A scented logo: another piece to the brand puzzle
A logo communicates a company’s complete package of values: it’s image. How does an olfactory logo contribute in the presentation of this image? In a person’s mind, a nice smell is associated with the notion itself of ‘nice’, but this truth is still a novel idea today. It is an important implication that other logos do not possess. An olfactory logo can be developed on material supports, or diffused into the environment. It distinguishes itself from traditional methods of communication because it has the benefit of engaging the space in its entirety and of saturating the location in which it is spread. For instance diffusing a scent during a company event can induce pleasurable emotional reactions in the participants. This reaction will punctually reoccur with the discernment of that particular scent on its products and stores.
Case history
GEOX OLFACTIVE LOGO
GEOX SHOP – flagship store Milano Italy
To coincide with Milan fashion week 2010, Geox opened the “Breathing Building” in Milan, its largest and most innovative designer outlet. The shop’s 1,000 squared metres are developed around the basic concepts of Geox patented products – lightness, style and naturalness – combined with those of technology and innovation. The store both serves as a venue and perfect metaphor for the shoes and clothing “that breathe”.
Fragrance: Lively fragrance that expresses natural freshness with its marine notes blended with hints of clean white musk and cedar wood.
MISIS JEWELLERY OLFACTIVE LOGO
MISIS SHOPS – Verona and Vieste – Italy
Misis shops reflects Misis style: enhancement of the beauty and originality of bracelets, necklaces, pins, rings and earrings. Lights/display enrich the sparkling of jewels, an involving fragrance makes the atmosphere pleasant and fascinating.
Fragrance: a feminine involving fragrance, with notes of mimosa blending with the energy of rose and the fleeting peach blossom. it finishes with the warmness of cedar wood and the sensuality of Indian amber.