Latest Technology News: The swoosh and the squiggle: is there a logic to the logos? – Drank
Pepsis’ recent announcement of its new logo brought brand logos into the spotlight, those ubiquitous symbols that often convey much more about a brand than any textual description. The Pepsis logo redesign has us wondering if logo design matters that much. Simply put, if Nike had sported a scribble instead of the iconic swoosh, would it still make us do it and buy our Nikes?
Of course, it’s easy to argue that design is important. But, add a little psychology to the discussion and it becomes clear that the brand is much more than its logo. After all, the Nike swoosh is now hardwired into our brains not so much as a shape but in terms of the meanings and memories the shape evokes. And that could explain why successful brands can have logos as complex as WaghBakri’s or as simple as SBI’s.
To word or not to word
Prior to its redesign, the Pepsi brand name was placed outside the circular logo. Separating the brand name and the logo is not in itself a big problem. Brands such as RedBull and Puma follow this pattern. For Pepsi, however, this design did not work well as the brand discovered, when consumers were asked to draw the Pepsi logo from memory and tended to remember the brand name as being placed inside the logo. Thus, the Pepsi brand name sits right in the center of the new logo. In direct contrast to Starbucks, which removed the words surrounding the mermaid in the center.
Of course, there are brands like Nike and Apple where a simple image of the logo is enough to make consumers think of the brand. But Pepsi can’t do that. At the other extreme, there are brands whose logo is simply the name of the brand written in a stylized font. Coca-cola and IBM, for example, use stylized writing and formless color. Perhaps having little hardware to play with has a role in the stability of the Coca-Cola logo over the years.
A color game
It might be hard to believe today, but Apple once had a very colorful logo in the same shape as the apple with a bite removed, but with rainbow colors. Today, such a logo would be supposed to be related to the support of LGBTQ+ rights. After all, several brands change their logos to rainbow colors during LGBT Pride Month, so much so that the gesture might lose value. But Apple’s white logo is so ubiquitous that the absence of color magnifies the brand.
Does this mean that all brands looking to be perceived as premium should go white? Not necessarily. Other colors can become iconic as well, be it Coca-Cola red, Starbucks green or Tiffany blue. And while the jury is out on which colors can really set a brand apart, Apple has upped the game once again with a very colorful artistic logo on its Apple BKC store in Mumbai. Well, if Apple has decided to color up for India, maybe it’s time to rethink the plain=premium theory!
Controversy, copyright and more
Refreshing a logo is always risky business. Even when a business school redesigns its logo, as in the recent case of the Indian Institute of Management Ahmedabad logo redesign, various stakeholders have differing opinions on the new logo. A few years ago, clothing brand Gap decided to revert to the old logo after a huge outcry from customers. Unsurprisingly, customers have a natural tendency to feel possessive of logos, as many logos are worn on the body and many more are placed on food and beverage containers.
Other issues surround logos due to their shape. Adidas’ three stripes looked quite distinctive although they failed in her trademark infringement appeal cases when she spotted other similar designs. Twitter changed its logo, somewhat inexplicably, to a dog, but reversed the change (perhaps to avoid having to rename itself Bark). Toblerone is set for a logo overhaul as the iconic Matterhorn can no longer be shown after Toblerone moved some of its production out of Switzerland. Only time will tell if the new logo can win the hearts of chocolate lovers.
All in all, there are some risks associated with redesigning a logo, mainly because there are very few general rules and consumer sentiment may hold surprises. There are perhaps only two truths when it comes to successful brand logos, and neither has to do with logo design. according. First, what the marketing department builds on top of the logo through follow-up marketing campaigns will, over time, build the equity associated with the brand logo. Whether it’s the new look of Pepsi or Air Indias which should be unveiled soon. Second, the logo of a well-known and beloved brand is like the face of a loved one. Familiarity and love trump looks.
And so, surprisingly enough, a scribble on your Nike shoes, if marketed appropriately from day one, would have worked just as well as a swoosh!
(The author is assistant professor at IIM Kozhikode)
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An Overview of Global Events in 2023
In 2023, the world witnessed a myriad of events that left a lasting impact on global affairs. From political developments and economic shifts to environmental challenges and breakthroughs in science and technology, the year was marked by significant changes and a sense of urgency for collective action. Here’s an overview of some of the latest world news in 2023.
Political Unrest and Diplomatic Strides:
In the political arena, several regions experienced unrest and geopolitical tensions. The ongoing conflict in the Middle East continued to dominate headlines, with efforts towards peace and stability remaining elusive. However, there were also moments of diplomatic breakthroughs as nations engaged in dialogues to ease tensions and work towards lasting solutions.
The global economy faced both challenges and opportunities. Trade disputes between major powers affected markets, while some countries grappled with debt crises. On the other hand, emerging economies showed resilience and promising growth, fueling optimism for a more balanced global economic landscape.
Innovation surged forward in the tech industry, with breakthroughs in artificial intelligence, renewable energy, and space exploration. Quantum computing achieved milestones, promising radical transformations across industries. Renewable energy sources gained traction, with many countries setting ambitious goals to combat climate change.
Climate Crisis and Environmental Resilience:
As the climate crisis intensified, extreme weather events wreaked havoc in various parts of the world. Wildfires, hurricanes, and floods reminded humanity of the urgent need for climate action. In response, governments and communities across the globe doubled down on efforts to reduce carbon emissions, invest in sustainable infrastructure, and protect biodiversity.
Health and Pandemic Management:
Health remained a global priority as countries continued to combat the COVID-19 pandemic. With the emergence of new variants, vaccination efforts and public health measures remained crucial to curbing the spread of the virus. There were also significant advancements in medical research and technology, offering hope for better preparedness in handling future health crises.
Sports and Cultural Milestones:
Amidst the challenges, the world found moments of joy and unity through sports and culture. International sporting events brought together athletes from diverse backgrounds, promoting solidarity and camaraderie. Cultural exchanges and celebrations showcased the richness of human diversity and fostered mutual understanding.
In conclusion, the year 2023 was a dynamic period filled with significant events that shaped the course of history. From political unrest to technological advancements and environmental challenges, the world witnessed the complexities of the global landscape. While obstacles remained, there were also encouraging developments and collaborative efforts towards a more sustainable, peaceful, and prosperous future for all nations. As we move forward, the lessons learned from these events serve as a reminder of the importance of collective action and cooperation to address shared global challenges.