I decided to analyse the Tesco logo this week as i've been looking at inspiration when i've been trying to create my own logo. By analysing an existing brand it allows me to identify areas of weakness and strengths which I can take in to consideration when creating my own logo.
The target audience for Tesco and the logo will be quite wide and varied as you can buy a range of products inside the store. For example you can buy food, magazines, toiletries, drink/alcoholic drinks, clothes, electronic items, stationary and you can even get insurance from Tesco. This makes Tesco appeal to different types of people as most people will go to Tesco to buy food, however there might be families with children who go to school and want to buy stationary. Although the target market will be quite big, I think that Tesco as a company is aimed mainly towards a young families as the prices are quite cheap and when you are just starting a family there are more things to buy as there are more people to feed so this means that the family will need to make their money last longer.
The function of the logo is to promote the company across the world to the different countries. The logo is a way of communicating to your target audience; when some sees the logo they should automatically link it to the company. The logo may be displayed on products or service they sell and will be on flyers; if someone in the public likes what they are advertising and see the logo they might want to visit the store.
The purpose of the logo is to promote all of the company’s services and to attract their target audience as if the logo isn’t appealing to their target audience how are they supposed to persuade the public who are potential customers to shop at their store. The purpose of the Every little helps’ is to show potential customers what Tesco is about and what they stand for from a quick glance. As well as that it’s like they are telling people a line from a review of the store; even though it’s written by Tesco it boosts the image of Tesco and makes it have a positive image.
In this logo they have used four colours, red,blue, white and black, but the main colours are red, white and blue.
There are many connotations of the colour red such as at times it is seen as a danger colour. Although it has connotations of danger, I think that in this situation the colour red is a way of Tesco expressing their love of helping customers and their love of their company. In the company’s values they mention many times how they value their customers; they are always wanting to meet the needs of the customers in any way that they can. Red is a colour of love which suggests to the audience that Tesco love their role in society. Also the colour red could express their passion to the public. Also red is associeted with energy, strength, determination and power; I think that the use of red is a successful technique.
As Tesco is the main feature in the logo, I think that the red highlights the companies name even more and the colour has been said to make people make quick decisions which could suggest that Tesco want the public to make a decision about their brand.
The colour blue has connotations of peace which could suggest to the public that going to Tesco is a peaceful experience and you can walk round the store with ease as it is a calm experience. As well as this blue is seen as a loyal colour which to suggests to me that Tesco want to convey that they will always stick by their customers and won’t let them down when they need them.
The colour white helps to bring all of the colours together; if you put a strong bold colour behind the red and blue it wouldn’twork as well. The white helps to give Tesco a clean and professional image. This important that Tesco is seen as clean as they sell food and if they had a reputation for being dirty, the public wouldn’t want to buy from Tesco. As well as that the white space gives the public space to think and makes the logo look simplistic and makes the logo more memorable as it isn’t complex.
I think that black has been used for Tesco’s slogan/aim as it is an important value to Tesco and they want to put across that they mean what they say; the black looks quite professional and is a common colour for text on a business document which suggest that they are serious about helping their customers. Even though Tesco isn’t a high end supermarket, black can connote eleglance.
The three main colours, red, white and blue could be a way of representing where the company started as Tesco originated in London, Great Britain. Therefore the colours may reflect the Great Britain flag. This could suggest that the owners of Tesco are proud of where they have come from and want to promote themselves but also they want to promote their to the world.
The red and blue are quite bright which will attract the public’s attention if they ever come across the Tesco logo when passing a store, looking on the internet or looking at a leaflet etc. The use of bright colours could suggest that Tesco are proud of their image aren’t afraid to put them self on show.
The font is quite simple which is quite important to the image of Tesco as the logo has to be understood by the public worldwide as they have stores in 14 different countries. Although the font needs to be readable it also needs to create an impact on its audience. I think that text in red could be made bolder and could look more interesting as Tesco’s main target audience is young families.
I think the text in black is quite effective as although some styles of hand writing font can make a company look up market and a high end brand, I think that the font helps to bring the relationship between the customer and the company closer. The hand written font doesn’t make the company look high end which is good as it wouldn’t make the Company look affordable to young families who don’t have much money. The style of font also makes Tesco look approachable as the font isn’t sharp, the smooth flow of the text makes Tesco look friendly towards their customers.
I think that the ‘Every little helps’ should be smaller as although it is important to the image of Tesco; it can distract the audience from the name of the company.
If Tesco used a font that stood out too much it would create an opposite impact to what the company want as if the text is too bold it may scare away their target market as it may look over the top and that Tesco have tried too hard to gain their custom.
The line which is broken up underneath ‘Tesco’ could relate to the beginning of Tesco as Tesco was founded in 1919 by Jack Cohen from a market stall in London’s East End. When you search market stall in to Google images search engine it brings up images of market stalls with roofs that have a vertical stripe pattern on them; the stripes on some of the roofs are white and blue and some are white and red. This suggests that main three colours have come from the owner working on a market stall. The image that the supermarket has worked its way up from being a market stall is a good image for Tesco as it makes them look like they have done hard work to get where they are today; most people in the public don’t like it when people have made success without having to do work. Therefore Tesco will have earned respect from the public already. As well as that people go to market stalls to get cheap food; this suggests to the audience that they are just as cheap as going to a market stall.
The line that is broken up could also look like a stitch you use when hand sewing. This could suggest that Tesco are saying that they are a company that are tailored to the customer’s needs and wants. This makes them look better than their other supermarket competition as they give the customer what they want.
The logo is used on television adverts which are a good way of promoting the company to a mass market. However, if the branding doesn’t look right for the company it can give out mixed messages to the public and can confuse them about what the company sell or provide.
I think that the branding of Tesco is quite good as it is consistent on all products and services they provide which will help the audience relate to the brand and connect their products to brand. Below is the brand I've created for myself to represent me; I feel it does represent me but at the same time it will need some development in the future when time becomes available to me.
