Logo is considered as one of the most important marketing tools as it is used in different places like promotional tools such as brochures, flyers, advertisements, and other marketing material (Duffy, & Hopper, 2003). A good logo helps in communicating what the company is about and what it can offer to its customers whereas a poor logo confuses people and they are unsure what the company is about and what it could offer to customers (Olins, 2003). The shape, colours and how the name or logo is presented is important as it gives the idea of the presentation of the company and if an organisation have not focused on its logo which is the symbolic representation of the company, then how it could offer quality products to its customers (Pavitt, 2002). This report analyses logo of one of the firms in the fashion industry, Zara. The logo is Zara is confusing as it is not able to represent what the company offers.Zara is one of the leading fashion brands in the international industry offerings variety of clothing and different accessories for people of all ages. The company has its headquarters in Arteixo, Spain and it has been operating since 1975. Zara offers clothing products for men, women as well as kids. There are lots of variety available for each group of people as one can find jackets, sweaters, blazers, shoes, jeans, shirts, t-shirts etc (Tiplady, 2006).Zara has been described as one of the most innovative retailers internationally by Louis Vuitton (CNN, 2001). As it has been claimed that Zara is one of the most innovative retailers therefore the company should have a logo that could differentiate it from the other firms in the industry. The logo of Zara is below:By viewing the above logo, it can be seen that not too much thinking has been done behind designing of Zara logo. The logo of the company is very simple and it is so simple that this logo could be used in any industry and even any organisation, thus it is not able to reflect what Zara is and what Zara offers and why one should go for Zara. Although the logo of Zara can be used in any industry but even then it would not be much useful in terms of promoting the brand and reflecting what the company can offer to its customers.Logo has been used by firms internationally to promote their brand name. Everything about the logo while designing has to be considered; the style of the graphics, the way logo
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