Thursday, 14 February 2013

Ancillary Production - Dark Flame logo (with exciting business theory!)

These are two different concepts for logos which I created for my artist in Photoshop. The logo is to appear on both the digipak and the promotional poster for the album, so it will need to be something that once seen will be remembered. This is important when creating the artists brand, as it will make the promotional material more effective at moving potential consumers along the AIDA (Awareness, Interest, Desire, Action) scale.

By my logic, having a strong brand (specifically in terms of the logo) will encourage the move from the "awareness", "interest" and "desire" phases to the final "action" phase.

The promotional materials such as the poster will probably be enough to move along the first three phases. People will see the poster up in record shops, the television ad on the music channel etc. with its dark, "cool" imagery and it's obvious rock conventions, making them aware of its existence. If this is their kind of thing, it will develop their interest, and create a desire to purchase the product. Then, if my theory is accurate (and I'm fairly confident in it), the logo will play its magic. People will see the album on the shelf (or digital shelf, if iTunes/Amazon etc. happens to be their kind of thing) and the logo will stick out to them. They'll subconsciously think to themselves "hey, isn't this the logo for that artist I liked the look of on that poster the other day?", and the "this looks really cool" mentality from said other day will come back to them, and they'll pick up the album and buy it.

As I mentioned before, for this to work, the logo must be something that once seen, will be remembered. Because of this, I believe the first of the two logos will be the most effective. This is because it is more unique - with the gloss and satin effects it looks much more interesting than the second. I worry that as the second is just plain text with a bit of red prettiness, it'd be forgotten about fairly quickly.

In addition to this, I showed both logos to my classmates, and there was a strong preference towards the first. This shows that it appeals to members of the general public (potential consumers), which is always a benefit.


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