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A strong logo = an identifiable brand: research shows consumers associate easiest with an abstract shape. It's indefinable yet specific, such as the Nike 'swoosh.'.
Brand Packaging, September, 2004 by van den Berg-Weitzel, Lianne
You've selected the colors, the shape and the materials. The package design is taking shape and perhaps you're even at the point of settling on the words.
But is your packaging communications strategy complete? Some marketers might say "yes," but those who operate the most successful brands know that one critical design component is missing.
The logo. And not just any shape or design will do. A great logo says it all about a brand. And new research from Claessens Product Consultants (CPC), The Netherlands, in collaboration with line University of Amsterdam, shows a strong correlation between an effective logo and consumers ability to recognize and associate a brand with it.
An effective logo must be recognized when standing alone. It...
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