The power of the visual form to attract has been recognised, analysed, disseminated and manipulated by heads of states, religious leaders and capitalists since mankind first picked up coloured stones and strung them around his neck. We identify by form, and we associate that form with an action - whether it be the shape of a knife and cutting, or the Mercedes star emblem and driving excellence. Companies sell their identities as much as their products, and a bad product can pass for something good simply because of the company name stamped on it. And if your product is cheap, then that is what the customer will associate with your company - efficient, reliable and cheap. It could be a major stumbling block when a company wants to expand and move upmarket.
Old opinions die hard.
What looks good on a company logo is usually after a fashion, and if that design embodies a certain decade, for example, then it is destined by the march of time to eventually look dated. For other companies, to have an image that can be dated gives the appearance of something that is backward looking, sluggish, and probably not very good. For companies in the Gulf, the question of corporate identity is a relatively new beast to tame, and one which has a steep learning curve if companies are to compete effectively with each other, and in the international sphere. Much has to do with the fundamental changes experienced by some GCC states in the relatively recent past. New companies then simply slapped their corporate names on letterheads and on the side of a truck.