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...