Making your COMPANY LOGO WORK
Known for his logo analysis, ‘Logo Guru’ Sudhir Kove has launched his debut book 'Million Dollar Logo'. It is aimed at helping people design their company logo in a way to reward the enterprise with success while dampening hurdles. The book cites examples of several successful logos and the scientific application of logo analysis. Kove tells Corporate Citizen that proper selection of logo can help a company avoid unnecessary challenges, reduce losses, and avoid excessive spending. It can help the company to grow to its fullest potential
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Sudhir KovePublished by Wings Publication, Million Dollar Logo is divided into nine chapters that succinctly explore the power of a company logo and the part it plays in success and growth. Chapter one studies the logo of a political party as a case study, also explaining what a logo is, and touching upon the philosophies of Maya and Dharma. Chapters follow on the importance of a logo, why a logo works for a company, how a logo works or doesn’t work, a blueprint to understanding logo design, including the concepts of page, zone, shapes, and colour, and company logo case studies and signature analysis. The book demystifies the rationale behind logos, giving readers a deeper insight into how logos work, and how to make your logo work for your company.
The logo of the company is its silent backbone, capable of single-handedly driving the cause behind it-so author and logo analyst Sudhir Kove believes. “Logo is key to any brand’s staggering success. A diligently designed logo with several parameters in mind can help any company win laurels in the long run. All that depends on a little introspection while designing the logo. The book is aimed at helping you guide through the hurdles that you face while designing a strategic logo for your company,” reveals that logo analyst who is looking forward to helping entrepreneurs to improve their financial situations by updating their company’s logo scientifically, using his years of expertise collated into the book.
His recently released book 'Million Dollar Logo' strives to answer the questions around designing the ideal logo for a company. The book immerses you into the science behind logo analysis citing case studies of celebrated logos, thereby, unfolding the secret sauce that went into catapulting them to achieve the feat.
The book answers several questions such as which logo gets immense work with small inquires, which logo generates fast recovery of payments, and which logo can help solve instability of company.
Sudhir Kove has focused on designing logos that support clients to gain 100% success in terms of business expansion and financial growth, better health, improved relationships, and time freedom. He brings with him over 13 years of experience that includes extensive experiments and unique research. Excerpts from the interview:
CC: What was your inspiration in penning this book?
Sudhir Kove: I have worked as a hard core businessman in the past. While working, I saw many business people struggling in business—especially first and second generation businessmen. I could easily make out the problems they were facing from the kind of logos they had at that point in time. Being a first-generation businessman, I wanted to help them. The easiest way for me was to design the logo for them. And it can only happen through awareness, so I wrote a book to generate awareness among people for scientific logo designing.
CC: What is the significance of the title of your book – 'Million Dollar Logo'?
Million dollars (millionaire) is a dream for many businessmen. I wanted to give the message that every one of us can achieve this mark and a powerful scientifically designed logo can help them to achieve this.
CC: Share with us some of your interesting scientific findings when it comes to the analysis of company logos.
There are plenty of interesting findings, one of them is if a flag of the nation has any natural element on it, then alcohol becomes very popular in that country. If you use the arrow in the logo, then you become adamant and headstrong. If you use the lotus symbol as a logo, then it becomes very good with the presentation and aesthetic in business.
CC: Which are some of the most successful logos of companies worldwide? Please explain why they work.
One of the most successful logos according to me is the FedEx logo; it has the arrow at the right spot which helps them deliver things quickly with the right kind of execution. The logo of Amazon is in the small case, and small case logos are good if you want to deal with smaller things. Which Amazon does. McDonald's has deeply pointed “M” in their logo, which helps them do things with a lot of studies. That is the reason for doing things accurately.
"The company’s logo is a potent symbol; without being actively visible, it will drive your subconscious mind to deliver things. Many people are not aware of this happening-that is why “silent”"
CC: Which Indian company logos do you find most successful and why?
I like the logos of Swiggy, Paytm, Oyo and Jio. The beauty of these logos is the subconscious message clarity. All of these logos are sending the right signals symbolically to the mind.
Swiggy gives the signal of pleasure, choice, and speed. All of which they are doing. Paytm has vibes of clarity, good documentation, very blunt and direct communication, the ability to deliver the best possible results and the ability to bring innovation.
CC: What are some of the key points to be kept in mind while designing a company’s logo?
First is the mindset of the company or the owner. Along with that “Why you want to do this business?”, “What, and how do you want to do it?” are the essential questions. Then, the nature of the product and the current market scenario are important. What vibes are more responding in the current market is also kept in mind. The era is changing fast because of so much advancement in technology, a lot of things which used to work in the past are no more important.
CC: You have called the logo of a company “the silent backbone of the company”. What prompts this comparison?
Your subconscious mind only understands the symbolic language. It is a known fact that the subconscious mind has the power to manifest everything in your life. The company’s logo is a potent symbol; without being actively visible, it will drive your subconscious mind to deliver things. Many people are not aware of this happening-that is why “silent”. It generates everything in the organisation that is the reason for calling it “backbone”.
CC: How can the hurdles a company faces be avoided?
If you avoid hurdles, you will never grow. The scientific logo is not for preventing hurdles or challenges but it is for avoiding unnecessary challenges. With the help of a logo, you can reduce unnecessary losses and avoid excessive spending. You can have a better conversion ratio. Most importantly, it will help you achieve your best. It helps the company to grow to its fullest potential.
CC: In your opinion, which are the logos that get immense work with small inquires? Which logos generate a fast recovery of payments? Which logos can solve the instability of a company?
The outcome of the logo largely depends on the mindset of the company or its owner-along with the product or service they are endorsing. After knowing who is selling and what they are selling, it’s easy to set the vibrations in the logo, which can have faster recovery of payments, better conversion ratio and stability of the organisation.
"If you avoid hurdles, you will never grow. The scientific logo is not for preventing hurdles or challenges but it is for avoiding unnecessary challenges. With the help of a logo, you can reduce unnecessary losses and avoid excessive spending"
CC: What are the different areas in which a logo can bring success and fulfilment?
The scientifically designed logo can solve issues like:
- Instability in the organisation
- Payment recovery problems
- Documentation issues
- Not getting the right employee
- Conversion of inquiry problem
- Organisational growth problem
- Organisational health issues in terms of manpower, money and demand in the market and many more
CC: Do you personally design/offer guidance to companies in the area of logo design? Could you share insights into some of the logos you have designed?
I guide a team of designers to design a logo. I give the input for shape, size, colour, placement, and font. Due to client confidentiality, I won’t discuss the problems we have solved for our clients.
CC: What had originally sparked your interest in logos?
It started with a signature analysis. Being a graphologist, I was keen on analysing signatures. The thought came to my mind that logos are the signature of the company. But the logo has more elements than the signature. It has a font, colour, size and placement. So, I started doing the R&D in all directions.
CC: How did you train yourself in the field of logo design analysis?
I met more than 10,000 entrepreneurs from startups to big established companies. I met struggling to very successful people in business. I met them; all of them shared their story. And I was able to map their story to their logo. Many times, they changed the logo along with the change in their business and personality. I was able to map all these changes. And slowly, the science of scientific logo designing emerged. Along with that, I incorporated many principles for Vedic sciences like Vastu, Numerology, Astrology, and Graphology. And some foreign concepts like sacred geometry.
CC: Do share with us your insights of 13 years of experience that include extensive experiments and unique research.
It was a roller coaster ride with a scientific logo. Right now, the vibes are different. People have developed faith in a lot of science. There are masses now who are learning Graphology and other Vedic sciences. When I started, people used to discard the idea and at times they used to make fun of the idea. They all used to be curious and amused with the finding, but they use to refrain from using our services. They had a lot of fear about what other people will say if we do it for them. They had a fear of being branded as superstitious. By the time I overcame this I had the next struggle, can a scientific logo solve issues? Fortunately, many people approached us to solve their problems, most of them had unique issues, and during the RND, we were able to resolve them. And being a logical and straightforward science, we saw quick results.