Friday, March 23, 2007
LOGO
The Logo History
A logo is a graphic element, symbol, or icon of a trademark or brand and together with its logotype, which is set in a unique typeface or arranged in a particular way. A typical logo is designed to cause immediate recognition by the viewer. The logo is one aspect of the brand of a company or economic entity, and the shapes, colors, fonts and images are usually different from others in a similar market. Logos may also be used to identify organizations or other entities in non-economic contexts.
Form & Type
Logotype: Wordmark / Lettermark: text or abbreviated text
Icon: Symbol / Brandmark
Slogan: Description of the company
Concepts
Should be unique, and not subject to confusion with other logos among viewers.
Is functional and can be used in many different contexts while retaining its integrity.
Should remain effective whether reproduced small or large.
Can work in "full-color", but also in two color presentation (black and white), spot color, or halftone.
Should be able to maintain its integrity when printed on various fabrics or materials (where the shape of the product may distort the logo).
Displays basic design principles (space, color, form, consistency, and clarity).
Represents the brand/company appropriately.
Designing
Avoid being over-the-top in an attempt to be unique.
Use few colors, or try to limit colors to spot colors (a term used in the printing industry).
Avoid gradients (smooth color transitions) as a distinguishing feature.
Produce alternatives for different contexts.
Design using vector graphics, so the logo can be resized without loss of fidelity.
Be aware of design or trademark infringements.
Include guidelines on the position on a page and white space around the logo for consistent application across a variety of media (a.k.a. brand standard manual).
Not use a specific choice clip-art as a distinguishing feature.
Not use the face of a (living) person.
Avoid photography or complex imagery as it reduces the instant recognition a logo demands.
avoid culturally sensitive imagery, such as religious icons or national flags, unless the brand is committed to being associated with any and all connotations such imagery may evoke
Color
· Red and orange are said to produce excitation, red also tends to signify danger.
· Dark blue portrays comfort and relaxation.
· Yellow tends to create a feeling of irritation.
· Warm colors (red, orange, yellow) are linked to hot food and thus can be seen integrated into many fast food logos.
· Cool colors (blue, purple) are associated with lightness and weightness.
· Green is often associated with health foods, and light blue or silver is often used to reflect diet foods.
· Subdued tones and lower situation can communicate dependability, quality, relaxation for other brands.
· Black, silver and other dark colors portraits professional images.
· Bright and vibrant color creates the image of fun, dynamic and funky.
Positioning Line
· A tag line should be a 3-7 word phrase that accompanies your logo. The tag line will express your companies most important benefits or services. These will be the words that linger in the minds of the customer throughout the day and whenever they refer your business.
· The best tag line in the world is one that is unique and rolls off your tounge. Your tag line should also appeal to your line of business.
Kentucky Fried Chicken's tagline "finger-lickin' good" translates in Chinese as "eat your fingers off”. General Motors introduced the Chevy Nova in South America, and the company was apparently unaware that "no va,” translated in Spanish meant “it won't go,” or “it doesn’t run.” In Taiwan, Pepsi introduced its tagline "Come alive with the Pepsi Generation". In Chinese, the slogan translated as "Pepsi will bring your ancestors back from the dead."
The Logo: a little history
Logotype, commonly know as a logo, is a design, a graphic representation/image/trademark symbolizing one’s organization. Designed for instant identification, a logo can appear on company letterhead, advertising material and signs as an emblem by way of which the organization can easily be recognized.
Originating in the 19th century, after a surge in industrial manufacturing that led to an increase in output, global distribution, and the commencement of competition, logos were created to differentiate between products within the same industry. Emblems or symbols were included on products, packages and labels so buyers could easily recognize the product they preferred. Logos revolutionized the advertising world.There was a time when only affluent organizations could afford their own crest, emblem or logo. They were, in some cases, a very detailed drawing with many objects. Cost was not an issue and more was considered better. Then, flags were used due to their larger format. They were visible from the craft fields and from long distances. Today, successful companies continue to say that "simpler is better". Especially when the world is advancing so rapidly, you have less and less time to impress your customers. Logo designs, now, are very stylish yet remain conservative, which makes them eye-catching and easier for the brain to memorize.
Selecting the Logo Concept
The most crucial aspect of logo selection is the logo concept. You must first determine what your logo should say about your company. You may come up with an image related to a business like a house for real estate or a car for a car dealer, or your logo could be just an abstract image representing the company’s philosophy, for example, a pyramid or a blocky image for a stable, trustworthy company. A very dynamic image with orbits and swooshes, sparks, or particles might be suitable for a very young, modern, high tech company.
Not all businesses, though, can be easily associated with any particular image. For example, a programming company doesn't have many images to associate with (except a computer). In this situation, it would be recommended to concentrate on an abstract image and to represent the feel of the company's business rather than coming up with a specific image. Companies that deal with more than one business should have a more generic image, but the logo can still be made to look technological by implementing some straight lines in combination with curves, or more corporate with more proportional, symmetrical, geometrical shapes.As a result of the expense involved in changing a logo, a "good" logo shouldn’t be too trendy, but ideally last many years before needing a redesign. You need to ask yourself if the design will be relevant in 5 or 10 years.
Once a company has established itself with a specific look, feel and image, it becomes more and more difficult to change as time goes by. Some companies have enjoyed success without ever having to change their logo design. Kentucky Fried Chicken has used Colonel Sanders in their logo since the company was founded in 1952. Aside from some updates on their marketing front, Nike would be another good example (the Nike swoosh). Pepsi took a risk in the mid 1990s by drastically changing their image and logo but did so with success. However, it could have resulted in commercial suicide. If you'll remember, in the 1980s Coca-cola changed their brand image to Coke. Pepsi then took over top seat in the market shortly thereafter. Creating a logo that can appeal to customers and consumers throughout the ages is important, considering that there will always be a risk involved with change.
If, however, you decide that your logo is in need of a face life, here are some points to take into consideration:Does your current logo represent 3 of the key elements that make up a credible and high quality logo design?
1. Does the logo portray your company in a manner which says that you are an expert in this field?
2. Is the logo "contemporary", symbolizing a "forward-thinking" look?
3. Is the message that you are trying to convey to the consumer clear? If you answered ‘yes’ to all of these questions, then why change your logo? By revamping your company image, you may risk losing your supporters, clients that are already familiar with your products and services, your popularity, respect, as well as your market share. You can, however, clean-up your logo or update it with a lot less risk.
Tagline
When creating a tagline for your company, it is important to consider whether or not you are going to, eventually, go global. If so, create a tagline that gets your point across when translated into different languages. Here are some examples of successful companies that did not take this into consideration:
1. Kentucky Fried Chicken's tagline "finger-lickin' good" translates in Chinese as "eat your fingers off”.
2. General Motors introduced the Chevy Nova in South America, and the company was apparently unaware that "no va,” translated in Spanish meant “it won't go,” or “it doesn’t run.”
3. In Taiwan, Pepsi introduced its tagline "Come alive with the Pepsi Generation". In Chinese, the slogan translated as "Pepsi will bring your ancestors back from the dead."
Shapes, Sizes and Types
Iconic logos: Iconic logos, one of the most common types, are represented by a single graphical element, icon or design which usually includes the company name below or to the side of the icon, for example: Nike, AOL, Micheline. When considering iconic logos, it is important to make the symbol fit any of the geometrical shapes. The best shapes to use are symmetrical geometrical shapes. They can be placed almost anywhere and still show balance and are very easy to handle.
There is no obligation as to the kind of shape used, you can use any free form shape you want, but you have to be very careful with the placement, so the logo doesn't look like it is falling apart:
When selecting the shape, you should consider how conservative and stable your company wishes to appear.
Logo Type: Logo types consist only of the company name. A unique font or unique layout style can make a great logo, for example: Sony, Kellogg’s, Coca-Cola, IBM.
Illustrative: An illustrative logo consists of a unique design; usually representing the company’s field of business. These logos are often very eye-catching, detailed and impressive. As a result of their detail and colors, illustrative logos are difficult to reproduce and therefore expensive.
Integrated: An integrated logo is the combination of a logo type and illustrative logo. These logos are even more rare than the illustrative logos because of their expense.
Less is More!
Everyone wants a cutting edge, high tech, ‘cool’ logo. Consider, however, that some of the most successful logos are simple, and most importantly, easy to remember. Think of Nike, McDonalds, Pepsi, Coca-Cola. These are all very successful images that are, at the same time, very simple. When creating your design, you can get into picky little details and it is important to take a step back, close your eyes and see if you can essentially sketch the image in your head. If it is that memorable, then you know you are on the right track. Remember that "less is more".
Colors
Keep in mind, when selecting colors for your logo, that your color scheme should be appropriate for your company. It is also useful to use pantone colors -universal colors which are used by professional print shops. Colors often have a profound impact on viewers. Red and orange are said to produce excitation, red also tends to signify danger. Dark blue portrays comfort and relaxation, and yellow tends to create a feeling of irritation. If you are creating a logo design for a nursing home or a hospital, it may be a good idea to stay away from reds and bright yellows. Exceptions are always made though, such as McDonalds (which has both red and yellow in its logo!). When choosing your color scheme, keep in mind the personality you wish to express for your business. Do you want your company to portray a professional image? Try using black, silver, and other dark colors. Do you want your company to come across and fun, dynamic, and funky? If so, try using bright and vibrant colors. Be creative.
Important Points To Consider:
logo should:
Attract attention and leave an impression
Create a look that in unique
reflect the personality of the company
Reproduction costs: The more detailed and colorful the logo design, the more difficult to reproduce, meaning a higher cost.
The size: The prefect logo design will look great on a sign board as well as on a business card or a pen.
Logo design companies are by the dozen. Take your time, research different companies and designers and compare packages in order to select a logo design company suited to your needs.
Check your competition. What designs, graphics, and colors do they use? Remember that you need to be competitive.
Trademark your logo. If your logo is trademarked, this prevents competitors and other third parties from stealing it.
And last but not least, when in doubt, K.I.S.S. (Keep It Simple Stupid).
Logo design is believed to be one of the most difficult areas in graphic design. A logo is essentially at the heart of a corporate identity. It is the face of an organization! The right logo design can be one of your strongest marketing tools. It delivers the message to the public that a company is unique, credible and professional. Make it stylish. Make it elegant. Make it an impact.
A logo (from the Greek λογότυπος = logotipos) is a graphic element, symbol, or icon of a trademark or brand and together with its logotype, which is set in a unique typeface or arranged in a particular way. A typical logo is designed to cause immediate recognition by the viewer. The logo is one aspect of the brand of a company or economic entity, and the shapes, colors, fonts and images are usually different from others in a similar market. Logos may also be used to identify organizations or other entities in non-economic contexts.
Overview
A logo is an iconic symbol designed to represent a company, organization, product, service, and sometimes certain places (e.g., Canada).
In recent times the term 'logo' has been used to describe signs, emblems, coats of arms, symbols and even flags. In this article several examples of true logos are displayed, which may generally be contrasted with emblems, or marks, which include non-textual graphics of some kind. Emblems with non-textual content are considered one aspect of a complete logo.
Distinct aspects of a complete logo:
Logotype/Wordmark/Lettermark: text or abbreviated text
Icon: symbol / brandmark
Slogan: description of the company
The uniqueness of a logo is often necessary to avoid confusion in the marketplace among clients, suppliers, users, affiliates, and the general public. To the extent that a logo achieves this objective, it may function as a trademark, and may be used to uniquely identify businesses, organizations, events, products or services. Once a logo is designed, one of the most effective means for protecting it is through registration as a trademark, so that no unauthorised third parties can use it, or interfere with the owner's use of it.
There are several elements of a good logo. An effective logo—
should be unique, and not subject to confusion with other logos among viewers
is functional and can be used in many different contexts while retaining its integrity
should remain effective whether reproduced small or large
can work in "full-color", but also in two color presentation (black and white), spot color, or halftone
should be able to maintain its integrity when printed on various fabrics or materials (where the shape of the product may distort the logo)
displays basic design principles (space, color, form, consistency, and clarity)
represents the brand/company appropriately
Logo Today
Today there are many corporations, products, services, agencies and other entities using a sign or emblem as logo. As a result, only a few of the thousands of signs people are faced with are recognized without a name. It makes less sense to use a sign as a logo, even together with the name, if people will not duly identify it. Therefore, the trend in the recent years has been to use both images (icons) and the company name to emphasize the name instead of the supporting graphic portion, making it unique by its letters, color, and additional graphic elements.
Emblems (icons) may be more effective than a written name, especially for logos being translated into many alphabets; for instance, a name in the Arabic language would be of little help in most European markets. A sign or emblem would keep the general proprietary nature of the product in both markets. In non-profit areas, the Red Cross (which goes by Red Crescent in Muslim countries) is an example of an extremely well known emblem which does not need an accompanying name. Branding aims to facilitate cross-language marketing. The Coca-cola logo can be identified in any language because of the standards of color and the iconic ribbon wave
Color
Color is important to the brand recognition, but should not be an integral component to the logo design, which would conflict with its functionality. Some colors are associated with certain emotions that the designer wants to convey. For instance, loud colors, such as red, that are meant to attract the attention of drivers on freeways are appropriate for companies that require such attention. In the United States red, white, and blue are often used in logos for companies that want to project patriotic feelings. Green is often associated with health foods, and light blue or silver is often used to reflect diet foods. For other brands, more subdued tones and lower saturation can communicate dependability, quality, relaxation, etc.
Color is also useful for linking certain types of products with a brand. Warm colors (red, orange, yellow) are linked to hot food and thus can be seen integrated into many fast food logos. Conversely, cool colors (blue, purple) are associated with lightness and weightlessness, thus many diet products have a light blue integrated into the logo.
Logo Design
Logo design is commonly believed to be one of the most important areas in graphic design, thus making it the most difficult to perfect. The logo, or brand, is not just an image, it is the embodiment of an organization. Because logos are meant to represent companies and foster recognition by consumers it is counterproductive to redesign logos often.
When designing (or commissioning) a logo, practices to encourage are to
avoid being over-the-top in an attempt to be unique
use few colors, or try to limit colors to spot colors (a term used in the printing industry)
avoid gradients (smooth color transitions) as a distinguishing feature
produce alternatives for different contexts
design using vector graphics, so the logo can be resized without loss of fidelity
be aware of design or trademark infringements
include guidelines on the position on a page and white space around the logo for consistent application across a variety of media (a.k.a. brand standard manual)
not use a specific choice clip-art as a distinguishing feature
not use the face of a (living) person
avoid photography or complex imagery as it reduces the instant recognition a logo demands
avoid culturally sensitive imagery, such as religious icons or national flags, unless the brand is committed to being associated with any and all connotations such imagery may evoke
Examples
Other well-known examples are: Apple Inc.'s apple with a bite out of it started out as a rainbow of color, and has been reduced to a single color without any loss of recognition. Coca Cola's script is known the world over, but is best associated with the color red; its main competitor, Pepsi has taken the color blue, although they have abandoned their script logo. IBM, also known as "Big Blue" has simplified their logo over the years, and their name. What started as International Business Machines is now just "IBM" and the color blue has been a signature in their unifying campaign as they have moved to become an IT services company.
There are some other logos that must be mentioned when evaluating what the mark means to the consumer. Automotive brands can be summed up simply with their corporate logo- from the Chevrolet "Bow Tie" mark to the circle marks of VW, Mercedes-Benz and BMW, to the interlocking "RR" of Rolls-Royce each has stood for a brand and clearly differentiated the product line.
Other logos that are recognized globally: the Nike "Swoosh" and the Adidas "Three stripes" are two well-known brands that are defined by their corporate logo. When Phil Knight started Nike, he was hoping to find a mark as recognizable as the Adidas stripes, which also provided reinforcement to the shoe. He hired a young student (Carolyn Davidson) to design his logo, paying her $35 for what has become one of the best known marks in the world (she was later compensated again by the company).
Corporate identities today are often developed by large firms who specialize in this type of work. However, Paul Rand is considered the father of corporate identity and his work has been seminal in launching this field. Some famous examples of his work were the UPS package with a string (updated in March 2003) IBM, Goodwill Industries and NeXT Computer.
An interesting case is the refinement of the FedEx logo, where the brand consultants convinced the company to shorten their corporate name and logo from "Federal Express" to the popular abbreviation "Fed Ex". Besides creating a shorter brand name, they reduced the amount of color used on vehicles (planes, trucks) and saved hundreds of thousands of dollars in paint costs. Also, the right pointing arrow in the new logo is a subliminal hint of motion.
Logos can represent any organization or entity, not just corporations. Perhaps the most recognizable (and possibly the oldest) of these is the emblem of the Olympic Games: the Olympic Rings, five interlocking rings (blue, yellow, black, green, and red) on a white field.
VOICE OVER & SUPER
VISUALS
Narrator: Excuse me… What is the first thing you notice about a man?
(Super) His eyes
I fell in love with her eyes
Definitely his eyes
I love my baby’s eyes
VO:
It’s true. It’s your eyes people notice first. The eye is the window of the soul. The intellect, the will, is seen in the eye. To the attentive eye, each moment of the year has its own beauty, and in the same field, it beholds, every hour, a picture which was never seen before, and which shall never be seen again. And yet it’s also your eyes that are neglected the most.
Taking care of your eyes is no joke. Every Single minute, a child goes blind & Every 5 seconds a person goes blind in the world. In fact one of five Indians over the age of 40 has a vision problem and they might not even know it.
The situation is alarming, but there is hope for 90% of cases through proper care and timely treatment. An eye exam can spot the early signs of vision threatening conditions like glaucoma and other serious health problems like diabetes and high Blood Pressure before you can.
So whether you are a working professional spending long hours in front of the computer, a mother worried about her child watching too much TV, or just about any one looking to solve your vision related problems, we at Surya Eye are taking the battle to the disease by addressing it at the initial stages.
(Intro To Surya Eye)
At Surya Eye there are no doctors or patients. All we have is a friendly ambience with an award winning team of eye care specialists & the world’s best equipment. So there’s just no ailment that can escape our eyes.
(Super)
16 Specialized and dedicated Eye care clinics for Cataract, Glaucoma, Diabetes related Eye care, Vitreo-Retinal aliments, Contact lenses, Pediatric Eye Care, Lasik Surgery, headaches & Migraines, among many others.
VO:
All this has been possible because right from its inception more than two decades ago, it was not a hospital but a dream of an award winning Ophthalmologist, Dr. Vinod Goyal …a mission committed to your vision.
(Dr. Vinod Goyal Speaks)
“I have always harbored a dream, to not just bring quality eye care to India, but also make eye care accessible to the common people of India. To realize this dream we set up Vision Care, a microsurgery centre in 1981 with the aim of Educating and creating awareness among the people, and Equipping our facilities with the latest in Eye care technology. That dream today is Surya Eye. It’s more a movement than just an organization. We believe, we have a commitment towards society.
The Surya Kiran (SK) Health and Education Charitable Trust was specially incorporated to address our various community development initiatives under the Care 4 Vision Banner like Eye Check-up for school children, Corporate Eye Check-ups & various Public Seminars. We at Surya, are actively involved in the upliftment of the under privileged and the deprived. Doing it has been a highly satisfying experience for all of us.”
(VO)
Care4Vision has been initiated by Surya Eye for the future of the country’s innocent students and working professionals who are unaware that minor irritations and disturbances in vision could be the symptoms of a major eye disease that could hamper their careers and their lives in the future.
Most children have healthy, normal eyes, but a few are born with serious eye diseases or disorders overlooked by ignorant parents as they do not look obvious. In most cases, these problems can be identified and treated even during the first few days of life.
(VO)
Surya Eye, being the first eye care centre to be awarded ISO 9000:2001 Certification is just a result of our constant sight on quality. And our biggest milestone is undoubtedly the glow of happiness in your eyes.
Testimonials:
“I am pleased with the services and the team of the Doctors. They have given lot of encouragement to my diabetic dad who has retinal detachment. We are now much better informed about the effects diabetes has on one’s eyes. My special thanks go to all staff for their support and solidarity.”
Mr. Osuji Nelson,Ikeja, Nigeria
“I did not have the slightest idea my 5 yr old son could be color blind till he underwent a routine eye screening at Surya eye. Realizing he has this condition has helped me plan an alternative education and career for my son. Thanks Surya Eye.
Mr. Khanvilkar,ACE Jewels Pvt. Ltd.
“An eye checkup at Surya made me realize that prolonged work on the computer coupled with sitting in the wrong posture was the reason for my complaints of eye strain and irritation, along with back, neck, shoulder, and wrist soreness. The Personal touch given by all staff members makes all the difference. You don't feel you are in a clinic!”
Ms. Shikha,Reliance, HR Manager
(VO)
So if you feel your eyes are healthy, remember your eye doctor can see things you can’t.
SUPER: SURYA EYE - Check Yearly To See Clearly.
Visual: Man Holding a mic asking people the question
A woman answering the question
An old man looking at his wife
A group of young College girls
A mother holding the baby in her arms
Expressing Emotions through the Eyes
- Laughter
- Surprise
- Exclamation
- Blink
- Wink
- Cry
- Question
- Anger, etc
Image of an Eye naming the various parts of the Eye(from Surya Website)
Show images of children from developing countries with malnutrition and bad eyes. Images showing vulnerability among third world country (India) kids to eye diseases.
Images of an Eye Examination taking place. Show images of eyes affected by Glaucoma and other serious vision related diseases.
Show images of Stressed out executives from all over the country working on computers, like a collage of computer personnel making up a map of India. Next, an image of a mother screaming at her child to stop watching TV. A child gaming with a joystick in his hand.
Cut to, Surya Eye logo.
Images of Surya Eye hospital. Stock Pictures of interiors, exteriors and facilities of Surya eye. Images of surgery being performed.
Images of the Speciality clinics and images of the related affected eyes. Equipments to perform LASIK surgery etc.
Show an earlier image of the first Surya Eye Hospital Building. Dr. Goyal collecting his degree’s abroad
Video of Dr. Goyal speaking to the camera
Images showing Eye camps in villages, Eye check ups for School Kids, Corporate Eye camps.
Infants with degenerative eye conditions, Worried Parents, and Images of Parents with Doctors.
ISO Certification Logo/Certificate
Image of a happy family coming out of Surya Eye gate.
Images of the patients giving their testimonials.
A smiling Nurse talking
Image of a clock embedded within an eye. The clock has 12 months instead of the 12 hours and zoom out making the logo of Surya Eye.
The Logo History
A logo is a graphic element, symbol, or icon of a trademark or brand and together with its logotype, which is set in a unique typeface or arranged in a particular way. A typical logo is designed to cause immediate recognition by the viewer. The logo is one aspect of the brand of a company or economic entity, and the shapes, colors, fonts and images are usually different from others in a similar market. Logos may also be used to identify organizations or other entities in non-economic contexts.
Form & Type
Logotype: Wordmark / Lettermark: text or abbreviated text
Icon: Symbol / Brandmark
Slogan: Description of the company
Concepts
Should be unique, and not subject to confusion with other logos among viewers.
Is functional and can be used in many different contexts while retaining its integrity.
Should remain effective whether reproduced small or large.
Can work in "full-color", but also in two color presentation (black and white), spot color, or halftone.
Should be able to maintain its integrity when printed on various fabrics or materials (where the shape of the product may distort the logo).
Displays basic design principles (space, color, form, consistency, and clarity).
Represents the brand/company appropriately.
Designing
Avoid being over-the-top in an attempt to be unique.
Use few colors, or try to limit colors to spot colors (a term used in the printing industry).
Avoid gradients (smooth color transitions) as a distinguishing feature.
Produce alternatives for different contexts.
Design using vector graphics, so the logo can be resized without loss of fidelity.
Be aware of design or trademark infringements.
Include guidelines on the position on a page and white space around the logo for consistent application across a variety of media (a.k.a. brand standard manual).
Not use a specific choice clip-art as a distinguishing feature.
Not use the face of a (living) person.
Avoid photography or complex imagery as it reduces the instant recognition a logo demands.
avoid culturally sensitive imagery, such as religious icons or national flags, unless the brand is committed to being associated with any and all connotations such imagery may evoke
Color
· Red and orange are said to produce excitation, red also tends to signify danger.
· Dark blue portrays comfort and relaxation.
· Yellow tends to create a feeling of irritation.
· Warm colors (red, orange, yellow) are linked to hot food and thus can be seen integrated into many fast food logos.
· Cool colors (blue, purple) are associated with lightness and weightness.
· Green is often associated with health foods, and light blue or silver is often used to reflect diet foods.
· Subdued tones and lower situation can communicate dependability, quality, relaxation for other brands.
· Black, silver and other dark colors portraits professional images.
· Bright and vibrant color creates the image of fun, dynamic and funky.
Positioning Line
· A tag line should be a 3-7 word phrase that accompanies your logo. The tag line will express your companies most important benefits or services. These will be the words that linger in the minds of the customer throughout the day and whenever they refer your business.
· The best tag line in the world is one that is unique and rolls off your tounge. Your tag line should also appeal to your line of business.
Kentucky Fried Chicken's tagline "finger-lickin' good" translates in Chinese as "eat your fingers off”. General Motors introduced the Chevy Nova in South America, and the company was apparently unaware that "no va,” translated in Spanish meant “it won't go,” or “it doesn’t run.” In Taiwan, Pepsi introduced its tagline "Come alive with the Pepsi Generation". In Chinese, the slogan translated as "Pepsi will bring your ancestors back from the dead."
The Logo: a little history
Logotype, commonly know as a logo, is a design, a graphic representation/image/trademark symbolizing one’s organization. Designed for instant identification, a logo can appear on company letterhead, advertising material and signs as an emblem by way of which the organization can easily be recognized.
Originating in the 19th century, after a surge in industrial manufacturing that led to an increase in output, global distribution, and the commencement of competition, logos were created to differentiate between products within the same industry. Emblems or symbols were included on products, packages and labels so buyers could easily recognize the product they preferred. Logos revolutionized the advertising world.There was a time when only affluent organizations could afford their own crest, emblem or logo. They were, in some cases, a very detailed drawing with many objects. Cost was not an issue and more was considered better. Then, flags were used due to their larger format. They were visible from the craft fields and from long distances. Today, successful companies continue to say that "simpler is better". Especially when the world is advancing so rapidly, you have less and less time to impress your customers. Logo designs, now, are very stylish yet remain conservative, which makes them eye-catching and easier for the brain to memorize.
Selecting the Logo Concept
The most crucial aspect of logo selection is the logo concept. You must first determine what your logo should say about your company. You may come up with an image related to a business like a house for real estate or a car for a car dealer, or your logo could be just an abstract image representing the company’s philosophy, for example, a pyramid or a blocky image for a stable, trustworthy company. A very dynamic image with orbits and swooshes, sparks, or particles might be suitable for a very young, modern, high tech company.
Not all businesses, though, can be easily associated with any particular image. For example, a programming company doesn't have many images to associate with (except a computer). In this situation, it would be recommended to concentrate on an abstract image and to represent the feel of the company's business rather than coming up with a specific image. Companies that deal with more than one business should have a more generic image, but the logo can still be made to look technological by implementing some straight lines in combination with curves, or more corporate with more proportional, symmetrical, geometrical shapes.As a result of the expense involved in changing a logo, a "good" logo shouldn’t be too trendy, but ideally last many years before needing a redesign. You need to ask yourself if the design will be relevant in 5 or 10 years.
Once a company has established itself with a specific look, feel and image, it becomes more and more difficult to change as time goes by. Some companies have enjoyed success without ever having to change their logo design. Kentucky Fried Chicken has used Colonel Sanders in their logo since the company was founded in 1952. Aside from some updates on their marketing front, Nike would be another good example (the Nike swoosh). Pepsi took a risk in the mid 1990s by drastically changing their image and logo but did so with success. However, it could have resulted in commercial suicide. If you'll remember, in the 1980s Coca-cola changed their brand image to Coke. Pepsi then took over top seat in the market shortly thereafter. Creating a logo that can appeal to customers and consumers throughout the ages is important, considering that there will always be a risk involved with change.
If, however, you decide that your logo is in need of a face life, here are some points to take into consideration:Does your current logo represent 3 of the key elements that make up a credible and high quality logo design?
1. Does the logo portray your company in a manner which says that you are an expert in this field?
2. Is the logo "contemporary", symbolizing a "forward-thinking" look?
3. Is the message that you are trying to convey to the consumer clear? If you answered ‘yes’ to all of these questions, then why change your logo? By revamping your company image, you may risk losing your supporters, clients that are already familiar with your products and services, your popularity, respect, as well as your market share. You can, however, clean-up your logo or update it with a lot less risk.
Tagline
When creating a tagline for your company, it is important to consider whether or not you are going to, eventually, go global. If so, create a tagline that gets your point across when translated into different languages. Here are some examples of successful companies that did not take this into consideration:
1. Kentucky Fried Chicken's tagline "finger-lickin' good" translates in Chinese as "eat your fingers off”.
2. General Motors introduced the Chevy Nova in South America, and the company was apparently unaware that "no va,” translated in Spanish meant “it won't go,” or “it doesn’t run.”
3. In Taiwan, Pepsi introduced its tagline "Come alive with the Pepsi Generation". In Chinese, the slogan translated as "Pepsi will bring your ancestors back from the dead."
Shapes, Sizes and Types
Iconic logos: Iconic logos, one of the most common types, are represented by a single graphical element, icon or design which usually includes the company name below or to the side of the icon, for example: Nike, AOL, Micheline. When considering iconic logos, it is important to make the symbol fit any of the geometrical shapes. The best shapes to use are symmetrical geometrical shapes. They can be placed almost anywhere and still show balance and are very easy to handle.
There is no obligation as to the kind of shape used, you can use any free form shape you want, but you have to be very careful with the placement, so the logo doesn't look like it is falling apart:
When selecting the shape, you should consider how conservative and stable your company wishes to appear.
Logo Type: Logo types consist only of the company name. A unique font or unique layout style can make a great logo, for example: Sony, Kellogg’s, Coca-Cola, IBM.
Illustrative: An illustrative logo consists of a unique design; usually representing the company’s field of business. These logos are often very eye-catching, detailed and impressive. As a result of their detail and colors, illustrative logos are difficult to reproduce and therefore expensive.
Integrated: An integrated logo is the combination of a logo type and illustrative logo. These logos are even more rare than the illustrative logos because of their expense.
Less is More!
Everyone wants a cutting edge, high tech, ‘cool’ logo. Consider, however, that some of the most successful logos are simple, and most importantly, easy to remember. Think of Nike, McDonalds, Pepsi, Coca-Cola. These are all very successful images that are, at the same time, very simple. When creating your design, you can get into picky little details and it is important to take a step back, close your eyes and see if you can essentially sketch the image in your head. If it is that memorable, then you know you are on the right track. Remember that "less is more".
Colors
Keep in mind, when selecting colors for your logo, that your color scheme should be appropriate for your company. It is also useful to use pantone colors -universal colors which are used by professional print shops. Colors often have a profound impact on viewers. Red and orange are said to produce excitation, red also tends to signify danger. Dark blue portrays comfort and relaxation, and yellow tends to create a feeling of irritation. If you are creating a logo design for a nursing home or a hospital, it may be a good idea to stay away from reds and bright yellows. Exceptions are always made though, such as McDonalds (which has both red and yellow in its logo!). When choosing your color scheme, keep in mind the personality you wish to express for your business. Do you want your company to portray a professional image? Try using black, silver, and other dark colors. Do you want your company to come across and fun, dynamic, and funky? If so, try using bright and vibrant colors. Be creative.
Important Points To Consider:
logo should:
Attract attention and leave an impression
Create a look that in unique
reflect the personality of the company
Reproduction costs: The more detailed and colorful the logo design, the more difficult to reproduce, meaning a higher cost.
The size: The prefect logo design will look great on a sign board as well as on a business card or a pen.
Logo design companies are by the dozen. Take your time, research different companies and designers and compare packages in order to select a logo design company suited to your needs.
Check your competition. What designs, graphics, and colors do they use? Remember that you need to be competitive.
Trademark your logo. If your logo is trademarked, this prevents competitors and other third parties from stealing it.
And last but not least, when in doubt, K.I.S.S. (Keep It Simple Stupid).
Logo design is believed to be one of the most difficult areas in graphic design. A logo is essentially at the heart of a corporate identity. It is the face of an organization! The right logo design can be one of your strongest marketing tools. It delivers the message to the public that a company is unique, credible and professional. Make it stylish. Make it elegant. Make it an impact.
A logo (from the Greek λογότυπος = logotipos) is a graphic element, symbol, or icon of a trademark or brand and together with its logotype, which is set in a unique typeface or arranged in a particular way. A typical logo is designed to cause immediate recognition by the viewer. The logo is one aspect of the brand of a company or economic entity, and the shapes, colors, fonts and images are usually different from others in a similar market. Logos may also be used to identify organizations or other entities in non-economic contexts.
Overview
A logo is an iconic symbol designed to represent a company, organization, product, service, and sometimes certain places (e.g., Canada).
In recent times the term 'logo' has been used to describe signs, emblems, coats of arms, symbols and even flags. In this article several examples of true logos are displayed, which may generally be contrasted with emblems, or marks, which include non-textual graphics of some kind. Emblems with non-textual content are considered one aspect of a complete logo.
Distinct aspects of a complete logo:
Logotype/Wordmark/Lettermark: text or abbreviated text
Icon: symbol / brandmark
Slogan: description of the company
The uniqueness of a logo is often necessary to avoid confusion in the marketplace among clients, suppliers, users, affiliates, and the general public. To the extent that a logo achieves this objective, it may function as a trademark, and may be used to uniquely identify businesses, organizations, events, products or services. Once a logo is designed, one of the most effective means for protecting it is through registration as a trademark, so that no unauthorised third parties can use it, or interfere with the owner's use of it.
There are several elements of a good logo. An effective logo—
should be unique, and not subject to confusion with other logos among viewers
is functional and can be used in many different contexts while retaining its integrity
should remain effective whether reproduced small or large
can work in "full-color", but also in two color presentation (black and white), spot color, or halftone
should be able to maintain its integrity when printed on various fabrics or materials (where the shape of the product may distort the logo)
displays basic design principles (space, color, form, consistency, and clarity)
represents the brand/company appropriately
Logo Today
Today there are many corporations, products, services, agencies and other entities using a sign or emblem as logo. As a result, only a few of the thousands of signs people are faced with are recognized without a name. It makes less sense to use a sign as a logo, even together with the name, if people will not duly identify it. Therefore, the trend in the recent years has been to use both images (icons) and the company name to emphasize the name instead of the supporting graphic portion, making it unique by its letters, color, and additional graphic elements.
Emblems (icons) may be more effective than a written name, especially for logos being translated into many alphabets; for instance, a name in the Arabic language would be of little help in most European markets. A sign or emblem would keep the general proprietary nature of the product in both markets. In non-profit areas, the Red Cross (which goes by Red Crescent in Muslim countries) is an example of an extremely well known emblem which does not need an accompanying name. Branding aims to facilitate cross-language marketing. The Coca-cola logo can be identified in any language because of the standards of color and the iconic ribbon wave
Color
Color is important to the brand recognition, but should not be an integral component to the logo design, which would conflict with its functionality. Some colors are associated with certain emotions that the designer wants to convey. For instance, loud colors, such as red, that are meant to attract the attention of drivers on freeways are appropriate for companies that require such attention. In the United States red, white, and blue are often used in logos for companies that want to project patriotic feelings. Green is often associated with health foods, and light blue or silver is often used to reflect diet foods. For other brands, more subdued tones and lower saturation can communicate dependability, quality, relaxation, etc.
Color is also useful for linking certain types of products with a brand. Warm colors (red, orange, yellow) are linked to hot food and thus can be seen integrated into many fast food logos. Conversely, cool colors (blue, purple) are associated with lightness and weightlessness, thus many diet products have a light blue integrated into the logo.
Logo Design
Logo design is commonly believed to be one of the most important areas in graphic design, thus making it the most difficult to perfect. The logo, or brand, is not just an image, it is the embodiment of an organization. Because logos are meant to represent companies and foster recognition by consumers it is counterproductive to redesign logos often.
When designing (or commissioning) a logo, practices to encourage are to
avoid being over-the-top in an attempt to be unique
use few colors, or try to limit colors to spot colors (a term used in the printing industry)
avoid gradients (smooth color transitions) as a distinguishing feature
produce alternatives for different contexts
design using vector graphics, so the logo can be resized without loss of fidelity
be aware of design or trademark infringements
include guidelines on the position on a page and white space around the logo for consistent application across a variety of media (a.k.a. brand standard manual)
not use a specific choice clip-art as a distinguishing feature
not use the face of a (living) person
avoid photography or complex imagery as it reduces the instant recognition a logo demands
avoid culturally sensitive imagery, such as religious icons or national flags, unless the brand is committed to being associated with any and all connotations such imagery may evoke
Examples
Other well-known examples are: Apple Inc.'s apple with a bite out of it started out as a rainbow of color, and has been reduced to a single color without any loss of recognition. Coca Cola's script is known the world over, but is best associated with the color red; its main competitor, Pepsi has taken the color blue, although they have abandoned their script logo. IBM, also known as "Big Blue" has simplified their logo over the years, and their name. What started as International Business Machines is now just "IBM" and the color blue has been a signature in their unifying campaign as they have moved to become an IT services company.
There are some other logos that must be mentioned when evaluating what the mark means to the consumer. Automotive brands can be summed up simply with their corporate logo- from the Chevrolet "Bow Tie" mark to the circle marks of VW, Mercedes-Benz and BMW, to the interlocking "RR" of Rolls-Royce each has stood for a brand and clearly differentiated the product line.
Other logos that are recognized globally: the Nike "Swoosh" and the Adidas "Three stripes" are two well-known brands that are defined by their corporate logo. When Phil Knight started Nike, he was hoping to find a mark as recognizable as the Adidas stripes, which also provided reinforcement to the shoe. He hired a young student (Carolyn Davidson) to design his logo, paying her $35 for what has become one of the best known marks in the world (she was later compensated again by the company).
Corporate identities today are often developed by large firms who specialize in this type of work. However, Paul Rand is considered the father of corporate identity and his work has been seminal in launching this field. Some famous examples of his work were the UPS package with a string (updated in March 2003) IBM, Goodwill Industries and NeXT Computer.
An interesting case is the refinement of the FedEx logo, where the brand consultants convinced the company to shorten their corporate name and logo from "Federal Express" to the popular abbreviation "Fed Ex". Besides creating a shorter brand name, they reduced the amount of color used on vehicles (planes, trucks) and saved hundreds of thousands of dollars in paint costs. Also, the right pointing arrow in the new logo is a subliminal hint of motion.
Logos can represent any organization or entity, not just corporations. Perhaps the most recognizable (and possibly the oldest) of these is the emblem of the Olympic Games: the Olympic Rings, five interlocking rings (blue, yellow, black, green, and red) on a white field.
VOICE OVER & SUPER
VISUALS
Narrator: Excuse me… What is the first thing you notice about a man?
(Super) His eyes
I fell in love with her eyes
Definitely his eyes
I love my baby’s eyes
VO:
It’s true. It’s your eyes people notice first. The eye is the window of the soul. The intellect, the will, is seen in the eye. To the attentive eye, each moment of the year has its own beauty, and in the same field, it beholds, every hour, a picture which was never seen before, and which shall never be seen again. And yet it’s also your eyes that are neglected the most.
Taking care of your eyes is no joke. Every Single minute, a child goes blind & Every 5 seconds a person goes blind in the world. In fact one of five Indians over the age of 40 has a vision problem and they might not even know it.
The situation is alarming, but there is hope for 90% of cases through proper care and timely treatment. An eye exam can spot the early signs of vision threatening conditions like glaucoma and other serious health problems like diabetes and high Blood Pressure before you can.
So whether you are a working professional spending long hours in front of the computer, a mother worried about her child watching too much TV, or just about any one looking to solve your vision related problems, we at Surya Eye are taking the battle to the disease by addressing it at the initial stages.
(Intro To Surya Eye)
At Surya Eye there are no doctors or patients. All we have is a friendly ambience with an award winning team of eye care specialists & the world’s best equipment. So there’s just no ailment that can escape our eyes.
(Super)
16 Specialized and dedicated Eye care clinics for Cataract, Glaucoma, Diabetes related Eye care, Vitreo-Retinal aliments, Contact lenses, Pediatric Eye Care, Lasik Surgery, headaches & Migraines, among many others.
VO:
All this has been possible because right from its inception more than two decades ago, it was not a hospital but a dream of an award winning Ophthalmologist, Dr. Vinod Goyal …a mission committed to your vision.
(Dr. Vinod Goyal Speaks)
“I have always harbored a dream, to not just bring quality eye care to India, but also make eye care accessible to the common people of India. To realize this dream we set up Vision Care, a microsurgery centre in 1981 with the aim of Educating and creating awareness among the people, and Equipping our facilities with the latest in Eye care technology. That dream today is Surya Eye. It’s more a movement than just an organization. We believe, we have a commitment towards society.
The Surya Kiran (SK) Health and Education Charitable Trust was specially incorporated to address our various community development initiatives under the Care 4 Vision Banner like Eye Check-up for school children, Corporate Eye Check-ups & various Public Seminars. We at Surya, are actively involved in the upliftment of the under privileged and the deprived. Doing it has been a highly satisfying experience for all of us.”
(VO)
Care4Vision has been initiated by Surya Eye for the future of the country’s innocent students and working professionals who are unaware that minor irritations and disturbances in vision could be the symptoms of a major eye disease that could hamper their careers and their lives in the future.
Most children have healthy, normal eyes, but a few are born with serious eye diseases or disorders overlooked by ignorant parents as they do not look obvious. In most cases, these problems can be identified and treated even during the first few days of life.
(VO)
Surya Eye, being the first eye care centre to be awarded ISO 9000:2001 Certification is just a result of our constant sight on quality. And our biggest milestone is undoubtedly the glow of happiness in your eyes.
Testimonials:
“I am pleased with the services and the team of the Doctors. They have given lot of encouragement to my diabetic dad who has retinal detachment. We are now much better informed about the effects diabetes has on one’s eyes. My special thanks go to all staff for their support and solidarity.”
Mr. Osuji Nelson,Ikeja, Nigeria
“I did not have the slightest idea my 5 yr old son could be color blind till he underwent a routine eye screening at Surya eye. Realizing he has this condition has helped me plan an alternative education and career for my son. Thanks Surya Eye.
Mr. Khanvilkar,ACE Jewels Pvt. Ltd.
“An eye checkup at Surya made me realize that prolonged work on the computer coupled with sitting in the wrong posture was the reason for my complaints of eye strain and irritation, along with back, neck, shoulder, and wrist soreness. The Personal touch given by all staff members makes all the difference. You don't feel you are in a clinic!”
Ms. Shikha,Reliance, HR Manager
(VO)
So if you feel your eyes are healthy, remember your eye doctor can see things you can’t.
SUPER: SURYA EYE - Check Yearly To See Clearly.
Visual: Man Holding a mic asking people the question
A woman answering the question
An old man looking at his wife
A group of young College girls
A mother holding the baby in her arms
Expressing Emotions through the Eyes
- Laughter
- Surprise
- Exclamation
- Blink
- Wink
- Cry
- Question
- Anger, etc
Image of an Eye naming the various parts of the Eye(from Surya Website)
Show images of children from developing countries with malnutrition and bad eyes. Images showing vulnerability among third world country (India) kids to eye diseases.
Images of an Eye Examination taking place. Show images of eyes affected by Glaucoma and other serious vision related diseases.
Show images of Stressed out executives from all over the country working on computers, like a collage of computer personnel making up a map of India. Next, an image of a mother screaming at her child to stop watching TV. A child gaming with a joystick in his hand.
Cut to, Surya Eye logo.
Images of Surya Eye hospital. Stock Pictures of interiors, exteriors and facilities of Surya eye. Images of surgery being performed.
Images of the Speciality clinics and images of the related affected eyes. Equipments to perform LASIK surgery etc.
Show an earlier image of the first Surya Eye Hospital Building. Dr. Goyal collecting his degree’s abroad
Video of Dr. Goyal speaking to the camera
Images showing Eye camps in villages, Eye check ups for School Kids, Corporate Eye camps.
Infants with degenerative eye conditions, Worried Parents, and Images of Parents with Doctors.
ISO Certification Logo/Certificate
Image of a happy family coming out of Surya Eye gate.
Images of the patients giving their testimonials.
A smiling Nurse talking
Image of a clock embedded within an eye. The clock has 12 months instead of the 12 hours and zoom out making the logo of Surya Eye.
