The Importance of Logo for any Organisation Essay

The Importance of Logo for any Organisation - Essay Example Logo Of Fila 11 Conclusion 12 Recommendations 13 Bibliography And References 15 EXECUTIVE SUMMARY The report explains the importance of logo for any organisation and how important logo is in communicating the offerings and values of the organisation to the target audience as well as the society. The report explains that the logo should be prepared considering different aspects and management should pay a lot of attention while deigning of logo. As logo is a critical marketing tool which is not changed every year therefore it is important that the management comes up with a logo that is able to reflect the existing and future offerings of the company, the industry in which is operating, the products and services that the company would like to offer, the values of the organisation and the brand image. It is very important that the logo of the company should be catchy, engaging and pleasing to the eyes of the target audience. The logo should be able to communicate important features or characteristics that differentiate the organisation from others. Importantly, logo should make the firm stand out and logo should look prominent when logos of other firms in the industry are compared. The report analyses the logo of Zara, a retailer that offers clothing and other accessories for men, women and kids. The logo of Zara and what it communicates to the people is studied and its logo has been compared with other logos in the fashion industry. Recommendations have been given in order to improve the logo so that it becomes more appealing and more engaging for the target audience. introduction Logo is a graphical image or icon or a trademark used by organisations to reflect their name so that people are able to recognize the organisation (Design, 2005). Logo is the identity of the business and organisations around the world spent a lot of time in designing their logos as logo reflect the company and a dull or a common logo would not be able to attract customers or help people recognize the brand (Williamson, 1994). It is important for organisations to differentiate their logo from others so that they are able to recognize at once when they glance at the logo (Rivers, 2002). Logo is considered as one of the most important marketing tools as it is used in different places like promotional tools such as brochures, flyers, advertisements, and other marketing material (Duffy, & Hopper, 2003). A good logo helps in communicating what the company is about and what it can offer to its customers whereas a poor logo confuses people and they are unsure what the company is about and what it could offer to customers (Olins, 2003). The shape, colours and how the name or logo is presented is important as it gives the idea of the presentation of the company and if an organisation have not focused on its logo which is the symbolic representation of the company, then how it could offer quality products to its customers (Pavitt, 2002). This report analyses logo of one of the firms in the fashion industry, Zara. The logo is Zara is confusing as it is not able to represent what the company offers. Selection of Logo Zara is one of the leading fashion brands in the international industry offerings variety of clothing and different accessories for people of all ages. The company has its he adquarters in Arteixo, Spain and it has been operating since 1975. Zara offers clothing products for men, women as well as kids. There are lots of variety available for each group of people as one can find jackets, sweaters, blazers, shoes, jeans, shirts, t-shirts etc (Tiplady, 2006). Zara has been described as one of the most innovative retailers internationally by Louis Vuitton (CNN, 2001). As it has been claimed that Zara is one of the most innovative retailers therefore the company should have a logo that could