Logo Change

Logo changes of increased of late, mostly to have a common identity across a range of businesses or product categories. Some example follows –

• The Korean group Lucky – Goldstar changed its name to two letters, i.e. LG, primarily to bring synergy through the name across all its businesses. Earlier, ‘Lucky’ stood for bulk sale items and ‘Goldstar’ was used for electronics. Apart from becoming omnipresent across all group companies, the brand LG became smaller and smarter.
• Aditya Brila’s group also, like LG, developed a similar logo for its group companies, namely Indian Rayon, Hindalco, Indo Gulf and Grasim. This new identity is to be.
• Tata Modifies its logo in 1999 to suit its changing business structure, rejuvenates the old Tata logo, and increase visibility through use across.
• Lakme changed its logo in the 1990’s. The new development included intensive qualitative, quantitative and competition-based research with employees, customers, and consumers. The new logo was a deep green with a pink brush stroke, touches of gold, and a wavy border line. The logo was supported with a line – ‘The Beauty’.

Evaluation of Logo

This would involve ascertaining the following –

• Likeability (across a five-point scale, Disliked it very much’… ‘liked it very much’) of each logo option.
• Specific likes and dislikes and reason for the same, for each logo option
• Distinctiveness (across a four-point scale, ‘Not at all distinctive’…Distinctive)
• Comprehension of message conveyed, by logo options.
• Preference among logo options (through Constant Sum Preference scale).
• Preference of each logo among key competition (through constant sum preference scale)

Evaluation of Logo on Pack

This would include ascertaining on the same parameters as before. It would also include a stand-out research. In this you would be exposed to simulated shelves. In each situation there would be an arrangement of packs, similar to that at typical outlets. However, the position of the packs would be different in each. You would be given thirty seconds to locate test pack with a logo option. The speed at which each logo-option pack gets identified would get measured. This would help rank the logo-option packs in terms of how well they would stand out on the shelf. If the research is for logo change, this process should also be done for the existing logo, so as to use the findings as a benchmark. Its preference against each of the logo options should also be ascertained.

Colour Associations

People have grown up with a range of colours. Let us understand the associations of colours.

Colour	Association(s)
White	Purity
Black	Luxury
Purple	Royalty
Green	Environment and Health
Red	Energy, Excitement, and Will to win
Blue	Peace and Tranquility
Yellow	Lightness, cheerfulness and Relaxation

Choosing Colours

You should consider following key factors while choosing colours as –

• Climatic conditions – Colours fade over time. Direct exposure to sunlight and intensity of sunlight lead to fading of colours. Among all colours red, blue and green do not fade fast.
• Visibility from a distance – This is critical as people usually get exposed to a brand logo and pack from a distance. What could look good at close-up might not stand out from a distance. Red wins on this parameter. Further specific combinations also do well, e.g. – red and white and red and yellow.
• Product category – It is believed by some that because red and orange are more connected to emotions, they fit better as a food product colour. Blue is perceived to better suit as a corporate colour. One needs to know mood/benefit associations linked to a brand or category and decide on such aspects.
• Material used for packaging – If logo is to be printed on PET bottles or glass bottles, the number of colours that can be used becomes restricted. However, if on the PET bottle a label is shrink wrapped the same does not hold good.
• Quality of printing technology – This is also linked to material used for packaging. One need to first understand what are the options and most likely printing output. Only then should the colours be selected. Printed packaging material can also be imported but it has its own cost.