Logos and no-gos

A summary of an article in Business Horizons magazine on the significance of logos. Logos, it is stated, give world-wide recognition and contributes towards brand differentiation, customer choice and price premiums.

Best in brief: Logos and nogos

(Business Horizons)

Chiranjeev Kohli

 Rajneesh Suri 

and

Mrugank Thakor

Despite the importance of and investment in logos, there are no established guidelines for creating them. Many are unrecognisable or end up hurting the brand or company image because they are viewed negatively. But logos are a key part of most companies' communication efforts. For example, the stylised logos of CocaCola, Nike and McDonald's have added billions of dollars to the value of each brand. Take the case of Taco Bell, which spends 20 times more on signs that only carry its name and logo...

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