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Advice You - Why Logo Is That Important
Among the first things an entrepreneur would do when he starts his business is to get a logo designed. A well-thought, well-designed logo can speak volumes of your brand and image. Logo design is really that important. Today I got a big surprise at a popular shopping mall located along the E
According to USFDA, a combination product is one composed of any combination of a drug and device; biological product and device; drug and biological product
ast Coast of Singapore).
I have not stepped into that mall for ages, and was duly impressed with the revamp. It certainly looked much younger and more hip. Then, I got into the lift. There was this large poster and I was casually browsing it when I saw their logo.
I felt that the simple "
I have not stepped into that mall for ages, and was duly impressed with the revamp. It certainly looked much younger and more hip. Then, I got into the lift. There was this large poster and I was casually browsing it when I saw their logo.
I felt that the simple "
; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.
Examples of combination products may in
Examples of combination products may in
.P." logo design (with non-descript font arranged in a boring side-by-side format) was completely incompatible with the ‘feel’ of the mall! I guess I was staring at it a tad too long because a pair of young brothers, around 6 - 8 years old, and their parents started to look at it too. Below
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
is the brow-raising conversation that haunted me the rest of that afternoon:
Young Brother: P. P. What is P.P? Sound like going toilet to wee wee (giggle)
Older Brother: No, it means no pthui pthui (spitting).
You could dismiss that conversation as unintelligent bab
Young Brother: P. P. What is P.P? Sound like going toilet to wee wee (giggle)
Older Brother: No, it means no pthui pthui (spitting).
You could dismiss that conversation as unintelligent bab
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
le of two young kids who could not know better. But you would not walk away from the adults’ remarks without learning one or two things about the importance of logo design.
Mum : Just 2 “P” only, so simple. Must be in-house job. Cheapskate. Wonder why they use green and blue? Made pe
Mum : Just 2 “P” only, so simple. Must be in-house job. Cheapskate. Wonder why they use green and blue? Made pe
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
ople think they copy Standard Chartered Bank.
Dad : Oh ya? The car park was in green and blue. I thought it was because of Stan Chart. Mum : There is no Stan Chart here! Here only has HSBC.
This “silly” conversation only confirms one thing: That logo design is not i
Dad : Oh ya? The car park was in green and blue. I thought it was because of Stan Chart. Mum : There is no Stan Chart here! Here only has HSBC.
This “silly” conversation only confirms one thing: That logo design is not i
ucts have become life saving products for the pharmaceutical companies who doesn’t have many innovative molecules in their product pipeline and have been inc
eal. A logo is a visual short cut to the corporate personality and character. If it fails to do that, then it might as well not be there.
I was also reminded of an article I read recently. It said corporate logos have lost their importance as people have absolutely no motiv
I was also reminded of an article I read recently. It said corporate logos have lost their importance as people have absolutely no motiv
easingly used in the product life cycle management. Even the companies having product patents are trying to extend their product life cycle through the combi
ation whatsoever to feel or remember them. A simple name that is easy to recall should suffice. However, this family’s conversation just confirms that people still look at logos, and associate their perception, feeling, understanding, preference and judgment simply by looking at a logo’s des
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
gn and colours. If a logo design is not important, this new school of thought has a lot to explain about the emotional and psychological connection one has with the famous golden arches of McDonalds, the half bitten fruit of Apple, curvy lettering of Coca-Cola or the swirled wing of Nike. Ho
and physically. They need to rightly judge the benefits of the combination products and they have to even look at the risks involved when combining the produ
w many can think of these awesome giants without recalling their widely recognizable, familiar and famous logo design?
Why is a logo design important? Without being over simplistic, a logo can
1. Elicit immediate recognition (especially if the company has a “common” sort of name) 2.
Why is a logo design important? Without being over simplistic, a logo can
1. Elicit immediate recognition (especially if the company has a “common” sort of name) 2.
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
e a visual short-cut to convey the company’s personality, character, attitude, belief, goal
3. Relate to your clients by conveying a feeling of familiarity, credibility and warmth
4. Association with quality and product/service satisfaction
Logo design is a complex job wher
Logo design is a complex job wher
ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.
Following aspects would a
Following aspects would a
e you and your creative expert has to dig deep internally into corporate philosophy, mission, goals, persona, look into product features and benefits and understand employees’ mindset of the company. And externally, you would want to know what your target audience think of your product or yo
dd to the challenges in developing combination products:
Which markets to tap where the combination products can do fairly well?
Which combination prod
Which markets to tap where the combination products can do fairly well?
Which combination prod
r competitors’ product. Their perception is important because it is never easy to shift a mindset. Logo design is an important part of corporate branding. So be prepared to fork out a decent amount of time, money and resources to get a branding expert to help you develop your logo.
However,
However,
cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
if you just want a nice-to-look-at logo with a small budget and not want to risk the designer to coming back with something that is totally different from your preferences, do some homework. You can run through this simple exercise:
Start thinking of your corporate (not personal) persona i
Start thinking of your corporate (not personal) persona i
tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
terms of:
1. Adjectives (Does “macho”, “relaxing” or “fast as lighting” describe your corporation/product?) 2. Colour (Would that strong chilli red echo your masculine personality?) 3. Shapes (Do you see the corporate self being tall or cutesy-rolly-polly?) 4. Style (Are
1. Adjectives (Does “macho”, “relaxing” or “fast as lighting” describe your corporation/product?) 2. Colour (Would that strong chilli red echo your masculine personality?) 3. Shapes (Do you see the corporate self being tall or cutesy-rolly-polly?) 4. Style (Are
t?
As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel
As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel
you a fashion go-getter or a forever green classic?)
Let’s say you are selling sportswear targeted at young guys who dig extreme sports, so, the exercise would be something like this:
1. Adjectives - macho, rugged, tough, dangerous, high risk, extreme fun 2. Colour - strong, br
Let’s say you are selling sportswear targeted at young guys who dig extreme sports, so, the exercise would be something like this:
1. Adjectives - macho, rugged, tough, dangerous, high risk, extreme fun 2. Colour - strong, br
ping new procedures for reviewing their safety, efficacy and quality.
Professional from academic institutions, pharmaceutical industries, health care indust
Professional from academic institutions, pharmaceutical industries, health care indust
ght, loud, shouts out for attention
3. Shapes - precise, strong angular shapes
4. Style - street fashion style, casual wear, everyday wear
How would your logo design look with the above? Already, you will have a fair idea of a “bad” logo and a “good” logo when you see one r
How would your logo design look with the above? Already, you will have a fair idea of a “bad” logo and a “good” logo when you see one r
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
elative to your descriptors above.
Just as I have mentioned in another of my article "Your Ad Agency Really So Lousy?", you got to do your bit by offering an effective agency brief. If you can’t, just try this little exercise. I know it helps because I have used it with many clients who cla
Just as I have mentioned in another of my article "Your Ad Agency Really So Lousy?", you got to do your bit by offering an effective agency brief. If you can’t, just try this little exercise. I know it helps because I have used it with many clients who cla
.
As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de
As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de
m they didn’t know what they want, what the logo should be like and yes, with a small budget. This exercise works. If you want to do up the full work, contact the professionals. Penny wise, pound foolish is certainly not the way to go. That is, even if you are artistically inclined and know
elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.
Companies that provide selfless information through particip
Companies that provide selfless information through particip
how to use a drawing software! There are many more issues to consider. Things like matching CMYK with Pantone colours, applying the logo correctly on hotstamp, reverse and direct, etc; without these technical expertise, you might find yourself with a beautiful logo which cannot be reproduced
tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products
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