We are touchy if anyone desecrates the national flag – the symbol of our nation. I hear of public interest litigation against anyone who dares to sully or treat the flag with frivolity. While the flag is simply a symbol of our country, we have no problem spitting or otherwise desecrating the actual nation itself.
Symbols are important. They become imbued with much meaning. I frequently meet people who say ‘So what’s the big deal about a logo? It is a simple design. Why is there such a time or cost attached to it?’
A logo is the symbol of a company/ brand. Not just any symbol, it is the face of the brand. It is somewhat like a bar code. All our experiences with that brand get attached to the logo. Every time our brain scans the logo, it unlocks all our multiple memories and perceptions about the brand. This occurs successfully, if all the experiences echo the brand. For example, the Nike swoosh that reminds us of the universal symbol of a tick mark, or of a seamless flight echoes the brand essence about ‘performing your best’. The following make for a powerful, memorable symbol:
Is the symbol synergistic with the brand promise?
Is it simple enough to be remembered, yet unique enough to be associated with a specific brand?
Is it visually interesting?
Bata has done everything right for 30 years. From associating with upscale brands such as Hush Puppies, creating swanky stores with trained shop staff and bringing contemporary designs, the brand has done much to appear modern.
However, it has not been able to change the perception of being staid as its logo still looks the same. A modern Bata identity would do much to change the perception of the brand – and unless the change is drastic, not much will change about the perception of ‘good quality but boring middle-class/school shoes’.