Troika's S.M.A.R.T. verdict on a LOGO!

3. What is
?
It is a name, term, design, symbol, or any other feature that identifies
one seller's good or service as distinct from those of other sellers.
It is perceived emotional corporate image as a whole.

4. What is
Identity?
The visual aspects that form part of the overall brand.
A brand identity represents your company's values, services, ideas and personality.
And one of the most important visual aspect of a brand identity is LOGO

5. What is
L
G O
?
“ The Greek word logo is the basis for the English word logic ”
A logo is a graphic mark or emblem used by commercial enterprise/organization and even
individual to aid and promote instant public recognition.
Logo identifies a business/brand in its simplest form via use of a mark or icon.
Logos are either purely graphic (symbols/icons) or are composed of the name of the
organization (a
logotype ,word mark or lettermark)

6. What is Logotype/Word mark ?
A single piece of type that prints a word or
group of separate letters
What is Symbols or Icons ?
A mark or character used as a conventional
representation of an object, function, product
or process
What is Lettermark ?
letters that form a name in type. Used to identify a company, often to shorten a long name

7. A brand that has it all
Lettermark
Logotype/Word mark
Symbols or Icons

8. What a good LOGO should portray ?
1) Values & goals of the company.
2) Brand message to people. There should be strong association
between logo and brand.
3) Professionalism and growth.
4) Timelessness.

9. A LOGO should be SMART!
Principles of Effective Logo Design

10. Simple
Memorable
Appropriate
Robust
Timeless

11. The apple represents the fruit of Tree of Knowledge (bible), with a pun
on “ byte/bite”(Apple’s slogan back then: “Byte into an Apple”).
Simple – its just a half eaten apple.. how simpler it can get!
Memorable – no one forgets an apple!
Appropriate – has a deep-rooted meaning and good association with brand.
Robust – its effectively used across many mediums.
Timeless – its not changed for past 30 years!

12. LOGO : CASE 1
GAP

13. Based in San Francisco, California, and founded in 1969
American clothing and accessories retailer
The word ‘GAP’ has a word mark status, while the big blue square has been demoted to
decoration status.
The name Gap refers to a pop psychology buzz phrase, "the Generation Gap"

15. People’s Verdict

16. Verdict from Designers
Gap is the latest marketer to have its re-imagined brand identity become public sport
Two problems with logo : Its typeface choice and its use of a gradient square
The square gradient is unfortunate because it's completely gratuitous, like an asterisk at the
end of a word, except there is no footnote.
Just a vapid reminder that the word Gap used to live within a blue square in its previous
incarnation.
Using Helvetica in such a bland way has incited rage in public. From serif to sans serif was a
massive step.
The emotional connect threw a rage. There was nothing great about the original logo but
the positive nostalgia associated disturbed the sentiments. GAP offers non fussy fashion,
simplistic in approach therefore jazzing up the logo in a bland fashion was a wrong step.

17. Our Verdict
SMART

18. LOGO : CASE 2
Starbucks

19. Starbucks opened in Seattle, Washington, on March 30, 1971
Largest coffee house company in the world
The logo is a 16th century Norse woodcut of a twin-tailed mermaid called Siren. This is relevant
to Seattle’s strong seaport roots, where STARBUCKS originated.

20. Then
Now

21. People’s Verdict

22. Verdict from Designers

23. Our Verdict
SMART

24. For more information:
Please visit - www.troikaconsulting.in
Or Email at - talk@troikaconsulting.in