Every brand needs a stellar logo to enhance its image. Developing the right logo requires a lot of foresight and a thorough understanding of human psychology. It can be difficult to get right the first time, which is why some companies need to test different variations. IBM had to change its design six times over the years before settling on one that works.
Studying the logos of some of the most famous corporations is a good way to get inspiration for your own. Here are some great lessons to pick up from seven of the world’s leading corporations.
With all of this in mind, it’s important to consider a few different options and opportunities when it comes to logo design and branding. For example, there are plenty of tools online to help you design a logo, but you likely won’t end up with the professional look and feel you are looking for. A better option might simply be to go with a logo design company that has a proven history of success, and is well recommended for their branding efforts.
Some of the most immediate benefits of going with this route are:
- Getting immediate access to a wide range of suggested designs from professional logo designers.
- Having a logo design that is based off multiple design concepts, while avoiding simple variations and blatant copies.
- Owning full legal copyright over your complete logo design and brand image.
- Receiving files in relevant formats; suitable for online & print purposes (.ai, pdf, jpg, and png)
Of course this is all part of the logo design process and something that every site owner or brand will have to go through. To help with this design process and to also give you a few ideas on how other brands have been able to create a trustworthy brand identity, let’s take a look at some of the top logo designs in the world today.
IBM shows that a simple blue logo has many benefits
IBM registered its first logo in 1884. It was a picture of a globe with the company’s acronym attached to it. This logo wasn’t very popular and the company revised it five more times over the next 90 years before settling on the one that it uses today.
The modern IBM logo is a simple font in bold blue letters. The only thing that distinguishes it from other acronym logos is that it is broken up into 13 horizontal bars.
This iconic logo has stood the test of time, because it is a simple design with bold, blue letters. To the casual observer, it is difficult understand why this logo works such wonders over the human psyche. After conducting a little more analysis, it becomes a lot clearer. Here are the core benefits of the IBM logo:
- The simplicity of the logo signifies trust and transparency. Too many customers are used to getting cheated with unscrupulous companies that try to confuse them with doublespeak.
- Blue is both a symbol of dominance and trust. The dual message behind the color of the logo suggests that Big Blue has captivated the market by being honest and straightforward.
Companies that use simple, blue logos are especially likely to thrive in our current climate, since people are more skeptical of big companies than ever before.
Adidas logo tells customers that it will help them reach their fullest potential
There is one universal truth across all industries – customers have clear goals in mind while purchasing a product or service. They’re always going to want to go with the company that best helps to meet those goals.
Adidas understands this principle very clearly. They even incorporated it into their newest logo.
Compare the newest Adidas logo with its predecessor. You’ll notice that the first logo was composed of three horizontal lines. The only difference with the new logo is that those lines are positioned diagonally instead. Why is this significant?
The newest design is meant to mimic the outline of a mountain. It suggests that people will be able to conquer their biggest challenges when they purchase gear from Adidas.
The message is subtle, but it is also very clearly imprinted in our subconscious. Adidas is telling you that it is the best company to help you reach your goals. Since the company markets to athletes, this message is especially important.
Google shows that a small differentiating element in an otherwise mundane and logo makes a very bold message
Google seems to have one of the most basic logos any designer could have come up with. After all, it is nothing more than the company name written in letters with different colors. There doesn’t seem to be anything special about it. Or is there?
When you really take a look at the Google logo, you will see that it actually has a very strong message that our conscious mind does not immediately pick up on. In order to grasp this, you need to pay a little more attention to the logo colors.
The company logo has six letters. If you glance quickly at the logo, you will see that every letter seems to be written in a primary color: blue, red and yellow.
Now look a little closer. You will realize that the “L” Is green. It is the only letter in the logo that does not have a primary color.
This logo is making a very clear message. It is telling the observer that Google does things differently.
The genius of the Google logo is it simplicity. It would not have been able to emphasize its uniqueness by having a much fancier design. Instead, the small difference in color would have been lost in all of the noise.
The lesson companies can learn from the Google logo is clear. It can be a great idea to have a very slight element that stands out in an otherwise very simple logo.
McDonald’s conveys warmth and security
The McDonald’s logo can be traced back to 1962 and is possibly the most famous in history. While the famous Golden Arches are recognizable to billions of people all over the world, the average person hasn’t stopped to think why they have been so successful for branding. Here are several reasons:
- The arches date back to a time when the covered roofs protected customers from the rain while they were placing their orders.
- The logo is bright yellow, which is a symbol of warmth.
- The shape has a Freudian link to feelings of nurturing and sustenance.
The golden arches are very simple at first glance, but they are one of the world’s most successful logos.
Nike uses a simple shape to illustrate movement
Nike is another iconic brand that is complemented by a very simple, yet effective logo. The Nike swoosh is an incredibly basic symbol, but it is still immediately recognized by millions.
Despite its simplicity, the logo clearly conveys movement. This is a testament to the agility of people using their product.
AT&T uses a blue globe to simultaneously show trust and connectedness
AT&T has changed its logo several times in nearly 130 years. They eventually settled on the current logo, because it does such a great job communicating a message of connectedness and trust. It achieves this by using a globe with solid blue stripes.
Coca-Cola shows that a company name can (sometimes) be the best logo of all
Coca-Cola is one of the few companies that has not altered its logo meaningfully in over 100 years. The logo is simply the company name. While this may not work for every company, it has been very effective for Coca-Cola. It works, because it is part of a very consistent branding strategy.
What Are the Biggest Takeaways from Major Logos?
You can learn a lot by studying the world’s most famous logos. Here are some of the biggest takeaways:
- A simple design is usually the best
- Identify an emotion that you want your logo to convey
- Know which symbols and colors best complement your message
Put some thought into your logo design. It will play an essential role in your brand positioning strategy.