Categories: Business

Journey of making brand logos, explains Radha Kapoor Khanna

What makes a brand speak silently yet effectively? Well, it is their recognition in the industry more than anything else. But how does recognition work, while it decides to stays silent? The answer is logo. It is more than a static image. It represents the company’s trustworthiness, honour, excellence, pride, and integrity. The general goal of this image is to create a self-explanatory story that does not require a staff of copywriters to re-establish its original meaning. It is a natural human predisposition to recall logos over anything else. This is due to the fact that effective use of signs and symbols increases brand memory. A creative entrepreneur Radha Kapoor Khanna, delves into the proper use of logos and how they can be game changers for brands.

It should be emphasised that individuals frequently look at logos while out shopping, strolling around market streets, or browsing online retailers. Brands nowadays invest a lot of money in creating the best logos.

 

For instance, Mahindra has unveiled a new logo that will be used only on its Sport Utility Vehicle (SUV) line-up. The goal behind the new logo of Mahindra is to communicate the freeing experience of being able to go wherever you want, whenever you want – in complete style, control, and security, and bringing your entire world with you. As an exciting new period unfolds, it adds a new vitality. The 2M’s in the logo represent a vast and exciting future built on a firm foundation.

 

And, Burger King began the year with a massive overhaul, making it one of the most memorable logo redesigns of 2021 so far. Minimalism and nostalgia are gaining favour in the realm of logo design, as we discussed in our most recent logo design trends study. Both are evident in the new Burger King logo. After two decades, the fast-food behemoth has ditched its rainbow logo in favour of a more traditional design. The 2021 makeover by creative studio Jones Knowles Ritchie is based on an old 1990s design and aims to make the brand less synthetic and artificial, and more real, crave-able, and appetising.

 

Radha Kapoor Khanna says, “Your logo serves as the cover of your book. It’s a well-known symbol that represents your company. It’s critical that the emotions evoked by the logo correspond to the intended story.” She elaborates using the following points:

 

Storyline of logos

Visual storytelling taps into the pathos aspects of the human mind. By mixing pathos with logos, we attain the optimal balance of sensation and meaning. It’s when something appeals to you just because it makes you feel a certain way. The rational side is called Logos. Something that appeals to your logos does so by establishing a logical link. Although pathos is the primary emphasis of design, logo design incorporates elements of both pathos and logos to tell a key portion of the brand’s storey in a seamless manner.

 

The most important quality of logo design is the ability to create an emotional connection with the target audience. Have you ever felt more at ease after viewing a spa’s logo? That’s what we want to achieve. The font, symbolic motifs, and colours all play a role in the emotions elicited by a logo.

Script

Script lettering is another sort of font that elicits various emotional responses depending on the variations within it. Script has a playful and creative feel to it, which may be one of the reasons why so many food and beverage firms use it in their logos. Coca-Cola and Kellogg’s both use Script to reach out to a younger audience. It is also known to make people feel affectionate, and it is widely used in children’s industries such as Johnson & Johnson and Barbie. Finally, because Script has such an exquisite vibe to it, it is favoured among premium automobile brands such as Cadillac.

Display

Longer writings, such as body text, are better suited to display fonts than single logos or headings. These typefaces are more artistic and original than script, and as a result, they exude an even more fun/creative vibe. There is a lot of variation in how they might appear, but the Disney logo typeface is by far the most famous. Reese’s candies can also be used as a display typeface.

Typography

The sort of typeface you pick has a significant impact on the personality of the brand. What would you think if your bank’s emblem was painted in a flowing paintbrush font?

Within the textual part of a logo, typography can also be used to establish symbolic significance. Looking at the Baskin-Robbins logo as an example, the letters BR in the logo are supposed to form the number 31 when combined. Because of their 31 ice cream varieties, this is a significant part of the Baskin-Robbins storey and identity. The FedEx logo, whose font is created to form a forward-facing arrow between the E and the X, has a similar effect.

 

Images with symbolic meaning

The visuals of a logo can sometimes be directly tied to the product. Consider the Burger King logo, which is shaped like a hamburger. In these circumstances, the logo is making a rational appeal to their target audience by describing their real goods. The images in a logo, more often than not, have more to do with the brand’s storey than with the actual goods. Symbolic pictures in a brand logo are a crucial part of storytelling, whether they use metaphors or represent an aspect of the company’s past.

Colour Palette

Everyone interprets colour differently depending on personal choice and experience. In fact, there is an entire area of psychology dedicated to the idea that certain colours might, at the very least, elicit a certain emotional response. For a better understanding, red is a vibrant colour. Orange connotes self-assurance, zeal, and freshness. Yellow connotes optimism and kindness. Green denotes vitality, energy, and health. Blue expresses reliability and professionalism. Whereas, purple is the colour of imagination, creativity, and wisdom.

Social media presence of logos

Logos on social media have to be immediately noticeable. This means it should look good next to your primary banner or cover photo. Make sure it’s not too small. Within the confines of the confines of the confines of the confines of the confine Make sure that none of your logo is clipped by the edges, whether they are circular or square. Lastly, they should be mobile-friendly. Design them to work on tiny screens.

 

Furthermore, Radha Kapoor Khanna, a creative entrepreneur, discusses the triggers that dictate a logo redesign, current design trends, and how a redesign can help in strengthening a brand identity and recall.

Resonate with right audience

When your audience sees any communications from your brand, the first thing they will check for is your logo. It should be prominently displayed on all of your marketing materials, such as business cards, booklets, and advertisements. You’re missing out on a chance to make your company stick in people’s thoughts if you don’t have a logo (especially one that stands out).

It sets you apart from the competition

Dare to be different with your logo since it tells customers why your company is unique. Although your community may have 50 coffee shops, yours is the only one dedicated to sustainability, as seen by your green, earthy emblem. A well-designed company logo can communicate everything from the firm’s background (professional, casual, fun) to its aim by using the right image or font (entertainment, efficiency, and innovation). To put it another way, your logo serves as a platform for communicating your values and demonstrating to customers why you are better than your competition.

It Encourages Brand Loyalty

It encourages customers to stick with a brand.

Consistency is what customers want. As your business grows, your logo will become more recognised to a larger range of customers, promoting the perception that you are trustworthy and approachable. Consider this: If you’re looking for workout apparel and come across Nike swoosh track pants, you’re ready to buy right now. Why? Because you know you’re in good hands when you wear Nike gear; Nike is a label you can trust. Brand loyalty develops swiftly after a well-designed logo generates trust. If customers like you, they’ll seek you out again and again, and the first thing they’ll search for is your logo.

“Remember that a good tale has a captivating storyline that people can relate to, but a great storey can elicit an emotional response. Make sure your logo design evokes the appropriate emotions. Your logo, as the initial impression to the customer, has the power to both attract customers and serve as a reminder of your brand,” concludes the creative entrepreneur Radha Kapoor Khanna.

Srinivasan Vedam

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