Perception of Logo Change: Its Impact on Companies and Customers Behavior. the Case of Microsoft and Gap

6822 Words Feb 1st, 2013 28 Pages
PERCEPTION OF LOGO CHANGE: ITS IMPACT ON COMPANIES AND CUSTOMERS BEHAVIOR.
THE CASE OF MICROSOFT AND GAP

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Table of contents INTRODUCTION ...................................................................................................................... 3 I)THE PERCEPTION OF LOGO FOR THE COMPANY ....................................................... 3 1)The visual identity of a brand logo origin ....................................................................... 3 2)The important role of the logo in a company .................................................................. 4 3)Strategy change: the logo, a new window to the world .................................................. 5 II)THE PERCEPTION OF LOGO FOR THE
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The change of logo for a company is only one element from a wider and deeper visual identity strategy developed to improve and evolve its brand. However the treatment of the logo is very important as it is representing company‟s global image internally and externally. Before explaining the purpose of logo change, I will explain the process that surrounds the development or creation of a logo and insist on its importance within the company. Once explained, I will analyze more precisely the impact of a logo change for the company.

1) The visual Identity of a brand: the logo origin.
The visual identity of a brand is what Jean-Jacques Urvoy and Sophie Sanchez describe as the “genetic code of the company‟‟ (2008 p 11) According to them it “ draw the speech of the company, what it wants to say and the meaning it wants to give to its actions” (2008,p13) Here the visual identity is seen as an important framework that holds the brand visually and fundamentally as one. Jean-Marie Floch gives a more technical definition of the visual identity: “combining writing, photography, and graphics giving meaning and value to a brand-name” (2000,p9) This last definition by Floch presents the elements which constitute a visual identity. Here the visual framework relies on words, image and graphics. The visual identity encompasses all the graphic elements which refer to a brand when you see it. Floch talks about words, images and graphics : 3

the words are the
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