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(January 18, 2008)
Krungthep Turakij Bizweek
By Tanapat Kongsrijaroen
Cooperate Brand is communicated through a brand's name, website and packaging. The question is how does a designer create those things and a corresponding logo so that they evoke a brand's characteristics and identify them all as one idea on sight.? 'Midnite Oil' has been doing it successfully for years, in fact earning New York's Spark Award from USA recently.
After working behind the success of several design companies and design branding consultant work both inside and outside of their native Thailand, the principals of Midnite Oil achieved a winning reputation of their own by taking home the Spark Award. Established in 2007 by leading designing organizations Pentagram Design, Frog Design, School of Visual Arts, American Institute of Graphic Arts (AIGA) as well as other institutes the award honor outstanding work in the field.
Midnite Oil is the first Thai company to win an award from this competition earning the "Bronze Spark Award" for their logo design fusing the letter 'm' on an oil drop. The inspiration for the concept of the company's new logo originated from artisans in past centuries working from dusk till dawn by the light of oil lamps and oil drippings strewn on the ground as a result of their creative efforts.
Mongkolsri Janjarasskul, the design director at Midnite Oil and the creator of the new logo, stated that, "Nowadays, more and more companies are paying attention to the significance of their brand image. They tend to start with logo design first as it is the priority media that signifies the characteristic and principle of the company. The wisedom behind an effective logo design is to make it 'visible', even when scaled down to small sizes it should be recognizable. Just a logo on a person's business card should evoke the image of the brand."
Throughout more than 10 years that Janjarasskul created design work for various companies, she never forgot to keep an eye on her own company's logo in order to assure it reflected the right image. Although the decision was difficult as she had put significant effort and creativity into the original logo she realized that the time had come to 'rebrand'.
"We looked back to consider the company's name, which was derived from the phrase 'Burning the midnight oil' or working tirelessly from dusk to dawn. If we had worked during the time when oil lamps were commonly used I bet we would have uncountable oil drops on the floor as we work through the creative process whenever the mood inspires us. Consequently, the oil drop became our new logo with a little orange letter 'm' embossed on it to represent the company's name and to give the logo a less serious look."
She also expressed, her intention to create a logo that carries cheerful and trendy feelings together with a trustworthiness which customers can sense. At the same time, the color orange was selected for the letter as it represents power, speed and enthusiasm for work. She is clearly confident that no matter where her logo is placed, how it is reduced or enlarged, whether it is printed in 3-D, color or black and white, the letter 'm' will always be clearly visible.
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