Chapter 8: Marketing - Logos and Slogans | December 16, 2016

Company	Logo
Tim Horton’s
Cineplex
Esso
Shopper’s Drug Mart
Yellow Pages

1. Five characteristics of a good slogan are:
   
   1. New and different than the rest (Tell your audience what makes your business unique)
   2. Short and simple (It’ll get more attention, as longer slogans may be too complicated)
   3. Make it consistent (If you have a business on cooking, don’t create a slogan on cars)
   4. Make it your own (By your slogan alone, your audience will know it’s your business. For example, “Finger lickin good” is KFC)
   5. Know your audience (Make sure your slogan will make sense to your audience. If there is some kind of reference, make sure your audience will get it)
   
2. When developing a slogan you should always avoid making the slogan too long. It can make your slogan confusing or boring. Make sure it’s about your product/service. Make sure your slogan doesn’t sound like every other slogan, make it unique. Avoid lying. Lying about your product/service will hurt your business if expectations aren’t met.
   
3. Think Different. - Apple. This slogan became successful because it was short and powerful. The slogan only contained two words but had a lot of meaning. “Think different,” could mean being different from the rest of the crowd.
   Eat Fresh. - Subway. This slogan tells the audience that all the food being made are fresh and not processed. The slogan ensures that the food is of the highest quality.
   Finger lickin good. - KFC. This slogan can attract audiences, ensuring that their food tastes better than the rest. It adds humor to the business that they really make good food.
   Have it your way. - Burger King. This slogan tells the audience that they could make or change the burger if they wanted to. They don’t have to order something that is already made for them, which some people may like.
   M’m, M’m good! - Campbell. This slogan is really simple and is an onomatopoeia. This is usually referred when something tastes good. This slogan is easily recognizable and successful.
   
4. Five characteristics of a good logo are:
   
   1. Make it simple (You don’t have to be overly complicated to get your point across. Adding more might make your logo look bad)
   2. Matches your business (Make sure the logo represents your business. The audience should know that it is yours)
   3. Colour matters (Colours can set the mood of the logo. Using dull or bright colours could affect your logo)
   4. Negative space (If you can add one, then do it. If you manage to make something out of negative space then it would add to the surprise factor for your audience)
   5. Timeless (Logo has to look relevant and be relevant for your audience. It has to look the part for today. There are many trends and they come and go)
   
   
5. When developing a logo you should always avoid using dull colours, like a brownish green or a neon color that is really bright. It could make your logo look really bad. Also to try not to add so many things on your logo so it won’t confuse your audience and so that it would appeal to them. Just like a slogan it has to be consistent, so it should represent your business as a whole.
   
6. FedEx Logo
   
   The FedEx logo rather looks plain and simple, but the use of the negative space that was created between the “E” and the ‘x” actual creates an arrow sign. This subtle “arrow” makes the logo far more complex than what it is. The arrow can show a forward direction (shipping), speed (shipping time), and accuracy (shipping on time).
   LG Logo
   
   The LG logo is cleverly made and also recognizable. Apart from the printed letters “LG” to the left is a “face”. Using the letters “L” and “G”, LG has created a logo that is simple but eye catching.
   
   Burger King
   
   The Burger King Logo is easy to understand, recognizable, and simple. The two “buns” on top and on the bottom of the words, “Burger King” shows that is a burger especially with the text being red showing that it is “meat”. After all, they do sell burgers, so the logo is pretty recognizable by all and is successful.
   
   
7. Assignment
   
   This candy product/business is called Sweet-Tots. The logo represents a smiling child, some candy, and a light blue circle background. As the name suggests, “Sweet-Tots” (tots meaning toddlers) have a target audience for kids who love sweets. A smiling kid in the background will get their attention. The kid shows a friendly and welcoming expression which could be eye catching to the audience. Since this is a candy product/business there are sweets in the background showing the delicious treats. The light blue circle completes the logo having eye-popping and well-blended colours, making it look like a cartoon which may appeal to the audience (children). The slogan can appeal and impact anyone. “Craving sweets?” just tells the audience if they are interested in some candy and draws them in where to get them. “You’ll be wanting more!” means that whatever Sweet-Tots delivers will be very rewarding for the audience and that the candy is too hard to resist.
   
8. Effective Logo Design
   
   This logo represents Strings new thin and lightweight racket. Strings descriptions say, “the racket uses a strong alloy and carbon fibre and uses a new revolutionary string.” Without making the logo overcomplicated with an actual “revolutionary hollow string” the logo represents the racket’s weight by adding feathers to the racket. Feathers are light and quick and so they add to the thin and lightweight racket. The grey circle background shows the “sturdiness” to the racket. It says that the racket “has a strong alloy and carbon fibre”, and a grey background tells the audience how tough the racket is (grey being like a metal). One last feature of the logo is the striped lines on the company name, Strings. This could show the speed of the racket, the sportiness of the product, how light the racket is, or the new revolutionary hollow string.