Why do logos matter?

Introduction

First impressions matter for people as much as they do businesses.  For people that first impression is made by appearance, apparel, and general demeanor.  For a business the logo is the key to conveying the greatest characteristics of that business before a person looks into that business further.  The power of a first impression and a logo should never be underestimated.  The Xerox logo is a great example of how a company changed its logo to match its current state and company values.  Xerox is a company well known for pioneering the copier industry.  Click on the first link to view the Xerox logo from the 1980’s.  This logo reflects the beginning of the digital age with the pixilation on the top right corner. The color is bold, the font is large, and the lettering is all caps representing the company as the copier powerhouse at that time.  Click the second link to view Xerox’s current logo.  The spherical logo shows that the company has taken on a global approach and has diversified the business into other sectors as well as conveying a unifying message to current and future customers.  The sans serif font and the lowercase letters show that the company is approachable and reflects the simplistic and fundamental focus many companies are using today. 

http://www.metastrategyinc.com/wp-content/uploads/2015/10/Logo-Xerox-old.png

http://cdn-0.famouslogos.us/images/xerox-logo.jpg

 

 

Task

In this WebQuest you will first explore other examples of logo changes over time and determine how a change in a company’s logo reflects the time appropriate trends and movements, and company values.  Next, you will evaluate company logos and modified versions of those logos to determine how a logo represents a business and why conveying the appropriate message is important.  Lastly, you will create a logo that is representative of yourself using an online image creator

Process

Task 1-Explore other examples of logo changes over time

Read through the following article and evaluate three of the logo changes based off the information on the worksheet.

http://www.businessinsider.com/corporate-logo-changes-2015-10

Task 2- Explore how variations of logos can convey different messages

Read the following article then complete the attached worksheet.

http://www.psychologicalscience.org/news/minds-business/the-shape-of-a-logo-has-a-powerful-impact-on-consumers120911.html#.WMvodYWcFuk

http://sloanreview.mit.edu/article/the-power-of-a-good-logo/

Task 3-Create a logo representative of yourself using an online image creator

1.      Go to pixlr.com

2.      Choose the Pixlr Editor and click “launch the web app”

3.      Click “create a new image”

4.      Create a logo that is representative of your personality and characteristics. Be sure to consider your choice of text, font, colors, images, and size.

5.      Upload your logo to Canvas

6.      On the Canvas assignment briefly explain how this logo represents you/what impression your logo would give to someone who doesn't know you. 

Evaluation
Logo WebQuest Evaluation
Task Distinguished Proficient Acceptable Unsatisfactory
Use of Internet Resources Student actively reads, comprehends, reflects on, and applies all resources and articles to assignments. Student actively reads, comprehends, and applies most resources and articles to assignments. Student skims through resources and only applies 3 or fewer to assignments. Student glances over resources, but does not read or attempt to comprehend and apply information.
Use of time/Attentiveness to Task Student uses all of class time provided to complete assignments. Students attention is entirely focused on completing tasks. Student uses all class time provided to complete assignments. Student is off task for no more than 5 minutes. Students uses most of the class time provided to complete assignments. Student is off task for no more than 10 minutes.   Student does not utilize class time provided to complete assignments. Student is asked more than 3 times to turn focus back to work.
Tasks 1, 2, 3 Student provides detailed and descriptive answers.  Solutions show an understanding of material, a unique student perspective, and an evident thought process. Student provides concise answers that show an understanding of material and an evident thought process Student provides concise answers with an understanding of material. Student provides vague concepts that do not reflect the material provided through WebQuest.
         
         

 

Conclusion

After completing this WebQuest you should possess a greater knowledge in how and why businesses spend great amounts of money on research and design of logos and brands.  The logo is the first impression of a company to a customer and sets the stage for how a customer will perceive the company.  As you continue throughout your day and school year consider the logos you see on ads through television, apps, computers, and the internet and consider the impact of that logo.  Also evaluate the brands of products you use at home and why you use that particular brand and how that logo impacts how you compare that brand to others. 

Credits

Association for Psychological Science. (2016, February 9). The shape of a logo has a powerful impact on consumers. Retrieved from http://www.psychologicalscience.org/news/minds-business/the-shape-of-a-…

AutoDesk. (n.d.). PixlrEditor. Retrieved from https://pixlr.com/editor/

Feloni, R. (2015, October 27). Did you notice that these 20 companies changed their logos this year? Retrieved from http://www.businessinsider.com/corporate-logo-changes-2015-10

Park, W. C., Eisingerich, A. B., & Pol, G. (2013, October 22). The Power of a Good Logo. MIT Sloan Management Review. Retrieved from http://sloanreview.mit.edu/article/the-power-of-a-good-logo/

 

Teacher Page

Purpose

The purpose of this WebQuest is to introduce students to the importance that is placed on business and company logos and why.

Objectives include:

-Students will identify various company logos and characteristics associated with it.

-Students will identify how logo characteristics convey a message to the consumer.

-Students will demonstrate how a logo accurately represents businesses.

Learner Description

This WebQuest is appropriate for students in the 9-12th grade Business and Marketing essentials class covering brand image and marketing concepts.

Prerequisites:

-A general knowledge of web navigation,

-Ability to write or orally deliver answers,

-The ability to work well with other students.

Standards:

-WV CSO 1439.9.1 Describe choices consumers make when buying goods and services

-WV CSO 1439.5.1 Identify the four elements of the marketing mix to products and services

-PM: 276 Describe the role of customer voice in branding