Professional LOGO!!

Institute of Company Secretaries of India came out with Draft Guideline Guidelines for Use of Individual Logo by Company Secretaries in Practice.

Para 4 of the Draft Guidelines deals with “The Individual LOGO”. I have some observations here:

1. Entire draft has no consistency about use of “logo” and “LOGO”. I have no understanding about use of capitalized LOGO. Thankfully, term “logo” is defined in Para 2.8.
2. Clause (ii) of Para 4.2 cast duty on member to ensure “logo is professional”. How a logo may be professional. A person like member of the institute may be professional, how a logo may be professional. Whether Draft Guideline suggesting “professionally designed logo” and ruling out “logo designed by amateur designer”? What will be criteria of “professional logo”? Further, Institute want to ensure “good impression”. Oh God! I do not understand why a member will choose a logo to give “wrong impression”? I suggest, this clause (ii) of Para 4.2 may be dropped.
3. Clause (iv) of Para 4.2 suggest use of word “Company Secretaries” below the logo. I think, this requirement may be made optional as size may be too small to accommodate these long words.
4. Clause (vii) of Para 4.2 may be dropped as a music may have different understanding for different person. If this clause in intended to refer to melody or song attached to a music/jingle, this clause may be amended suitably.
5. Clause (xi) of Para 4.2 require “typography should be simple and legible”. This is simply against definition of “logo” given in Para 2.8 given in draft guideline. Logo is a design (which may always not include typography) meant to be seen not to be read unless intended. According to merriam-webster.com dictionary, the term “legible” means capable of being read. This clause may be dropped.
6. Again clause (xii) of Para 4.2 require “logo is legible”. This may be dropped for same reason as I mentioned in point 5 above.
7. Clause (xiii) again missed point with mere use of term “photograph”. A photograph or photo is an image created by light falling on a light-sensitive surface. The clause may be amended to give intended impression. My understanding is, clause may be intend to prohibit use of photograph of a person, buildings, places but may not to prohibit photograph of design of logo itself.

These are my submission on the Draft Guidelines for Use of Individual Logo by Company Secretaries in Practice.

Readers may please assess draft guideline at this link on the site of the institute. Relevant para of the draft guideline is reproduced here for ready reference only:

4. The individual LOGO

4.1 A logo is something very specific that one can see. It’s a mark, something graphic / visual. It is the face of the business. It’s like a small “ad” that can be put at various places to market the business. It can be used on business cards, websites, power point presentations, apparel, letterheads, stickers and more.

4.2 While designing the individual LOGO each member shall ensure the following:

(i) The Logo is not in contravention of the provisions of the Company Secretaries Act, 1980, Trade Marks Act, 1999, Indian Copyright Act, 1957, The Emblems And Names (Prevention Of Improper Use) Act, 1950 and the rules and regulations made thereunder.

(ii) The Logo is professional and gives a good impression about the firm.

(iii) The Logo of the firm is representative of the name of the firm or the services provided by the firm. (iv) The words “Company Secretaries” are written below the Logo.

(v) Use of Tag line is prohibited.

(vi) Logo used in a website or in a powerpoint presentation or in any digital media should not be derogatory to the image of CS profession.

(vii) In case the logo is used in digital media and some music / jingle is attached to it, then the music should be soothing and should establish a connect with the logo.

(viii) The Logo shall be in compliance with the ethical principles enshrined in the Code of Conduct issued by the Institute.

(ix) The Logo shall conform to the highest levels of dignity and ethical behaviour.

(x) The Logo is consistent with the core idea that make up the firm, showing what it stands for, what it believes in and why it exists.

(xi) In case a particular typography is used in creating a Logo design, then such typography should be simple and legible.

(xii) The Logo is legible when used in any media such as newsprint, electronic media and mobile devices.

(xiii) Use of any photograph is prohibited.