Every great enterprise is driven by passion and values. The idea behind that passion and values are portrayed in their Logo-a modern version of their family Identity. Times ago a logo was merely a representation of a large corporate empire like APPLE Inc half bitten APPLE or a Tri-star of MERCEDES to a “RR of Rolls Royce, but now a logo has a new dimension where individuals have their own logos which are trademarked. As you can see, it’s very important for any branding to have a business logo. People make their mission statements with the help of logos.
Think about any brand in the market, we automatically envision the brand emblems and brand ambassadors. When I say coca cola very few know it was first marked as “the best cure for a hangover”, but people imagine Aamir khan as brand ambassador and think about the Red background and letters in white cursive handwriting with swirls under it. Hence, the logo makes the customer easy to remember the product.
From the oldest brands like Mercedes, TATA to new start-ups Flipkart and RedBus, logos are important since they keep the brand consistent. A company without a logo is like a business with lost identity. Logos change with the times, a good example being 25yrs old Microsoft. The four squares used to represent windows OS, the idea behind Microsoft which got replaced for the first time ever only when the company posted its first loss on- July 20th, 2012. It is very difficult to change the logo; it’s like you are changing what you have promised and convinced people these many years you stood for.
Few logos mark the growth of an organization or individual from infancy to adulthood. It gives a gist of the history and values carried over the years. One good example is Yoga Australia, where you can discover the shape of Australia in the space formed by woman’s raised leg and her back. Similarly we haveUnilever logo, where we can see all the products of Unilever seen in their “U” symbol. So, next time you come across a logo spend time to look through it, you may end up unearthing a story behind the scenes!
On shifting my focus from corporate logos to political parties, I can say great logos inspire emotions. We have seen Congress party changing their logo very often. Initially it was a Charkha and Mahatma as a token symbol of narrative and later when Indira Gandhi became the Prime minister her idea was ironic: A cow and a calf, which wasn’t making any sense except she was affront as a cow and calf was none other than Sanjay Gandhi which still continuous now. Later again in the year 1977 India’s major political party chose a new symbol- a right hand which represents opportunism, a 2G scam, CWG scam, Coalgate scam, Orissa MGNREGA.
So, what do you think now? Is this the right time to change the hand symbol?