03 October 2010
KUWAIT: Companies, restaurants, food franchises, environmental institutions, civil society organizations and famous perfume and fashion houses have their own logos. Logos are often symbols, names or designs that represent a particular institution. Logos are important because they attract customers with a memorable symbol that will be associated with a particular franchise or organization. Food franchises in particular spend much of their budgets creating, maintaining and advertising their logos. A lot of time is spent finding the right letters, slogans and logos to match a particular business. For instance, Pizza Hut established a PHD logo which actually stands for Pizza Hut Delivery, not a doctorate degree of philosophy.
Talal, who works in an advertising agency in Kuwait, said that when a logo is designed many standards and concepts are taken into consideration. "We make sure that our logos give insight about the franchise in a very symbolic way," he said. Logos are a franchise's silent speaker. He added that companies usually pay attention to the drawings, font and color used when creating a logo. Choosing each of them and agreeing on it is a long process and studies are often made to determine which logo best suits the company. "It is combination of math, logic and psychology in addition to taste," Talal said.
Adham, an Egyptian expatriate in Kuwait, said that if he likes the logo of a restaurant he will stop in and try their food without even asking about the quality in advance. "I would rather enter the restaurant and try the food myself," he said. Adham admits that he is often fooled by logos and he sometimes discovers that the quality of the food is not as inviting as the logo made it seem. Rania, a Lebanese expatriate in Kuwait working in a public relations agency, said that she is interested in visiting advertising agencies or design companies to see how they pick out which logos to use. She said she was surprised at how much marketing depends on logos and designs to attract customers. "It is amazing how companies spend so much money on logos," she said.
KUWAIT: Companies, restaurants, food franchises, environmental institutions, civil society organizations and famous perfume and fashion houses have their own logos. Logos are often symbols, names or designs that represent a particular institution. Logos are important because they attract customers with a memorable symbol that will be associated with a particular franchise or organization. Food franchises in particular spend much of their budgets creating, maintaining and advertising their logos. A lot of time is spent finding the right letters, slogans and logos to match a particular business. For instance, Pizza Hut established a PHD logo which actually stands for Pizza Hut Delivery, not a doctorate degree of philosophy.
Talal, who works in an advertising agency in Kuwait, said that when a logo is designed many standards and concepts are taken into consideration. "We make sure that our logos give insight about the franchise in a very symbolic way," he said. Logos are a franchise's silent speaker. He added that companies usually pay attention to the drawings, font and color used when creating a logo. Choosing each of them and agreeing on it is a long process and studies are often made to determine which logo best suits the company. "It is combination of math, logic and psychology in addition to taste," Talal said.
Adham, an Egyptian expatriate in Kuwait, said that if he likes the logo of a restaurant he will stop in and try their food without even asking about the quality in advance. "I would rather enter the restaurant and try the food myself," he said. Adham admits that he is often fooled by logos and he sometimes discovers that the quality of the food is not as inviting as the logo made it seem. Rania, a Lebanese expatriate in Kuwait working in a public relations agency, said that she is interested in visiting advertising agencies or design companies to see how they pick out which logos to use. She said she was surprised at how much marketing depends on logos and designs to attract customers. "It is amazing how companies spend so much money on logos," she said.
By Nisreen Zahreddine
© Kuwait Times 2010
