1.

0 Introduction
Logo design is one of many services that a good graphic designer can provide to a professional company that is looking to make an impression on the marketplace. With the absence of a memorable, eye catching and meaningful logo design, a business - no matter how small or large will fight an uphill battle when it comes to name and brand recognition. With great logo design, a company's name will resonate clearly with all of their customers.

A logo is not a brand, nor is it the identity of a company. Logo design, identity design and branding all have different roles, that together, form a perceived image for a business or product. Brand is The perceived emotional corporate image as a whole.Identity is the visual aspects that form part of the overall brand. While A logo identifies a business in its simplest form via the use of a mark or icon.

With over 40000 companies emerging everyday on an average in switzerland, designing logos and establishing brand image have become very important for the companies. Also existing companies sometimes wish to redecorate their brand image and they also wish to redesign the logos for their companies. As a result lots of companies have emerged to satisfy this customer base. Switzerland being a cosmopolitan country, has people from different origin. Thats why, while designing logos and brands for a company, selecting target customer base is a very important consideration for companies which are responsible for designing brands and logos in switzerland.

1.1 Background
Also known as International Style, the Swiss Style does not simply describe a style of graphic design made in Switzerland. It became famous through the art of very talented Swiss graphic designers, but it emerged in Russia, Germany and Netherlands in the 1920s. This style in art, architecture and culture became an international style after 1950s and it was produced by artists all around the globe. Despite that, people still refer to it as the Swiss Style or the Swiss Legacy. Based on this high value of customer satisfaction companies like logoeuvre, logo-experts and helvetic brands have all emerged to feed the huge corporate customer base in switzerland. A pool of very talented and creative minds are the fuel of this design firms who designs such logos and create brand

image for these companies. As a matter of fact, these companies are also recruting creative minds from different parts of the world. Likewise, Logoeuvre has also got creative designers from Bangladesh as Bangladeshi designers have already earned a good name for themselves by dint of their talent and hardwork. But unfortunately because of the political restlessness and recent incidents, the existing image of bangladesh as a nation is not as high as to gain the trust of the customers abroad. Eventually, designers from our country are working with designing firms in switzerland hence earning remittance for the country. Hence, the purpose of this study is to look into the existing marketing plan of Logoeuvre and also what can possibly be done to ensure higher satisfaction and attract new subscriber base.

1.2 Origin of the Report

The report entitled A STUDY ON THE MARKETING PLAN OF A DESIGN FIRM : LOGOEUVRE has been prepared for Mr. Shakil Huda, Professor, Marketing Theory and Practices (M501) as a partial requirement for completion of the course.

1.3 Justification
In Switzerland today, an increasing number of companies are emerging everyday. These conglomerates ,as a mode of getting fair market share and staying competitive,need quality brand images and also brand logos which will establish them as a unique brand. As a result, creative minds are playing a huge role in this aspect. But because of the multilingusitic as well as multinational, multicultural societal trends in Switzerland, it will be challenging for any designing firms to gain a market share in this market. Logoeuvre has also entered the market having targetted the french linguistic subscriber base. And they have accessed the market quite successfully. But our research will be to study the marketing plan of Logoeuvre to feed the existing customer base and also attracting the huge Swiss-German linguistic customer base which will be more profitable for the company in terms of both earning revenue and gaining market share.

1.4 Objectives

The specific objectives of the study are as follows: To attain Swiss - German market with current goods focusing on cost effective product (service) array. To determine the existing marketing strategy of Logoeuvre. To have an understanding on the spending habits of this segment of consumers To identify the nature of market in Switzerland in case of design firms.

1.5 Scope of the Study

The study will be based on subjective perception of the existing market base in Switzerland. The study is mostly concerned with qualitative analysis of design firms market. The analysis and findings of the study are based on online websites and data available on existing desing firms.

1.6 Limitations
The study does not show all the emerging design firms of Switzerland. Rather it considers the firms which are controlling the prime share of the market i.e. Logo-expert, Helvetic etc. The study does not intend to show the performance of any particular design data or its effect on subscriber base. Rather, it provides the reader with an overall picture of a particular segment of the market and also projects the tentative share of market. The study does not undertake any quantitative or rigorous mathematical analysis of the findings.

LiteratureReview
A logo is a graphic mark or emblem commonly used by commercial enterprises, organizations and even

individuals to aid and promote instant public recognition. Logos are either purely graphic (symbols/icons) or are composed of the name of the organization (a logotype or wordmark). As the industrial revolution converted western societies from agrarian to industrial in the 18th and 19th centuries, photography and lithography contributed to the boom of an advertising industry that integrated typography and imagery together on the page. Simultaneously, typography itself was undergoing a revolution of form and expression that expanded beyond the modest, serif typefaces used in books, to bold, ornamental typefaces used on broadsheet posters. Innovators in the visual arts and lithographic processsuch as French printing firm Rouchon in the 1840s, Joseph Morse of New York in the 1850s, Frederick Walker of England in the 1870s, and Jules Chret of France in the 1870sdeveloped an illustrative style that went beyond tonal, representational art to figurative imagery with sections of bright, flat colors. Playful childrens books, authoritative newspapers, and conversational periodicals developed their own visual and editorial styles for unique, expanding audiences. As printing costs decreased, literacy rates increased, and visual styles changed, the Victorian decorative arts lead to an expansion of typographic styles and methods of representing businesses. The current era of logo design began in the 1870s with the first abstract logo, the Bass red triangle. Today there are many corporations, products, brands, services, agencies and other entities using an ideogram (sign, icon) or an emblem (symbol) or a combination of sign and emblem as a logo. As a result, only a few of the thousands of ideograms people see are recognized without a name. An effective logo may consist of both an ideogram and the company name (logotype) to emphasize the name over the graphic, and employ a unique design via the use of letters, colors, and additional graphic elements. The red cross and red crescent are among the best recognized symbols in the world. On their own, they signify protection of medical personnel in war time, dating back 150 years. They also signify the protection of victims of armed conflict and those who try to help them. National Red Cross and Red Crescent Societies and their Federation as well as the International Committee of the Red Cross include these symbols in their logos. Logo design is an important area of graphic design, and one of the most difficult to perfect. The logo (ideogram), is the image embodying an organization. Because logos are meant to represent companies' brands or corporate identities and foster their immediate customer recognition, it is counterproductive to frequently redesign logos.

Color is considered important to brand recognition, but it should not be an integral component to the logo design, which could conflict with its functionality. Some colors are formed/associated with certain emotions that the designer wants to convey. For instance loud primary colors, such as red, are meant to attract the attention of drivers on highways are appropriate for companies that require such attention. In the United States red, white, and blue are often used in logos for companies that want to project patriotic feelings. Green is often associated with the health and hygiene sector, and light blue or silver is often used to reflect diet foods. For other brands, more subdued tones and lower saturation can communicate reliability, quality, relaxation, or other traits. Choosing the logo's colour, shape and size is an important decision. It represents the company's name for future years. It is a vital and irreplaceable component in the success of a corporation. The logo design profession has substantially increased in numbers over the years since the rise of the Modernist movement in the United States in the 1950s. Three designers are widely considered the pioneers of that movement and of logo and corporate identity design: The first is Chermayeff & Geismar, which is the firm responsible for a large number of iconic logos, such as Chase Bank (1964), Mobil Oil (1965), PBS (1984), NBC (1986), National Geographic (2003) and others. Due to the simplicity and boldness of their designs, many of their earlier logos are still in use today. The firm recently designed logos for the Library of Congress and the fashion brand Armani Exchange. Another pioneer of corporate identity design is Paul Rand, who was one of the originators of the Swiss Style of graphic design. He designed many posters and corporate identities, including the logos for IBM, UPS, and ABC. The third pioneer of corporate identity design is Saul Bass. Bass was responsible for several recognizable logos in North America, including both the Bell Telephone logo (1969) and successor AT&T Corporation globe (1983). Other well-known designs were Continental Airlines (1968), Dixie (1969), and United Way (1972). Later, he would produce logos for a number of Japanese companies as well. In 1898 the French tire manufacturer Michelin introduced the Michelin Man, a cartoon figure presented in many different contexts, such as eating, drinking and playing sports. The MTV logo has been modified to include images within the black areas from time to time. By the early 21st century, large corporations such as MTV, Google, Morton Salt and Saks Fifth Avenue had adopted dynamic logos that change over time from setting to setting. A company that uses logotypes (wordmarks) may desire a logo that matches the firm's Internet Address. For short logotypes consisting of two or three characters, multiple companies are found to employ the

same letters. A "CA" logo, for example, is used by the French Bank Credit Agricole, the Dutch Clothing Retailer C&A and the US Software Corporation CA Technologies, but only one can have the internet domain name CA.com. In today's interface adaptive world, the use of a logo will be formatted and re-formatted from large monitors to small handheld devices. With the constant size change and re-formatting, logo designers are shifting to a more bold and simple approach, with heavy lines and shapes, and solid colors. This reduces the confusion when mingled with other logos in tight spaces and when scaled between mediums. Social networks like Twitter, Facebook, and LinkedIn are examples of companies using such logos.

Data Analysis & Methodology

This data analysis part considers the operating procedure and project completion of one of the leaders in this industry, Logo-expert.

Project Rate Month Logo-Expert Logoeuvre Projection 1 i 4

st

2 5 6

nd

3 7 15

rd

4 3 20

th

5 15 30

th

6 15 40

th

7 15 50

th

8 16 55

th

9 28 60

th

10 28 70

th

11 50 80

th

12 60 80

th

6 mois 12 mois 45 242 115 510

In this case, the project completion rate of Logo-expert has been considered as a mode standard. Considering that, logoeuvre has projected their strategy of penetrating the market. We have observed that, Logo-expert has completed 45 projects within half a year and completing a total of 242 projects in the end of which 45% will be Logo only and the rest will be designing both the Logo and ID. To stay competitive and also gain market share, Logoeuvre has also projected a project completion rate of 115 within half a year and 510 in the year end. As a mode of penetrating the market, the primary stance of marketing of Logoeuvre will be adopting aggressive marketing plan. And obviously the marketing plan will be limited to online marketing strategy only which might see sending direct mails to tentative emerging firms and conglomerates and also associating adwords (clicks) to reach the optimum customer base. Fig: Tentative marketing plan of Logoeuvre

Reference: 1. Meggs, Philip B. (1998). A History of Graphic Design (Third ed.). John Wiley & Sons,. ISBN 978-0-47129198-5. 2. Rawsthorn, Alice (2007-02-11). "The new corporate logo: Dynamic and changeable are all the rage". International Herald Tribune.Retrieved 2008-05-21. 3. A. Ramage, "Golden Sardis," King Croesus' Gold: Excavations at Sardis and the History of Gold Refining, edited by A. Ramage and P. Craddock, Harvard University Press, Cambridge, 2000, p. 18. 4. Wheeler, Alina. Designing Brand Identity 2006 John Wiley & Sons, Inc. (page 4) ISBN 978-0-47174684-3