Week 2 Discussion – Logo Challenges Within Diverse Companies
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Initial post due by Wednesday, 11:59 p.m. (MT) Week 2
Two replies due by Saturday, 11:59 p.m. (MT) end of Week 2 (60 pts)
LEARNING OBJECTIVES COVERED
- Discuss the impact on logo and identity construction when a company diversifies product offerings
One of the most common ways a company will grow is by introducing new products to its overall brand portfolio. If a new product will be associated with existing products, this requires a company to choose amongst the following three options:
1) create the new product as a sub-theme under the existing logo
2) modify the logo in some way to integrate the new product
3) create an entirely new logo to reflect the new focus of the company.
The latter two options are especially complex to navigate. Though the changes are often done in the name of progress and because consumers can become emotionally tied to a product’s unique look, a change in visual elements can be disrupting at best and at worst feel like a betrayal to the consumer. When a company decides to update their logo in any way (whether create something completely new or merely update a typeface or color choice) they must create a clear and logical roll out plan in place to communicate the thinking and reasoning behind their choice. In this way, the company opens up a dialogue with each consumer and allows him or her to better understand and feel part of the process.
For this discussion, we will once again return to the ice cream shop logo and brand identity discussed in Week 1. Imagine that a few years have passed since you initially created the visual system for the ice cream shop. In this timeframe they have become hugely successful, expanding to three different ice cream outlets around the city. Growth has begun to stabilize and the owners have begun to seek out other consumer markets to enter. Because the ice cream is especially popular with parents and children, the owners have decided to enter the children’s toy market and create a series of educational games for mobile devices.
Because you worked on their logo, they have approached you to help them navigate the visual look and feel of this new endeavor. Though you, the designer, knows there is not one correct answer, you need to share with them the pros and cons of creating an entirely new visual identity for the games, keeping the existing logo, or creating a new hybrid logo that bridges both ice cream and games.
In approaching this task, what would you tell them are the pros and cons of each option? What option do you think is best for them to pursue and why? If they did decide to create a completely new logo that merged both ice cream elements and game elements, what marketing materials might they need to create to educate consumers?
For your citation, you might use articles that show examples of how companies have managed to navigate their visual image and maintain consumer confidence when diversifying products produced. You can also find articles from experts that suggest ways logo design has been used to represent industries who have merged together.
Your initial and reply posts should work to develop a group understanding of this topic. Challenge each other. Build on each other. Always be respectful but discuss this and figure it out together.
Per the Due Dates and Participation Requirements for this course, you must submit 1 main post of 150+ words, 1 IWG citation, and reference, as well as 2 follow-up posts of 50+ words. Responses can be addressed to both your initial thread and other threads but must be your own words (no copy and paste), each reply unique (no repeating something you already said), and substantial in nature. Remember that part of the discussion grade is submitting on time (20%) and using proper grammar, spelling, etc. (20% per post).
Remember that part of the discussion grade is submitting on time and using proper grammar, spelling, etc. You’re training to be a professional—write like it.
Dec 2 at 11:35am
It is years later and the ice Crean parlor has contacted me to once again help with creating a logo fo their new company which is a toy store and educational apps for children. I would first ask if they are wanted to use their logo that they have with a few modifications or if they are wanting to go with a completely new concept. If they want to use their existing logo but modified so that they could bridge the toy store and game apps with the cream parlor I would first ask what kind of modification they would want to make. I would ask. if they would want to make the logo geared around children so that the children can connect the ice cream parlor with the toy store and apps. I would then let them know if the way they want to go will work well with the new company and app that they are creating. If they are wanting to go in a completely different direction with the logo then we would start from the begging. I would ask if they are wanting to attract the attention of the children as well as the adults and maybe use the same color scheme as on the logo of the ice cream parlor so the connection will still bring the 3 business together. In doing this the colors and the new logo would bridge the 3 companies together.
Rothfeild, L. (2014, April 30). 7 Killer Tips for Logo Design. In Mashable. Retrieved from https://mashable.com/2014/04/30/logo-design-tips/
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