When the day winds down and the body gets weak, every human craves for one thing, to return home to the comfort of their mattresses. For decades, Mouka Foam has been satisfying this need for soft, homely comfort. This makes it one of the most reliable and recognisable foam brands in Nigeria.
For its brand consistency, we became interested in Mouka to discover its unique features and the market strategies it has employed over the years. From our findings, Mouka Foam is not an ordinary brand and it is one worthy of emulation. Here is a bit of its history.
Mouka’s journey dates back to 1959 when it was founded by the Faiz Moukarim family and was located in Kano State, Nigeria. The company first started out as a factory named Moukarim Metalwood with the focus to manufacture furniture and iron beds. As the company progressed, they ventured into other products like mattress (which it is mostly recognised for), rug, duvet, pillow, etc. To stand out in its industry, the company came with a special recipe, a mind-blowing attention to quality.
In no time the company expanded to Lagos in 1972 with a rebranded name, Mouka Limited and a mission to broaden its horizon. From then on, the company has established production facilities in Benin and Kaduna, from where it distributes to other states in Nigeria.
With little or no competition, Mouka Limited rose to the top in its industry and earned reputation as a leader in the manufacturing of polyurethane-based products in Nigeria. The company has gained more market shares in Nigeria and the ECOWAS sub-region. The brand reaches its customers through its thousands of distributors and sub-distributors all over the country.
Exhibiting its leadership position, in 1992, Mouka Limited spearheaded the end of carbon-flouro-carbon (CFC) materials during production. Also in 1999, it became the first foam company to receive ISO 9001 certification (Laboratory) in Nigeria, thereby setting the pace for other brands.
Mouka Limited has not only built a brand but has carefully selected a team of dedicated individuals to manage the company. Its staff are committed to the brand’s values and vision.
“To be the clear leader in the polyurethane business in Nigeria.”
“To add comfort to life.”
The way an apple never falls far from its tree, is the same way the brand’s services never falls below its values. These values continue to drive it smoothly on the success path.
From the onset, Mouka had established itself as a brand that produces high quality products. History has it that it was the first foam manufacturing company to offer quality warranty on its products. It has also been tested and proven by most of its customers. Through its standard of production, the company continues to gain more trust and recognition in the market.
Mouka Limited has chosen the innovative approach in executing its business. It utilises both recent technology and the will power of its team to ensure the brand’s mission is achieved and customers get the comfort they deserve.
The brand boasts of a rich network of distributors, sub-distributors and Sleep Galleries positioned in different parts of the country. Due to its efficient production facilities in strategic cities, the brand remains a solution provider and supplier in the foam industry.
Written by Jennifer Chioma Amadi
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In a small town in Michigan, two brothers, Tom and James Monaghan, started a small pizza joint in 1960. The Monaghan brothers dedicated their time, putting out the best kinds of pizzas, which in no time spread to more people than they could imagine. Today that little venture has grown to become one of the largest pizza chain in the world.
Asides from the distinctive variety of pizza Domino’s produces, a major ingredient that has brought more fame to the company is its logo. The brand’s logo has travelled far and near, telling the brand story everywhere. It keeps drawing the attention of prospective customers while it serves as a reminder to existing customers. Knowing the recognition Dominos’ logo has globally, it is worth knowing what makes it different.
Domino’s first logo was designed in the 1960’s. The logo was created in a bid to attract customers with its bright colours, white, red, and blue, which had an appealing feel. This logo featured two dominos placed horizontally one above the other. Inscribed on the dominos below was “Domino’s Pizza” while the top one had three dots. The three dots symbolised the three stores the brand had at the time. The initial plan was to add a dot whenever a new outlet was opened. This idea obviously could not work since the company expanded beyond the founders’ imagination.
In 1975, Domino’s made a few changes on its logo. The change was focused on making the colours of the logo more attractive and communicate to different people everywhere they see it. With just a simple flip of the logo, brought more visibility to the company. The two dominos, coloured in red, were kept on one side while the slogan was placed beside them.
The company felt the need for another design in 1996. This time the emblem was rotated on its side, a change was made on the typeface, and the colours were made brighter, and there were also a couple of other subtle modifications.
A rework was done on the logo in 2012. The dominos icon was retained while the slogan was readjusted with the removal of the word, “Pizza”. This new logo indicated the level of growth and influence of the brand. Since the brand had established itself and has become known for its pizza, there was no need including “pizza” in the logo anymore.
The current logo
There were no much changes made in terms of the colour selection from the creation of the logo. However, there has been several adjustments in the shades of the chosen colours, red, white and blue. The idea has always been, to attract more customers through the logo.
The present typeface is a version of the Pluto Sans Heavy type created by Hannes von Dohren while the first logo designed in 1996, used a typeface that resembled Futura Condensed ExtraBold.
Domino’s logo is one of the most effective logos. Before the word pizza was removed from the logo, the logo served two clear purposes, drawing the attention of customers and communicating what the brand does. The company’s name and its logo has become a popular identity in US and all over the world. The Domino’s logo is known for its staying power.
Written by Jennifer Chioma Amadi
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Innovations start with great thinkers and a team of like minds, which takes quite some serious work to assemble, especially in the Niger Delta Region of Port Harcourt. That is the story of Olotu Square, a rare light, beaming and leading a teeming population of young people along the path of technology and innovative solutions to problems.
Olotu Square is one of the foremost innovative hubs in Port Harcourt, established to build capacity in the technology space. The brand grooms young people with various talents and skills and has made remarkable impact in just three years. Olotu Square through its work has been tackling the problem of unemployment by training young people and engaging them with projects from paying clients.
Olotu Square was established in 2016, and the name is derived from two words; Olotu which means “a champion” or “a leader of warriors” and Square which means gathering or together. The brand name Olotu Square meaning “Community of Champions” has so far lived up to its name. In the past few years, Olotu Square has become a community of Startups & Technology Developers driven by a common interest to change the narrative of the Niger Delta and Africa at large.
Olotu Square started out as a software technology company with the mission to develop software for organisations. Bruce Lucas who conceived the vision after attending an economic and youth conference in Malaysia founded the company. Intrigued by his experience in Malaysia, he was moved to implement the same initiative in his own community. After he returned home, Bruce converted his office space into a community for potential developers and aspiring young people striving towards becoming the next Zuckerberg or Elon Musk.
Barely a year after launching Olotu Square in 2016, the company gained support, endorsements and a national recognition the next year 2017. They have moved on to host two Google programs successfully that was sponsored by Google, and other training programs as well. Within that period, the hub also birthed its first Startup Gerocare, an Uber kind of solution but for healthcare delivery.
Olotu Square has grown to become a recognised indigenous hub providing business support, mentorship, incubation, and valuable business network to Startups. They continue to serve as a community for tech enthusiasts and entrepreneurs. The brand keeps championing different notable projects with the vision of creating a better future for the next generation.
To achieve the best Startup and Technology success stories in Africa.
They believe collaboration is the way to build the future.
They believe they can create a future where there is equal opportunity to thrive and ample resources are within the reach of everyone no matter the location.
They dream of a future where innovations reign supreme in every corner of Africa and everyone has access to different levels of support to birth their dreams.
Their work culture revolves around,
- Equality and
Olotu Square is committed to doing more work than talking; they are a brand to watch in the coming years.
Here is a list of what they do;
- Trainings & Fellowships
- Youths, Jobs & Engagements
- Graphics, UI/UX Designs
- Software Development
- Digital Marketing
- Tech Systems Designs/Automation
- IT Infrastucture Management
- Developer/Tech Support
From our research, it is exciting to state with confidence that Olotu Square is looking forward to a great future of achievements and groundbreaking initiatives that will reverse the perception of the public on Nigerian youths in general. They have the capacity and work force to reach unimaginable heights.
Written by Nwaerema Cyprian J
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Unarguably one of the world’s famous logos, the Google logo is one that virtually every internet user interacts with on an almost daily basis. A lot of tweaking had taken place before the present logo in use; the logo has seen both the colours and wordmark evolve through the years for several reasons.
Through various modifications, the Google brand uses its logo as a vehicle to communicate current events and notable dates in history like Olympics, birthdays of iconic personalities, holidays, etc. The admirable manner in which Google has made its name and logo unforgettable will always serve as a learning yardstick for several brands.
The first attempt to create a Google logo was made in 1997 by Sergey Brin. It was designed using the graphics program GIMP. Larry Page took it further in 1998 to design a computerised version of the logo which featured an exclamation mark that looked like that of Yahoo’s logo.
On the 31st of May, 1999, the logo was redesigned from a Baskerville Bold font to a Catull typeface. This particular design became associated with Google since it was used for close to ten years.
After close to a decade, from 1999 to 2009, Google’s logo was revamped. Following a preview done in 2009, the baton of brand identity was passed to a new logo launched in 2010. This new logo and the old logo shared some similarities especially in the typeface used but there was a slight difference in the colours. An orange and yellow colour was used for the letter ‘O’. Also a shadow effect though subtle but noticeable was added to the logo.
In 2010, the logo was redesigned again. This time the shadow effect was reduced and the colour of the second “o” was changed to a yellow hue and a more flattened lettering was used.
October 25, 2013, came with a new look for Google as a flat logo two- dimensional in nature and a colour palette was introduced. This version had no shadow effect but retained a flattened lettering.
The logo was reviewed again on September 1, 2015, during which the typeface, Catull was changed to a new logotype, San-serif typeface called Product Sans. The new logo retained the multi-coloured playfulness and rotated ‘e’. Accompanied with the logo redesign, its icon, its favicon, the old small blue “g” was replaced with a four-coloured ‘G’ set in Product Sans.
One thing that has been consistent about the Google logo is the use of colours. A lot of attention was put in the selection of the Google colours. While the primary colours were used for each letter, the letter ‘L’ was designed with a secondary colour.
The Brazilian designer, Ruth Kedar, who spearheaded the revamping of the logo, indicated that the colours and its pattern shows the exceptionality in the brand and exhibits the brand’s culture.
“There were a lot of different colour iterations”, says Ruth Kedar, “We ended up with the primary colours, but instead of having the pattern go in order, we put a secondary colour on the L, which brought back the idea that Google doesn’t follow the rules.”
The logo uses Product Sans for its typeface. Embedded in this typeface is a feel of history and a sense of currency.
In their words; “In tandem with developing the logotype, we created a custom, geometric sans-serif typeface to complement the logo in product lockups and supporting identity materials. We call it Product Sans. The typeface design takes cue from that same schoolbook letter-printing style, but adopts the neutral consistency we’ve all come to expect from a geometric sans serif. This allows us to maintain an appropriate level of distinction between the Google logotype and the product name. The character set is complete with numerals, punctuation, accent and alternate characters, fractions, symbols, and supports extended Latin, Greek, and Cyrillic”
The Google logo has transcended from a mere design to a strong identity. It serves as the face of the brand since it is easily recognisable. Due to its playful but yet classic look, the Google logo has become a brand in itself that leads people into the company. Therefore selling the brand.
They had this to say about their logo’s impact, “Design was only one part of the effort. The realization of the new identity required the collective work and diligence of hundreds of Googlers, in different roles, spanning the entire organization. They deserve huge credit for building and implementing the system down to the very last pixel.
As we move forward creating new products and experiences, we hope this work will continue to deliver the simplicity and delight you expect from Google—wherever new technology may take us.”
Written by Jennifer Chioma Amadi
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Like the sun, Oando’s logo streams its rays that emits an irresistible energy to all its customers. The blend of oval shapes of different colours and sizes has become its signature identity recognised all over. It is easy to tell that the company doesn’t just focus on distributing their products and services but also aims to create long lasting impressions.
Though Oando is an indigenous Oil and Gas Company based in Nigeria, it started out as a petroleum marketing company in 1956 and operated with the name Esso West Africa Incorporated that is a subsidiary of Exxon Corporated of the USA. Ever since, the company has evolved to become one of the largest energy brand in Africa.
The Oando brand has been through numerous rebranding stages from acquisitions to mergers. It is one brand that has experienced and survived many difficult times. Even though it has made tremendous impact in the Nigerian oil and gas sector, the company still works with a view of emerging as a world class brand.
The prestigious brand is known for its bold spirit towards the quest to succeed, the quality of its leadership and its well dug African root. It has consistently communicated its beliefs and values through every medium it has at its disposal. One of the medium it leverages to pass its brand’s message across is its outstanding logo.
The logo, which resembles the sun, symbolises warmth and the dawning of a new era for the organization. The oval shaped elements in various sizes encapsulates the company’s continuous expansion and growth. The elements also expresses the brand’s basic principles of vision, focus, and unity. The different angles of the oval shapes is an impression of movement–movement forward, movement to the future, and the movement of energy.
The company’s corporate colour palette was carefully and deliberately selected to uphold the image and energy that forms its identity. The brand ensures that the colour range and graphic elements remain consistent for all their official use as this has become their corporate signature. The consistency in the colour system is applied in order to establish a distinctive visual language and expression for the brand.
The wordmark is written in Helvetica. This font was chosen for its clean feel and readability, and its honest, open and approachable appeal. The font aligns with the brand’s simplicity, clarity and boldness. Also Helvetica is a contemporary and timeless character which secures the brand’s relevance.
Written by Jennifer Chioma Amadi
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A brand that has championed the course of online shopping in Nigeria is Konga. With its online and offline retail platforms, Konga has consistently set the standard on which other brands in its industry build on.
Having earned the game changer title in the e-commerce industry in Nigeria, Konga keeps expanding its reach and gaining more traffic. With all its accomplishment, Konga is a brand worth reviewing. Check out Konga in a wrap.
In 2012, a Nigerian entrepreneur and businessman called Sim Shagaya founded what we now know as the largest online mall in Nigeria, Konga. The e-commerce company has its headquarters in Gbagada, Lagos State and offers a third-party online marketplace and first-party direct retail.
The company started out as a Lagos based online retailer with a product range of children items, beauty and personal care products. By the end of 2012 and early 2013, Konga increased its merchandise categories to include home appliances, electronics, health care products, and fashion. Within this period, the company also expanded to other parts of the country.
In 2013, the company shifted its focus from being a purely first-party online retailer by launching Konga Mall, a platform for third-party retailers. This was achieved with a $10 million Series A round investment raised by the company’s investors, Investment AB Kinnevik and Naspers. With the help of the same investors, Konga was able to raise a $25 million Series B round which was considered as the largest single round raised by a single African start-up.
Struck by some strokes of an incontrollable online traffic, the site, Konga.com crashed on November 29, 2013 and operated offline for 45minutes. This was due to its Black Friday promotion which brought about an enormous sale.
Rebranding itself during the launch of the third-party retail platform in 2014, Konga changed the initial ‘Konga Mall’ to ‘Marketplace’. This new platform beat the previous internal target of 1000 merchant by featuring 8000 more. During this season, Konga experienced tremendous growth from millions worth orders. More recognition came in January 2015 as Konga was recorded to be the most visited website in Nigeria. The CEO, Sim Shagaya, also referred to it as a leader in its field.
In June 2015, Konga acquired the assets and mobile money license of Zinternet Nigeria Limited. This acquisition was used to support its premier product, KongaPay, which was a solution for cashless electronic payment. Konga, partnering Nigerian commercial banks, like Ecobank, Access bank, FCMB, Diamond Bank, Zenith Bank, Heritage Bank, UBA, First Bank and GTB, launched KongaPay. Konga, again set the pace for other e-commerce brands with this innovative move as it made payment easily for many customers.
Despite its many wins, Konga tasted some tough times and had to lay off over half of its staff. As a result of this downtime, Konga was acquired by Zinox, a manufacturer and distributor of computers. As a result of the acquisition, Olusiji Ijogun, former UAC Foods and Unilever executive, was appointed as the company’s chairman while Nick Imudia became the CEO after Shola Adekoya resigned.
A merger between Zinox and Konga.com followed on 1 May 2018 but the brand name, Konga was retained. The new company is a combination of an effective online e-commerce and the expansive branch network of Konga.com and emerging retail outfit, Yudala, whose goal is to pioneer omni-channel in Africa. The new Konga was forecasted to become the biggest e-commerce and retail company in Africa.
“To be a powerful force for the Economic Growth of Africa. To connect Africans with each other and the rest of the world through Technology & Commerce. To be a company that employees, customers & society are proud of and depend on.”
“To be the Engine of Commerce & Trade in Africa.”
Konga’s services are influenced by these set of values;
- Honour & Integrity
- Teamwork & Sacrifice
In the quest to reach and satisfy more customers, Konga offers the following services;
Konga Express: A service forced on delivering ordered products to customers within 1-3 days.
Konga Marketplace: This serves as a platform for Nigerian based businesses to showcase their products.
Konga Self-Fulfill Model: This service makes it easy for merchants to have better shipping agreements. With the help of this service, sellers are in control of parcels at every point till the delivery is made to the customer.
It also seems like Konga has ventured into the travel segment with Konga Travel.
It is obvious that one outstanding feature of Konga is its customer centric approach which ensures every customer goes around with a smile afterwards. This has not just built the brand’s customer base but also increased its dominance.
Written by Jennifer Chioma Amadi
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Whenever and wherever e-commerce is the subject of discussion, Amazon is one name that would always be mentioned. Without a doubt, it has become an unbeatable name in America and all over the world.
What started out as an online bookstore has grown to encompass the sale of many other items. Its expansion strategy has set it to become one of the world’s leading e-commerce site. Amazon has become a trusted platform for both buyers and sellers who do not hesitate to express their satisfaction with the services rendered.
This air of satisfaction among their clients is one thing Amazon never waste an opportunity to boast about. The attribute of ingenuity in customer’s satisfaction is proudly expressed on the brand’s logo. The simple, yet sophisticated look of the Amazon’s logo now carries with it the story of growth and success of the brand.
When Jeff Bezos, the founder, established his online bookstore first under the name, “Cadabar” in 1994 and a year later changed to Amazon, the logo did not seem as exciting as it is presently. The initial attempts to brand the company and give it a face was not as remarkable or polished as what we have become accustomed to.
The first logo prototype featured the letter “A” boldly designed as a winding river cutting through its silhouette and superimposed on an aquatic background. Though this logo did not sell the brand completely, still it set the sail for the company.
Subsequently, other variations of the first logo were designed. The other logos were experimented with different colour schemes, icon fills and choices of typography. In 1997, the wordmark had extracted the capital “A” icon. This version of the logo had both upper and lowercase.
Amazon took a new direction in 1998 because of its exponential growth. As part of the revolution, the company had to redefine its identity to differentiate it from other online shopping platforms and make it stand out in its industry. Amazon was one of the first e-commerce sites to incorporate one-click shopping and email order verification. The company’s services provided convenience for shoppers with a comprehensive stock of books.
This successful phase extended the company’s model to include an audio library. With over 125,000 titles searchable by artist, song title and label, the music section would debut on Amazon. Following the expansion, there were a series of iterations on the logo to suit the rapid growth of the company.
The iterations would include a lowercase serif logo paired with a book and globe icon. With the future in view, the company’s ambitions were reflected in its new tagline “Books, Music & More” This logo would remain in place until the company had time to expand on the “More” part of the vision. Due to the diversity of the company, more changes were made; this included a sans serif, all-caps wordmark with a large, golden “O” in the middle. This version lasted for only a few months before being redesigned into the sans-serif, lowercase font.
In 2000, Amazon was gaining more visibility but rather than be complacent, Jeff Bezos constantly sought for ways to improve the company while exploring innovative ideas. The company gradually transited from consumable media into almost every product in the planet. To mark this new feat, Bezos desired a new logo – a timeless one that would bear the company’s message. To achieve this, he implored the help of Turner Duckworth, a creative agency that gave the company’s identity a tremendous facelift.
The current emblem came with new success; with the swooping yellow arrow that points from the “a” to the “z” of the logo, which explained the founder’s original plan for Amazon. The shape of the arrow has a round-edged, organic quality, and the right side bends the bottom stem of the “z” upwards. This symbolises a smile to represent the stellar customer experience the company is known for.
Apart from the smile interpretation of the logo, the arrow from “a” to “z” also means that Amazon sell everything from a to z. That is, almost every product can be found on the Amazon store.
The Amazon element is designed with a custom font, which resembles Officina Sans. This font gives the wordmark “amazon” a bold face. The well-crafted wordmark has become a recognisable identifier related to the brand.
Amazon’s logo with no word said, spreads the message behind the brand. At just a glance, it sends signals to each viewer.
The logo also serves as a reminder to both clients and staff. For clients they are assured of having a stress free customer experience whenever they make purchase on the Amazon site, which eventually leaves a smile of satisfaction on their faces. On the other hand, the staff are reminded that they have to ensure that every service or product meets the customer’s taste and satisfy them.
Amazon remains a leader in its industry, a timeless brand, and continues to evolve. From online retail, with everything from ebook readers, to delivery via drones and terrific automated hub that manages its ever-growing inventory of products. The company has never conformed to the norm and has always tied its progress and innovation to its logo and collective ethos that was inspired by the founder.
“We are culturally pioneers. We like to disrupt even our own business. Other companies have different cultures and sometimes do not like to do that. Our job is to bring those industries along.”
Written by Jennifer Chioma Amadi
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With the fast rise of technologies of all kinds – the simple and the sophisticated – the world’s advancement clings on technological wings. A country’s development is now measured by its level of technological growth and input, while humanity relies on it for easier and better existence. This leaves one with no other choice than to embrace the innovations that come with technology.
An aspect of technology that has gained its way into our lives is software applications that tend to create more ease in operating technological devices. Globally, many new and modified software are being developed every single day to ensure more users leverage technology. Nigeria is not left out of this rave as many organisations and start-ups constantly search for ways to proffer technological solutions.
Since 2009, Cinfores Limited took up the challenge and has so far, made laudable impact in the society. Here is an overview of Cinfores.
Cinfores Limited is a rapidly growing Information and Communication Technology (ICT) company in Port Harcourt, Nigeria. It began its journey with the aim to design software and offer educational solutions and services in the world of technology.
The company was founded by Asawo Ibifuro, Nwogu Ikechi and Saborogha Boneri who got connected during their days at the Rivers State University of Science and Technology and were driven by similar purpose. Together these three like minds have dedicated their time, resources and knowledge to build the iconic company, Cinfores.
For over a decade, Cinfores Limited has been committed to developing relevant solution-oriented software one of which being its flagship e-learning software – BrainFriend. This software, which has become a recognised brand, is considered Nigeria’s first examination preparatory and self-development tool. This educational software is designed to enlighten and guide students preparing for any type of examination in a way reducing failure.
The company has also earned the title, the CEO’s trusted adviser because of the solutions it provides for executives on ICT investments. The products and services offered by the company are geared towards sustainable development with keen attention paid to quality. They deliver services in areas like software development, application maintenance, business process modelling, system computerisation, ICT infrastructure, web hosting, networking and general ICT consultancy.
In the course of time, Cinfores has consciously gained immense experience in many aspects such as campus management and administration; scholarship management and administration; membership management systems, and administration of electronic screening tests etc. It has gradually deepened its root in different sectors in Nigeria, thereby becoming a leading brand in its own sector – ICT.
Cinfores’ vision is “To become Africa’s leading ICT Company for development in Education.”
The brand is on a mission “To improve the quality and management of education at all levels”
Cinfores Limited is defined by the following core values:
I – Integrity
F – Flexibility
E – Excellence
A – Accountability
T – Trust
At Cinfores Limited, they operate with a transparent structure that is constantly enhanced and improved and work with a genuine interest for their clients.
Cinfores’ production strategy revolves around creating valuable products and services that are of high quality and cost-competitive. To increase their relevance, the company’s products are designed with sustainability as the end goal. They work in line with the Sustainable Development Goals (SDG), and strive to develop and maintain innovative technological ideas.
As mentioned earlier, Cinfores is focused on finding solutions to different societal problems. They have employed this strategy in different organisations ranging from educational institutions, to governmental establishments and down to private organisations. Here are some solutions it has provided to tackle loopholes in these areas; Cinfores BrainFriend, Cinfores ecampus, Cinfores esms, Cinfores eskool, Cinfores examiner, and Cinfores erecruitment.
Amongst many impactful projects Cinfores has embarked on, the introduction of BrainFriend in 2016 was an exceptional one. The brand’s fame increased with the release of an enhanced version that featured video & animated lessons, instructional dramas & educational games, over 70,000 questions/answers/explanations in line with the national curriculum and over 59 subjects and lots more.
This innovative input in the educational sector has had tremendous impact in the lives of students and the country at large.
Witten by Jennifer Chioma Amadi
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Symbols have long been a great way for brands to communicate their values and generally express what they do. Some brands have become widely known for their distinctive logos. For Nestle, the peculiar nest and birds’ symbol has formed its identity.
The Nestle logo is one of the few logos that never cease to make a statement about their brand to everyone who encounters it. It is regarded as a ground-breaking logo that has set the pace for other brands since its creation.
Let’s delve into its history to see the logo transformation.
LOGO HISTORY AND EVOLUTION
The premier logo that was used in 1868 was simply the Nestlé’s family coat of arms. The symbol was a bird on a nest, placed inside a shield shape. Based on the type of brand Nestle wanted to build, this logo was not suitable for it. The emblem did not communicate the company’s vision in any way and that led to the need for a better logo.
In 1875, Nestlé’s founder, Henri Nestlé drew inspiration from his family’s coat of arms to create a fresh logo for the brand. This new logo featured three birds in a nest, being fed by their mother. The symbol was a visual connection between the family name, Nestlé, which is interpreted as nest in German and the company’s infant cereal products for nourishment. With this move, Nestlé was rebranded to symbolise a safe nest for nourishment.
1938 came with a new swing of change; Nestle combined the lettering and logo to create a new identity for the brand. This unique mark unified all Nestlé products.
The company’s trademark was modified in 1966 during the celebration of the company’s 100th anniversary.
In 1988 one of the young birds, as well as the worm in their mother’s beak were removed giving the brand a new identity, This was to communicate that the subsidiaries were given homogenized names in combination with “Nestle” which then became a strategic umbrella trademark.
In 1995, the logo was simplified again and the four categories of products, milk product, ice cream, confectionery and baby milk were all given specific Nestle lettering.
The company made some modifications in the logotype in 2015. The logo was made bolder with other slight changes to the sketch. According to the company, the new Nestle symbol was designed to appear better on digital devices like smartphones.
Nestlé’s wordmark is written with sans-serif type with much emphasis on the letter “N”.
Initially brown-and-white were the only colours used to design the original logo but over time, colour schemes like grey-and-white or black-and-white are now being used.
In years to come, consumers all over the world will always remember Nestlé’s emblem with a sense of familiarity and fondness knowing its products never failed to meet their expectation thereby reflecting its brand value, “Good Food, Good Life”. This is the real definition of logo impact.
Written by Jennifer Chioma Amadi
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There is a new rave in the Nigeria footwear industry, and Bata seems to be at the center of it all. For those who probably mistook Bata for either a Yoruba venture or an Igbo business, you might need to sit down for some shocking revelations and hopefully you will get a paradigm shift at the end of this article. Moreover, it is not new to the Nigeria market.
You might probably be amazed that the Canadian multinational footwear and fashion accessory manufacturer and retailer, Bata, has been in the Nigerian scene since 1932. Bata also pioneered projects that developed the Nigerian shoe industry.
On the shores of Zlín Czechoslovakia in August 24, 1894, Thomas Bata established the shoe factory that, within a decade, became a leading shoe manufacturing company in Europe. Bata Shoe Company’s dominance then and now is associated to their smart entrepreneurship, mechanization and competitive pricing.
Following the global economic slump that arose after World War 1 in 1914, the company experienced some challenges due to the instability – currency devaluation and massive unemployment – in the new country. Because of this, there was less purchase of products, which led to a cut back in production. Unshaken by this setback, Thomas Bata came up with a new strategy to tackle this economic crisis by drastically reducing the prices of all the shoes.
As expected consumers responded speedily to the price drop which increased demands for Bata shoes. This saw the closure of many rival shoe manufacturers, in 1923 and 1925, who could no longer meet up the demands that came with the crises. While this was happening, Bata gained more grounds and relevance.
With this successful outcome, the company purchased several hectares to build a factory town, known as “Bataville”. Within the location, the company had grouped tanneries, a brickyard, a chemical factory, a mechanical equipment plant and repair shop, workshops for the production of rubber, a paper pulp and cardboard factory, a fabric factory, a shoe-shine factory, a power plant and farming activities to carter for food and energy needs.
Despite the death of Thomas Bata, the founder, in 1932, the company waxed stronger, increased the quality of shoes and remained a leader in the shoe manufacturing industry. This growth did not end in Czechoslovakia, it also expanded and built factories in other countries – Poland, Latvia, Romania, Switzerland, France, etc.
In 1964, the Bata Company moved their headquarters to Toronto, Ontario, Canada. In 1965, it moved again into an ultra-modern building, the Bata International Centre. The building, located on Wynford Drive, in suburban North York, Ontario, Canada, was designed by architect John B. Parkin.
Nigeria was also in the plan. The company graced the Nigerian soil since 1932, became a major trader and manufacturer in 1964 popularly known as Bata Trading Company and subsequently in 1998 changed to Bata Nigeria PLC. The company spearheaded the development and modernization of shoe manufacturing in Nigeria and maintained tanneries for the processing of leather and allied products such as wet blue. It also instigated the model for local tanneries that were designed in line with the socio-cultural structure of many third world countries and ethnic groups across continents like Africa, Asia and the Middle East.
Unfortunately, due to unfavourable business policies, the company exited the Nigerian market in the 80s. These policies affected the company’s operations and made it less effective. Even after its exit, Bata Shoes Company had left an unbeatable legacy and a gap that no other shoe manufacturer could replace.
However, the company recently announced its comeback to the Nigerian market, with a one million naira launch for a factory complex in Abuja. The company’s Nigerian stakeholders are leading the project that is scheduled to start operations in June. They believe this would tackle problems related to shoe importation in Nigeria.
To grow as a dynamic, innovative and market driven domestic manufacturer and distributor, with footwear as our core business, while maintaining a commitment to the country, culture and environment in which we operate.
To be successful as the most dynamic, flexible and market responsive organization, with footwear as its core business.
Asides giving the shoe manufacturing industry in Nigeria a facelift, Bata looks forward to reducing the unemployment rate in the country by training and employing 128 youths from Nigeria. These set of qualified individuals will be responsible for managing the production in the factory. Based on the quality Bata has been known for, Nigerians can be assured that the brand will continue to deliver exceptional products and in turn give them value for their money.
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Written by Jennifer Chioma Amadi
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