There is a wide variety of companies out
there which cater to an even wider consumer base in the world; there is
literally a market for every single age group. So narrowing down your target
market in order for your brand to communicate effectively is essential. And
this is where the Graphic Designer comes in, my goal is to consider a company’s
values, target market and what it is trying to communicate and try to encapsulate
all that in a symbol. This symbol is commonly referred to in the business world
as a logo and takes time to culminate, and when done properly it will resonate
with the client’s consumers.
A logo is a graphic mark or emblem used most
commonly by businesses, organisations and even individuals to gain public
recognition. Their origin can even be traced back to religious symbols, such as
the Christian cross, which were used to express the moral values of a society
and its teachings. They are also most effective when they appeal to intellect
and emotions. Symbols are also known to suggest an image, idea, belief or
action. Joseph Campbell suggests that “A symbol is an energy evoking and
directing agent”. So in essence when a logo is created it has to be created
with the intention of taking on a life of its own. Why you may ask? Well simply
because it’s going to exist in the real world and its going to require that you
extend it into your corporate identity.
Some of the most successful companies and
organisations in the world are in their position because of a solid logo which
extends into their corporate identity and products/services e.g. Coca Cola,
Samsung, Google, LG, Lego, BMW, Walmart, Pepsi etc. The colours, line weight,
and shapes each one of them used is specific to their markets and the extensions
they have. The simplest of brands can require the longest time to perfect. I
think that quite a lot can be learnt from well branded companies.
Reference:
No comments:
Post a Comment