Before you start reading this post, let’s play a brand recall game. Are you ready? Can you guess the brand name of “the blue fluttering bird?” How about the two yellow arches any idea? “The half eaten apple”? What about “the red, white and blue swirly circle” or the very popular the “F” symbol? Well, if you’ve guessed a few or all the brands, then that’s great on your part and on the company’s.
A logo is a design or a symbol that is used by companies to represent them in the market. A brand’s logo design is created and developed with the purpose that it will make a long-lasting and an impactful impression on the people and represent the image, values and identity of the company.
It is often referred to as the brand ambassador of the company. And the success of the company’s logo design can be easily gauged if the people can identify the brand by its logo design.
Birth of a Brand’s Logo
What looks like a unique colorful shape to us has a deep meaning and is evolved after a long and a vigorous thought process by the company’s think tanks.
Since it’s the face of the company, it is intelligently designed by the company using and incorporating perfect colors, typeface, shapes and elements that gives the real essence of the brand. Also, with time, the designs of brand logos are modified to reflect their new values and goals.
Let’s look at an example here:
Apple’s Logo Evolution
Established since 1976, Apple’s logo has been evolving with time. The logo has covered a long journey where it started off with a brand promise, faltered somewhere in between but then after years it went back to its foundation brand principles and now has undoubtedly achieved global iconic status.
The half bitten rainbow apple design launched in 1982 represented the hippie culture and also Apple II was the first computer that displayed colors on the screen. Furthermore the bite was derived from the computing term “byte”.
Nonetheless the logo evolved to a more solid and a monochrome color which reflected the comeback of Steve Jobs and signified the brand was stepping in the new modern day era with new goals and innovations.
However, today the logo has mercury like sheen which reflects a style shift in US culture and the advance lifestyle of its people.
Twitter Logo Design in Focus
Twitter, one of the fastest growing social media networking platforms, recently introduced its new logo. Although, it is still the beautiful blue bird Larry but the logo designers of Twitter played around with the bird, re-angled it and made it simpler. This was done to denote the growth, impact and the bright future of Twitter. The bright future is emphasized by the darker shade of the bird.
Choosing the Right Color for a Logo
As each color has a different meaning, it needs to be selected carefully when designing logos.
Here is what some colors denote:
- Blue: Reflects confidence, trust, peace and tranquility
- Red: Represents power, energy and romance
- White: Represents simplicity and hope
Now if you take a look at the Philips logo, you can see how the colors used in the logo reflect the vision of the company “Sense and Simplicity”. The logo is simple and is designed using blue and white.
However, to create these genius logo designs with great artistry, it is always advisable to hire a professional and an experienced logo designer for the job. A professional logo designer can bring your vision and brand personality to life by using his/her creativity, knowledge and expertise. When a great logo is followed by proper brand marketing strategies, it creates an emotional attachment and response from the viewer and this is what keeps customers going back for repeat business that last for years and even generations.
About Reico
Reico is the owner and team member of The Applied VIsual, website design and development company. He is also available on Twitter @AppliedVisual
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JUN
2013