Synopsis:  A strong logo has become even more important in the past decade with the popularity and availability of the Internet. Companies understand the concept of a professional and accurate presentation. People decide in seconds whether they are interested in a company by viewing the presentation and graphics. On the Internet, the logo is essential in getting people, the consumers, to make the "click" into the site. Companies have had to regroup and through the concept of branding, which uses logos, trademarks, and marketing, to create an identity that relates to their customers. As an advertising major, it is useful to know how to create a logo for a company and the effects that a logo has on the consumers. Work like this is also of interest to other advertising majors, as well as executives already in the advertising field. It is also beneficial to the companies who are in need of remodeling to reconnect with their consumers. With the creation of the Internet, the use of logos has become even more vital to the success of a company.

World Wide Web Sources

Bigge, Ryan. (1998). Adbusters: Branding, [Online]. Available: http://www.adbusters.org/magazine/21/branding.html [2002, July 14].

Title of Web Page: Adbusters: Branding

Web address: http://www.adbusters.org/magazine/21/branding.html

Brief Description: Brands are expressions of the company. They "have not only personalities, but opinions and attitudes". People used to be loyal to a certain brand, but it has changed and companies must rely on fresh advertising and promotions to intrigue the customers. The companies provide a "consistent vision-an integrated personality" of their product. The lay out of the page is simple as it is just an article from the Adbusters Magazine. There are no pictures present except for one at the top left on the menu bar. This web site is useful to those most involved in the advertising market.

Source of Web site: Adbusters Magazine

Hamilton, Annette. (1998). E-Branding is More Important than E-Commerce. Here's Why, [Online]. Available: http://www.zdnet.com/ anchordesk/ story/story_2821.html [2002, July 14].

Title of Web Page: E-Branding is More Important than E-Commerce. Here's Why

Web address: http://www.zdnet.com/anchordesk/story/story_2821.html

Brief Description: Branding is used to associate a positive feeling with a product to make consumers want to run out and buy it. Internet
companies have started using branding and have had success. Companies are debating over which is more important to spend money on: e-branding or E-Commerce. The author argues e-branding without a doubt. E-branding assures that consumers will buy a product on and off-line. In a study, it was obvious that consumers are already connecting different online companies with products, showing the importance of e-branding to a company.
This website automatically draws your attention because of the odd
layout of the page. It is very narrow, taking up just barely one-half of the page. The article has sidebars on both sides and a picture of the
author at the head of the article. Even the article catches your attention as it starts off with a puzzle and has words in bold print in the middle of the text. This article is interesting and would be beneficial to all who read it. Again, advertising executives and companies would probably gain the most insight.

Source of Web site: ZDNet

Hillebrand, Mary. (2000). E-Commerce Brand Names Trump Clever Marketing, [Online]. Available: http://www.ecommercetimes.com/ perl/story/2456.html [2002, July 14].

Title of Web Page: E-Commerce Brand Names Trump Clever Marketing

Web address: http://www.ecommercetimes.com/perl/story/2456.html

Brief Description: "The most aggressive E-Commerce marketing strategies are unable to compete step-for-step with the power of brand names and built-in customer loyalty." Most consumers are not looking for bargains and discounts as much as they are "product look-and-feel, branding, functionality and vendor accessibility, selection, price, convenience, service and reliability." Repeat customers have already gained the trust of one product and are therefore more likely to keep buying that particular one because of the brand name. Having a brand name in the market is more important than just being the first one in the market. The loyal customers are willing to pay a higher price for their product than new consumers would be. Therefore, the advertising of a company establishes the product and is geared toward their present consumers rather than new ones. Again this web site is a basic layout since it is an article from a magazine. The color scheme is dull with only black, white, and blue. There are no pictures present and the menu bar is off to the right side of the page. An article like this is useful to those in the advertising business as well as to the companies who can gain an idea of their targeted audience.

Source of Web site: E-Commerce Times

Mahoney, Michael. (2001). How Young Should E-Commerce Go?, [Online]. Available: http://www.ecommercetimes.com/perl/story/ 14319.html#story-start [2002, July 14].

Title of Web Page: How Young Should E-Commerce Go?

Web address: http://www.ecommercetimes.com/perl/story/14319.html#story-start

Brief Description: Companies are starting to gear their advertising at a younger audience beginning with 10-, 11-, and 12-year-olds. This is a risk because financially this audience will not have an income until later years. Legally, a company cannot collect information about a child under the age of 13 without parental consent. With the advertising aimed at this younger audience, "the online branding takes the form of puzzles to solve, games to beat, content portals, and branded messaging and chat services. Under these guises, it seems, the younger, the better." Like the other E-Commerce Times web site, this one has a basic layout. The color scheme is dull with only black, white, and blue. There are no pictures present and the menu bar is off to the right side of the page. This article is useful to those in the advertising business as well as to the companies who can gain an idea of their targeted audience.

Source of Web site: E-Commerce Times

Unknown. (No Date). Welcome to Lexicon, [Online]. Available: http://www.lexiconbranding.com/ [2002, July 14].

Title of Web Page: Welcome to Lexicon

Web address: http://www.lexiconbranding.com/

Brief Description: Branding works as the foundation of a company. It establishes the personality of the company and the customers that the company will attract. "When you name something, you give it power." While advertisements may change for a company, the brand name never will. "It is the one thing that your competitors cannot take away." It is all about the name and making the name speak for the company. This web site is basic but extremely intriguing. The article is in gray font and in a column in the center of the page. All around the article, however, is smaller print also in gray. It makes for a very interesting design. The only other color on the page is a deep red which is only located in the header and title of the site. This web site seems more oriented towards the companies, explaining to them why branding is essential for the advertising of the company.

Source of Web site: Lexicon Branding

Bergstein, Brian. (2002, March 04). Google Programmer Creates Internet Buzz with Cutesy Logos. The Associated Press State & Local Wire [Online], 704 words. Available: LEXIS-NEXIS Academic Universe [2002, July 14].

Gobé, Marc. Emotional Branding: The New Paradigm for Connecting Brands to People. New York: Allworth Press, 2001. HD69.B7 G62 2001

Klein, Naomi. No Logo. New York: Picador USA, 2000. HD69.B7 K585 2000

McNeill, Karen. Interview by Kellie Harris, 14 July 2001, High Point, NC. Personal Interview.

Unknown. (2002, February 19). Chaners Changes Name to Reed Business Reliable Human. Business Wire [Online], 440 words. Available: LEXIS- NEXIS Academic Universe [2002, July 14].

Unknown. (2002, January 28). Green Mountain Energy Company Unveils New Logo. PR Newswire [Online], 399 words. Available: LEXIS-NEXIS Academic Universe [2002, July 14].

Unknown. (2002, March 12). Lender's Brings Big New York Style Bagels to Frozen Case. PR Newswire [Online], 621 words. Available: LEXIS-NEXIS Academic Universe [2002, July 14].

Unknown. (2002, March 22). Med Diversified Projects Strategic Vision with New Branding Campaign. Business Wire [Online], 825 words. Available: LEXIS-NEXIS Academic Universe [2002, July 14].

Unknown. (2002, February 19). Quanta Strengthens Corporate Identity. PR Newswire [Online], 399 words. Available: LEXIS-NEXIS Academic Universe [2002, July 14].

Internet Story:The Importance of Logos

A strong logo has become even more important in the past decade with the popularity and availability of the Internet. Companies understand that concept of a professional and accurate presentation. People decide in seconds whether they are interested in a company by viewing the presentation and graphics. On the Internet, the logo is essential in getting people, the consumers, to make the "click" into the site. Companies have had to regroup and through the concept of branding, which uses logos, trademarks, and marketing to create an identity that relates to their customers. With the creation of the Internet, the use of logos has become even more vital to the success of a company.
The creation of a logo is a direct reflection of the company. It takes considerable time learning about the company, what the company does and does not do, its corporate values, and the culture of the company. Top management is interviewed to become familiar with their operations and standards and a SWOT (strengths, weaknesses, opportunities, and standards) analysis is done. The goals of the company are discussed, as is the future of the company. Once the company has been described in words, a graphic artist portrays it in art.
Once a logo is chosen, it is used everywhere: the Internet, letterhead, advertising, brochures, catalogs, etc. It is important for the logo to be associated with the company for which it represents. If the logo is good, it achieves instant credibility for the company whereas a bad logo causes the credibility of a company to suffer greatly. Karen McNeill of McNeill Communications Group in High Point, North Carolina, described a logo she created for a financial planner. "We designed a script-style logo in dark green (money) with tan. Their symbol is a stalk of wheat. The logo communicates stability and wealth, while the wheat symbolizes the bread of life." The logo is unlike anything ever seen in the financial world. It is not intimidating and makes the client look bigger than he actually is.
The financial planner created an identity with which customers could relate. It is essential for companies today to create those bonds with their consumers. The concept of branding gives companies a personality as well as opinions and attitudes. Branding creates a loyalty from the company's consumers. People associate the brand with the product and the quality of the product. When they like the product, they continue to buy it. ActivMedia stated, "loyal customers are willing to pay premium prices, ignore competitive pitches, transfer a greater share of market activity online, and cost less to service and support than new customers." Once a good relationship has been established between the consumer and the company, the consumer is more likely to stay loyal to the company and recommend new customers.
The logo of a company is crucial to its success. It establishes the credibility of a company, creates a personality for the company, and represents the company's values and goals for the future. With a successful logo, branding is used to gain loyalty from consumers. The consumers have a trust for the product and tend not to stray even when prices rise. If ever choosing a logo for your company, be careful because your logo is YOU.

Sources:

Karen McNeill, interview by Kellie Harris, 14 July 2002, High Point, NC, personal interview.

Ryan Bigge, (1998). Adbusters: Branding, [Online]. Available: http://www.adbusters.org/magazine/21/branding.html [2002, July 14].

Hillebrand, Mary. (2000). E-Commerce Brand Names Trump Clever Marketing, [Online]. Available:http://www.ecommercetimes.com/ perl/story/2456.html [2002, July 14].