The world demands today’s companies to affirm their new identity from a perspective, in a task where the construction of a good logo rather than a detail, is a mandatory step to the definitive distinction.
In the 19th century, the great Irish playwright and novelist Oscar Wilde said at the start of an art exhibition, paraphrasing his French emulator a century ago, François de la Rochefoucauld: “The art and mystery of the world are not invisible , But in the visible, and in what he proposes to the eyes. ” This opinion a century and a half later, far from losing validity, remains powerfully current. But the world of the corporate image, or advertising and related areas, where the logo acts as a fundamental weapon in a highly visual world.
Every company necessarily has a logo. It needs it to exist, to have identity and presence in the market, to reach its potential customers and to establish loyalty under an image, a reference point, a symbol that summarizes the idea of what it does, what it is and what it offers. Could a company stand out for performing a good service, doing a good job of branding, selling quality products or practicing the best corporate policies. But if you do not have a logo that defines the values and messages you want to spread , you will always be subject to remain anonymous. In 1886 the accountant of the pharmacist John Pemberton, Frank Robinson, knew in writing the logo that would lead Coca-Cola to differentiate itself forever from other drinks that were sold in the streets of Atlanta, U.S. The publicist Rob Janoff learned from concentrating the old Darwinian logo of Apple in only one apple bitten in 1976. Or the then design student Carolyn Davidson with the victorious Greek logo of Nike in 1978. And like this, thousands more cases.
The power of an idea
Regardless of whether the company is very small and scarce resources, or a company with increasing capital, have a good logo can always be the spark that will launch it to stardom. The great Swiss consultant of brands, Jörg Zintzmeyer, in the second chapter of his book Logo Design, understanding this emphasized the importance of having a good logo and stated:
“The logo is a promise. Is an expression way”.
The logo can be so powerful that it is enough to see it so that millions of dollars, thousands of workers, management plans, shops, factories, and thousands of other elements are summarized in a single drawing. That happens through any head that for example, sees the diamond of Renault or the star of three points of Mercedes Benz and immediately transports to an irresistible sensation of vehicle elegance. With Adidas and its three stylized bars with the resistance and quality in dress. With Channel, Givenchy or Boss and seduction and refinement. With Starbucks and the warm and fragrant comfort of an unrivaled coffee shop. With Youtube, Twitter, Facebook or Google, and feeling the reach of the world with your hands.
However, building an identity is not easy. There are logos and logos. The former abound, without major pretensions, satisfied with being the image of a company, but not the company in an image. The seconds, bright and lucid, are the result of a detailed and professional process and analysis. Both saturate the world, coexisting, coming together but never mingling. They are everywhere. Did you know that it is estimated that each person receives about 3 thousand advertising impacts per day? Walk down any street in downtown and you will see that in the stained-glass windows, in the facades of shops and malls, in cars that move, in the food that is sold, in advertisements for tall buildings, In the things he carries in his suitcase or in his wallet, and in a thousand more spaces, There is always a remote control message derived from advertising, a logo that seeks to convince you to get a place among your preferences, and asking you to choose from the myriad of products and services available in the market. But can they all get it?
The answer indicates that something more is needed than just a design to stand out. The eternal competitiveness has made it no longer enough for a firm to be only good, nice and cheap. The turbulent market conditions, as a result of the pressures of globalization and aggressive competition, have led to brand management becoming more important than ever before, because competition in the closed economies of previous decades is not the same. Globalized world today. This search for differentiation has motivated the birth of a new term that is branding,
The importance of the logo, therefore, is indisputable. Especially in times when making a difference is increasingly difficult, since quality and costs have long ceased to be a mere differentiation. If this is so, how do you manage to be an oasis in the desert? A tipping point? A breath of fresh air? Or saying it more simply: How to be unique? For Tom Peters, declared a guru of gurus by The Economist and Fortune magazine, what differentiates precisely from the intangibles of a company: value, credibility and uniqueness of a brand, and how to present them? It also suggests that the success of a company is not in its products, but in the values that are intended to convey.
In this process – doubtless – the logo has a preponderant role since in addition to representing; it must know how to differentiate. A logo sells and generates identity. It embodies personality, is more direct and captivating, attracts, likes, and generates an emotional bond. A client can be seen at some point in front of 2, 3 or more products with similar characteristics, but when choosing will privilege the one that gives an experience, an attitude towards life, or any plus that others cannot have. The Volkswagen logo and prestige remained intact despite the fact that the original business of the company, the war machine, was banned in Germany after World War II. The shift of BMW’s spin to the cars far from weakening them potentiated them more.
The power of a logo is also reflected in the history of McDonalds itself. Until early 1962, the company outside its local area in California was non-existent. But Jim Schindler decided to change the story by creating the famous yellow bow emblem in principle to invite other entrepreneurs to become part of the franchise and then to captivate end consumers with a playful and youthful aspect that remains until today. Red Bull would be no more than any beverage company if it would not make its famous bullfighting logo a synonym for adrenaline, freshness and rebellion. Nintendo, who in 1975 found in classic typography, with some strokes finer than others and surrounded by an oval, the simplicity that sought after the maker of cards Fusajiro Yamauchi found it in 1889.
Everything goes through the eyes
Each logo is itself a world apart. There is no uniform criterion and its application depends on the company to which it will be directed. And within this premise there are many variables that need to be analyzed: Generational and socioeconomic segment to be addressed, strengths, weaknesses, level of competition, heading, investment capacity, values to be exploited, impact to be achieved, etc. . Not to mention the graphic process that implies the creation of a logo, which is also in itself a universe of its own (typography, color, style, simplicity and more). This clearly requires a work of filigree in which we cannot external by the various items that it requires to enumerate. (There are excellent blogs on the web that can help to complement this information. We will cite a few for this occasion:
So many things to evaluate reveal the complex work to be done but also the intense and fantastic challenge that imposes a good job of branding. A correct and effective impulse strategy can lead us in a short time to a new position in our field; hence why today in the advertising field a logo, i.e. a good LOGO, can be something like the panacea, A pole of conscious or unconscious attraction, or for a general understanding, like achieving a love at first sight. A study by Arellano Marketing in May last year found that the 10 most recognizable companies were Claro, Toyota, Inca Kola, Cristal, Nescafé, Saga Falabella, Sodimac, BCP, Movistar and Plaza Vea. In that order. Just close your eyes and think of each one to check.
The subsequent one also highlights why a good logo is so necessary: because it matches the playing conditions with the competition by highlighting the main thing and exploiting the best one has. In the field of logos, the winner is not always the most powerful, the one with the most money, the one with the best sales, but the most successful and the one who works with the best team of designers. A logo can help a company overcome its competitors, if not through what they produce, through what is seen of them. The public will almost always be attracted to a company’s logo rather than its products. Of course, if the products offered are deficient, there will be no logo to save it; but if you have confidence in the products you produce, do not save efforts in achieving an excellent logo design,Give me a logo, and I’ll make the world go round .
Examples on the market are thousands. Federal Express was an airline company of package transport and logistics until a new corporate policy and the design of a new logo in 1994 led it to compete and then to surpass Colossians of the heading as DHL, this time under the name FedEx. Amazon’s curly yellow arrow, which is also a smile, fitted precisely with the idea that since the late 90’s its executives were matured: a happy feeling for the complete and immediate satisfaction of their innumerable online sales services. Since then, much water has flowed under the bridge. Its diversified presence is worldwide, and its growth process unstoppable.
We ourselves as a country can attest to it. Until the beginning of 2000, Peru was a destination of second order tourism in Latin America and not to mention our location in the world order. But since 2009, and as part of an unprecedented promotion strategy, the process of the construction of the Peru Country Brand was decided, seeking to boost those commercial sectors with greater international exposure: tourism, exports and attraction of investments. A year later, our classic spiral “P” came to light, whose allegory to the Nazca lines and red tones have transcended borders, bringing us back to the forefront of the world. One more example: LG Group was until 1995 just LG or less ambitiously, Gold Star. Its potentiality and good products motivated the company to take advantage of its own name to reformulate itself in the classic red disc with the white letters, and a slogan that gave more depth: Thus in 2009 was born the campaign where they suggested that LG was simply ” Life is Good “. And everything changed from very good, to excellent.
A novel visual approach can make the paraphrasing of Archimedes’ words (“Give me a foothold and move the world”), can be realized. Then the logo can aim not only to outperform its competitors but to attract an audience that was not interested in the products offered by its competitor not because it does not want those products, but because it does not feel identified with who sells them. Your logo will then be able to separate the waters and even target especially a target group that your competition has not taken into account. Times are different. Now it has the capacity and mainly, with the weapon for the new adventure. Your logo will open the doors that were previously closed to you. Make sure that the product behind it has the same strength-
Finally, the first impression is everything. Make your logo change your world and your business, and above all, turn to professionals. The result will be worth it and you will get a product analyzed and studied that will be deeper than your inspiration and a design that you have made in Microsoft Word. Staff Creative is a team of professionals who provide a comprehensive service through a professional graphic work based on the analysis of the communication objectives of companies. They develop integral projects ranging from the design of logos, stationery, brochures, catalogs, editorial design and packaging, as well as the best web implementation in internet and interactive media. Well-known brands like Levis, Sodexo, LAN, the Dakar Rally, Norky’s, and a long etcetera, count among its clients. Be part of them. Remember: The visual is the important thing. Seek to build it. The opportunity is near your door, just let it in.