A STUDY ON UNDERSTANDING

THE IMPACT OF ANIMAL

PATTERN IN BRAND LOGO ON THE

TARGETED MARKET SEGMENT

Sreevidhya.K1, Prof. Afreen Nasabi2

1M.B.A, Global Business School, Hubli 2Assistant Professor, Global Business

School, Hubli

Abstract:

Animals are a popular choice for logos

because they symbolize the brand’s

positioning and find deep connection with

the vision of the business. Our study aimed

at knowing the brands who have embraced

animal logo and also to understand what the

logo represents. We have considered Indian

brands as our sample. We have learnt that

the symbolism that the image of an animal

portrayed can invoke an emotional response

and belief that the ideals are at the core of

the companies.

Keywords:

Brand logo, Brand recall, animal logo,

brand recognition, psychology.

Research gap:

There is a gap for research for

understanding the customers psychology

towards animal logo.

Literature review:

The aim of the author is focusing on

exploring the role of colour in building a

brand with his 2 experiments. Where

experiment 1 says about the notion of

congruity, showing that it is more

appropriate for functional products to be

presented in functional colours and sensory

social products in sensory-social colours.

The experiment 2 says about the effect of

red and blue colour on brands. The survey

was done for 25 teachers and administrative

staff (22 women) with 13 paged booklet

filled with 96 Logos (8 colours * 12

products), 10 on each page by using 7

points Likert scale. (Bottomley & Doyle,

2006)

The author recommends that static

visuals can bring out a view of development

(i.e., dynamic symbolism) and in this

manner influence customer commitment

and mentalities. Concentrating on brand

logos as the static visual component, the

creators measure the apparent development

evoked by the logo and show that the

evoked unique symbolism influences the

level of shopper commitment with the

brand logo. The author focused on findings

and suggested that dynamic imagery is an

important aspect of logo design, and if used

carefully, it can enhance brand attitudes.

(Cian, Krishna, & Elder, 2014)

The focus of the author is to

understand the influence of advertising on

very young children. The author measured

product logo recognition by subjects aged 3

to 6 years. In terms of design recognition.

The investigation configuration depended

on the very much acknowledged statistical

surveying idea of commercial recognition.

Recognition of a commercial advertisement

that has been both seen and recalled.

(Fischer, Schwartz, & Richards, 1991)

The author objective for the paper is

to develop a designation brand Logo with a

qualitative and quantitative approach. They

have used a normative model in designation

marketing and took inputs majorly from

three parties namely logo owner, logo

developer and recipients. The case study

also says about aid marketers in assessing

the potential of tourism logos. The

empirical study says that there should be

some match between the destination logo to

the destinations they show. (Hem &

Iversen, 2004)

The author has made majorly two

experiments for effects of colour and

preference and brand logo familiarity on

Journal of Information and Computational Science

Volume 10 Issue 5 - 2020

ISSN: 1548-7741

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recall performance. Firstly they

experimented about explored the colour

preference using a forced-choice technique

and secondly, they investigated the effects

of colour preference of 1st experiment and

brand recall. They found out from the

research that there is an implication for the

design of a brand logo to create and sustain

the memory of brand images. (HUANG,

LIN, & CHIANG, 2008)

The author aims about repeated

exposure leads to direct affective response

and fluency at the time of perseverance of

the response. The author proposed that

stimulus characteristics and presentation

factors will interact with repetition to

determine the amount of processing fluency

associated with a stimulus at various levels

of exposure. They used two-factor theory

which provides a better source of the

processing fluency, and implication for

logo design. (JANISZEWSKI & MEYVIS,

2001)

The author focused to examine the

relationship between brand logo

identification and brand logo benefit on

Indonesia consumer relationship quality.

They used a structural equation model with

282 responses. The author shows that both

the brand logo identification and overall

logo benefit play an important role in

predicting the relationships. The factor

which authors say that that overall brand

logo benefit is a better predictor of

satisfaction, trust, and commitment.

(Japutra & Keni, 2015)

The paper aims to investigate the

influence of advertising on young children and

measured product logo recall in the age

between 3-6 years. The children were of 229

sample unit. Young kids see, comprehend, and

recollect publicizing. Given the genuine

wellbeing results of smoking, the presentation

of kids to natural tobacco publicizing may

speak to a significant wellbeing hazard and

ought to be concentrated further. (Fischer,

Schwartz, & Richards, 1991)

The authors demonstrate that more

vs. less descriptive logos can positively

influence brand evaluations, purchase

intentions, and brand performance. They

also demonstrate that these effects occur

because more vs. less descriptive logos are

easier to process and thus elicit stronger

impressions of authenticity, which

consumers value. that marketing

practitioners might not fully take advantage

of the potential benefits of logo

descriptiveness. The theoretical

contributions and managerial implications

of these findings are discussed. (Luffarelli,

Mukesh, & Mahmood, 2019)

The author developed a model of

how consumers process logo changes,

researchers deployed a field study

evaluating two actual retail brands using

survey methodology with 406 respondents.

Communication programs of brands can

better anticipate such processing before

logos are changed. Social implications –

Social enterprises that change their logos

stand to benefit in a similar way to for-profit

businesses that change their logos. The

author says that there are two types of

curiosity namely interest curiosity and

deprivation curiosity. (Peterson, Alshebil,

& Bishop, 2015)

The author purposed of the study is

to investigate the brand logo, consumers

will assign personality traits to that brand

which held by the colour association. The

author wants to know how the consumers

perceive the colours used in the brand logo

will help marketers to convert the

personality trait of the brand. (Ridgway &

Myers, 2014)

The author investigates two

experiments tested about logo complexity

and exposure to brand recognition and

brand attitude. The findings say that the

increase in exposure led to an increase in

brand recognition and for the complex

brand logo. They took responsibility for

164 sample size. (Grinsven & Das, 2014)

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Research methodology:

S

no

Particulars Details

1 Source of data Secondary data.

2 Sample unit Indian company

3 Sampling

method

Random

sampling

4 Sample Size

5 Research

approach

Descriptive

research

Discussion:

A logo is a graphic mark, emblem, or

symbol used to aid and promote public

identification and recognition. It may be of

an abstract or figurative design or include

the text of the name it represents as in a

wordmark. In the days of hot metal

typesetting, a logotype was one word cast

as a single piece of type, as opposed to a

ligature, which is two or more

letters joined, but not forming a word.

Logo design

Since a logo is the visual entity signifying

an organization, logo design is an important

area of graphic design. A logo is the central

element of a complex identification system

that must be functionally extended to all

communications of an organization.

Therefore, the design of logos and their

incorporation in a visual identity system is

one of the most difficult and important

areas of graphic design. Logos fall into

three classifications (which can be

combined). Ideographs, such as Chase

Bank, are completely abstract forms;

pictographs are iconic, representational

designs; logotypes (or wordmarks) depict

the name or company initials. Because

logos are meant to represent companies'

brands or corporate identities and foster

their immediate customer recognition, it is

counterproductive to frequently redesign

logos.

The logo design profession has

substantially increased in numbers over the

years since the rise of the Modernist

movement in the United States in the

1950s.

Three designers are widely considered the

pioneers of that movement and of logo

and corporate identity design:

The first is Chermayeff & Geismar, which

is the firm responsible for many iconic

logos, such as Chase Bank (1964), Mobil

Oil (1965), PBS (1984), NBC (1986), Nati

onal Geographic (2003), and others. Due to

the simplicity and boldness of their designs,

many of their earlier logos are still in use

today. The firm recently designed logos for

the Library of Congress and the fashion

brand Armani Exchange.

Another pioneer of corporate identity

design is Paul Rand, who was one of the

originators of the Swiss Style of graphic

design. He designed many posters and

corporate identities, including the famous

logos for IBM, UPS, and ABC.

The third pioneer of corporate identity

design is Saul Bass. Bass was responsible

for several recognizable logos in North

America, including both the Bell Telephone

logo (1969) and successor AT&T

Corporation globe (1983). Other well-

known designs were Continental

Airlines (1968), Dixie (1969), and United

Way (1972).

Later, he would produce logos for several

Japanese companies as well. An important

development in the documentation of logo

design is the study of French trademarks by

historian Edith Amiot and philosopher Jean

Louis Azizollah.

Logo colour

Colour is a key element in logo design and

plays an important role in brand

differentiation. The importance of colour in

this context is due to the mechanics of

human visual perception wherein colour

and contrast play critical roles in visual

detail detection. In addition, we tend to

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acquire various colour connotations and

colour associations through social and

cultural conditioning, and these play a role

in how we decipher and evaluate logo

colour. While colour is considered

important to brand recognition and logo

design, it shouldn't conflict with logo

functionality, and it needs to be

remembered that colour connotations and

associations are not consistent across all

social and cultural groups. For example, in

the United States, red, white, and blue are

often used in logos for companies that want

to project patriotic feelings, but other

countries will have different sets of colours

that evoke national pride.

Choosing an organization’s logo's colour is

an important decision because of its long-

term implications and its role in creating

differentiation among competitors' logos. A

methodology for identifying potential logo

colours within an industry sector is colour

mapping, whereby existing logo colours are

systematically identified, mapped, and

evaluated (O'Connor, 2011).

Logo design process

Designing a good logo often requires

involvement from a marketing team

teaming with the graphic design studio.

Before a logo is designed, there must be a

clear definition of the concept and values of

the brand as well as understanding of the

consumer or target group. Broad steps in

the logo design process include research,

conceptualization, investigation of

alternative candidates, refinement of a

chosen design, testing across products, and

finally adoption and production of the

chosen mark. (htt13)

Animal pattern in brand logo on the

targeted market segment:

Multinational Companies are spending

huge money and doing research to make a

brand. Before understanding the

importance of a logo, it is necessary to

know the significance of logo for business

establishment. A logo should be what we

are doing, and we are. A Creative logo

stands for the company as it is presented on

various platforms for promoting business

effectively.

Main Attractive part of Big Company’s

reputation is the good branding. Branding is

the use of various promotional tools and

messages to convey an intended image to

drive sales and Create the reputation in the

Mind of Customer. Symbols are highly

Important to the effective entrenchment of

your brand. Along with logos, companies

often use other visual depictions or

characters to tell stories and build brands.

Amul Girl, The Pillsbury Doughboy,

Ronald McDonald, Abuja Man and the

Marlboro Man are among other iconic

character symbols that have enhanced or

are enhancing company brands. In fact,

mascots seem to have been gaining

popularity.

Having a mascot as part of your branding

may seem like just an aesthetic choice, but

it’s more powerful than it looks. its more

appealing and remember easily to the

Customers. Having a mascot gives you

greater flexibility in terms of brand

application. A mascot will take you much

further and make you more branded than

just the logo. (htt14)

PURPOSE OF ANIMAL

CHARACTER:

1. Brand: National council of

educational research and training

Animal:

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The crest/logo of the NCERT

shows hamsa, the swan, a symbol of the

pursuit of knowledge.

The three intertwined swans symbolize the

three major aspects of the Council:

Research & Development, Training and

Extension (dissemination).The design has

been adapted from an Ashokan period

relic of the third century B.C., found in

excavations near Maske in the Raichur

district of Karnataka. The motto in

Sanskrit has been taken from the Izakaya

Upanishad and it means “Life eternal

through learning”.

Colour:

Black

Represents: Authority, Power,

Mystery, Boldness, Elegance and

Sophistication

Black is used to commonly target

youth and a high-end audience. It

creates a mystery while

representing power, authority and

elegance in the logo.

2. Brand: Syndicate bank

Animal:

The pictorial 'dog' syncs with the

bank's motto - reliable and friendly.

The combination of orange, yellow

and white colours gives our logo the

distinction.

Colour:

Orange and Yellow

Orange

Represents: Orange is a very distinctive

colour that symbolizes strength, energy,

enthusiasm and creativity, thoughtfulness

and truth and honesty. It is a colour of

vibrancy, resonance and ornamentation. It

is a joy and fun filled with energy, risk-

faced extrovert and glandular. In colour

psychology it gives the meaning of

adventure, optimism, confidence and

sociability or friendliness.

More tender than red, orange - represents

more feminine energy and creation energy.

In short, orange indicates the vivacity,

competence and confidence of the bank to

reach the next horizon of business.

Yellow

Yellow - This colour is a sign of acquired

knowledge. It is the colour that stimulates

our mental strength and creates mental

agility and perception by resonating the left

or rational side of our brain. Being the

lightest colour of the spectrum, the colour

science of yellow is that it is an emblem of

uplifting and ecstatic, pleasurable, joyous,

joyous and curious. The best colour to

excite in life is yellow. It arouses greater

confidence and optimism.

Yellow colour helps in decision making as

it has clarity in thoughts and ideas. The

yellow colour is free of emotions, it

originates from the mind, not from the

heart.

The yellow colour signifies innovation, it

supports vivacity and quick decisions

through collective work and thinking.

(htt15)

3. Brand: Eicher

Animal:

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Their horse head logotype is quite

minimalistic and reflects the power and

might of the animal. (htt16)

Colour:

Red and Black

Red

Represents: Passion, Love, Anger,

Hunger, Health, Excitement and Life

Red is generally an attractive, energetic and

powerful colour used in logos of brands

belonging to the food, health, beauty and

entertainment industries. Several famous

brands have coloured their logo red such as

Coca-Cola, Kellogg’s, Red Bull, Canon and

YouTube etc. These brand logos in red are

no doubt memorable.

Red logos grab customer attention, and if

you want to attract your target market

towards your brand, use the colour red.

There are many amazing ways to use red in

your logo to make the design unique,

interesting and prominent. These red logo

inspirations and tips will get you started!

So, make a logo design in red and boost

your brand recognition.

Black

Represents: Authority, Power, Mystery,

Boldness, Elegance and Sophistication

Black is used to commonly target youth and

a high-end audience. It creates a mystery

while representing power, authority and

elegance in the logo.

4. Brand: The Times of India

Animal:

The logo or masthead of Times of India

consists of two white elephants facing each

other in front of a crest or shield

emblazoned with an eight petalled lotus

with a pair of leaves on the top third and

below that three sailing ships arranged at

the corners of inverted triangle. The shield

is topped by a five-pointed tiara. At both the

ends of this arrangement there is a six

petalled lotus each with two leaves. The

whole is supported by a banner in a holder

in the middle, at the bottom inscribed with

‘LET TRUTH PREVAIL’.

Elephant’s -The elephants symbolise

‘Iravata’ of ‘Indra’ which emerged out of

ocean when it was churned by the Gods and

it is the foremost of eight guardian

elephants ‘Ashta dig gajaas’. These

elephants are the custodian of this universe.

Times of India (TOI) is the custodian of

news (North, East, West and South)

Lotuses - The flower always looks clean

and pure against the background of the dirty

pond. Because of this the lotus flower has

come to be associated with purity and

beauty in Buddhism and Hinduism. The

TOI is blemishing less inspite of dealing

with different situations but gives pure and

correct news.

Crest or Shield – It means defender of the

truth in reporting news.

Tiara – Signifies the desire to be

recognised for your beauty, both inside and

out. The newspaper intents to be recognised

and complimented for both exterior beauty

– the design and layout; and appreciated for

the content. It also signifies its struggle to

always be at its best for its readers and stake

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holders. The five points represent spirit,

earth, air, fire and water

Sailing Ships – They are a symbolic means

of transport. It is not only they transport

figuratively; it symbolises a feeling of

navigated in a ship. Ship symbolism is used

to navigate people of their news and views.

Banner – Banners are the traditionally used

by royals and in military emblems. Here it

carries the motto of the newspaper ‘’LET

TRUTH PREVAIL’. (htt17)

Colour:

Black

Represents: Authority, Power, Mystery,

Boldness, Elegance and Sophistication

Black is used to commonly target youth and

a high-end audience. It creates a mystery

while representing power, authority and

elegance in the logo.

5. Brand: Future group

Animal:

Bird (Chidiya): The company envision

India’s transformation into the legendary

'Sone Ki Chidiya' (golden bird), taking

wings once again to reach greater heights.

Colour:

Orange

Represents: Vibrant, Playful, Happy,

Artistic and Energetic

Orange is another beloved colour of the

food, art and the sports industries. While in

one sector it evokes an appetite, in others it

suggests playfulness, creativity and energy.

Being bright makes orange the favourite

colour for industries dealing with kids’

products and foods. Some creative

industries use orange in logos to stand out.

6. Brand: United Breweries Limited

Animal:

The Pegasus, which is the symbol of

the United Breweries, first found its

place as the Group logo in 1941] Then,

the Helladic horse – associated

with beer and nectar in

Greek mythology – carried a beer cask

between the wings, ostensibly because

beer formed the core operations of the

Group. Later, the beer cask was

removed to represent the Group's

multifaceted operations. (htt18)

Colour:

Blue

Represents: Professionalism, Trust,

Authority, Power and Loyalty

Blue is used in corporate logos as it creates

a sense of security while showing loyalty

and professionalism. This colour is used by

various businesses related to software,

finance, pharmaceutical industry,

government and banks. While you can

create a logo with just the colour blue, you

can also accompany two colours in a design

such as a red and blue logo.

7. Brand: Bira 91

Animal:

The reverse B in the logo represents

a spirit of irreverence.

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The monkey mascot was designed

considering the urban millennial as the

key consumer of Bira 91 and with the

idea of presenting the brand with a

playful identity. (htt19)

Colour:

Red and Black

Red

Represents: Passion, Love, Anger,

Hunger, Health, Excitement and

Life

Red is generally an attractive,

energetic and powerful colour used

in logos of brands belonging to the

food, health, beauty and

entertainment industries. Several

famous brands have coloured their

logo red such as Coca-Cola,

Kellogg’s, Red Bull, Canon and

YouTube etc. These brand logos in

red are no doubt memorable.

Red logos grab customer attention,

and if you want to attract your target

market towards your brand, use the

colour red. There are many amazing

ways to use red in your logo to make

the design unique, interesting and

prominent. These red logo

inspirations and tips will get you

started! So, make a logo design in

red and boost your brand

recognition.

Black

Represents: Authority, Power,

Mystery, Boldness, Elegance and

Sophistication

Black is used to commonly target

youth and a high-end audience. It

creates a mystery while

representing power, authority and

elegance in the logo.

8. Brand: ING Vysya Bank

Animal:

The orange lion on ING's

logo alludes to the group's Dutch origins

Colour:

Blue and Orange

Blue

Represents: Professionalism, Trust,

Authority, Power and Loyalty

Blue is used in corporate logos as it

creates a sense of security while

showing loyalty and

professionalism. This colour is used

by various businesses related to

software, finance, pharmaceutical

industry, government and banks.

While you can create a logo with

just the colour blue, you can also

accompany two colours in a design

such as a red and blue logo.

Orange

Represents: Vibrant, Playful,

Happy, Artistic and Energetic

Orange is another beloved colour of

the food, art and the sports

industries. While in one sector it

evokes an appetite, in others it

suggests playfulness, creativity and

energy. Being bright makes orange

the favourite colour for industries

dealing with kids’ products and

foods. Some creative industries use

orange in logos to stand out.

9. Brand: Bahujan Volunteer Force

Animal:

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They symbolized an elephant in

logo to showcase the strength of the

party.

The BVF has blue and white

uniform with a cap that has the BSP

emblem.

Colour:

Blue is used in corporate logos as it creates

a sense of security while showing loyalty

and professionalism. This colour is used by

various businesses related to software,

finance, pharmaceutical industry,

government and banks. While you can

create a logo with just the colour blue, you

can also accompany two colours in a design

such as a red and blue logo.

Conclusion:

From time immemorial, brand awareness is

curated using animal symbolism in their

logo. Depending on the type of animal

chosen, a brand is seen to be strong, fast,

luxurious, caring, mysterious and many

other emotions.

We have seen the logo for Twitter (bird) or

MGM (lion) and it can create not only an

emotional connection but can also trigger

memories, whether good or bad, it creates

that connection. (Downey, APRIL 14,

2019)

From our study we understood the

meanings of animals, and what each animal

represents in the context of logo design,

branding and advertising, explaining the

connection and meanings that these animals

can stir up in consumers. A company

chooses to use an animal as a part of their

logo, they are hoping to create a connection

with their customer and create life-long

relationships.

The symbolism that the image of an animal

can portray can invoke an emotional

response and belief that the ideals are at the

core of the companies.

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Journal of Information and Computational Science

Volume 10 Issue 5 - 2020

ISSN: 1548-7741

www.joics.org595