What makes an appealing Logo

by Dhanya J | Jul 23, 2020 | Branding, Design, Personal Branding

What makes an appealing Logo

Imagine brands like Nike, McDonald’s, Apple, Coca- Cola, Unilever…

When you call to mind the above brands, the first thing that comes to your mind is their Logos, which gives an idea of the importance of a Logo.

A logo is a symbol or a visual representation of your brand that helps to be recognised and remembered by your customers or audience.

There are various types of logos-Monogram logos (or letter-marks), Word-marks (or logotypes), Pictorial marks (or logo symbols), Abstract logo marks, Mascots (Illustrated characters), Emblems.

Importance of Logo

As mentioned in the previous Blog – 5 REASONS WHY YOUR BUSINESS NEEDS A GOOD LOGO, a good logo is essential for a brand, for the following reasons-

To represent a business
To build customer loyalty
In order to establish a brand identity
To facilitate branding
Differentiate your business from the rest

Elaborately, a logo creates the first and a lasting impression of your brand in the eye of the beholder. As the cliched saying goes ‘The first impression is the best impression’ it creates an identity to the business, as an image, in the mind of the audience. It states the purpose of your business- although the logo is only a symbol it has more power to it as it represents your brand and becomes a part of your brand identity. A unique logo helps your brand to differ from that of your competitors and helps the customers recognise your brand and If the customer is able to build familiarity around the brand, it is more likely for them to become a loyal customer.

Constituents of an appealing Logo

A great logo is a combination of creativity, simplicity and significance. It also largely depends on the technical aspects like shape, colour and font.

Most important intention is to create the core message in a logo which is possible only if the above properties go hand in hand.

Importance of colour and shape in logo designing

Colour is a tricky concept in terms of the psychological aspect. Colours have different meanings in different Society. You should make sure to do detailed research before choosing one. For instance, Red can mean love as well as danger, Black- power and death, etc.

Minimal colour on the logo can be a boon! Not more than two colours should be used for a logo as it can be difficult for the viewers to remember or recall.

The logo colours can also be used for your entire branding strategy which can help the customers associate the colour with your brand.

In a logo, each letter form is carefully designed in detail to fit a shape to get the finest of details right.

The use of Golden Ratio is a very popular technique in Logo designing. The Golden Ratio is a number (1.618) also called Phi that helps you create beautiful, perfectly balanced design. Apple, Pepsi and Twitter logos are a few examples of this technique.

Creativity is the Essence

Creativity is the key to designing an appealing Logo. It plays a crucial role in brand recognition. It involves all the above mentioned aspects and more, including Creative elements that can help the logo connect with the brand and its viewers and aim to make it unique and enduring.

Logos with multi-lingual characters to add some regional essence to it –

Example- Logo of ‘Big 10’BMTC busses is also spelt in Kannada, the regional language of Karnataka which is visible in a 45º angle perspective.

Creativity shouldn’t confuse the viewers, instead be simple and appealing to the viewer so that it is pleasing to the eye and easier to remember. It should consist not more than 2 or 3 agreeing colours with minimal design components.

Example of a simple Logo:

Dunzo

The delivery app Dunzo has a Black on green logo, the letter D in black with a lightning symbol in green which means fast and efficient delivery.

An example of a logo that could confuse the viewers:

Yulu

The prior Logo of Yulu came out to be a confusing logo for a lot of viewers. It portrays a cycle with the company’s name and a curve representing the cycle wheels prior to the name which looked like the letter ‘c’. Since a lot of people were not familiar with the startup, the name was easily mistaken.

At present Yulu has adapted to a new logo.

The Fablesquare team have designed a handful of successful creative Logos for their clients among which, a few are mentioned below :

Privera

PRIVERA by Tech Mahindra is a global privacy ecosystem. It protects the individual’s right to privacy, consent and grievance redressal across multiple industries, including health care, financial services, retail and government.

Use of details on the Logo like the shackle, human fingerprint, the shield, stars lining the bottom of the shield, etc work on representing Privera’s objective – Data security.

The colour blue used in the logo creates a sense of security while showing loyalty and professionalism towards the customer.

Khadi Nation

The elements on the Logo are thoughtfully put together to form an essential meaning of the Brand – A clothing line that has enabled thousands of weavers with their sustenance.

The Logo represents a wheel / Charaka of hands spinning thread. There are 24 hands in total, the hands represent the weavers, 24 (strokes) is a tribute to the Indian heritage.

Nexverx

An IoT solutions company with products in the automobile space, the logo was typography with colours used according to the client’s preference. The logo denotes Transmission and Reception by connecting the two‘X’s in Nexverx. The thought behind the logo is fluid communication between the sender and the receiver.

Bug snap

The logo of Bug snap easily gives away the specific purpose of the product – to eliminate Bugs. The letter ‘g’ is designed to look like a bug and the word snap is enclosed in an arrow pointed at the bug indicating that the product kills bugs.

Conclusion

Logos are the face of a brand or an entity, a good logo forms an identity and helps with customer trust and reliability. A logo should be able to stick with the brand for a long time so that people can grow comfortable with it through time and should be able to relate it with the company as soon as they come across it.

Do I really need a Website? – Part 1

by Dhanya J | May 1, 2018 | Branding, Content Marketing, Design, Marketing

website

/wɛbsʌɪt/

noun

a set of related web pages located under a single domain name.

A question which haunts any small businesses is “Do I really need a website?”.

In simple words possible, Yes! You do!

The reason is also extremely simple. In one word, No, two words to be precise.

Digital Footprint

It may sound preposterous. It really isn’t. The whole idea of anything ranging from posting a personal photograph to updating your current location on social media is all about Digital footprint.

Having a website helps a business greatly.

Visibility

It is a beacon where customers can queue in front of your door. It not only provides you with visibility but also sales and a way for you to advertise your expertise. A clean, beautiful website with necessary content surely puts you ahead in the game.

Credibility

Small businesses face problems with credibility. A customer is always aware of this fact and before placing for service or product, he/she will have a look at your website. And what would they think if you had no/mediocre website? You guessed it right. They walk right past you. This has a huge impact on sales.

Engagement and Retention

Customers are always on the lookout for engaging content. Blogs are a way to achieve that. Websites with blogs are always appreciated. Blogging is also a way of increasing traffic to your website and it is one of the most sought-after marketing tools.

According to Hubspot, 53% of marketers use blogging as a top inbound marketing priority. Another statistic to blow your mind away, according to Hostingfacts, There are now 3.74 billion Internet users in the world as of March 2017.

So, in short, your business is available to this huge number. With proper plans and marketing strategy, you can tap into the plethora of prospects.

Why

The question now really is “Why don’t I own a website?”. Think about it, in this time and age, where there is tons of competition, getting ahead is what counts. Smaller things in a business which were not a priority, makes a huge difference now. Companies are finding out ways to entice customers. Websites are one way to create a buzz and remember “First Impression is Key”.

Design is more than just a Software Tool

by Mayur Bhat | Sep 13, 2017 | Design, Branding, Marketing

There are three responses to a piece of design – Yes, No, and WOW! Wow is the one to aim for. – Milton Glaser

To instil the WOW in your audience, you need a great combination of concept, content and design. Easier said than done, right?
This blog addresses how to get the WOW emotion from your audience through design.

Does a software tool have anything to do with creating an extraordinary design?

Most of us are familiar with the “I heart New York” logo, Milton Glaser came up with that in the back of a taxi on his way to a meeting in the year 1977.

Hardware tools used: Pen and Paper
Software tool used: None.

This logo earns the New York state close to $30 million each year.
Did he use any exquisite software tool? No.

It is a common misconception among many that, to design, you need to have a good software in place. This was not the case a couple of decade’s back when designs were manually done with pen, paper and sketch boards.

To design is to envision, it is to see something that doesn’t yet exist.
To design is to give your ideas and thoughts, physical form.

If you’re new to designing and you feel that not knowing a particular software is holding you back from what you want to achieve, this article is for you. It is also for designers who feel they can’t reach their pinnacle because of lack of knowledge of a particular software.

“I am a great believer in the primacy of drawing as a means of engaging the world & understanding what you’re looking at.” – Milton Glaser

The design you make is a medium through which you communicate your ideas. Designing with a pen and an artboard has its own perks. To design it with a pen is to give it physical form. Work done manually always lasts longer in your memory.

Listed below are the general requirements for designing:

Ideas

Ideas are the mysterious spur in our minds about a particular subject. Each one has his own ideas and that is why we are so unique. Having an idea is the first step towards good design. Ideas are the fundamental blocks of design.

Strategy

Strategize how you want to achieve your design, a design is a combination of ideas. Haphazard execution of ideas would lead to a mess.

Vision

Designing is like walking in a dark tunnel until you find the light at the end of that tunnel. Then you go back and get other people to also see that light.

Roughly picturize how you want your final design to look. When you start you have no idea what your final design will look like, but you must have rough a picture in your head. To envision is to create a path to that light source at the end of the tunnel.

Memorability

To create a good design is to make it rememberable and distinct. Simpler is better. The first impression should be a lasting impression.

Intricacy

The details of your design are very important. The smallest details have the largest impact on the big picture. Scrutinise to the minutest detail.

Patience

Patience is a requirement for all designers. Some days are tough, where your ideas seem abysmal. Take a walk, free your mind by engaging with people.Talking helps in exchange of ideas, also giving rise to fresh ones.

Designing software’s are means by which you create your design. It is the workplace for your design and is a means to an end.

High on Happiness – Interview with Alicia Souza

by Mayur Bhat | Apr 10, 2017 | Design, Influencer Marketing

It was our pleasure to meet Alicia Souza at the art exhibition of Balraj KN. We had the pleasure of having a long chat with her, made more comfortable by the easy and relaxed setting of the event.

The best kind of job in the world is when you get paid to do something you absolutely love.

She considers herself lucky, though a sizable part of her job is not illustrating, but also managing the business. It involves talking to clients, accounts, working on briefs that are not always exciting. She says sometimes she needs to draw even when she truly just doesn’t feel like it. Being a commercial illustrator, she needs to work with both her heart and also her head. When it comes to working with clients and making a brief work, it is a lot of the latter. She realised that it’s a business where she needs to make money and also build her career.

When I asked her for an interview, she very graciously accepted. Below are the excerpts from both the interaction and her responses:

How did you start a career as an illustrator? Was this by default or by design?

I was trained as a graphic designer but the minute I finished university, I knew I wanted to get into illustration. There were a lot of twisty turns before I actually landed up as a freelancing illustrator, something that I didn’t think was ever going to happen.

You have been an entrepreneur for the last couple of years, describe your journey thus far

It’s been exciting, challenging, scary and extremely satisfying. It’s truly been a roller coaster ride.

Starting out is always a bit hard. I created a niche by just doing and doing a lot of it. I can almost compare it to digging a hole. When you start digging, it’s too small to notice but if you keep at it, you have a hole that only you’re standing it and more people can see it. I had to keep doing a lot of things that I wasn’t too keen on doing, like talking about money or drawing things that aren’t exactly my cup of tea. Same with the business/online store. I think I got lucky with the online store because I have a partner who keeps me on my toes. It took a lot of self-convincing because I really wasn’t sure I could handle another responsibility. But I could! So sometimes taking risks also pay off.

Your illustrations are based on a narrative/story, what inspires you?

I think I draw things like I would write in a diary. Just thoughts, events, happenings and feelings that I have throughout my day. I guess that’s why it is what it is. So anything happening in my life or things that I see and do are my inspiration.

Do designers also have a block (like the writer’s block)? (if so) How does a designer get over it?

I think if you do it enough, it’s almost habitual so you don’t get blocks. But you definitely get moods. Sometimes you feel like drawing way more than other times. Everyone has their method of madness to get over the ‘nahhh’ feelings. I just do other productive things and mostly deadlines help force you into the mood even if you don’t feel like it. Sometimes just a walk in the park helps.

I’ve read in one of your posts that you are self-taught, what is your method of learning?

I learn by doing and doing a lot. If you’re not learning about illustrating, you’re learning about how to schedule projects, the most efficient way to do a job or about people in general.

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Your body of work comes across as ‘Happy’ and you as a happy person. Are there times when you are sad, or unhappy and just want to shut the world out? How do you deal with sadness?

Like any human, I have a wealth of emotions. I don’t feel sadness as much as I get angry. When something bad happens in the world, someone passes away, horror-stricken event, whatever the calamity, I tend to feel rage rather than melancholy.

Having said that, I do have sad streaks. And unlike some artists and writers who can create beautiful works from those emotions, I don’t even remotely feel like drawing then. Please note that sadness is very different from depression. I’m talking about the general sadness that sneaks in every now and then. Here are a few things I do when I get in this state:

Do whatever I feel like doing- I would rarely feel like drawing but I truly enjoy just inking pencil sketches and would scout out drawings that are yet to be inked. This is my sort of ‘peace’ and ‘meditation’ that gets my brain almost still without thought.
Play my favourite music- I ADORE country music, I listen to it both when I’m happy and also when I’m sad.
Confront the sadness- I don’t like leaving things in the air. If I had a tiff with someone, I clear it up. With people, it’s easy to just take a deep breath and confront the source of the sadness.
Time- And then there are things you don’t have control over that just need time to get better. Understand that things DO get better with time.
A box of you- Another thing is knowing what you like and makes you happy. I sometimes like cleaning or baking. Sometimes just getting away for a while. Or getting a pedicure.
Let yourself be- I think it’s ok to be sad sometimes. It’s even normal. Whether you need to shed a tear or two. Be nice to yourself and I think the worst thing would be to beat yourself up about being a little down. When you know it’s ok to be sad, you can let yourself be happy.

Oh! I forgot to mention, sometimes happiness is a sleep away. Literally, some days can just be a drag and understand that when you go to bed at night; so when you wake up the next day, the sun is shining brighter just for you!

What is your advice to a budding designer, who wants to pursue a career in design?

For design, it’s to learn the basics before you explore. For illustrators, it’s just to draw and draw some more.

You are a celebrity & an Influencer, what is your opinion about influencer marketing? (Please detail this)

I’m really particular about what I post on my social media platforms. I’m really picky about promoting and if I do, I make sure it’s a product I like or a service I believe in, or I politely decline. When I do allow for promotion on my posts, I make sure my audience is aware that I’m working with the company and I have a limit of how many posts I allow to be promoted in a given time frame. I also always write the text content that goes along with posts. This, I believe, makes for real-ness and respect.

I respect my audience, their time and their attention.

You mentioned that you endorse/write about the products/services you use or what you truly believe in, can you please detail it for our readers?

Like I mentioned, I only post when I’ve had a chance to interact with a product or know about the service enough to talk about it. Everything I post about is something I experienced and so it’s very important that it’s the same with the promotions I make as well.

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You are a pet parent, what is your message to other pet parents? (People keep abandoning their pets once they get old or when they are unwell…)

The only message I have to a pet parent is that your pet is the non-human child you brought into your family. Treat them like your own.

Is there anything else you’d like to add? Please do so ?

Get enough sleep ?

Does your Brand need Brand Guidelines (Brand Book)

by Mayur Bhat | Mar 21, 2017 | Branding, Design

You’ve thought of an amazing brand name, come up with a spectacular logo, you’ve paid top dollar and built a gorgeous website. Every piece of material that goes out of your company is meticulously detailed. But people still don’t seem to remember your company name, or what your company sells, or even what your logo looks like. Have you ever wondered why that is?

The answer is simple. Your branding lacks consistency and direction.

Your Brand is more than just a name or a logo or a website. It is an experience.

And you can (to a certain degree) craft this experience for your target audience. How?

By Means of a Brand Guidelines (Brand Book)

What are Brand Guidelines?

A Brand Guideline (also referred to as a ‘brand book‘ or ‘brand style guide‘) is a set of rules that details how your brand works and how your brand should be represented. These guidelines include the Identity elements and Visual elements of your brand.

The Brand Identity Elements are:

Your Brand Story
Your Brand Philosophy (Mission, Vision, and Values)
Your Brand Personality / Brand Voice
Boilerplate etc.

The Brand Visual Elements include:

Logo and tagline
Proper and Improper usage of Logo and Tagline (With visual examples)
Your colour palette
Your typography
Stationary / Merchandise design
Brand Do’s and Don’t’s etc.

Does your Brand need Brand Guidelines?

The Short Answer is YES. Here’s why:

Ensures Continuity

Your brand is bound to be represented by more than one person/agency. Your Brand guidelines ensure that whoever is representing your brand, follows a set of rules and regulations so that the target audience is familiar with the voice and image of the brand.

Ensures Correct Usage

Stretched Logos, mixed up colours, terrible backgrounds, blurry images, these are a brand custodians worst nightmare. And this is precisely what will be avoided with a clear, specific and concise listing of how to use a brands marks.

Avoids Confusion

Multiple people represent a brand, using brand guidelines ensures that anyone who represents your brand is familiar with the messaging, look and feel of the brand. This way, the target audience will always receive an undeviating constant communique.

Sets Standards

A brand guideline clearly specifies the colour palette, font types/font combinations, background colour, logo usage etc. So all your collaterals will be consistent, the brand recall will be optimum.

Increases Brand Recall

Consistency will aid people in remembering your company name, the logo, what your company sells etc. It firmly plants the brand in the audience’s mind, and how it is perceived will be in your hands.

Making your brand identity clear will go a long way in how people perceive your brand and how it’s short term and long term brand image shapes up.

Brand Guidelines is the difference between your brand being a bus headed nowhere and a bus headed to a destination.

Leaders aren’t born, leaders are made

by Mangal Karnad | Jan 5, 2017 | Design

Leaders aren’t born, they are made.#Motivation #Leadership

I feel sometimes the crisis or hardships one faces in life make them into leaders. When a calamity befalls someone, there are people who respond with – I’m helpless, what can I do? This is my fate! Then there are people who turn the situation into an opportunity and come out winners – Leaders.

Two individuals come to my mind:

Saalumarada Thimmakka: First one is a lady from Karnataka: She is known as Saalumarada Thimmakka, for her contribution of planting and nurturing 384 banyan trees. Saalumara loosely translates into trees planted in a row. She and her late husband (Chikkaiah) planted these trees over a stretch of 4 kilometres.

The couple tired of the social stigma attached to being issueless, spent their own meagre income to plant banyan saplings and nurtured them. Treated the saplings as their children.

She has been conferred many awards, one among which is the National Citizen’s Award of India (1995). Now the management of the trees is taken over by the government of Karnataka. I only hope they will not be cut down in the name of development.

Jadav “Molai” Payeng: Second (not in effort or achievement) is Padma Shri Jadav “Molai” Payeng (born 1963).

Over the course of 3 decades, he planted and tended trees on a sandbar of the river Brahmaputra turning it into a forest reserve. The forest, called Molai forest is located in Assam and covers an area of about 1,360 acres.

It all started in 1979 when floods washed a large number of snakes ashore on the sandbar. One day, after the waters had receded, Payeng, only 16 then, found the place dotted with the dead reptiles. That was the turning point of his life. The snakes had died in the heat, without any tree cover. When he contacted the forest department, he was told nothing will grow there and was suggested to plant Bamboo. He did plant Bamboo and later proper trees. He watered the plants and nurtured them without any help or aid from the government. Soon enough it attracted wild animals!

When a herd of 100 elephants entered his forest the Locals, whose homes had been destroyed by them, wanted to cut down the forest, but Payeng prevented it. In 2015, he was honoured with Padma Shri, the fourth highest civilian award in India.

Timmakka and Payeng are forward thinking and believe in doing what they think is right. They are the true thought leaders!

Source: Wikipedia and publicly available information.

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