Corporate identity is really not taken seriously in India. The first step toward establishing one is probably the creation of a logo, writes Ramesh Narayan.

MOST COMPANIES don’t pay too much attention to the creation of a logo. They do not bother giving a proper well-thought-out brief that has the ratification of all those who matter. When they are presented something, they  fiddle about “fine-tuning” it to suit the personal tastes of the deciding person. Yet, the tide seems to swinging towards looking at corporate identity in a more structured way. The trend towards a new logo indicating a new way of thinking within the organization is a welcome first step in this direction.

ONGC launched their new logo with a large advertisement with the headline “Today, a new logo. Tomorrow, a renewed ONGC.”

The 49 year old organization has evolved from a “directorate” to a “commission” to a “corporation”. The advertisement says the logo is inspired by the courage to explore, the knowledge to exceed and the technology to excel. Well, if you expect to see this brief being translated visibly into a logo, you will get the disappointment you deserve.

Sure, you will see the usage of the colours of the earth and the sun that the brief says have been used. You will read the line “making tomorrow brighter” and will see a new type face that has been used. It would be too much to even expect to actually see the lofty ideals that ONGC claims have inspired the “new” logo.

Perhaps the most publicized logo and name-block change was that of Britannia. Created by a person of Indian origin, based in Kolkata, the makeover evidently cost the company a bomb. No one grudges the gent the fee he was paid. He did a good job designing the new look. He added the “healthy and smart” element and he obviously did a fantastic job selling it to the management.

AIMA: The All India Management Association unveiled their new logo recently. A dynamic looking “AIMA”, in a contemporary typeface set against a blue rectangular patch made it very clear and easy to read. In the letter I received, on a standard small letterhead, signed by the President I noticed something underlined below the “AIMA”in the logo. Squinting fiercely, I coaxed my aging eyes to decipher what the words were. I failed.  Maybe I need a new pair of spectacles. Then I looked at the top of the letterhead which had a bigger logo and read the words “Building managerial excellence” in all capitals and condensed to align with the four alphabets on top. The desperate need to enforce this tight squeeze of three fairly large words under four alphabets ensures that the logo cannot be used in a small size. If used, it cannot be read.

Self Regulation: N. Murali’s dignified term as Chairman of the Advertising Standards Council (ASCI) of India will soon end. The annual report of the ASCI indicates that the consumer complaints council of the ASCI decided on a total of 182 complaints. Compliance with the decisions of the council has remained high. Of the 123 complaints upheld, 94 were either withdrawn or modified appropriately. We compliment the 94, and wish we could really publicize the 29 who did not bother to take corrective action. They are not just insulting the consumer but also the principles of self regulation.

These figures are merely indicative. The true picture behind these numbers is that of an industry that has created a self regulatory body on its own volition and has put in place an enduring machinery to accept complaints, deliberate on them and then attempt corrective steps. It must be hailed by all concerned.

Murali makes an important point when he expresses his concern over the fact that over 100 major advertisers are not yet members of the ASCI. They need to be enrolled at the earliest.

Self regulation is a gesture by the advertising industry to remain sensitive to the feelings of the public. However, if it is to be really relevant the public have to be vigilant. Complain to the ASCI if you feel offended or cheated by an advertisement (their email id is asci@vsnl.com ). Visit their website (www.asci.co.in ). Demand to know the names of the 100 advertisers who are not their members. Write to those advertisers urging them to join the ASCI and show that they really care for the feelings of consumers. If you are someone who attend AGM’s of companies who advertise, demand to know if your company is a member is a member of the ASCI, if not strongly suggest they enroll at once. After all the ASCI was set up for you.

Protect your rights. Only you can.

Ramesh Narayan heads Canco Advertising and welcomes comments at canco@mtnl.net.in

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