Shobha Asar
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- ravi@ravirao.com
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Colour plays a vital role in determining the strength and the vaastu significance of a company’s logo. According to Dr. Rao, food is governed by the planet Venus, where as any business or entrepreneur abilities are ruled by the planet Mars. Coincidentally both these planets are ruled by the colours yellow and red. So if seen from a bird’s eye view, we’ll see that most of the renowned food enterprises, ventures and chains have the colours yellow and red incorporated in their logo. American research states that these two colours are popular with the youth thus proving prominence of these colours in food chain logos. Here we take the example of the world famous food franchisee McDonalds. The logo of McDonalds is entirely yellow on a red base. The famous food chain restaurant was started by the brothers Richard and Maurice McDonald back in the 1940s. With time they have improved their quality of food and their logo. In 1960 McDonalds came up with their flagship symbol and the iconic golden arches were introduced as their new logo. The letter ‘M’ signifies dignity, power, expertise and professionalism. The brothers had fixed arch shaped marks in their then hamburger stall. Decades later these golden arches have been developed into the deciding aspect of the corporate logo of McDonald’s and it has been accepted as an influential role in the branding of the company.
What started of a three seconds sketch is now the face of a multimillion bank. In 1998 Paula Scher had sketched the Citi Bank logo in a client meet. Citi Group changed their name to Citi when they needed a new corporate makeover. And today it proudly stands as one of the most recognised bank logos in the world. The red arch on Citi which encompasses the entire word makes for a beautiful and compact logo which has instant brand recall. The perfect arc over the letter ‘t’ embodies the traveller’s umbrella and the merger of the two companies brilliantly. The red colour in the logo symbolises passion, joy, acceptance and determination of the company, whereas the colour blue stands for excellence, elegance, approachability and dominance. Since its inception in the banking sector, CitiBank has played a vital role in the banking sector and the economy. From sponsoring the first jumbo jet of India to establishing currency administration assistance to banking and organisation and introducing India to the securitisation arrangement, CitiGroup has excelled in almost all their endeavours. According to Dr. Ravi Rao, blue is an appropriate colour for logos as they represent infinity, and more over it is very aesthetically pleasing to the eye. With the use of blue encompasses infinity in every form whether it is in the form of infinite possibilities or the subject of infinite growth. From a commercial angle as well, the use of the colours red and blue is ideal for such a brand and is probably the reason behind its worldwide success.
After Walmart was established in 1962 it did not have a set logo. It was blue in colour with no set font. However, they changed their logo after two years and on the year 1964, they had changed their logo to a bold Frontier font. They further changed the colour to black and separated Wal from Mart with a hyphen. The font had a good holding capacity which helped the company generate a revenue of 12.7 million, which increased to a whopping 78 million dollars in the year 1972. They stuck to the logo for a good two decades, and after 20 years of their black logo, they changed the colour of the logo to brown. The new brown logo with the change of font did wonders to the company’s returns as the company celebrated its first 1 billion dollar sales in the year 1981. They further changed their logo after 11 years, where they made a startling change in the appearance of the logo. They replaced the hyphen with a star which proved to be one of the key points to bring about ground breaking change in the company’s financial holding. With their new star logo, Walmart created a history with a record of celebrating 1 billion sales week, a phenomenon which was a first in the history of retail business. Soon enough in the year 1997, Walmart celebrated its first 100 billion sales year. Yet according to vaastu the possibilities are endless, and the best logo created by Walmart is their present one; the classic blue logo with a spark at the end. After switching to their new blue and yellow colour scheme the company jumped new heights by recording an annual revenue of 400 billion dollars in the year 2009 proving their dominance in the sector for years to come.