FINAL PROJECT Report - Nachiket Dighe - Roll No. 71 - MMS

8/2/2019 FINAL PROJECT Report - Nachiket Dighe - Roll No. 71 - MMS

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PROJECT REPORT ON

Submitted By

NACHIKET DIGHE

UNDER THE GUIDANCE OF

PROF. SACHIN KAMATH

A PROJECT REPORT SUBMITTED IN PART COMPLETION OF

MMS TO THE

Chetanas R.K. Institute of Management & Research

Bandra (East), Mumbai 400 051.

APRIL 2011


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DECLARATION

This is to declare that the study presented by me to Chetanas

R.K.Institute of Management and Research, in part completion of the

MMS under the title Study of strategic and design considerations to

arrive at an automobile logo had been done under the guidance of

PROF.SACHIN KAMAT

NACHIKET DIGHE

(MMS 2009-2011)


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CERTIFICATE

This is to certify that the study presented by (NACHIKET DIGHE) to

the Chetanas R.K. Institute of Management and Research, in part

completion of the MMS under the title Study of strategic and design

considerations to arrive at an automobile logo, has been done under the

guidance of(PROF.SACHIN KAMAT).

The project is in the nature of original work that has not so far been

submitted for any Diploma of Chetanas R.K. Institute of Management

& Research or any other University / Institute. References of work and

related sources of information have been given at the end of report.

Signature of the Guide Signature of the Director

PROF.SACHIN KAMAT Dr. FIRDOS.T.SHROFF


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CHETANAS R.K. INSTITUTE OF MANAGEMENT &

RESEARCH

Study of strategic and design

considerations to arrive at an automobile

logo

Project report

By

Nachiket Dighe

MMS - Roll no. 71

Mob: 09869608945

E-mail: [email protected]

Submitted to:

Prof. sachin kamat


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Table of contents

CHAPTER 1 : INTRODUCTIONCHAPTER 2 : PROJECT

Objectives Scope & Limitations of the project

CHAPTER 2.1 History of logos

CHAPTER 2.2 List of logo designers

CHAPTER 2.3 List of automobile manufacturers considered

CHAPTER 2.4 Brief history of the automobile manufacturers

CHAPTER 2.5

Strategic and design aspect of each logo


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CHAPTER 2.6 Listing the important considerations while arriving at

a logo

CHAPTER 3 : Bibliography


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CHAPTER 1 :Introduction


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A logo is a graphic mark or emblem commonly used by commercialenterprises, organizations and even individuals to aid and promote instantpublic recognition.

Logos are either purely graphic (symbols/icons) or are composed of thename of the organization.

In the days of hot metal typesetting, a logotype was a uniquely set andarranged typeface or colophon.

At the level of mass communication or simply in the high street a company'slogo is today often synonymous with its trademark or brand


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CHAPTER 2 : PROJECT

Objectives of the project

Scope and Limitations of theproject


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Objectives of the project

Defining the scope and limitations of the word Logo A brief study of origin of logos in various businesses List of logo designers Study the history of logos in the international automobile industry Identify and distinguish the strategic and design aspect of various existing

logos.

Listing the important considerations to arrive at a new logo. Designing a logo making use of those considerations.


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CHAPTER 2.1 :

History of logos


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History of logosLogos from the past

Numerous inventions and techniques have contributed to the contemporarylogo, which are as follows:

cylinder seals (c.2300 BCE), coins (c.600 BCE), trans-cultural diffusion of logographic languages, coats of arms, watermarks, silver hallmarks Development of printing technology.


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After the industrial revolution

As the industrial revolution converted western societies from agrarian toindustrial in the 18th and 19th centuries, photography and lithographycontributed to the boom of an advertising industry that integratedtypography and imagery together on the page.

Simultaneously, typography itself was undergoing a revolution of form andexpression that expanded beyond the modest, serif typefaces used in books,

to bold, ornamental typefaces used on broadsheet posters.

The arts were expanding in purposefrom expression and decoration of anartistic, storytelling nature, to a differentiation of brands and products thatthe growing middle classes were consuming.

Consultancies and trades-groups in the commercial arts were growing andorganizing; by 1890 the US had 700 lithographic printing firms employing

more than 8,000 people.

Artistic credit tended to be assigned to thelithographic company, as opposed to the individual artists.


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Innovators in the visual arts and lithographic processsuch as Frenchprinting firm Rouchon in the 1840s, Joseph Morse of New York in the1850s, Frederick Walker of England in the 1870s, and Jules Chret ofFrance in the 1870sdeveloped an illustrative style that went beyond tonal,representational art to figurative imagery with sections of bright, flat colors.

Playful childrens books, authoritative newspapers, and conversationalperiodicals developed their own visual and editorial styles for unique,expanding audiences.

As printing costs decreased, literacy rates increased, and visual styleschanged, the Victorian decorative arts lead to an expansion of typographicstyles and methods of representing businesses.

The Arts and Crafts Movement of late-19th century, partially in response tothe excesses of Victorian typography, aimed to restore an honest sense ofcraftsmanship to the mass-produced goods of the era.

A renewal of interest in craftsmanship and quality also provided the artistsand companies with a greater interest in credit, leading to the creation ofunique logos and marks.


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Logos today

The current era of logo design began in the 1950s.

Today there are many corporations, products, brands, services, agencies andother entities using an ideogram (sign, icon) or an emblem (symbol) or acombination of sign and emblem as a logo.

As a result, only a few of the thousands of ideograms people see arerecognized without a name.

It is sensible to use an ideogram as a logo, even with the name, if people willnot duly identify it. Currently, the usage of both images (ideograms) and thecompany name (logotype) to emphasize the name instead of the supportinggraphic portion and making it unique, by it non-formulaic construction viathe desiginal use of its letters, colors and any additional graphic elements.

Ideograms (icons, signs, emblems) may be more effective than a writtenname (logotype), especially for logos being translated into many alphabets.


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CHAPTER 2.2List of Logo designers


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List of Logo designers

Three designers are widelyconsidered the pioneers of modern era logodesign:

1. Chermayeff & Geismar Chase Bank (1964) Mobil Oil (1965) NBC (1984), PBS (1986) National Geographic(2003)

2. Paul Rand IBM UPS ABC

3. Saul Bass AT&T, Continental Airlines (1968), Dixie (1969), United Way (1972)


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CHAPTER 2.3List of automobile

manufacturers considered


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The list of automobile manufacturersconsidered


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CHAPTER 2.4Brief history of the

automobile manufacturers


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Brief history of the automobile manufacturers

Alfa Romeo Automobiles is an Italian manufacturer of cars. Founded asA.L.F.A. on June 24, 1910 in Milan, the company has been involved in car racingsince 1911, and has a reputation for building expensive sports cars. The companywas owned by Italian state holding company Istituto per la RicostruzioneIndustriale between 1932 and 1986, when it became a part of the Fiat Group, andsince February 2007 a part of Fiat Group Automobiles.

The company that became Alfa Romeo was founded as Societ AnonimaItaliana Darracq (SAID) in 1906 by the French automobile firm of AlexandreDarracq, with some Italian investors. Late 1909, the Italian Darracq cars wereselling slowly and a new company was founded named A.L.F.A. (AnonimaLombarda Fabbrica Automobili English: Lombard Automobile Factory, PublicCompany).


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Audi AG is a German manufacturer of a range of automobiles, fromsupermini to crossover SUVs in various body styles and price ranges that aremarketed under the Audi brand, positioned as the premium brand within theVolkswagen Group.

The company is headquartered in Ingolstadt, Germany, and has been awholly owned (99.55%) subsidiary of Volkswagen AG since 1966, following aphased purchase of its predecessor, Auto Union, from its former owner, Daimler-

Benz. Volkswagen relaunched the Audi brand with the 1965 introduction of theAudi F103 series.

The company name is based on the surname of the founder August Horch,his surname meaning listen in Germanwhich, when translated into Latin,becomes Audi.

A. Horch & Cie (later to be known as Audi) was established in the Ehrenfelddistrict of Cologne in 1899. August Horch church established the company and bythe beginning of 1901 the first Audi car was completed.


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Bayerische Motoren Werke AG (BMW), (literally English: BavarianMotor Works) is a German automobile, motorcycle and engine manufacturingcompany founded in 1916. It also owns and produces the Mini brand, and is theparent company of Rolls-Royce Motor Cars. BMW produces motorcycles underBMW Motorrad and Husqvarna brands. BMW is known for its performance andluxury vehicles, and is a global leader in premium car sales.

BMW entered existence as a business entity following a restructuring of theRapp Motorenwerke aircraft engine manufacturing firm in 1917. After the end ofWorld War I in 1918, BMW was forced to cease aircraft engine production by theterms of the Versailles Armistice Treaty. The company consequently shifted tomotorcycle production in 1923 once the restrictions of the treaty started to belifted, followed by automobiles in 1928-29.


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Ferrari is an Italian sports car manufacturer based in Maranello, Italy.Founded by Enzo Ferrari in 1929, as Scuderia Ferrari, the company sponsoreddrivers and manufactured race cars before moving into production of street-legalvehicles as Ferrari S.p.A. in 1947. Throughout its history, the company has beennoted for its continued participation in racing, especially in Formula One, where ithas had great success.

Enzo Ferrari never intended to produce road cars when he formed ScuderiaFerrari (literally "Ferrari Stable", and usually used to mean "Team Ferrari", it iscorrectly pronounced in 1928 as a sponsor for amateur drivers headquartered inModena. Ferrari prepared, and successfully raced, various drivers in Alfa Romeocars until 1938, when he was hired by Alfa Romeo to head their motor racingdepartment.


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Mercedes-Benz is a German manufacturer of automobiles, buses,

coaches, and trucks. Mercedes-Benz is a division of its parent company,Daimler AG. Mercedes-Benz traces its origins to Karl Benz's creation of thefirst petrol-powered car, the Benz Patent Motorwagen, patented in January1886 and Gottlieb Daimler and engineer Wilhelm Maybach's conversion of astagecoach by the addition of a petrol engine later that year. The Mercedesautomobile was first marketed in 1901 by Daimler Motoren Gesellschaft.The first Mercedes-Benz brand name vehicles were produced in 1926,following the merger of Karl Benz's and Gottlieb Daimler's companies intothe Daimler-Benz company.

Mercedes-Benz has introduced many technological and safetyinnovations that later became common in other vehicles. Mercedes-Benz isone of the most well-known and established automotive brands in the world,and is also the world's oldest automotive brand still in existence today.
http://en.wikipedia.org/wiki/Benz_Patent_Motorwagenhttp://en.wikipedia.org/wiki/Gottlieb_Daimlerhttp://en.wikipedia.org/wiki/Wilhelm_Maybachhttp://en.wikipedia.org/wiki/Mercedes_%28car%29http://en.wikipedia.org/wiki/Daimler_Motoren_Gesellschafthttp://en.wikipedia.org/wiki/Brand_namehttp://en.wikipedia.org/wiki/Mercedes-Benz#Innovationshttp://en.wikipedia.org/wiki/Mercedes-Benz#Innovationshttp://en.wikipedia.org/wiki/Brand_namehttp://en.wikipedia.org/wiki/Daimler_Motoren_Gesellschafthttp://en.wikipedia.org/wiki/Mercedes_%28car%29http://en.wikipedia.org/wiki/Wilhelm_Maybachhttp://en.wikipedia.org/wiki/Gottlieb_Daimlerhttp://en.wikipedia.org/wiki/Benz_Patent_Motorwagen


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Aston Martin Lagonda Limited is a British manufacturer of luxury sportscars, based in Gaydon, Warwickshire. The company name is derived from thename of one of the company's founders, Lionel Martin, and from the Aston Hillspeed hillclimb near Aston Clinton in Buckinghamshire. It also designs andengineers cars which are manufactured by Magna Steyr in Austria.

From 1994 until 2007 Aston Martin was part of the Ford Motor Company,becoming part of the company's Premier Automotive Group in 2000. On 12 March2007, it was purchased for 479 million by a joint venture company, headed byDavid Richards and co-owned by Investment Dar and Adeem Investment ofKuwait and English businessman John Sinders. Ford retained a US$77 millionstake in Aston Martin, valuing the company at US$925 million.
http://en.wikipedia.org/wiki/Hillclimbinghttp://en.wikipedia.org/wiki/Aston_Clintonhttp://en.wikipedia.org/wiki/Buckinghamshirehttp://en.wikipedia.org/wiki/Magna_Steyrhttp://en.wikipedia.org/wiki/Ford_Motor_Companyhttp://en.wikipedia.org/wiki/Premier_Automotive_Grouphttp://en.wikipedia.org/wiki/David_Richards_%28racing%29http://en.wikipedia.org/wiki/Investment_Darhttp://en.wikipedia.org/w/index.php?title=John_Sinders&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=John_Sinders&action=edit&redlink=1http://en.wikipedia.org/wiki/Investment_Darhttp://en.wikipedia.org/wiki/David_Richards_%28racing%29http://en.wikipedia.org/wiki/Premier_Automotive_Grouphttp://en.wikipedia.org/wiki/Ford_Motor_Companyhttp://en.wikipedia.org/wiki/Magna_Steyrhttp://en.wikipedia.org/wiki/Buckinghamshirehttp://en.wikipedia.org/wiki/Aston_Clintonhttp://en.wikipedia.org/wiki/Hillclimbing


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Toyota Motor Corporation commonly known simply as Toyota andabbreviated as TMC, is a multinational automaker headquartered in Toyota, Aichi,Japan. In 2009, Toyota Motor Corporation employed 71,116 people worldwide(total Toyota 320,808). TMC is the world's largest automobile manufacturer bysales and production.

The company was founded by Kiichiro Toyoda in 1937 as a spinoff from hisfather's company Toyota Industries to create automobiles. Three years earlier, in

1934, while still a department ofToyota Industries, it created its first product, theType A engine, and, in 1936, its first passenger car, the Toyota AA. Toyota MotorCorporation group companies are Toyota (including the Scion brand), Lexus,Daihatsu and Hino Motors, along with several "non-automotive" companies. TMCis part of the Toyota Group, one of the largest conglomerates in the world.ToyotaMotor Corporation is headquartered in Toyota City, Aichi and in Tokyo.
http://en.wikipedia.org/wiki/Multinational_corporationhttp://en.wikipedia.org/wiki/Automakerhttp://en.wikipedia.org/wiki/Automobile_manufacturerhttp://en.wikipedia.org/wiki/Saleshttp://en.wikipedia.org/wiki/Kiichiro_Toyodahttp://en.wikipedia.org/wiki/Sakichi_Toyodahttp://en.wikipedia.org/wiki/Sakichi_Toyodahttp://en.wikipedia.org/wiki/Toyota_Industrieshttp://en.wikipedia.org/wiki/Automobilehttp://en.wikipedia.org/wiki/Toyota_Industrieshttp://en.wikipedia.org/wiki/Toyota_Type_A_enginehttp://en.wikipedia.org/wiki/Toyota_AAhttp://en.wikipedia.org/wiki/Scion_%28automobile%29http://en.wikipedia.org/wiki/Lexushttp://en.wikipedia.org/wiki/Daihatsuhttp://en.wikipedia.org/wiki/Hino_Motorshttp://en.wikipedia.org/wiki/Toyota_Grouphttp://en.wikipedia.org/wiki/Toyota,_Aichihttp://en.wikipedia.org/wiki/Aichi_Prefecturehttp://en.wikipedia.org/wiki/Aichi_Prefecturehttp://en.wikipedia.org/wiki/Toyota,_Aichihttp://en.wikipedia.org/wiki/Toyota_Grouphttp://en.wikipedia.org/wiki/Hino_Motorshttp://en.wikipedia.org/wiki/Daihatsuhttp://en.wikipedia.org/wiki/Lexushttp://en.wikipedia.org/wiki/Scion_%28automobile%29http://en.wikipedia.org/wiki/Toyota_AAhttp://en.wikipedia.org/wiki/Toyota_Type_A_enginehttp://en.wikipedia.org/wiki/Toyota_Industrieshttp://en.wikipedia.org/wiki/Automobilehttp://en.wikipedia.org/wiki/Toyota_Industrieshttp://en.wikipedia.org/wiki/Sakichi_Toyodahttp://en.wikipedia.org/wiki/Sakichi_Toyodahttp://en.wikipedia.org/wiki/Kiichiro_Toyodahttp://en.wikipedia.org/wiki/Saleshttp://en.wikipedia.org/wiki/Automobile_manufacturerhttp://en.wikipedia.org/wiki/Automakerhttp://en.wikipedia.org/wiki/Multinational_corporation


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Peugeot is a major French car brand, part ofPSA Peugeot Citron, thesecond largest carmaker based in Europe.

The family business that precedes the current Peugeot company was foundedin 1810. On 20 November 1858, Emile Peugeot applied for the lion trademark. Thecompany produced its first automobile in 1891. Due to family discord, ArmandPeugeot in 1896 founded the Socit des Automobiles Peugeot.

Peugeot's roots go back to 19th-century coffee mill and bicyclemanufacturing. The Peugeot Company and family is originally from Sochaux,France. Peugeot retains a large manufacturing plant and Peugeot Museum there. Italso sponsors the Sochaux football club, founded in 1928 by a member of thePeugeot family.
http://en.wikipedia.org/wiki/Francehttp://en.wikipedia.org/wiki/Automobilehttp://en.wikipedia.org/wiki/PSA_Peugeot_Citro%C3%ABnhttp://en.wikipedia.org/wiki/Burr_millhttp://en.wikipedia.org/wiki/Bicyclehttp://en.wikipedia.org/wiki/Sochauxhttp://en.wikipedia.org/wiki/Francehttp://en.wikipedia.org/wiki/Mus%C3%A9e_de_l%27Aventure_Peugeothttp://en.wikipedia.org/wiki/FC_Sochaux-Montb%C3%A9liardhttp://en.wikipedia.org/wiki/FC_Sochaux-Montb%C3%A9liardhttp://en.wikipedia.org/wiki/Mus%C3%A9e_de_l%27Aventure_Peugeothttp://en.wikipedia.org/wiki/Francehttp://en.wikipedia.org/wiki/Sochauxhttp://en.wikipedia.org/wiki/Bicyclehttp://en.wikipedia.org/wiki/Burr_millhttp://en.wikipedia.org/wiki/PSA_Peugeot_Citro%C3%ABnhttp://en.wikipedia.org/wiki/Automobilehttp://en.wikipedia.org/wiki/France


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Rolls-Royce Limited was a British car, and from 1914, aero-engine

manufacturing company founded by Charles Stewart Rolls and Henry Royce on 15

March 1906 as the result of a partnership formed in 1904. In 1971, Rolls-Royce

was crippled by the development of the advanced RB211jet engine, resulting in

the nationalisation of the company asRolls-Royce (1971) Limited. In 1973, the car

division was separated from the parent company as Rolls-Royce Motors. Rolls-Royce (1971) Limited continued as a nationalised company until it was privatised

in 1987 asRolls-Royce plc.

Rolls-Royce Motor Cars is a British manufacturer of luxury automobiles

based at the Goodwood plant in West Sussex, England. It is the current producer of

Rolls-Royce branded automobiles, whose historical production dates back to 1904.

The factory is located across from the historic Goodwood Circuit in Goodwood,

West Sussex, and England. It is a wholly owned subsidiary of the BMW Group.
http://en.wikipedia.org/wiki/United_Kingdomhttp://en.wikipedia.org/wiki/Automobilehttp://en.wikipedia.org/wiki/Charles_Stewart_Rollshttp://en.wikipedia.org/wiki/Henry_Roycehttp://en.wikipedia.org/wiki/Rolls-Royce_RB211http://en.wikipedia.org/wiki/Rolls-Royce_Motorshttp://en.wikipedia.org/wiki/Rolls-Royce_plchttp://en.wikipedia.org/wiki/Rolls-Royce_plchttp://en.wikipedia.org/wiki/Rolls-Royce_plchttp://en.wikipedia.org/wiki/Goodwood_planthttp://en.wikipedia.org/wiki/West_Sussexhttp://en.wikipedia.org/wiki/Goodwood_Circuithttp://en.wikipedia.org/wiki/BMWhttp://en.wikipedia.org/wiki/BMWhttp://en.wikipedia.org/wiki/Goodwood_Circuithttp://en.wikipedia.org/wiki/West_Sussexhttp://en.wikipedia.org/wiki/Goodwood_planthttp://en.wikipedia.org/wiki/Rolls-Royce_plchttp://en.wikipedia.org/wiki/Rolls-Royce_Motorshttp://en.wikipedia.org/wiki/Rolls-Royce_RB211http://en.wikipedia.org/wiki/Henry_Roycehttp://en.wikipedia.org/wiki/Charles_Stewart_Rollshttp://en.wikipedia.org/wiki/Automobilehttp://en.wikipedia.org/wiki/United_Kingdom


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CHAPTER 2.5Strategic and design

aspect of each logo


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Strategic and design aspect of eachlogo

Design aspect:

Alfa's badge incorporates emblems from fifth century Italy.It was designed in 1910

by an Italian draughtsman Romano Cattaneo who used two heraldic devices

traditionally associated with Milan: on the right is theBiscione

, the emblem of theHouse of Visconti, rulers of Milan in the 14th century; on the left is a red cross on

a white field, the emblem of Milan, which Cattaneo had seen on the door of the

Castello Sforzesco. In 1918, after the company was purchased by Nicola Romeo,

the badge was redesigned with the help ofGiuseppe Merosi.
http://en.wikipedia.org/wiki/Technical_drawinghttp://en.wikipedia.org/wiki/Heraldryhttp://en.wikipedia.org/wiki/Biscionehttp://en.wikipedia.org/wiki/Biscionehttp://en.wikipedia.org/wiki/Biscionehttp://en.wikipedia.org/wiki/House_of_Viscontihttp://en.wikipedia.org/wiki/Castello_Sforzescohttp://en.wikipedia.org/wiki/Nicola_Romeohttp://en.wikipedia.org/wiki/Giuseppe_Merosihttp://en.wikipedia.org/wiki/Giuseppe_Merosihttp://en.wikipedia.org/wiki/Nicola_Romeohttp://en.wikipedia.org/wiki/Castello_Sforzescohttp://en.wikipedia.org/wiki/House_of_Viscontihttp://en.wikipedia.org/wiki/Biscionehttp://en.wikipedia.org/wiki/Heraldryhttp://en.wikipedia.org/wiki/Technical_drawing


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A dark blue metallic ring was added, containing the inscription "ALFA

ROMEO" and "MILANO" separated by two Savoy dynasty knots to honour the

Kingdom of Italy. After the victory of the P2 in the inaugural Automobile World

Championship in 1925, Alfa added a laurel wreath around the badge. In 1946, after

the abolition of the monarchy, the Savoy knots were replaced with two curvy lines.The name "MILANO", the hyphen, and the lines were eliminated when Alfa

Romeo opened its factory at Pomigliano d'Arco, Naples in the early 1970s.

Strategic aspect:

The symbols are the coat-of-arms of the city of Milan and related to the Crusades,

hence the cross. The figure being eaten is a child or a Saracen, depending on who

you listen to.
http://en.wikipedia.org/wiki/House_of_Savoyhttp://en.wikipedia.org/wiki/Kingdom_of_Italy_%281861%E2%80%931946%29http://en.wikipedia.org/wiki/Alfa_Romeo_P2http://en.wikipedia.org/wiki/Automobile_World_Championshiphttp://en.wikipedia.org/wiki/Automobile_World_Championshiphttp://en.wikipedia.org/wiki/Laurel_wreathhttp://en.wikipedia.org/wiki/Pomigliano_d%27Arcohttp://en.wikipedia.org/wiki/Napleshttp://en.wikipedia.org/wiki/Napleshttp://en.wikipedia.org/wiki/Pomigliano_d%27Arcohttp://en.wikipedia.org/wiki/Laurel_wreathhttp://en.wikipedia.org/wiki/Automobile_World_Championshiphttp://en.wikipedia.org/wiki/Automobile_World_Championshiphttp://en.wikipedia.org/wiki/Alfa_Romeo_P2http://en.wikipedia.org/wiki/Kingdom_of_Italy_%281861%E2%80%931946%29http://en.wikipedia.org/wiki/House_of_Savoy


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Strategic aspect:

Audi's corporate tagline isVorsprung durch Technik, meaning "Progress through

Technology". The German-language tagline is used in many European countries,

including the United Kingdom, and in other markets, such as Latin America,

Oceania and parts of Asia including Japan. A few years ago, the North Americantagline was "Innovation through technology", but in Canada the German tagline

Vorsprung durch Technikwas used in advertising. More recently, however, Audi

has updated the tagline to "Truth in Engineering" in the U.S
http://en.wikipedia.org/wiki/Taglinehttp://en.wikipedia.org/wiki/Vorsprung_durch_Technikhttp://en.wikipedia.org/wiki/Vorsprung_durch_Technikhttp://en.wikipedia.org/wiki/Vorsprung_durch_Technikhttp://en.wikipedia.org/wiki/Oceaniahttp://en.wikipedia.org/wiki/Oceaniahttp://en.wikipedia.org/wiki/Vorsprung_durch_Technikhttp://en.wikipedia.org/wiki/Tagline


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Design aspect:

The logo comprised of four quadrants of alternating white and blue color. It is astylized representation of an airplane propeller spinning against the clear blue sky.The logo represents a white propeller blade against a blue sky. It reflects theorigins of BMW as a maker of military aircraft engines during WWI. Also, whiteand blue are the traditional colors of Bavaria.

Strategic aspect:

BMW stands for Bayerische Motoren Werke or Bavarian Motor Company. The

company was established in 1913 and based in Munich, Germany. It started out asan aero engine manufacturer, hence the company logo.


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Design aspect:

The famous symbol of Ferrari is a black prancing horse on yellow background,usually with the letters S F for Scuderia Ferrari. The horse was originally thesymbol of Count Francesco Baracca, a legendary "asso" (ace) of the Italian airforce during World War I, who painted it on the side of his planes. Baracca diedvery young on June 19, 1918, shot down after 34 victorious duels and many teamvictories.

He soon became a national hero. Baracca had wanted the prancing horse on hisplanes because his squad, the "Battaglione Aviatori", was enrolled in a Cavalry

regiment (air forces were at their first years of life and had no separateadministration), and also because he himself was reputed to be the best cavaliere ofhis team.

Strategic aspect:

The Scuderia Ferrari logo Coat of Arms of the City of Stuttgart. It has been

supposed that the choice of a horse was perhaps partly due to the fact that his noble

family was known for having plenty of horses in their estates at Lugo di Romagna.


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Another theory suggests Baracca copied the rampant horse design from a shot

down German pilot having the emblem of the city of Stuttgart on his plane.

Interestingly, German sports car manufacturer Porsche, from Stuttgart, borrowed

its prancing horse logo from the city's emblem. Furthermore astonishing: Stuttgart

is an over the centuries modified version of Stutengarten (an ancient german word

for "Gestt", translated into english as mare garden or stud farm, into italian as

"scuderia").

On June 17, 1923, Enzo Ferrari won a race at the Savio track in Ravenna, and there

he met the Countess Paolina, mother of Baracca. The Countess asked that he use

the horse on his cars, suggesting that it would grant him good luck, but it the first

race at which Alfa would let him use the horse on Scuderia cars was eleven years

later, at SPA 24 Hours in 1932. Ferrari won. Ferrari left the horse black as it had

been on Baracca's plane; however, he added a yellow background because it was

the symbolic color of his birthplace, Modena. The prancing horse has not always

identified the Ferrari brand only: Fabio Taglioni used it on his Ducati motorbikes.

Taglioni's father was in fact a companion of Baracca's and fought with him in the

91st Air Squad, but as Ferrari's fame grew, Ducati abandoned the horse; this may

have been the result of a private agreement between the two brands. The prancing

horse is now a trademark of Ferrari.


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Design:The Mercedes-Benz logo is one of the most famous brands in the world. The Benz

logo is a simplistic three-pointed star. The famous three-pointed star was designed

by Gottlieb Daimler.

Strategic:

The three-pointed star represents its domination of the land, the sea, and the air. It

shows the ability of his motors for land, air and sea-usage. It was first seen on aDaimler in 1909, and was combined with the Benz laurel wreath in 1926 to signify

the union of the two firms. Mercedes-Benz is the world's oldest automobile

manufacturer. When the patented name "Mercedes" was registered in September

1902 Daimler Motoren Gesellschaft had a successful brand name but still lacked a

characteristic trademark. Then Paul and Adolf Daimler - the company founders

two sons, and now in charge of the business - remembered that their father had

once used a star as a symbol.


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Design:

In 1913, Lionel Martin and Robert Bamford founded a company that later would

become Aston Martin. At the time,Martin & Bamford Limitedproduced Singers

racing cars, but the duo wanted to create a more sophisticated model of their own.

They named their first car Aston Martin after the founder Lionel Martin and the

Aston Clinton hill climb racing course where their Singers car had won previously.

The emblem is currently composed by a pair of white wings, outlined by a black

line, with the words Aston Martin in white over a green rectangle on top of the

wings. In the logo, the rectangle is in plain white, instead of green, and the words

Aston Martin are repeated and placed underneath the drawing.he first one,created in 1920, was basically a merging of the letters A and M in black,

surrounded by a black double-line circle.


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Strategic:

In 1932, Aston Martins symbol was completely reformulated, now consisting on

the brands name written over a pair of wings that were inspired by Bentleys andmeant to suggest speed. The drawing is in black over white. A few years later, the

1932 symbol was somewhat redesigned in order to keep up with contemporary

tastes but the drawings elements remained the same. In 1947, after David Brown

took over the automaker, the logo was improved yet again and now included the

name David Brown above the words Aston Martin, which were now sustained

by a black rectangle. The wings remained as the symbols background. The David

Brown name would be removed in the 1970s when the company was no longer

on this sirs hands.


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Design:In 1936, Toyota entered the passenger car market with its Model AA and held acompetition to establish a new logo emphasizing speed for its new product line.After receiving 27,000 entries, one was selected that additionally resulted in achange of its monikor to "Toyota" from the family name "Toyoda." It was believedthat the new name sounded better and its eight-stroke count in the Japaneselanguage was associated with wealth and good fortune.

The original logo no longer is found on its vehicles but remains the corporateemblem used in Japan.Since "Toyoda" literally means "fertile rice paddies",changing the name also helped to distance the company from associations with old

fashioned farming.

Still, there were no guidelines for the use of the brand name, "TOYOTA", whichwas used throughout most of the world, which led to inconsistencies in itsworldwide marketing campaigns.


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To remedy this, Toyota introduced a new worldwide logo in October 1989 tocommemorate the 50th year of the company, and to differentiate it from the newlyreleased luxury Lexus brand. The logo made its debut on the 1989 Toyota Celsiorand quickly gained worldwide recognition.

There are three ovals in the new logo that combine to form the letter "T", whichstands for Toyota.

Strategic:

The overlapping of the two perpendicular ovals inside the larger oval represent the

mutually beneficial relationship and trust that is placed between the customer and

the company while the larger oval that surrounds both of these inner ovals

represent the "global expansion of Toyota's technology and unlimited potential for

the future."


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Design:

The Peugot lion logo is a strong visual brand for the Peugot car. The first lion is

designed for marking saw blades and steel products. It symbolizes the three

qualities of Peugeot saw blades: the toughness of the teeth, the flexibility of the

blade, and the speed of the cut. In 1850 the lion image appeared for the first time

on the 'Peugeot Bros' arrow. Initially put on saw blades, this logo was registered in

1858, and for many years would mark the tools manufactured by the brand.

Strategic:

1847

The first lion is designed for marking saw blades and steel products. It symbolizesthe three qualities of Peugeot saw blades: the toughness of the teeth, the flexibilityof the blade, and the speed of the cut. In 1850 the lion image appeared for the firsttime on the 'Peugeot Bros' arrow. Initially put on saw blades, this logo wasregistered in 1858, and for many years would mark the tools manufactured by thebrand.


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1889

1889 was a historic year for the make, with the launch of the first vehicle bearingthe Peugeot name: a tricycle, the result of cooperation between Leon Serpollet, thesteam expert, and Armand Peugeot. The lion is still shown on tools and cycles. Onthe other hand, it was missing from the first cars manufactured between 1890 and1905. To mark these products, Armand Peugeot, who had founded the companyAutomobiles Peugeot made do with the words 'Automobiles Peugeot' on theradiators. Between 1905 and 1915, the profile of a lion on an arrow was, however,present on the 'Lion Peugeot' cars manufactured by Peugeot Bros.

1910

Following the merger in 1910 of the cycle and automobile activities, the company'Automobiles et Cycles Peugeot' would just put the old PEUGEOT on its cars. Onsome models 'unofficial' lions made their appearance: the Baudichon lion (1923)and the Marx lion (1925), named after their sculptors, are true works of art. One


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had to wait until 1933 for a more realistic lion to adorn the bonnets of modelsmade at the plant.

1948

The heraldic lion made its appearance on the 203. It is rearing up on its hind legs,to adopt the familiar posture of the lion on the coat of arms of Franche-Comt,birthplace of the business.

1965

Having become a holding company under the name Peugeot S.A., the makechanges the logo: just the lion's head is retained on a triangular shield. Three yearslater the lion head is framed in a square, making a brand sign as it is today. The

cars' radiator grills in the meantime continue to sport the heraldic lion.

1976

In 1976 a new structure, the PSA Peugeot-Citroen holding company, bringstogether the two makes, Peugeot and Citroen. The Group then purchased ChryslerCorporation. There were so many happenings to disturb the identity of the Peugeotbrand. To reinforce its image, Peugeot has come back to its heraldic lion, with arefined design: it's the so-called 'Lion fil'. The best ambassador of this new, visual

identity would be the 205, sold successfully since 1983.

1998

The visual identity of Peugeot changes again: the paws, added in the same scale,reinforce the power and balance of this feline; the blue, piercing eye symbolizesthe long-term vision of the make. The lion is now complete and metallized to applyto the brand's values (sure, dynamic, esthetic), and is included in the design of itslatest models.

2002

Now called the 'Blue Brand', the logo changed again to better reflect the Peugeotbrand's ambitions. Still complete and metallized, it has had black added to the blueto show the lion's shadow. Balanced in shape and proportions, the logo and the carBrand are by now indivisible: unity creates strength.


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Design:

The Rolls Royce logo consisting of the two Rs or the double R clearly stands for

the Rolls and Royce, the two founders of this car manufacturing company. There

is nothing special about the design of the logo, but the brand name is so strong, the

logo looks special.

Strategy:

In 1884 Frederick Henry Royce started an electrical and

mechanical business. He made his first car, a "Royce", in his

Manchester factory in 1904. He was introduced to Charles Stewart

Rolls in a Manchester hotel on the May 4 that year, and the pair

agreed a deal where Royce would manufacture cars, to be sold

exclusively by Rolls. A clause was added to the contract,

stipulating the cars would be called "Rolls-Royce".


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CHAPTER 2.6Listing the important

considerations while

arriving at a logo


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CHAPTER 3 : Bibliography


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Bibliography

Books: Wheeler, Alina.Designing Brand Identity 2006 John Wiley & Sons, Inc. (page 4) Meggs, Philip B.(1998).A History of Graphic Design (Third ed.). John Wiley & Sons,

Inc.. p. 58.

Meggs, Philip B.(1998).A History of Graphic Design (Third ed.). John Wiley & Sons,Inc.. pp. 138159.



Meggs, Philip B.(1998).A History of Graphic Design (Third ed.). John Wiley & Sons,Inc.. pp. 159161..


Bierut, Michael (1997). Steven Heller, Marie Finamore. ed. "Historic Preservation inCorporate Identity".Design culture: an anthology of writing from the AIGA journal ofgraphic design: 7779.



Meggs, Philip B.(1998).A History of Graphic Design (Third ed.). John Wiley & Sons,Inc.. p. 369..

Meggs, Philip B.(1998).A History of Graphic Design (Third ed.). John Wiley & Sons,Inc.. p. 375.

Websites:

http://www.dinesh.com/history_of_logos/car_logos_-_design_and_history.html http://car-logos.50webs.com/ford-car-logo.html http://www.rolls-roycemotorcars.com/ http://www.toyota.com/ http://www.astonmartin.com/ www.bmw.com/ www.audiusa.com/

t /
http://en.wikipedia.org/wiki/Philip_B._Meggshttp://en.wikipedia.org/wiki/Philip_B._Meggshttp://en.wikipedia.org/wiki/Philip_B._Meggshttp://en.wikipedia.org/wiki/Philip_B._Meggshttp://en.wikipedia.org/wiki/Philip_B._Meggshttp://en.wikipedia.org/wiki/Philip_B._Meggshttp://en.wikipedia.org/wiki/Philip_B._Meggshttp://en.wikipedia.org/wiki/Philip_B._Meggshttp://en.wikipedia.org/wiki/Philip_B._Meggshttp://en.wikipedia.org/wiki/Philip_B._Meggshttp://en.wikipedia.org/wiki/Philip_B._Meggshttp://en.wikipedia.org/wiki/Philip_B._Meggshttp://en.wikipedia.org/wiki/Philip_B._Meggshttp://en.wikipedia.org/wiki/Philip_B._Meggshttp://en.wikipedia.org/wiki/Philip_B._Meggshttp://en.wikipedia.org/wiki/Philip_B._Meggshttp://en.wikipedia.org/wiki/Philip_B._Meggshttp://en.wikipedia.org/wiki/Philip_B._Meggshttp://en.wikipedia.org/wiki/Philip_B._Meggshttp://en.wikipedia.org/wiki/Philip_B._Meggshttp://www.dinesh.com/history_of_logos/car_logos_-_design_and_history.htmlhttp://www.dinesh.com/history_of_logos/car_logos_-_design_and_history.htmlhttp://car-logos.50webs.com/ford-car-logo.htmlhttp://car-logos.50webs.com/ford-car-logo.htmlhttp://www.rolls-roycemotorcars.com/http://www.rolls-roycemotorcars.com/http://www.toyota.com/http://www.toyota.com/http://www.astonmartin.com/http://www.astonmartin.com/http://www.bmw.com/http://www.bmw.com/http://www.bmw.com/http://www.bmw.com/http://www.audiusa.com/http://www.audiusa.com/http://www.audiusa.com/http://www.audiusa.com/http://www.peugeot.com/http://www.peugeot.com/http://www.peugeot.com/http://www.peugeot.com/http://www.peugeot.com/http://www.audiusa.com/http://www.bmw.com/http://www.astonmartin.com/http://www.toyota.com/http://www.rolls-roycemotorcars.com/http://car-logos.50webs.com/ford-car-logo.htmlhttp://www.dinesh.com/history_of_logos/car_logos_-_design_and_history.htmlhttp://en.wikipedia.org/wiki/Philip_B._Meggshttp://en.wikipedia.org/wiki/Philip_B._Meggshttp://en.wikipedia.org/wiki/Philip_B._Meggshttp://en.wikipedia.org/wiki/Philip_B._Meggshttp://en.wikipedia.org/wiki/Philip_B._Meggshttp://en.wikipedia.org/wiki/Philip_B._Meggshttp://en.wikipedia.org/wiki/Philip_B._Meggshttp://en.wikipedia.org/wiki/Philip_B._Meggshttp://en.wikipedia.org/wiki/Philip_B._Meggshttp://en.wikipedia.org/wiki/Philip_B._Meggs

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