..construction, modest
targets.
Revised Bajaj: Focussed area transportation represent by
Wings, Upper case letter enable to reach global ( pulser bike).
OLD TATA : Circle.. Protected market
New TATA : Elliptical boundary shades fats, T junction
..focussed end product.
Text, Double line, 3 D effect, color, picture all the used appropriately in
Mercedes Logo. Mercedes daughter dies in car accidents, her father automobile
engineer made safest passenger car in her memory. Metalurgy of sheet metal
and other parts are designed for longer life and sturdiness. Suzuki focussed on
economy for masses of low income.
Earlier thickness, color, o perfect circle from inner parabolic, e revised for openness, un-
control pen flick end-stroke to controlled thickness, thickness reduced for more intellect,
dark shed revised to lighter to suit more coolness,/comfort, traditional g is revised to
normal font to get rid of traditional approach, middle zone are reduced to imbibe more
maturity/ analytical style,.. are revised to make pace with time based on new market
challenges/ society norms, e of bright multi color in Google represent variety of work
force.
 TRANSFORMATION / UPDATION AS PER MARKET/ TIME NEED
 Intelegent, local market high end customer brand transformed into
global, large customer base, more drive to conquor challenges
international level.
American national bird
High flying eagle represent larger area
to be under his vigil control, lifting his
choice of pray with power.
Indian national bird
 ….Pea-cock India National Bird ….
Peacock enjoys his localised area small straight, destined flights
with pure joy , dancing spreading his feather in rainy days, in tune
with nature. Inbuilt Capacity to handle small and big pray.
No two zebras similar lines pattern.

No two lions has similar moustache pattern.

No two lion has same strips

National Flags
> Single colour represents ONLY 1 sided, philosophies
and approach. (Saudi, Turkey Vietnam)

> More number of Stripsmore the groups/ philosophies

of people in that nation.

> Circles/ Object adjoining strips binding co-existence

among different groups (India, Burma, Philippines,
Azerbaijan)
Star constellation pattern at the time of birth is
Astrological Sun Sign of a person.
12 no. of broad pattern represent the sun/ moon
sign
Transaction of values of commodity
represent by parallel equal cross lines,
shows equality of transaction in dealing
credit/ debit values
 Important steps to designing a logo: —
1. Identify need of logo. Ask for the vision and mission statement of owner.

2. Define your brand identity. How owner wish to place product/services in

market e.g. reliability, cost, dependability, value for money, type of customer,
high end status. E.g. Jeep for ruggedness, Toyota for ultimate quality.

3. Find inspiration for your design. What are the

1 basic feeling associated with
product and services need to be discuss with owner e.g. Horse in TVS, Diamond
the Taj Hotel are

4. Check out the competition. One should not repeat competitors product
values, rather choose “less travel path" to create uniqueness…….. Contd..
Important steps to design a logo:  … contd
5. Choose your design style as per above inputs.

6. Find the right type of logo. It is time consuming and marathon efforts
required serious discussion within stack holders.

7 Pay attention to color. Choose appropriate color as per industry and owner
sun sign color to create synergy in the day to day working and work culture.

8.Choose Fonts and size as per the need of advertisement and for multiple
product and services.
15% of languages written from right to left.

English Script:- has 3 zones where alphabetes are also present

(English has managed their empire very well across the globe).

Devnaagri Lipi :- Middle zone emphasizes ( knowledge of self

limited to self ), only vowels are present in upper and lower
zone.
Color psychology is based primarily on instinct and emotion.

Color can often be attributed to our subconscious and history, as well

as personal preference.

Native Americans used different colored paints to symbolize times of

war/ death / spiritual ceremonies / seasonal harvests.

Colors can affect how we feel subconsciously. One may not even
know they are being affected by the color of an environment or
artwork.

The feeling behind meaning of the colors sees hues grouped into
two main groups commonly known as warm colors and cool colors