What’s in a logo?

17 Apr


Slate’s article on the hoohaa over US presidential candidate Mitt Romney’s logo throws up the interesting information that the shape of the Aquafresh logo is called a ‘nurdle’.



What on earth is a nurdle?

The Double-Tongued Dictionary offers us an explanation:


n. a grain, pellet, granule, or other small piece of a material, especially as part of a large quantity (such as foam kernels used as packing material); (in pronunciation-based spellings) a nodule; a quantity of a gel or semi-solid; a thing of unknown name (doodad, thingamajig, etc.). Also nerdle. Subjects: English, Colloquial

Editorial Note: The use of nurdle to describe the amount of toothpaste one should put on a toothbrush was probably popularized as part of an organized campaign by the American Dental Association. A nurdle is also a play in the game of tiddlywinks and a type of batting in cricket. There are also, apparently, at least two ridiculous British games called nurdling, both which can only be explained after beers. “

Which reminded me of the fact that the correct, technical moniker inside Coca-Cola for the round logo is: “roundel”.



The gsk logo is, I believe, known as the “plectrum”, I suppose because it resembles the plectrum usually employed to pluck at guitar strings.


Lest I digress, there is the matter of President Barack Obama’s campaign logo supposedly resembling the Pepsi logo, and the fact that the Pepsi logo changed after the successful presidential campaign. Slate’s article directs you to this delightful little flickr post:

Obama Pepsi logo

Ayn Rand called industrial trademarks the “modern coats of arms”. As the presidential gladiators ride out to battle for the most important kingdom in the world, it is interesting to see what they want you to see when you see their coats of arms.

32 Responses to “What’s in a logo?”

  1. Kalaiarasi-10MBA21 July 4, 2011 at 5:32 PM #

    Obama made the logo resembling the brand PEPSI, after seeing the public response of this logo, PEPSI altered its logo resembling the logo of Obama. Seeing the success of this, Mitt Romney has made a logo resembling the Aquafresh tooth paste which means that he might bring freshness & cleanliness to America.

  2. Saranya-10MBA40 July 4, 2011 at 5:41 PM #

    As Obama wanted to be much more familiar & attached with him he had made a similar logo of PEPSI for the campaign. It created more popularity to the logo and now PEPSI has changed its logo similar to Obama’s logo. Which had an impact on Mitt Romney’s logo. Mitt Romney now has a logo similar to Aquafresh tooth paste logo which will seek him more familiarity among Americans.

  3. jijo john vj (10mba60) July 4, 2011 at 7:35 PM #

    It’s true that a tactical person can explore each and every situation for promotion of his brand

  4. SOORAJ R P(10MBA44) July 6, 2011 at 4:56 PM #

    Logo is the pictorial representation of a product/company. Pepsi is one of the MNC and its logo is familiar to most of the persons in the world. To get that familiarity to Obama also he used the same logo of Pepsi for his campaign. After that campaign that logo got lot of popularity which made the Pepsi company to change there logo similar to the Obama’s logo.

  5. REVANTH KUMAR.N(10MBA39) July 6, 2011 at 5:10 PM #

    Pepsi is the company which is competing with the coca. The logo of obama has the similatiy with the pepsi logo. so the change in the logo of pepsi can be change with obama logo.Obama got lot of popularity because of the pepsi new version. Logo are the simbol of the company.

  6. RAJ KRISHNAN. R (10MBA35) July 6, 2011 at 5:23 PM #

    obama had created a logo which is similar to pepsi because pepsi is one of the famous brand in the world. for making Obama’s logo to make an impact he took the pepsi’s logo and make some changes .as the obama’s logo get familiar in people , the pepsi made changes to their logo .

  7. Diju Chandran July 6, 2011 at 5:29 PM #

    Diju Chandran(10mba13)
    Pepsi is a brand popular among the youth, So opting the similar logo by Obama mite be because he wanted to connect to the younger generation.

  8. sreeraj .p July 6, 2011 at 7:35 PM #

    by using familiar and popular brands suddenly it have the capability to attract n number of peoples.it includes customers,consumers etc. its a crucked way to get the attention of wide popularity.but unfortunately some drawbacks are there by using. some what it is a good process.

  9. vishnukarthick-10mba56 July 6, 2011 at 7:39 PM #

    Obama done like this to get more popularity during his campaign and that logo get more popularity than the previous pepsi logo, so pepsi changed the logo to Obama’s logo.

  10. vishnukarthick-10mba56 July 6, 2011 at 7:43 PM #

    logo is simple word but it has a wider meaning. proved by obama. it may represents brand name, brand loyalty.etc. here oama succeeded by doing this using pepsi logo to demonstrate his campaign

  11. Eldho Varghese July 6, 2011 at 11:11 PM #

    a person like him can explore each and every situation and make it 2 his advantage !! thatz smart promotion !!

  12. VIVEK 10MBA-057 July 7, 2011 at 8:28 AM #

    Obama’s success, in our opinion, was largely the result of a uniform and well-branded political (marketing) campaign.
    The logo system they developed just transcends any material that the McCain-Palin team put out and only adds to Obama’s existing perceptual advantages.

  13. D KRISHNA VIKAS 10mba23 July 7, 2011 at 9:27 AM #

    hey guys, wake up here the two logos r very different… if u want to tell tat these logos r similar then all most all the logo’s r similar in one or the othr way… stop comparing two different logo, only think will this logo be effective for the end user o not.

  14. deepak benny-10mba12 July 7, 2011 at 10:09 AM #

    pepsi changed its logo for getting more famous through obama. the promotion is depending upon the person how he is utilising it.

  15. Nirmal James - 10MBA32 July 7, 2011 at 12:33 PM #

    As the pepsi logo is already familiar to the people Obama used a logo which is similar to the pepsi logo. so that it reached the people very easily. and now Mitt Romney is also doing the same in the case of aquafresh tooth paste logo. maybe the upcoming trend will follow the same.

  16. ANURAJ MENON (10MBA07) July 7, 2011 at 2:27 PM #

    Recognition is what all look for in the market. that’s what even Obama would have done, taking the logo of product which is world famous and give it a slight change and bringing it as close and resembling in the market.

  17. sooraj r (10MBA43 July 7, 2011 at 2:34 PM #

    Obama being a good marketer and he knows how to play and make a space for himself in the market. he modified the brand existing and made that his own without any new logos. it was understandable that Obama’s logo was resembling pepsi logo.

  18. antony 10mba06 July 7, 2011 at 10:49 PM #

    its been a nice change adopted by pepsi suddenly in its logo representing obama’s things….
    a nice marketing move ..

  19. SUSANTH.G (10MBA52) July 10, 2011 at 8:41 PM #

    People always like changes and it is one type of change to taste success.

  20. SUSANTH.G (10mba52) July 10, 2011 at 9:14 PM #

    people always like changes and it is one type of change made by obama to gain success.

  21. K.RAJA July 11, 2011 at 10:28 PM #

    here, the both products & leader’s were world popular brands so they are trying to make their logo’s as similar to reach everywhere….

  22. K.RAJA (10MBA36) July 11, 2011 at 10:31 PM #

    here, the both products & leader’s were world popular brands so they are trying to make their logo’s as similar to reach everywhere….

  23. Ameen Sherief (10MBA03) July 11, 2011 at 10:57 PM #

    Its really fantastic the way he use the Pepsi logo for his successful presidential campaign. It helped him a lot for getting all the support from the Americans.

  24. clement cherian(10mba11) July 11, 2011 at 11:06 PM #

    The pepsi logo created a great impact on life style of americans.As part of the obama’s campaigning ,he is very successful in capturing the minds of the people.Then the pepsi realized to adopt obama’s logo as part of the advertising

  25. anjo j kannikkatt(10mba05) July 11, 2011 at 11:16 PM #

    obama proved new changes and new campanging styles will have great impacts. innovative ideas will always suatained.pepsi and obama had proved it.

  26. srijith (10mba48) July 13, 2011 at 12:07 PM #

    a tactic way of communication which made obama different from others and he understood the way in which he could win.

  27. ELDHO PHILIP PAUL-10MBA17 July 13, 2011 at 3:08 PM #

    obama believed in transition, may be this transition factor inspired pepsi to restructure its logo, and pepsi expects to get hold in minds of people like Obama did.( sometimes brands get inspired from people)

  28. james makkil 10mba19 July 13, 2011 at 7:12 PM #

    In america pepsi is a brand which stays very close to the Americans,
    Obama might have choosen a logo similar to pepsi because to stay closer to people.

  29. shameerroshan 10mba41 July 13, 2011 at 7:18 PM #

    i think this change will give both Obama and pepsi a good publicity among the public. this will not affect both parties in a negative way because of the similarities

  30. alex joseph 10mba02 July 13, 2011 at 7:23 PM #

    i dont think there is any similarity between these two logos…. Obama being an eminent personality has no need to copy a reputed companies logo fir his campainings…

  31. P.A.Raman(10MBA37) July 19, 2011 at 6:55 PM #

    Obama might have thought that he could cash in on the popularity of PEPSI by aping the logo of it. As people identify a company most of the time by its LOGO it also an innovative move by Obama.

    Coming to the NURDLE episode,which has the following meanings like “a grain, pellet, granule, or other small piece of a material, especially as part of a large quantity” The Presedential candidate might have said that he would be one among the Civilians by taking part in their Joy and sorrow and not as a President alone.

    As far as Coke ands GSK is concerned i don find much similarity or resemblence between them.

  32. Arunprasad.N July 31, 2011 at 10:14 PM #

    Logo is the identity of any brand… once obama gets advantage over pepsi’s logo… pepsi jus want to make use of it n made strategic promotion in making popular among the peoples coz logo represents the brand efficiently….

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