I think this is probably the simplest way to make you understand what the hell BRANDING is! check out this video.
Category: Branding
Companies like Coke, Pepsi, Unilever etc are spending big money on advertisement over the 10-20 years to create an emotional connection between their targeted customer to their brands. Most of these multi national companies uses Social Medias, print medias and television to reach the mass. Slowly people are getting habituated with their products and dependability is also increasing simultaneously.
Four years ago I’ve posted an article titled Logos and Designer of World’s Top 10 Most Powerful Brands, 2008. Post was based on the annual ranking of wordwide brands conducted by Millward Brown as part of the BrandZ Top 100 Most Valuable Global Brands study.
It was become quite a successful blog post because that helped me to find out the real designer behind the Marlboro logo, who is Allison Muir Severe.
Logo design is in itself an art that has a lot of commercial value as well. A logo has many functions to perform. It has to represent the brand capturing the idea behind the brand in a concise and complete manner. At the same time they have to visually appealing, simple and obviously innovative. So, you can’t write a story for a logo. It just has to be a simple image or text with only two or three elements in it. So less for so much, isn’t it?
These requirements make it essential to use what ever space is available to you to the maximum effect. This brings us to the importance of utilizing the negative spaces available in the logo design so that they can also show and convey something.
By definition, as provided in art, negative spaces are spaced aligning about or with in the main elements of an image. Generally, these spaces are just leftovers after one has put the all the major elements in the image.
However, in logo design, with so little space to work with, on simply cannot afford to lose even that much of space. Using this very idea, people have been creating some of the most interesting and innovative logo designs by utilizing negative space. The famous FedEx logo is a classic example of use of negative space.
I’m sure there is no undo option for Apple or Microsoft tattoos, what if someone have a tattoo of Lehman Brothers or General Motors LOGO 🙂 kidding.
Since two years, I’m surfing through a variety of corporate tattoos like Nike swoosh tattoo and Adidas. Do you think people who exhibit these tattoos are paid to do so?? I explored into the subject deeper and came to a conclusion that none of those corporate tattoo exhibitors are paid. Those people are just loyal to those brands. Mostly designers are fascinated with Apple tattoo & sports person with sports brand tattoos.
I think a successful branding is what, which can leave a footprint of their existence in the viewers sub conscious state of mind. But corporate tattoo proves there is another pro successful branding process, which can motivate peoples to make tattoo for the brand.
While digging the topic I passed through a similar post which is wired here in brief.
There are all kinds of people with Apple tattoos, from graphic designers to leading academicians. Most have Apple’s famous logo tattooed on an arm, leg or their backside.
But it’s not really about advertising for Apple.”I’m a Mac freak,” said Mark Tappert, a graphics designer in Denmark who has a black Apple logo tattooed on his left biceps.
“I identify strongly with Apple and Mac computers,” he said. “I work on Macs every day, and a lot of nights. I got it done to convince myself I would always be true to Apple, not for religious or political reasons, but to convince myself that Macs are the way ahead.”
There are, of course, other corporate brands that inspire tattoos: Coca-Cola, Nike and Lacoste are some examples.
Apple is one of the few companies that inspire tattoos through pure love of the product. There are perhaps only two other companies that enjoy similar devotion: Harley Davidson and Campagnolo, an Italian bicycle parts company. Apple is certainly the only computer company with tattooed users.
The closest analogy is fans of sports teams, members of fraternities and other social groups, such as Marines, Manchester United soccer fans, gang members or fraternity brothers. And just as sports fans will often get team haircuts, Apple haircuts are another form of adornment peculiar to Mac fans.
“So many tattoos are about love, loyalty and bravado,” said Amy Krakow, author of The Total Tattoo Book. “Don’t Mac users fall into all those categories?”
Read the Wired story
Enjoy the Flickr group pool for Apple Tattoo
Photo (c) Mike Gowen
Due to over-work, I became mentally and physically restless so I thought of taking rest for a week or two. During those days, I was having a cup of coffee with a cigarette sitting on my lawn. Suddenly, my eyes revealed the simplicity of the logo of Marlboro on the cigarette packed. At that moment, I thought, “Who designed this logo?” so I turned on my system started looking for it. In that procedure I came through the “Millward Brown’s top 100 most powerful brands” in which I found the top 10 brands. So, I started looking for the history of logos of the top 10 brands and below came are the result of my thoughts…
The current official logo represents the name “Google” in logo type based on the Catull typeface and was created by Ruth Kedar. Every once in a while, the company uses various features of the logo which compliment and refer to birthdays of famous personalities and holidays. These modifications have become known as Google Doodles and were first created by the fondaters of the company in 1999. The doodles are currently designed by Dennis Hwang who has created over 150 doodles since the year 2000.
GE (General Electrics)
The entire logo is used to convey the meaning
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intended and avoid tarnishing or misrepresenting the intended image. The logo is a size and resolution sufficient to maintain the
quality intended by the company or organization, without being unnecessarily high resolution. The image is used to identify the organization General Electric, a subject of public interest. The significance of the logo is to help the reader identify the organization, assure the readers that they have reached the right article containing critical commentary about the organization, and illustrate the organization’s intended branding message in a way that words alone could not convey.
Microsoft
The Microsoft logo is the ultimate example of “style meets simplicity”. The logo perfectly indicates the company’s mission of offering high quality products to its customers. The 2nd version of the Microsoft logo was fea fanciful lettered O in it. In 1987, Scott Baker adopted the current Microsoft logo. As it was designed in Helvetica italic typeface, the new logo had a slash between the o and s and featured the slogan ” Where do you want to go today?” As in 2006 the logo changed its tagline below the main corporate name into “Your potential, our passion.” In spite of all the transformations the Microsoft logo and its main message has remained largely unaffected.
Coca Cola
Who doesn’t know “coca cola”? its one of the worlds most recognized logos, the Coca-Cola brand started from the back 1886, where initially it was very famous in Atlanta Georgia because the city was the subject of local alcohol prohibition at the time. The signature used in the logo was sketched by their Publicity Director at the time, Franc Robinson.
China Mobile
China mobile ltd. is china’s domain mobile service provider; it is the world largest telecom by subscribers count. The company was registered in1997 under the name china telecom (Hong Kong) but changed its name in 2000 to china mobile (Hong Kong). China mobile has its head office in hung Kong and is a subsidiary company of china mobile communication.
IBM
The International Business Machines (1956) trademark of Paul Rand’s was developed from an infrequently used typeface called City Medium, designed by Georg Tromp in 1930. In the 1970s, Rand updated the logo by stripping it to unify the three forms and evoke scan lines on video terminals. During the late 1950s, Wilot Noyes IBM’s consulting design director sought “to express the extremely advanced and up-to-date nature of its products. To this end we are not looking for a theme but for a consistency of design quality which will in effect become a kind of a theme, but a very flexible one”.
Apple
As the Company name is “apple”, they selected an apple as its main form of branding. The first logo of the company was a small apple shape sitting under a tree with Apple Computer Co set into the frame of the picture. The first logo was hard and complex to view, so Regis McKenna after some years later added a “bite mark” to symbolize the concept of seduction of the customers. Afterwards it was replaced with the rainbow-colored logo as in the Biblical story of Adam and Eve the apple represents the fruit of the Tree of Knowledge. The logo was considered lucky for the company as it did encourage business and customers to consider the apple brand for the first time and was successful in generating increased profits.
McDonald’s
McDonalds is the largest and best-known chain of fast-food restaurants in the world. They have more than 23,000 restaurants in over 100 countries; The Golden Arches logo was created by Jim Schindler in 1962 to look like new arch shaped signs on the sides of the restaurants. They called the logo Golden arches firstly, to input the idea that owning one McDonalds franchise is like having a gold mine. Secondly, the arches symbolize a place to hide under, to escape. McDonalds logo have been seen more broadly as a symbol of capitalism or globalization, since they are the most famous American corporation to go global on a grand scale.
Nokia
The first Nokia Company logo. What is the story about the fish? Salmon in the river near the Nokia factory? Nokia, Finnish Rubber Works Ltd. In addition to footwear and tyres, Nokia Rubber Works also manufactured rubber bands, industrial parts and raincoats.
The Nokia “arrows” logo before the Connecting People logo.
The Nokia “Connecting People” slogan was invented by Ove Strand berg.
Marlboro
Marlboro is a brand of cigarette made by Philip Morris USA and by Philip Morris international. IT is famous for its billboard advertisements and magazine of the Marlboro man. The brand is named after great Marlborough Street, the location of its original London factory.
I have referred many sites but still I can’t find who designed the logo of Marlboro. If someone knows who designed or where I could find these then please share it with us all.
References:1. MILLWARD BROWN OPTIMOR’s Reoprt on Top 100 Brands, www.millwardbrown.com
2. LogoOrange Design Group, www.logoorange.com
3. Wikipedia, www.wikipedia.org