A logo isn’t just an image, but a business story. It is the face, keystone, first impression, and introduction. The most famous logos of the world have it all. But what makes it a smashing hit? Have you ever thought about it?
Trends and markets aren’t constant. They keep changing with time. But certain things like layout, typography, pattern, and color play a key role in defining how people recognize a logo. Do you know how famous brands do it? Knowing how they play the game of logos will help you define your own branding. If done right it even connects you with your prospects.
Here we have created a list for you to jump in and see brands that have raised the bar high with their distinct logo design. Dive in to see why these companies have been unbeaten, and what you can learn from them.
Apple introduced its first logo way back in 1976. Look at its present logo, and you will find it looks nothing like that. The original version had the imagery of Isaac Newton and an apple tree. It was innovative, but the brand quickly found another way to signify apple.
From 1977 to 1998, the company came with a rainbow-colored brandmark. It was, in fact, the depiction of the color display computer the brand launched that time. Later on, the grandiose color scheme got replaced by the shiny chrome. Soon after, a logo with flat color version appeared that’s still present.
The beauty of Apple’s logo lies in its simplicity. But why did it move from rainbow to chrome and then to flat colored logo design?
We all know that the brand is more into making stylish items. They also make sure their products are accessible to even those having no technical knowledge. Earlier chrome and afterward logos with flat color show tidiness and sophistication. A little curve around the apple showcases style. You will find these three characteristics with the Apple brand.
The bitten part as for some people is synonymous with “byte.” While for others it depicts knowledge that the consumers get after using Apple products. Whatever the cause, it’s an exciting way to signify a logo.
What do you learn from it? Apple logo reflects the characteristics of its products— smartness, sleekness, and accessibility. Its simplicity denotes that Apple products are universally recognized.
FedEx launched its brandmark in 1973. It was a plain wordmark in the blue shade against a patterned background that had the same shade. It underwent typeface and color changes over the period. However, the brand introduced its improved version in 1994 that is still in use. The second “E” and “X” accommodated the iconic arrow in white shade.
The design is simple with logotype focused on the company name only. However, it hides a white arrow between E and X that reflects speed, movement with accuracy. These are the core traits of any logistics and delivery business.
The smart use of colors denotes their multiple arms. For example, the purple shade in “Fed” remains constant while the color of the “Ex” changes as per the product. However, the most common color wheel that the logo uses is purple with orange. It is for FedEx Express— a service for bulk packages.
From hidden meaning to color changing, FedEx logo glides in every aspect smoothly.
Google’s original logo made its existence in 1998. It implemented standard fonts in wordmark to showcase the name of the company. Until 2009, the company used the same logo design. Later on, it started altering the colors and letter shading. In 2014, the logo came up with a few letter spacing.
In 2015, the logo came back with a modern version having custom typeface. The colors became more vibrant.
The logo design consists of the brand name in wordmark format. Each letter has a different color that represents Google’s motto. The letter spacing in the wordmark flows without a glitch. It also has negative space usage that gives it a stark contrast against the use of primary colors.
One of the most prominent traits of the Google logo is that it gets innovative looks time to time to mark special events in history.
Nike swoosh is one of the most identifiable logos of all time. Created by Caroline Davis, the swoosh shape has been defining high-quality shoes and apparels for a long time. The brand had included the tick in its logo in 1971.
If you saw Nike’s earlier logo design, you would find a combination of wordmark and swoosh. Later on, the brand got rid of the name, and only swoosh became its brandmark.
It’s one of the brilliant examples of logo design with branding in focus.
In our list, Starbucks is yet another brand that came up with an innovative logo in 2011. The company ditched its wordmark inspired design consisting of Starbucks Coffee. It switched to a complete logomark.
To make its design more aesthetic, the company altered the background just behind the symbol of smiling seamaid. It went from black to green.
Perhaps you don’t know, but it took this company almost twenty years to adopt an easy, straightforward corporate image.
The logos that we discussed earlier belong to businesses that people all around the world appreciate. It’s because of their philosophy, success, brand identity or consumer satisfaction. By observing each logo, we find that it captures the essence of the brand to forge a personality that everybody can connect with.
What do you find common in each of these logos? Brilliant use of colors, well made-out lettering, aesthetic appeal all along with simplicity as its core. Whenever you design a logo, use these traits to tell your consumers everything they want to know about a brand. Not only do they want to know but feel connected with the brand when they look at its logo!
An excellent brochure design or logo isn’t a single sign of success. However, an attractive, thoughtful and innovative design will help you create your brand identity. It will also support you to stand out in the competitive market space.
Anne Carton is a small business consultant, designer and an enthusiast blogger working with Designhill, one of the fastest-growing custom design marketplaces. She has authored several blogs, articles, and editorials on various topics related to custom sweatshirts, interactive content concerning design, social media strategies, growth hack strategies, digital marketing, and e-commerce.