CC BY
104
УДК 929.6
doi 10.24411/2072-8980-2020-10024
СОЗДАНИЕ УСПЕШНОГО ЛОГОТИПА - ДЕЙСТВЕННЫЙ БРЕНДИНГОВЫЙ ХОД
Ликтан В.Т.
Тувинский государственный университет, г Кызыл
SUCCESSFUL LOGO DESIGN - AN EFFECTIVE BRANDING STRATEGY
VT. Liktan Tuvan State University, Kyzyl
Маркетинговый подход к управлению рыночной деятельностью на практике доказал свою высокую эффективность. Одним из факторов достижения высокой эффективности является системный, комплексный подход к ведению маркетинговой деятельности. Одним из его проявлений является то, что фирма-участник рыночных отношений постоянно и целенаправленно воздействует на рынок с помощью разработанного с учетом потребностей комплекса инструмента маркетинга, основными элементами которого являются товар, цена, система сбыта и система маркетинговых коммуникаций.
В данной статье рассматривается маркетинговый комплекс продвижения товара, основанный на создании благоприятного образа товара и самой фирмы в представлении потребителей и, в конечном счете, покупку товара. Маркетинговая коммуникационная политика предполагает не только решение относительно пассивной задачи детального и тщательного изучения требований конечных потребителей к товару и адаптации к ним выпускаемой продукции, но и активной задачи по формированию и стимулированию спроса на товар в целях увеличения продаж, повышения их эффективности и общей прибыльности предпринимательской деятельности.
Таким образом, современная коммуникационная политика, обеспечивающая способ узнаваемости, актуализировала необходимость исследования такого феномена, как логотип. Ключевые слова: маркетинговая коммуникационная политика; торговая марка; брэндинг; потребители продукции; производственные, сбытовые и торговые организации; сервисная и рекламная служба
The marketing approach to market management has proven its high efficiency in practice. One of the factors for achieving high results is a systematic, integrated approach to conducting marketing activities. That is when a company participating in market relations constantly and purposefully acts on the market with the help of a marketing tool developed according to the needs of the complex, the main elements of which are the product, price, sales system and marketing communications system.
This article discusses the marketing complex of product promotion, based on the creation of a
favorable image of the product and the company itself in the view of consumers and, ultimately, the purchase of goods. Marketing communication policy involves not only solving the passive task of a detailed and thorough study of the end-user requirements for the product and adapting the products to it, but also the active task of creating and stimulating demand for the product in order to increase sales, increase their efficiency and the overall profitability of entrepreneurship. Thus, the current communicative policy, providing the ways of reconizability, demonstrates the need to study such phenomenon as a logo (logotype).
Keywords: marketing communications policy; trademark; branding consumers of products; production, marketing and trading organizations; service and advertising service
Nowadays, people are constantly faced with thousands of logos. They can be found on any food or industrial product.
Logotype (logo), derived from the Greek words "logos" (a word), and "tipus" (an imprint, form, sample), is a sign (symbol) consisting of text and (or) graphics, which is distinctive for a company. The logo should graphically express the main direction of the company. In a broad sense, a logo means a name, symbol or trademark designed for easy recognition. The logo should attract attention [3].
Manufacturer's logos are depicted on any packaging. Some logos are so famous that they even typify entire jobs. A well-known pharmacy logo, Hygieia's symbol, is a cup (a caduceus) with a snake twined around its stem and poised above it. The medical community uses this logo, and anyone will recognize it. Different religions use logos as well. The cross and the star of David are symbols of two main areas of religion. The importance of logos has grown so much that children begin to recognize some of them even before they learn to speak. Any child recognizes the McDonald's logo. The use of logos as trademarks dates back to the Renaissance in the XV century. Jewelers brands, watermarks were the first logos used as trademarks. Trademarks in today's advertising
world provide an easy way to recognize an ordinary product. People call them icons, trademarks or logos, but all the same, these powerful emblems have revolutionized the world of advertisment [6]. The price of a fashion item is often determined not by quality and not by design, but by the presence or absence of a logo. The consumer will pay much more for the words with the name of the brand, than for a better thing without the coveted label. The main distinguishing feature of logomania is that if earlier the client paid for the design, and even earlier - for the quality of the product, now he is ready to pay exclusively for the logo placed on it. In fact, the concept of quality becomes quite outward to an industrially produced product under any brand. Cars, clothes, accessories, perfumes are rarely produced under the direct control of brand owners. Many fashion items are made under license that is not controlled. Many prestigious brands produce their products where it is cheaper, and put their trademark on it at the last moment. Consumers pay money for the brand they want to wear, or more precisely, for what it personifies. Logomania embodies the strongest desire of the consumer to identify himself as the bearer of a particular image.
Logo is an integral part of the product
brand, the image of the company, this is what the company will always be associated with. The better logo is designed, the simpler and clearer it is made, the more consumers will remember it.
Undoubtedly, the logo is the face of the company. The logo is the first thing the consumers will encounter. And the loyalty of consumers to the brand will depend on how well the logo is completed. Thus, a good logo is a sure step towards success. This symbol should clearly show the main activities of the company, show how it differs from competitors. The perfect logo should express the main direction of the company. The logo should be easy to understand, original in design and positioning the general tasks of the company. All logo elements must be combined with each other in shape, color, size. Moreover, it should be bright, clear, as customers will recognize the company. The company logo is presented everywhere: on documents, packaging, business cards, etc. The more memorable and individual the logo is, the better known is the brand in the market. The company logo should reflect the essence, the direction of its activities and spirit [4]. The main objective of the logo is the association of a product or service with a specific manufacturer. The success of the launch of a product or service depends on how successful its logo. Creating a logo is the beginning of the development of such an important visual characteristic of a company as corporate identity, because a logo is the basis of the entire corporate identity of a company, its key element. The correct logo, with the best characteristics, will increase the company's recognition, trust and memorability, which means success in business. These features
include:
Memorability of the logo is what makes the potential customers immediately think about it when they need something.
Uniqueness helps to stand out from the others. For example, if a company in your market sector uses a similar symbol (as more travel agencies often depict a globe on their logos), it is necessary to find something unique to stand out.
Significance. The logo presents the distinguishing features of the company. The interconnectedness in the use of graphic representation, subheadings, contexts, as well as repeating help people quickly remember what company is and what it does.
Scale. It is important for the logo to look good on a business card, as well as on a sign or billboard, and, of course, in other intermediate sizes. An integral part of this characteristic is the comprehensibility of the company name with various logo sizes. The logo designer selects a well readable font.
In logo design process, professionalism in everything, from the image quality to the paper on which it is printed, is needed. The timelessness of the logo is its appropriateness without the need to re-design it. The investments and relevance of the logo design will last a longer time.
Modification. This applies not only to the colors of the logo, but also its importance. The logo should look good in black and white, in grey, so that people who do not distinguish colors can read it. Nowadays, a lot of things are said about how to make the logo truly successful and memorable. It is believed that the perception of the logo is greatly hindered by the falling lines. Such elements make the
image heavier, 'roll it down'. And since the logo is a symbol of the company, then you should not allow consumers to associate the company with decline and downward movement. The best thing is when all the logo elements "tend" to the upper right corner, that is, create the impression of an upward movement, development. If you look at the logos of well-known successful companies, you can easily see the reliability of the above. It is no secret that every company uses a corporate font in the design of its promotional products. Its main task is to attract attention and immediately inform the buyer. Everyone noticed the fact that people do not have to read the name of a well-promoted company: it is already clear what type of company it is in just one letter style. Every company should strive for such results.
So, the font really is of great importance in the perception of corporate style. There are a lot of font types. They are simple and decorative, thin and thick, straight and oblique, solid and contour, stretched, with serifs, curls, shadows, etc. Fonts can imitate Old Slavonic, Greek, hieroglyphic and cuneiform writing, handwritten letter styles, children's handwriting. The choice is huge. The main thing when choosing a font is to follow some simple rules. First, the font should be easy to read. You should not choose letters, the design of which is clear only to the designers who created them. It is also worth choosing a font that matches the specifics of the company and its target audience. It is clear that a company selling construction equipment should not choose a "lace" font. It will look, at least, ridiculous. It is unlikely that a gothic font is suitable for advertising products for women. In
general, for each specific case, it is needed to select the most appropriate options.
Each color makes a special association. Therefore, the use of corporate color is not only a good branding move, but also a powerful psychological instrument. The choice of color is important for attracting attention to the company and in order to control the emotions of consumers, arouse certain associations in them and stimulate the desire to purchase goods or use the service. Color accompaniment plays a significant role in promoting a product on the market. Color helps consumers remember a product or service and stand out among competitors. Psychology describes in detail the emotions caused by one color or another. For example, in the minds of most people pharmacies and medical institutions are associated with the green colour. This colour is associated with health and longevity. Of course, no one claims that it is necessary to follow the stereotypes, but there is no need to ruin the foundation that have developed over a long period of time.
There are companies that are no longer perceived without their color symbolism. For example, everyone in Russia knows the colors of the leading mobile operators? They are so firmly entrenched in our minds that any, even accidental, repetition of this palette causes one hundred percent unambiguous associations. When choosing a color in the same way as when choosing a font, it is advisable to take into account the specifics of the company. In addition, it is useful to get known the taste preferences of the target audience that you are counting on. It is better to be guided when choosing a color with such simple parameters of the target audience as its age,
average income level, and life priorities. It is unlikely that a product designed for serious middle-aged people is worth accompanying with bright advertising and using unexpected colour solutions. This option will be much closer to the audience of a young, creatively thinking and always striving to be different in everything. In general, the colour scheme can be varied. The main thing to remember is that this is an extremely important element of the corporate identity that can give completeness to the image of the company.
At the same time, the key moment of marketing is the promotion of goods on the market, to the consumer, and the promotion of sales. Promotion covers a whole range of measures and actions, including maintaining demand through advertising and informing potential buyers, identifying free market sectors, achieving quality indicators of goods that meet the requirements of the market, consumers.
Advertising as a persuasive means of information about a product or a company, commercial propaganda of the consumer properties of a product and the dignity of a firm, preparing an active and potential buyer for purchase.
It is difficult to fully manage the process of impact on the consumer by the company. However, consumers need to provide information in order to convince them of the advantages of the company's product, make them trust, create and activate demand and psychological readiness for conducting commercial negotiations on the sale of goods and the purchase of goods.
Advertising also promotes the sale of goods, the process of converting goods into money,
contributes to the accelerated and successful completion of the process of turnover of funds, i.e. reproduction process at the company level. Advertising can design and manage demand and market.
Often, multicolor advertising is indispensable. It is necessary for the transfer of consumer properties of such goods, which would be unattractive in black and white printing. For example, flowers, berries, cars, carpets, etc.
However, not only advertising affects production, but production also affects advertising. The development of science, engineering, technology gives rise to fundamentally new opportunities for production, creation of goods and services. Emerging new types of goods are generated by the improvement of logos and the development of production itself.
It should be noted that advertising and creating logos requires large financial costs, so it is important to be able to control its effectiveness. However, in most cases it is not possible to determine the exact effectiveness of individual advertising media and logos, as well as the advertising campaign as a whole, because of the complexity of such an assessment.
The difficulty lies in the fact that the conduct of an advertising campaign and advertising impact, from many other factors, are not related to advertising itself (purpose of the product, its price, quality of packaging, level of service, payment terms, actions of competitors, staff training, etc.). Nevertheless, even rough estimates of the effectiveness of logos and advertising justify themselves.
Also, the costs, depending on how detailed you want to see the entire process of creating
a logo, can vary and differ. In addition to the costs of creating a logo, companies must take into account the fact that they will have to transfer the new logo to all attributes relating to them: labels, tags, envelopes, store bags with inscriptions, etc. Ultimately, if a company has its own logo, it is important to register and protect it from use by other companies.
A designer who wants to create a good and memorable logo needs to get acquainted with all existing types of logos, analyze the strengths and weaknesses of each in order to choose the most suitable option in accordance with customer requirements.
The following types of logos can be distinguished:
1. Symbolic logos. Symbols, icons, photographs are a graphical representation of a company, such as that of Shell or Apple. Symbols are almost never used in logos, most often they simply inform us about something (such as a broken glass on a cardboard box symbolizes fragile goods). Symbols in their pure form are least used, but if done correctly, you can imagine a very strong and intricate logo. Creating a symbolic logo requires experience and talent, and if it is done unprofessionally, it will seem amateurish, unattractive and may even lead the company to bankruptcy.
2. Text logos are similar to symbolic ones. They use the letter or letters of the company name, graphically expressing what kind of company it is. Sometimes letters are drawn as pictograms. Many companies use this type of logo, for example Honda, Mazda, Hyundai. One of the most popular and recognizable logos of the twentieth century. is the IBM logo. This type of logo is more often used than symbolic, but properly it can be used to create the image
of the company.
3. Alphanumeric logos - this type of logo is the most common. Alphanumeric logos surround us everywhere. It reflects the exact spelling of the name of the company or brand. Examples of such logos are the logo of Kellogg's, Microsoft, Sony, Ford and many others. These are good logos and the easiest to design. When developing an alphanumeric logo, a very important role is played by a set of elements, color, font, semantic load of the text and many other factors [5].
In solving all problems in a market economy, the corporate identity plays a dominant role. The main objective of the corporate identity is to make the company's products recognizable and distinct from the products of other companies, increase competitive advantages, provide a propaganda and advertising effect and protect products from fakes.
The logo and trademark form a rigid composition for the functioning of the company - a corporate block on the company's products, in its advertising, on letterhead, postal envelopes and documentation. Its goal is to consolidate positive emotions and an image associated with a high assessment of product quality, an appropriate level of service in the minds of consumers, and to provide the company's products and its recognizability.
In addition, the achievement of the maximum effect of communication policy in real entrepreneurial activity in the current conditions is already impossible without the application of the achievements and tools of many sciences.
The effectiveness of the psychological impact of the logo as an advertising medium is characterized by the number of consumers
reaching it, the brightness and depth of impression that these tools leave in the person's memory, and the degree of attracting attention.
Also, each enterprise, when developing a marketing plan in terms of communication policy, selects a specific set of communication tools through which this company will deliver its messages to the target audience. At the same time, the issue of choosing communication tools that can produce the maximum effect possible with a certain marketing budget in general and a promotion budget in particular
is updated.
Thus, certainly, a professionally designed logo can give a significant impetus to a business and help attract customers' attention, that is, exactly what is needed for success. The logo will be a visual representation of your company, giving answers to questions about what services you provide or what products you sell. It is necessary to remember that a unique approach should be applied to each logo.
Библиографический список
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Ликтан Валериана Тараачиевна - к.э.н., доцент кафедры экономики и менеджмента Тувинского государственного университета e-mail: Liktan@mail.ru
Valeriana T. Liktan - Candidate of Economical Sciences, Associate Professor at the Department of Economics and Management, Tuvan State University, e-mail: Liktan@mail.ru
Дата поступления статьи в редакцию 11.01.2020
