On the busy roads of Mumbai, in the shared cab with a talkative co-passenger, I felt my stomach rumble.
“My cousin studies in America and works at McDonald’s-” on and on she went!
What wouldn’t I give to see the familiar red and yellow sign-board and get myself a McWhatever!
Have you ever noticed how strongly we associate the colors red and yellow with McDonald’s?
Colors, fonts, shapes tell a visual story of a brand. For any business, growth happens through a connection and with everything going digital, a strong brand will forge this connection through bright and shiny smartphone screens.
Branding in the digital world requires you to understand a few terminologies. Marty Neumeier author of the book The Brand Gap, says, “A brand is a person’s gut feeling about a product, service, or company. It’s not what YOU say it is. It’s what THEY say it is.”
That is why we reach for Surf Excel, claiming “Daag achhe hain!” at yet another stubborn stain. That’s why hearts, love and all things mushy make us reach out for Dairy Milk Silk. And that’s why I could tune out my noisy co-passenger and focus only on McDonald’s.
Colors are signals. Literally, colors are signals. At the traffic signal, you know what to do depending upon the colors they show. That’s how powerful colors can be- they can make you stop in you tracks or move farther ahead. Colors find their significance in a company’s logo and from thereon, begin to define everything a company stands for.
To what extent, then, does the logo govern your brand identity?
For starters, identity is inclusive of far more than just the logo. It is considered to comprise of the entire toolbox of visuals, complete with imagery, color palette and fonts. The identity typically evokes one or another emotion in the reader or prompts an action of some kind.
For instance, Maggi is now synonymous with a healthy afternoon meal for moms to bond with their kids. Kurkure has created an aura of the ultimate family snack and evokes the feelings of togetherness, love and joy.
So, we can now understand that the term “brand” entails the values and emotions you associate with what you do. The visual identity comprises of all the graphical elements that you may use in your work. Lastly, your logo is your representative on the internet- your emblem, so to speak.
For any business, vocalizing their values through colors, pictures and shapes is as important as their basic product or service. If you are a small or medium scale business looking for a voice and waiting to create your own persona, Quirkhouse has just the battalion in place for the digital battleground.