Branding through Logos

by Venkatesh Ganapathy
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61 pages
A brand is a collection of visual images, experiences, and emotional responses that shape consumer opinion about a product or service. Logos communicate brand characteristics aiding brand recognition.
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A brand identity has three components – name, logo and slogan. Logos contribute to brand building efforts, strengthen the brand image and convey the brand’s personality. A logo can be called as visual signature for the brand. A logo comprises a set of elements (color, typeface, name and design) that lend visibility to a company’s products and services. A logo design can create a powerful impact on the brand drawing emotional reactions from consumers. Logos thus enable an organization to distinguish itself from other market players. Logos play a crucial role in influencing consumer experiences.

About the author

Venkatesh Ganapathy presently works as Associate Professor, Presidency School of Business, Bangalore. He teaches subjects in the domain of marketing, operations and general management. Venkatesh has graduated in oil technology from University Department of Chemical Technology, Mumbai and has earned his management degree from Southern New Hampshire University. He is presently a doctoral research scholar at Alliance University, Bangalore. His interests are in the area of supply chain management, services marketing and retail management. He has published more than 15 research papers so far. Venkatesh is also an avid blogger. Venkatesh has a corporate experience of two decades in organisations like BP- Castrol and Panasonic- Firepro Systems. He has also been a visiting faculty at S P Jain Global Management Institute at their Singapore campus.

Author website:

  1. Introduction to Branding
  2. Introduction to Logos
  3. Importance of Logos in marketing
  4. Design of a Logo
  5. Selection of the right color for a logo
  6. What makes a truly great logo?
  7. Redesigning logos
  8. Theoretical Framework
  9. Are Logos really powerful?
  • Epilogue
  • Bibliography