Brand Association

The Art & Science of Logo Design

In today’s visual world, your brand’s logo design can be all the difference between success and struggle of your brand. A logo is the face of your brand, if I ask you to imagine Nike what is the first thing that came to your mind? Their shoe? No, I’m sure for most of us, it's their iconic swoosh.
Such is the power of a logo!

Picture this. You are driving on a busy street and a series of cafés on either sides of the road are trying to steal your attention. How do you decide which one would you try? In addition to the logo, the larger brand identity - including facade design, café ambience, colours, use of materials, textures, lighting etc. - all should be narrating a unified story. You can make your choice in an instant, and wonder what drew you inside that café. Such is the power of branding. Logo is the face of the brand. But, it needs to be tied

to Brand’s Purpose and DNA. All of it needs to narrate a strong message about your brand. 

A logo is not only a graphical exercise.

There’s a lot of thought and research that goes into creating a logo for your brand with the right colour and your brand story. A logo needs to be simple yet elegant. It could be as small as a favicon or seen in half - it should be memorable and identifiable.

Did you know, in just 400 milliseconds, a logo can trigger emotional & behavioural responses? Neuroscience tells us that logos and brands behind them can activate parts of your brain in a much deeper manner that you may think.

A study conducted by researchers at the Amsterdam University found that logos start playing with your subconscious mind at a very early stage of life, they found that children of 2-3 years of age could easily recall a logo and the product it represents in 67% of cases. 

Have you heard of the golden ratio? The golden ratio is 1:1.16 derived by mathematical principles that is found in nature elements, space matter, and even sound waves. It has a pleasing nature and is used in art, paintings, music, architecture, and design for over thousands of years. Studies have shown that anything that contains the Golden ratio is perceived as beautiful, perfect and harmonious, even if we are unaware of it. 

Not all logos need to be designed as per “Golden Ratio”, but the logos that are, remain timeless and classic. Logo Design process is not as simple as having a team of graphic designers making some sketches or illustrating ideas. It needs to have a meaning, behind every stroke, every pixel, every curve. Meaningful brand identities can inspire trust and association. Let’s do it methodically.

Get help from a professional Branding Agency for your logo design.

Read more about Types of Logos & their uses here.

Article contributed by:

Riya Wadhwa, Brand Artisan - Marketing

4 Important Elements of Packaging Design

Packaging is known to be the identity of a product. It is extremely important for your product to get noticed amongst the hundreds of other products available on the shelf. Packaging is an integral part of any Branding Strategy to glamorise a product in a way that would not only catch the consumer’s attention, but also would be a great source of advertising. Packaging plays an important role educating the customer about the product; it’s also like having a direct interaction with the brand. As said by Martin Neumier “A retail package is the last and best chance to make a sale.”

The four main elements of packaging are Colours, Visuals, Typography and Format. These elements help the consumers to relate to the brand easily and tend to have a high recall.

Colours have great psychological impact and can draw attention to your product. In order to stand out, brands often choose colours that do not belong to their brand colour palette. This disruptive behaviour is good, but may not always work in favour of the brands. Colours are known to be the most important part of packaging because they subconsciously reflect the personality of a brand; also it is the first thing to be noticed and can be visible at a distance as well.

Visuals & Mascots help in associating with the brand and create high recall value. Visuals are graphical representations of the product inside, where one can easily understand what the product is without having to read.Mascots on the other hand are an additional element that may in some cases strengthen the identity of the brand. A mascot is easily relatable by every age group. Brands like Amul still extensively use’s their mascot named Amul girl for all their communication and branding. This over the years has become a part of their identity and is now very relatable by the consumers. Another Indian brand using a mascot is Air India using their mascot named Maharaja, for their communications.

Typography is another powerful part of Brand Identity. Just like colours have meaning; typography represents the values of your brand.  Every typeface has a different set of connotations and hence will create a unique representation of who you are and what you stand for, as a brand. Brands often use bold fonts and serifs to catch attention, as they’re clean, simple, and easily readable. As mentioned, fonts also have a different meaning. The font used for the IBM logo demonstrates power, while Coco-cola and Disney cue fun.

The format of Packaging is designed in such a way that it attracts the attention of the consumer and can be easily spotted on the shelf. Format of packages largely depend on the products, keeping in mind the requirements and convenience of a consumer. For instance, products like shampoos, oils, ketchup, etc come in various sizes as well as in sachets which encourage the consumer to try them.

Read more here: 5 Golden Rules of Packaging Design

Article contributed by:

Riya Wadhwa, Brand Artisan - Marketing

Difference between Logo & Brand Identity

People often use Logo and Brand Identity loosely and interchangeably. Logo is not the same as Brand Identity, although they are very closely linked.

Let us first understand what do these terms mean:

A trademark-able symbol, graphic, visual representation of an organisation that reflects beliefs and values of the organisation whilst enabling public recognition.

Key identifiers of a brand that includes Word, Sign, Symbol, Colours, and Design Style that makes a rand recognisable. Logo is a subset of Brand Identity.

Building a Brand Identity is an exciting process. It’s a collection of tangibles like a logo, Brand Colours, Typography, Tone of Voice and Communication system. The more specific, distinct and cohesive these elements are, higher would be the likelihood of Brand Recall and Brand Association. And this would allow your customers to distinctly remember your brand differently from the crowd. A consumer is only able to do so when a brand is able to consistently communicate this through its service, packaging, use of media and quality of products.

Brand Identity is divided into Visual and Verbal identity. Visual elements make your brand stronger and have a positive recall. While elements like Tagline, Tone of Voice and the use of media form a brand’s Verbal Identity. For any brand to have an effective and robust Brand Identity, it is mandatory that both, Visual and Verbal Identity of the brand are in sync.

On the other hand, Logo is one of the key elements of Brand Identity.  A logo is known to be the face of the brand, the first impression of your brand. A Logo creates a visual impact and consumers instantly connect with the brand with the sight of a Logo.  For a brand to be successful it is essential to have a well designed, unique, memorable and aesthetically pleasing logo.

Logos can be classified in three types: Typographic logos, Symbolic logos and the Combination of the two. Typographic logos are stylised text of the Brand Name or its initials. For instance, brands like Google, Subway, Sony, Disney use it. Symbolic logos have a symbol representing their brand for instance Audi, Mercedes, Apple, Twitter, Instagram, etc. Most of the brands use a mix of both as their logo like Adidas, Pepsi, Doritos, Burger King. Read more about the types of logos here.

To conclude, a Strong Logo is the key to an effective Brand Identity. Though they are overlapping concepts and both are equally important for the success of a brand

Article contributed by:

Riya Wadhwa, Brand Artisan - Marketing

Evolution of Colours and their role in Brand Identity

Evolution of Colours and their role in Brand Identity

Colours are known to have effects on a person’s psychological, physiological and sociological behaviour. Thus, colour is an important aspect while considering the brand identity system.

Types of Emotional Benefits

Let’s start with an experiment. Melt a Toblerone and mould it into a slab. Ask a friend to taste it and observe their reaction. Most probably your friend will throw it at you and will be disgusted for having such a terrible taste in chocolate. And you would agree with him after you taste it yourself. That pops a question in my mind.

Why is Brand Personality important?

To understand the importance of Brand Personality, we have to first understand the meaning of Brand Personality. Imagine a Brand to be a Person. How would that Person behave? How would s/he speak? Whether that Person is well travelled or s/he seldom travels? What kind of car s/he would be driving? And clothes… how would s/he dress up? Brand Personality is the Human traits/Personality attached to a Brand.

Brand Association - Why do we associate with a Brand?

When you interact with products, be it your morning coffee to what phone are you using, how do you feel about it? You walk into a Starbucks for coffee or own an iPhone is because you want to be associated with these brands. They make you feel in a certain way. You trust them and its image appeals to you, it matches or exceeds your expectations and it doesn’t let you down...