SUMMARY LOGO DESIGN.
It becomes increasingly difficult to explain to companies that logos seemingly different from cribs. Suez, which is so concerned about Paris, this summer launched a Ondeo, which helps in the first place, to build a treatment plant, conducting a global advertising campaign in the Wall Street Journal and the Financial Times. What surprise marketers who found similarities between the new company logo (a human figure made up of water droplets) and company logo Cingular Wireless, introduced in October 2000, in the form of a colorful man.
Olivia Barberis, Manager of Public Affairs at Ondeo, agreed that the two are similar logo, but insists that the image Ondeo brings a unique idea. "Our Affordable logo is certainly made up of water droplets, and therefore he must express it, "says Olivia Barberis. At a time when there are dozens of similar logos that appear to be related, some researchers in the marketing claim that this is due to that graphic trends in diversity have gone too far.
Pamela W. Henderson, a marketing professor at Washington State University, said that to have a logo similar to the logo of the other company, a waste of money. " Imitation is meaningless. Business diverse in its forms, and this is the foundation of its existence. " Dr. Henderson, published numerous fundamental research about logos, argues that organizations are investing millions of dollars in their advertising campaigns, often to a greater extent to promote their competitors, who like the logo .
"If my company's logo in the form of a globe, and I do not associate it with your name, the ads actually help the leader in this market, whose logo is also a globe, "said Dr. Henderson. Despite these claims, many reputable brands have similar features in their logos. Ameritech, a division of SBC Communications, as well as Japan's NTT Communications, 3dfx Interactive and Dow Jones, which publishes the magazine, use different variations of the logo Nike.
According to Gianninoto Associates, a design studio in New York, he represents the movement and modernism. John A. DiGianni, president Gianninoto Associates, said he often advises clients to take the risk, but they feel more confident when choosing a logo, which has already reached a certain degree of popularity. Among the most popular logos often use an image that is similar to the planet Saturn. It is used by companies such as Nortel Networks (provider of telecommunications equipment), Earthlink (ISP Internet - services) and Planetweb (computer programs). Though marketers - traditionalists argue that the logo should be unique, more and more companies are now opting for similar characters. "This is due to the desire to look like part of the category of the market.
The airline will ever want to have a logo similar to the company for the production of ice cream, "says Robert Kahn, executive director of FutureBrand, a consulting division Interpublic Group. In his view, the problem occurs when the "organization misinterpreted the need to be part of a category, go too far in its quest for uniformity. Monotony - it's the same as the lack of features.
That is the distinctive features are an advantage. " Robert Kahn notes the large number of telecommunications companies with similar logos in a globe (AT & T, Global Crossing, and the London Cable & Wireless). He says that the industry is suffering from the expression of communication in the form of a globe, and all of these companies have lost their identity. AT & T has no doubt know how difficult to create a logo. During the Olympic Games in Nagano (Japan) in 1998, AT & T distributed the T-shirts with the company logo . But because the picture of the globe in addition, they did not specify the name of the company, many thought it was a generous gift of the telephone company. "We have put the cart before the horse," said Burke Stinson, speaker AT & T. This organization has so far invested millions of dollars in new advertising campaign, which uses a three-dimensional version of their logo. "Now we can say that our logo stands out from the others," said Mr. Stinson.