Vantage point

Wednesday, November 15, 2006

Brands and Arrows

Here are two questions I made from a forward sent to me by Malvika. These questions for me represent the ideal Business Quiz questions, those which involve using what you know and applying some lateral thinking. Both have to do with brand logos and arrows. Identify the brands in both cases. Both are very famous brands whose logos you see on a daily basis.

1. There is a concealed symbol in one of the most visible logos in the world - an arrow. It was introduced to denote speed and precision, which are part of the positioning of the company. However, they chose to keep it subtle, a subliminal symbol. The creator of the logo explains why this was done thus: The power of the hidden arrow is simply that it is a "hidden bonus." It is a positive-reverse optical kind of thing: either you see it or you don't. Importantly, not "getting the punch line" by not seeing the arrow, does not reduce the impact of the logo's essential communication. The power of the logo and the marketing supporting the logo is strong enough to convey clearly the brand positioning. On the other hand, if you do see the arrow, or someone points it out to you, you won't forget it. I can't tell you how many people have told me how much fun they have asking others "if they can spot 'something' in the logo.”

2. The arrow in the second logo is very visible. But not many people pay attention to what it conveys. If you think about it, you will realise that the company is trying to say that it can supply everything you want. There is also the hint that it brings a smile to your faces.