If you’re Australian, “Rooting” (US) in this context is the slang for “Cheering”. That said, the story began a little over a month ago, I had a poser about the unveiling of the 9mobile logo on my social media accounts that drew numerous views. I promised to follow up with a full article on my professional take on the logo of the latest telco brand in town. However, I’d like you to first enjoy reading the different views I gathered from people about the logo.
– It’s OK.
– Nnaa mehn, I don’t really like this logo, makachineke.
– The Logo looks crisp and fits the breathe of a fresh air happening to the telecom brand currently.
– Green should have been Nigeria green.
– First of all I don’t like the name. For me the logo is rubbish. The logo doesn’t suite a telecommunications company.
– Not really exciting. Doesn’t say or help much. I would say it’s a far cry from the Etisalat logo as we know it. I’m expecting lesser quality of service going forward. I’m sorry but that’s my take anyway.
* Feedback from my colleagues at work
– it’s boring
– it’s okay
– I like it
– it’s okay
– it’s okay
– it’s just there
– I like it
– The white colour doesn’t work for me. They would have to start modifying colours or create a background block when the logo is placed on white surface. The logo also looks too cliché for me.
A big thank you to everyone who spared time to offer their comment. It is an invaluable contribution to the desirable end of improving our “logosphere” business environment, a major to-do for us at Dayo Abiola. And the role of our indigenous “Big Brands” is vital and critical to this improvement in Nigeria and Africa. Unfortunately 9mobile’s dole of its logo falls short in 3 major ways:
1. The logo failed to educate us.
Of course we already know the graphic symbol of the availability or connectivity of Wifi. Why make it part of the graphic elements on the logo. If we still need to be shown this in the 21st century as a way to identify the brand as a telco business, it means by implication we’re illiterate. Ancient Greek philosopher, Aristotle said “…Those that understand, teach”. 9mobile should have used the opportunity of unveiling its logo to show the public, especially SMEs that a good logo is made out of core values or a most vital corporate idea, even if the logo were just a typeface. And not to be conformed or partaking in the common erroneous thinking that a logo is meant to be a forcible design and graphic depiction of what the business does. It’s also a proof of the absence of wits generated creative thought.
2. It failed to improve your visual exposure and awareness.
Do you know that in 1999 when you saw that latest model car, you said wow!
In 2017 the same design manufacturer of that car model has given you another reason to say wow! Such that the 1999 model that once gave you goose pimples now looks like first class crap. What changed? You simply experienced improved visual exposure and awareness. A logo made in 2017 especially, should have given us this experience. Not make us feel like telecoms just landed in Nigeria. SMEs especially need to be awakened to the power behind the creativity and creation of a logo. This 9mobile logo keeps it business as usual. And in many ways than one, it reinforces the unfavorable public impression about logos and its greater purpose. The right thing to do would have been to expose us all to international best practice of logo design.
3. It failed to connect you to global best practice.
Take a look at the logos of global telco giants like Orange, Vodafone, and Tigo, these logos transmit and conjour the arousal of emotion and curiosity being attributes of the visual attention they command. A good logo should do this to your mind. It is in this ability, essentially pyscho-social, a logo gains its universality – the ability to cross boundaries, culture and people with almost similar effect. Remember that the Etisalat logo, the one 9mobile logo has come to replace came from the Middle East. This 9mobile logo taken to say any part of Europe will be an instant disconnect because it sparks no emotion or curiosity to an already enlightened, technologically savvy, creatively impulsive and informed global audience. By implication the 9mobile logo should have been a thorough piece of craftsmanship. Don’t forget that “the world is a global village”. With the capabilities social media offers, every logo can reach Singapore in minutes without the direct input of the brand itself. That’s how we think at Dayo Abiola. Global best practice of logo design ensures that a logo in spite of its origins possesses universal capabilities.
Written by Dayo Abiola – Chief Design Officer of Dayo Abiola – Nigeria’s foremost logo making company.