The logo is king, say creative directors, but few indian brands have been designed to stand the test of time.
… Says graphic designer Itu Chaudhuri, of Itu Chaudhuri Design “The brand symbol has no magical value of its own. It is like a letterbox which receives all kinds of communications sent to it.”
“The effectiveness of the symbol and logo depends on how reasonably it is executed, how it is implemented and maintained and how well it becomes a part of the entire design system. The symbol has to communicate subtly and requires time, effort and money to be maintained. Says Chaudhuri, “The Dabur tree is quite effective. It
resonates with the qualities of its products and communicates them discreetly.”
Despite the growing importance of symbols developed in India to create strong brand identities, ad professionals and designer continue to cite the elan of the symbols developed in the West. The most mentioned graphics are the lettering of Coca Cola and the swoosh of Nike.
Logos here have some way to go, but they are getting there.
