Everywhere we are surrounded by company logos. Take a look around - everything that is made by mankind is labeled on behalf of the manufacturer in order to advertise this product, to disseminate information about it among as many consumers as possible.
We will devote this article to the question “what is a logo”, what is its role and why it is given so much attention.
Logo concept
So, if we turn to the origin of the term, it becomes clear that in translation from ancient Greek this word means the combination “word and imprint”. Accordingly, logos are used for verbal or graphic designation of any information (in particular, about a product, company or organization).
It is believed that the first brand logos appeared at the beginning of the 20th century. This was due to the increase in production in the United States. Moreover, what is most interesting, the creation of logos carried a purely practical function - they were developed in order not to re-print established graphic characters. Such were, for example, the original inscription, an image with the name of the company, and the like.
Kinds
There are three generally accepted types of logos. They have been around the world for over a century. These are: company logos in the form of graphic signs (a picture denoting an emblem); text logos (presented in the form of inscriptions), as well as a combined version in which a picture and text are mixed.
It is typical for logos that all symbols - both graphic and text - are developed according to a single, well-established pattern, which is repeated every time the logo is required to be reapplied.
The role of the logo
There are several roles that the logo of a particular company performs. Firstly, it is informational - concluded in informing the consumer about who produced this or that product. Or, for example, the logo performs the same function when designating the office of the organization.
Secondly, the logo conveys a certain message from the company to the consumer, which consists, for example, in the mission or designation of the values that the manufacturer adheres to. Thirdly, the logo is designed to create some feedback in the consumer's imagination; association, which is aimed at creating a connection between the product itself and the name of the company that released it. Finally, fourthly, we can say that the corporate logo can also play an aesthetic function to the extent that it will simply have an attractive appearance for the buyer.
Meaning of logos
So, what is a logo and what is its purpose, we figured it out. Of course, there are other functions that trademarks and company logos perform. How they are used by organizations or companies themselves depends on the nature of the product and its mission, values.
It should also be noted that each logo is created in such a way as to match the company that owns it. For this reason, the manufacturer tries to include in the design of his logo elements that characterize his activities or, for example, something related to his products. Thus, the relationship between the product and the company that produces it is maintained.
The most famous logos
Understanding what a logo is is easier if you see clear examples. Since each of us has seen hundreds, if not thousands of logos in our lives, it will not be difficult for you to remember some of them. Take at least the world's largest companies like McDonald's, Coca Cola, Apple… Even now, sitting at a computer, you see at least three or four logos - the manufacturer of your device, the logo of the operating system, as well as the brand name of your favorite search engine or mail service. Perhaps all of them have already become so familiar to us that we don’t even notice most of the presented logos. However, this is their mission - to be remembered for us at the subconscious level, in order to appear in memory in the future. Such a peculiar form of “self-advertising” that our brain creates for itself.
Own logo
At first, when you find out what a logo is, it may seem that it is needed exclusively by some transnational companies and the largest manufacturers around the world. In fact, this is not the case - even a small network grocery stores can (and should) afford to have its own trademark, logo, which will distinguish it from competing outlets.
Firstly, such a move will give more weight in the eyes of the consumer, because a well-designed logo is already a sign of a serious company whose activities have a long-term perspective, since it is developing its own logo. Secondly, if we are talking about stores, having your own logo will make it possible to distinguish outlet from competitors. Thus, if the buyer knows that your products are cheaper, he will look for your trademark, bypassing competitors. Thirdly, having worked on the market for a long time, it will be possible to talk about the recognition of the logo, about the habit that the consumer will develop towards it.
Many people confuse the logo with various signs by which the company or its products can be identified. What is it and why do you need a logo, - important question, which is decided during the period when the company creates its own style and defines the mission.
The logo symbolically or allegorically expresses the essence of the company. This can be done using graphic as well as verbal techniques.
In a few letters (not to be confused with an abbreviation!) The meaning of the name of any organization is encrypted. A drawing or ideogram may also be used. To understand the basis of creating a logo, it is best to refer to examples.
Classification
There are 3 main species that are ubiquitous. All the variety of logos can be classified by image. Each belongs to one of the following sections:
- picture
- text
- picture + text
Organizations, especially trading ones, most often use the latter type. It is the most convenient, because it can combine the emblem and the short name of the company.
Meaning of logos
Having understood what a logo is, it is easier to understand its meaning. It mainly depends on the mission of the company. Trade groups use it as a trade mark that is involved in product promotion. Other enterprises and organizations make a logo that matches the style, tasks, purpose. Most often, a small emblem reflects activities or products.
Why do you need a logo
There are several functions that the logo performs (Table 1). 
Video about creating logos:
Helps you stand out
Like a person, at first any organization is “greeted by clothes”. That is, pay attention to appearance. Memorable logos help you find familiar companies among hundreds of others. A clearly articulated idea of the company, enclosed in a logo, helps to focus attention on it.
Legal guarantee of property
The logo cannot be repeated by two companies that, for example, produce the same product. This is the property of the company, which is protected by law.
If it is used as a trademark, then no one has the right to make the same. Otherwise, a company that violates the rules will be subject to administrative or criminal liability.
Customer confidence
Almost every manufacturer has its own logo. If a company monitors the quality of a product or service, it will acquire a permanent customer. People often distinguish products only by company logos.
unusual
Each company has its own characteristics that it is desirable to transfer into a graphic or verbal form when creating a logo. Any unusual idea, enclosed in a logo, allows you to attract customers and make them stop at this particular product.
Help in promotion
Only a logo that is endowed with the following qualities can help in the promotion of a product or service: originality and literacy in execution. In this case, the buyer will remember the product by the logo.
The most famous logos
One of the most famous logos Apple. Everyone knows the famous apple, but it did not appear immediately. First there was an engraving with Newton under an apple tree. After a while, one bitten fruit remained.
At Samsung, the logo is an ellipse, against which the name is written. Simple but memorable. The same can be said about Pepsi Cola. His blue-red-white logo is known all over the world.
Own logo
But own logo needed not only by global manufacturers, but also by small companies. After all, in fact, their tasks do not differ: to become famous among consumers and to become memorable.
Creation errors
The main mistake when creating a company logo: piling up a large number of details.
The client appreciates the simplicity of presentation, so you need to give up excessive pretentiousness. The eye should calmly perceive what is encoded in the logo. Nothing should annoy: neither the combination of colors, nor the amount of information.
Stages of creation
The logo itself can be very simple, but it takes a lot of time to design and create it. The creative process can be divided into several stages:
Each of these steps is important in its own way. Without preliminary - the creation of the logo will be superficial. The second step is to keep the emblem simple and stylish. The final stage is needed in order to check the effect of the created logo and, in which case, correct it.
After completing the second stage, you need to check the logo for compliance with several categories. If it has the following properties, then the main work is completed:
In order for the work to be done qualitatively, it is necessary to entrust its implementation to trusted companies with a good reputation and guarantees.
To get a high-quality logo, it must meet all the requirements listed above. Therefore, its creation is considered not only a creative process. Ultimately, such a sign should both decorate and maintain the prestige of the company.
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The logo is part of our daily life. They represent a brand and influence our purchasing decisions, whether we realize it or not.
One has only to look around and you can notice a lot of logos around you. They are everywhere!
But what exactly is the purpose of the logo? What is their history? What is included in their development and the correct logo?
What is the purpose of the logo?
The first and most important role a logo plays in the life of your company is identification. They help the consumer recognize, identify and choose your business before any other. In the end, all other logo requirements are just talking about nothing compared to this role.
A bit of history
A logo is an emblem or symbol. It is a visual entity denoting or an individual used for identification and recognition in society.
The logo is an emblem in the form of stylized letters and / or images that contain a certain idea.
Logo - essential element company image. From the point of view of an ordinary consumer, the presence of a logo or trademark of a company with an established status is a guarantee of the good quality of a product or service. Goods without famous logo, is called noname.
Your logo is an extension of your brand and your brand is your story.
The word logo itself comes from two ancient Greek words λόγος - word + τύπος - imprint, and the term "logo" appeared in early XIX century in and denoted the union of two or three characters of a typographic font.
The first officially registered logo was the emblem of Bass beer, once the best-selling beer in the UK. The logo was registered by the owner of Bass & Co, William Bass, on January 1, 1876, with the British Patent Office. Interestingly, the trademark, logo, as well as the beer itself, still exist.
The first logos include one of the most recognizable in the world, the Coca-Cola emblem, which was coined by pharmacist John Stith Pemberton and marketed as a remedy for nervous disorders in 1886. But the name of the new product and the first Coca-Cola logo were invented by Frank Robinson, who worked as an accountant for Pemberton.
Logo development process
A good logo is the cornerstone of your brand. It helps customers understand who you are and what you do.
A logo is a big responsibility on a tiny image!
Designing a good logo often requires the participation of an entire team. Before a logo is designed, there must be a clear definition of the brand's vision and values, as well as an understanding of the consumer or target group.
Although it is worth noting that many of the world famous logos today were invented by the owners of the companies themselves, their assistants, accountants and other people who have absolutely nothing to do with design or art.
Types of logos
- Font style
- Graphic style
- Combination of graphics and font style
Not a single business has become successful thanks to its logo. The purpose of the logo is to increase the recognition of the company. The quality of services and goods is done by you
- First of all, the logo should be easy to remember and recognizable.
- A good logo should evoke a certain association in the consumer with the goods you produce or the services you provide. In other words, a good logo should have a clear meaning lying on the surface.
- Bad logo design can seriously damage the first impression of your business. Don't skimp on good designers. After all, nothing is more expensive than a cheap design.
- The logo should look good on large posters and small business cards. It should be simple. If you make your logo too complex, you will lose a lot of detail when you make it smaller.
- Originality also plays an important role. This will help you stand out from the crowd of competitors.
- And of course your logo must be unique.
Logo components
Most, if not all, logos consist of a combination of the following elements:
Color
Colors are the main communicators of your Logo. They tell your audience about the mindset of your company. The color palette can consist of one or more colors (although we recommend sticking to a two- or three-color combination).
The colors for the logo will later be used in the corporate style.
Typography
The main thing in the logo is simplicity and ease of remembering. Very often, a regular font is taken, slightly changed, and voila, the company has a good, universal logo and high recognition.
Here are some examples of successful text logos: IBM, CNN, Yandex, Google, Facebook, Coca-Cola, Amazon, etc.
The image can vary from a simple arrow to a detailed image of some object.
If you decide to use an image, remember that when you reduce the size of the logo, some details may be lost; try to use something that looks understandable and scalable.
Combined logos are perhaps the most common type. Such logos contain both typography and an image.
This type of logo gives more room for creativity.
Subtitle
Located below the logo, the slogan typically includes a slogan designed to hook your audience or clarify what your company does.
Logos don't have to be accompanied by a slogan, but this is something to consider if, say, your logo image is itself an abstract interpretation of the concept of harmony - while it may convey your values, it doesn't really tell your customers anything about your business.
How to protect the logo
Logos and their designs may be copyrighted through various organizations intellectual property around the world that make design registration application procedures available.
® - the mark of a registered trademark, is a confirmation that this trademark is officially registered as belonging exclusively to this company, and is legally protected by permanent protection for a certain period.
The strongest protection of the logo is provided in the case of its official registration as a trademark, which protects the company from unfair competition and allows you to protect your rights in court.
A trademark may not be used by others without the consent of the owner.
Company logos play an important role in their promotion and development. In the eyes of an attentive consumer form style companies decides a lot, if not all. At different stages of their history, companies use different variations their own, which emphasize its values, loyalty to traditions, community and other qualities.
Often, the emblem only symbolizes a product or quality that is already well known to a wide range of consumers. For example, the golden arch on the McDonald logo instantly brings to mind a delicious big mac and fries. At the sight of the BMW logo, many imagine a prestigious car that indicates the high social status of its owner. Moreover, the logo forms the consumer's opinion about the company and what it produces.
We faced a difficult task - to select Top 25. But we did it! The authors of some logos are unknown, while the names of several designers are associated with other emblems at once. Some companies changed their logos so often that we just couldn't spend time on every variation and decided to focus only on the main ones. The development of company logos is a reflection of the development of world culture and it is interesting to study this process not only from the point of view of design, but also from the point of view of history!
Nike
Year of foundation of the company: 1964
Year of logo creation: 1971
Logo designers: Carolyn Davidson (1971), Nike (1978, 1985, 1995)
Company Founders: Bill Bowerman, Philip Knight
The history of Nike begins with the importer Blue Ribbon Sports, which in 1971 decided to expand its scope and began to produce sports shoes, laying the foundation for the Nike brand we know. The iconic swoosh on the company's logo didn't impress Nike co-founder Philip Knight, who said, "I don't like this emblem, but I'll get used to it."
The author of the logo was an unknown designer Carolyn Davidson, who received only $35 for her work! Davidson's emblem was inspired by the ancient Greek goddess of victory, Nike, and the checkmark symbolizes the movement and speed characteristic of this goddess. In 1978, Nike updated the logo with a bolder typeface and slightly moved the checkmark. No one expected that the “tick” would become one of the most recognizable emblems in the world and become such an autonomous symbol that in 1995 it would even replace the company name from the logo!
Coca Cola
Year of foundation of the company: 1886
Year of creation of the logo: 1886
Logo designer: Frank Mason Robinson (1886), Lippincott & Margulies (1969), Desgrippes Gobe & Associates, Turner Duckworth
Company Founder: John Pemberton
The author of the legendary Coca-Cola logo is Frank Mason Robinson, who, by the way, had nothing to do with graphic design, but was in charge of the company's accounting. The most characteristic feature of the emblem is the Spencerian font, which was widely used in official documents and correspondence at the end of the 19th century. In 1890, the company added visual complexity to the emblem by enlivening the inscription with serifs and swirls that resembled cherries hanging from the capital letters "C". The new design didn't catch on - which was predictable - and today we still associate the company with the old beautiful Robinson emblem. Agree, it is hardly possible to come up with something better!
Ford
Year of foundation of the company: 1903
Year of creation of the logo: 1903
Logo designed by Childe Harold Wills (1909)
Company Founder: Henry Ford
It is noteworthy that Ford Motor became the third automobile company founded by the legendary Henry Ford. The first business went bankrupt, and Ford left the second company (which later became famous as the Cadillac brand). The original Ford Motor logo was an over-detailed circular icon with the company's name and location. In 1927, the redesign of the logo was timed to coincide with the release of the Ford Model A car: now the automaker settled on the familiar blue oval, which can safely be called a synonym for taste and style.
Apple
Year of foundation of the company: 1976
Year of logo creation: 1976
Logo authors: Ronald Wayne (1976), Rob Janoff (1977), Apple (1998-2013)
Company founders: Steve Jobs, Steve Wozniak, Ronald Wayne
The history of Apple's corporate identity begins with an ornate logo designed by one of the company's founders, Ronald Wayne. Wayne's logo was inspired by Newton's discovery of gravity. The logo was adorned with the quote “Newton…A mind that forever sails the uncharted seas of thought…Alone” and the name of the company “Apple Computer Co.” Steve Jobs, however, was not happy with such a complex composition and demanded that the emblem be changed to something “not so pretty.” So in 1977, Rob Janoff came up with a beautiful new design with an image of an apple and the word “Apple”. The new logo was aimed at a younger audience and symbolized the computer's unique ability to display colors. And in order not to confuse an apple with a cherry, it was decided to make it bitten.
In 1984, with the release of the Apple Macintosh, Apple executives decided that the logo had already gained enough notoriety to represent the company alone, without a brand name. This decision turned out to be correct. Since 1984, the company has not changed its legendary symbol, experimenting only with colors and shadows.
Pepsi
Year of foundation of the company: 1893
Year of creation of the logo: 1898
Logo authors: Gould & Associates (1965), Landor Associates (1996), Arnell (2009)
Company Founder: Caleb Bradham
The Pepsi logo, destined to become one of the visual symbols of modern culture, was created by the founder of the company, Caleb Bradham. The concept turned out to be so successful that it was not until 1962 that the logo experienced its first significant change, saying goodbye to the word “cola” in the title. So only the word “Pepsi” remained on the logo on a red-white-blue background (which, by the way, symbolized the Pepsi bottle cap). Between 1971 and 2005, the emblem continued its path of simplification, each time becoming more minimalistic and stylish.
mercedes benz
Year of foundation of the company: 1926
Year of creation of the logo: 1902
Logo authors: Gottlieb Deimler (1909), Henrion Ludlow Schmidt
Company founders: Karl Benz, Gottlieb Deimler
It's hard to believe, but once the DMG (Daimler Motors Corporation) logo, coined in 1902, was not at all like the legendary three-pointed star that each of us recognizes today. Then it was an oval icon with the word Mercedes. Why "Mercedes"? That was the name of the daughter of the founder of the company, Gottlieb Deimler. And only seven years later, in 1909, Daimler registered the three-pointed and four-pointed stars as DMG trademarks. A three-pointed star was chosen as the trademark of the brand, which has become a symbol of the growing era of motor vehicles “on land, water and air”. So since 1910, a three-pointed star flaunted on the radiator of all DMG cars. In 1916, the decision was made to enclose the star in a circle: this is how the well-known Mercedes-Benz logo was born.
It should be noted that from 1916 to 1921, the logo also featured an inner circle with the word Mercedes inside. The laconic silver star we know today, enclosed in a circle, was first introduced in 1921, but soon gave way to an emblem reminiscent of the 1916 design. In 1926, the two auto giants DMG and Benz & Cie merged. This is how the Mercedes-Benz brand was founded, the new corporate image of which was something between the logos of the two companies: the DMG three-pointed star and the Benz laurel wreath. Along the inner edge of the circle were the words Mercedes and Benz. This design decision lasted until 1996, when the company realized that nothing could be better than the minimalistic DMG emblem of the 1921 model. And we completely agree with this!
McDonald's
Year of foundation of the company: 1940
Year of creation of the logo: 1940
Logo designer: Jim Schindler
Company Founders: Richard MacDonald, Maurice MacDonald
At the very beginning of its stellar journey, McDonald was known as McDonald's Famous Barbeque. On the 1940 logo, burger lovers could see the name of the company, in which the word Famous (in translation - “famous”) was underlined twice. In 1948, the firm changed its name to McDonald's Famous Hamburgers, and from 1948 to 1953 Chef Speedy acted as its visual image until it was replaced in 1960 by the famous golden arches that formed the letter "M". The arches were written by Stanley Meston.
But the emblem's adventures didn't end there. In 1968, the company simplified the "M" and made the McDonald's logo black. This composition lasted until 1983, when the company opted for the logo, which today is unmistakably associated with the largest chain of fast food restaurants in the world. On a red background there was a white inscription and golden arches. In 2003, under the letter “M”, the slogan “i’m lovin’ it” appeared, which today can be seen on the packaging of the company’s products. As part of a 2006 redesign, McDonalds decided to simplify the emblem as much as possible, leaving only the gold letter "M".
Levi's
Year of foundation of the company: 1850
Year of creation of the logo: 1890
Logo by Landor Associates (1969)
Company Founder: Levi Strauss
Today, the Levi's logo exists in two versions: a simple white lettering on a red background and an image with two horses. This logo is still used on patches on Levi's jeans as a symbol of their durability. No less famous red emblem was invented only in 1940 in an attempt by the brand to stand out from other manufacturers. In 1969, Levi's introduced its new logo in the shape of bat wings, which was designed by the design bureau Walter Landor & Associates. The fans of the denim brand liked the new icon no less than the two previous ones.
Burger King
Year of foundation of the company: 1954
Year the logo was created: 1954
Logo by: Sterling Brands
Company Founders: James McLamore, David R. Edgerton
As the second fast food chain in the world, Burger King has managed to create a strong visual identity that is second only to McDonald's golden arch. But, to be honest, such an opponent is not ashamed to lose! And it all started with a rather complex emblem, on which the king (the same Burger King!) importantly sat on a burger. Although the character is still used in the brand's advertising, the logo itself underwent a major change in 1969 when the idea of the two halves of a bun was coined. This image turned out to be so successful that it still remains the main element of Burger King's corporate identity. However, in 1998 the emblem was improved: its composition was expanded with a blue circle and became more voluminous.
Year of foundation of the company: 1998
Year of logo creation: 1997
Logo designer: Sergey Brin (1997, 1998), Ruth Kedar (2000, 2010)
Company founders: Larry Page, Sergey Brin
The history of the Google logo begins in 1997, when one of the founders of the company, Sergey Brin, developed its design in the GIMP graphics program. It was a "raw" version of the current Google logo. Further, the logo was changed and an exclamation mark was added to it (in imitation of the Yahoo! emblem). In 2000, designer Ruth Kedar improved the logo by removing the exclamation point. The new emblem served the company until 2010, gaining incredible popularity in 11 years. In 2015, the firm presented its latest on this moment logo.
Warner Bros.
Year of foundation of the company: 1918
Year of creation of the logo: 1923
Logo by Saul Bass (1972)
Company founders: Albert Warner, Harry Warner, Sam Warner, Jack Warner.
Familiar to every cinephile, the shield adorned (in one form or another) the emblem of the Warner Bros. film company. throughout its history. This emblem first appeared in 1923: above the letters WB, which formed the shape of a shield, there was a photograph of a film studio. In 1929, it was decided to abandon photography: now the words Warner Bros. were located above the abbreviation WB. Pictures Inc., and under it - the word Presents. In 1936-37, the film company removed all the words from the image, leaving only the shield. In 1937, the shield became three-dimensional. This logo lasted until 1948, when a real revolution took place in the cinema: the image became colored.
In the period from 1948 to 1967, on a blue shield with a gold border, there was a voluminous golden abbreviation WB. In order to most successfully demonstrate the new color possibilities of cinema, it was decided to expand the shield and add brightness to the shades. In 1967, the logo underwent a radical change: the controlling stake in WB passed to the Seven Arts film company. The famous shield became simpler and more angular, and below it was the name Seven Arts. In this form, the icon existed from 1967 to 1970. In 1970, the Warner Bros. Seven Arts became the property of Kinney. National Company, and now the inscription A Kinney National Company flaunted above the shield. In 1972 Warner Bros. briefly used an emblem very similar to hers old logo sample 1948. In the same year, designer Saul Bass drew a new logo that lasted until 1984. The new emblem was much simpler than the previous variations: this time the letter "W" was stylized in such a way that it began to resemble three intertwined arcuate lines. In 1984, the company returned to the 1948 blue and gold shield, but this time the colors were brighter and the composition more stylish. The film giant did not change this beautiful logo until 2013. Over the past few years, the emblem, while retaining its basic elements, has changed from film to film, becoming a field for experimentation with various color and animation solutions.
IBM
Year of foundation of the company: 1911
Year of creation of the logo: 1886
Logo by: Paul Rand (1956, 1972)
Company Founder: Charles R. Flint
The year of birth of the IBM logo is considered to be 1924, when the Computing-Tabulating-Recording Company changed its name to the more solid and resounding International Business Machines. Logically, the name change was followed by an update of the corporate identity: the ornate, hard-to-read CTR emblem of the 1911 model gave way to a new icon, on which the International Business Machines name was located in the shape of a globe. In 1947, the modernization of the computer giant required another revision of the company's visual style. So the globe was replaced with a minimalist inscription IBM, which remains the same symbol of the company to this day. In 1956, designer Paul Rand made the abbreviation more "weighty", emphasizing the reliability of the company and its high status. In 1972, in response to changes in the company's positioning, Rand introduced a lighter, "striped" logo, which this time symbolized speed and dynamism.
NASA
Year of foundation of the company: 1958
Year of creation of the logo: 1958
Logo by: James Modarelli (1959, 1992), Danne & Blackburn (1974)
Company Founder: US Government
The first NASA logo dates back to 1958, when the US National Aeronautics Advisory Committee was reorganized into NASA. It turns out that NASA has not one, but three emblems: a badge (the so-called “meatball”), a logo (“worm”) and a seal. The seal was approved by President Eisenhower himself, and then President Kennedy made some changes to it.
Microsoft
Year of foundation of the company: 1975
Year of logo creation: 1975
Logo by: Scott Baker (1987)
Company Founders: Bill Gates, Paul Allen
The first Microsoft logo was created in 1975 and was used until 1979. The emblem was developed in accordance with the current design trends of the time. In 1980, the company opted for a simpler and stylish logo: this time the Microsoft inscription was placed in one line. In 1982, the world saw an updated Microsoft logo with a fancy letter "O". The new image was very fond of consumers, and its write-off "in the archive" in 1987 caused a flurry of indignation. The visual story of the brand continued with the laconic “Pac-Man logo” designed by Scott Baker: the slit between the letters “O” and “S” evoked associations with speed and rapid development. The heyday of the computer giant came in the late 90s and early 2000s, and its simple, even inconspicuous logo has become one of the most recognizable design ideas in the world.
Adidas
Year of foundation of the company: 1920
Year of creation of the logo: 1949
Logo designed by Adi Dassler (1949), Kathe and Adi Dassler (1971), Peter Moore (1997)
Company founder: Adi Dassler
The logo of the sports shoe manufacturer Adidas was designed by the founder of the company, Adi Dassler, who had the idea to decorate the shoes he produced with three stripes. The emblem gained instant popularity and did not change for many years (only the shape of the stripes changed slightly). In the 60s, Kathe and Adi Dassler came up with another emblem for clothing in the form of a shamrock. In 1997, the firm introduced a cool new corporate symbol: three slanted stripes arranged in the shape of a mountain, symbolizing the challenges the company faces and the goals it sets for itself.
Starbucks
Year of foundation of the company: 1971
Year of logo creation: 1971
Logo by: Terry Heckler (1971, 1987, 1992), Lippincott and Starbucks International Creative Team (2011)
Company Founders: Jerry Baldwin, Gordon Bowker, Zev Siegl
In 1971, while looking for inspiration for their signature style, the founders of the coffee house came across a 14th-century woodcut of a mermaid (siren) with two tails. This image was destined to become famous all over the world. Based on a rare find, Terry Heckler designed an emblem with a naked siren, whose head was crowned with a fancy crown. It is noteworthy that at that time the company bore the long name of Starbucks Coffee, Tea, and Spices. Subsequently, Heckler improved his creation more than once. The first redesign dates back to 1987, when II Giornale and Starbucks merged into one company. Then, in 1992, Heckler finalized the emblem once more: now the siren smiled shyly, and her crown and tails became less pronounced. The latest changes were made in 2011, when the design team removed the outer circle from the emblem, leaving only the image of a beautiful mermaid, and changed the background color from black to the signature green. Such a bold step was justified by the fact that over the 40 years of the logo’s existence, the siren has become so strongly associated with the coffee brand that even people who prefer tea recognized it.
Volkswagen
Year of foundation of the company: 1937
Year of creation of the logo: 1939
Logo authors: Franz Xavier Reimspiess (1938), Meta Design (2007)
Company founder: German Labor Front
The company Ferdinand Porsche held a competition for the best logo for the new Volkswagen car. The winner of the competition was the designer Franz Reimspiess, who, by the way, improved the engine for the Beetle model in the 30s. The original black and white logo included the VW abbreviation and a swastika, which was a reflection of the Hitler regime then dominant in the country. The second logo no longer contained a swastika and in its shape looked more like a wheel than a fan (as was the case with the previous version). After the Second World War, the automaker passed into the hands of the British, who renamed it the Beetle and redrawn the logo. The VW abbreviation remained, but the circle was not censored due to its association with the Nazi flag. But there were no buyers for the Volkswagen factory, and the company had to be returned to the German government. Over time, the company abandoned the black-and-white color scheme, and the automaker's modern icon is made in friendlier blues and grays.
Visa
Year of foundation of the company: 1970
Year of creation of the logo: 1958
Logo designed by Greg Silveria (2006)
Company Founders: Dee Hawk, Bank of America
The first VISA emblem, which dates from the year the company was founded, featured the word VISA in two lines (the upper letters were in blue and the lower ones in yellow). In 2006, the firm opted for a more visible and recognizable typeface. In 2014, the entire inscription became blue. The new logo is now featured on all marketing and promotional materials for the company.
Shell
Year of foundation of the company: 1907
Year of creation of the logo: 1900
Logo designed by Raymond Loewy (1971)
Company founders: Royal Dutch Petroleum Company, "Shell" Transport & Tranding Company Ltd.
The Shell icon has always been based on a shell, but with each redesign, the emblem has become less and less like its prototype. Back in 1900, the logo featured a simple black and white shell. In 1948, it was decided to paint the image in red and yellow shades. Since then, the icon has hardly changed. For several decades, only the position of the name has changed oil company, but in 1999 it was decided to say goodbye to him as an unnecessary element.
lego
Year of foundation of the company: 1932
Year of creation of the logo: 1934
Logo author: unknown
Company Founder: Ole Kirk Christiansen
The very first logo of the toy company in 1932 can be safely called an example of minimalism: it was a simple LEGO lettering. So the founder of the company, Ole Kirk Christiansen, paid tribute to his hometown of Billund in Denmark. In 1936, LEGO painted its logo in bright colors, making it look like a toy itself. In 1950, the LEGO name was enclosed in a circle, along the outer edge of which was the inscription Billund Danmark. Three years later, in 1953, LEGO introduced a new logo with white letters on a red background. In 1956, the word System was added under the name of the company, and the LEGO inscription itself acquired a black outline to attract attention. In 1973, it was decided to abandon the word System, and the LEGO inscription acquired another, this time yellow, outline. The modern emblem of the Danish toy company has been used since 1998, bringing joy to millions of children around the world.
Hewlett-Packard Company (HP)
Year of foundation of the company: 1939
Year of creation of the logo: 1939
Logo by: Landor Associates (1999), Liquid Agency (2008)
Company Founders: Bill Hewlett, David Packard
Surprisingly, the Hewlett-Packard logo has hardly changed since its introduction in 1939. In 2011, there was talk of making the logo dynamic by drawing diagonal lines across the H and P, but nothing came of it. In 2016, the logo was changed and now consists of four lines that symbolize the letters “HP”.
gap
Year of foundation of the company: 1969
Year of creation of the logo: 1969
Logo by: Laird & Partners (2010)
Company Founders: Donald Fisher, Doris Fisher
From 1969 to 1986, the logo of this popular clothing manufacturer was only the name of the company, without any additional elements. The name was then enclosed in a blue square. The audience liked this simple but self-sufficient composition so much that an attempt to modernize the emblem in 2010 caused a wave of indignation, and the company had no choice but to return to the old version.
Canon
Year of foundation of the company: 1937
Year of creation of the logo: 1934
Logo author: unknown
Founders: Takeshi Mitarai, Goro Yoshido, Saburo Ushida, Takeo Maeda
Few people know that the original logo of the Japanese company Seiki Kogaku Kenyudho depicted the goddess of mercy Kannon, who enjoyed great reverence among Buddhists. In honor of the goddess, the first Kwanon camera was named. After an incredible commercial success in 1935, the company expanded production and decided to update its corporate identity. So in 1956, the well-known red logo was released to all of us.
bmw
Year of foundation of the company: 1916
Year of creation of the logo: 1916
Logo designed by Franz-Josef Popp
Company founder: Franz-Josef Popp
The BMW automobile company (or Bayerische Motoren Werke GmbH) was formed as a result of the merger in 1916 of two aircraft engine factories (Gustav Otto's Flugmaschinenfabrik and Rapp-Motorenwerke). The prototype of the BMW badge we know is the Rapp-Motor, which featured the silhouette of a horse and the Bavaria flag with its recognizable blue and white pattern. So born BMW logo: two white and two blue quadrants enclosed in a black circle. After the end of the First World War, the company switched from serving the military to the production of cars, but its emblem has remained virtually unchanged since 1917. The most notable transformation took place in 2000, when the logo received a three-dimensional effect, which, by the way, suits it very well!
Audi
Year of foundation of the company: 1909
Year of creation of the logo: 1910
Logo authors: Lucian Bernhard, Professor Arno Drescher, Meta Design (2009)
Company founder: August Horch
The first logo of the automaker Audi was an example of art nouveau style and was used from the very beginning of the company until 1932. In 1932, the four intertwining rings that everyone would recognize today appeared when Audi teamed up with DKW, Horch and Wanderer to cut costs in the face of an economic downturn. The rings symbolized the unity of the four companies that were now part of the Auto Union AG concern. In 1965, the group was renamed Audi and was then taken over by the Volkswagen Group. For its 100th anniversary in 2009, Audi redesigned its badge, giving it a more beautiful and sophisticated look.
You can find more examples of beautiful logos.
What will be your brand name?
There is no need to guess, the Logaster online service has a huge database of icons in a variety of styles. Take a look and test several logo options before choosing the best one.
A logo is a graphic representation of a trademark. It is created for easy recognition of the company's brand among consumers.
The logo should be unique and of high quality, to attract the attention of the buyer. The logos were created in order to differentiate the products of manufacturers from the same industry.
The KOLORO company is engaged in the development of one-of-a-kind logos.
There are several types of logos:
- Logo "Letter" - one or more letters are used.
- Logo "Symbol" - is depicted in the form of graphic or alphabetic symbols.
- Logo "Emblem" - a graphic element of the image and text.
- The Logoslovo logo consists of letters only.
- Abstract Sign Logo - creates a visual form of the company concept with the help of a symbol.
The first logo in the world
The first logo in the world was the image of a dog listening to a gramophone. The dog's name was Nipper.
One of the brothers of the Barro family saw how the dog loves to listen to the Edison-Bell phonograph and decided to capture this moment by drawing a picture "Dog listening to the phonograph".
In 1900, Marc Barraud's brother, Francis, took Nipper's drawing to a disc gramophone company. The owners of the company really liked the picture and they decided to release their goods with this image. But the original version of the drawing, which depicted a drum gramophone, was replaced with a disk one. The drawing became the first trademark of companies: HMV music stores, RCA, Victor and HMV records. The company also began to produce records with Nipper's drawing.
The logo currently uses the music channel of the HWV store.
The evolution of the logos of world brands
The logos of world brands did not always look stylish and concise. Some companies, even though they are popular with consumers, have redesigned their logos. Main reasons:
- change in direction of activity;
- following new trends.
Let's look at a few examples of the evolution of company logos.
- Apple Global Corporation
The first logo of the company was an engraving with Isaac Newton under an apple tree, which was wrapped around a large ribbon with the signature "Apple Computer Co" (1976-1977). The designer of this logo was one of the founders of the company, Ronald Wayne. After the departure of Ronald, the logo was changed.
The second Apple logo was designed by Rob Yanov. Nothing remains of the company's old logo, except, perhaps, the idea of a fruit falling on Newton's head. Apple's new brand name is the rainbow bitten apple (1977-1998).
The logo that we see now on Apple products was changed in 2007. The “apple” became metallic with reflections, but the shape remained the same.
- Samsung
Samsung means "three stars" in Korean. The company was established in South Korea. The first three logos used the stars and the Samsung name.
In 1993 the company decided to create a new logo for its 55th anniversary. It exists to this day. It is a blue ellipse in the center of which "SAMSUNG" is written in white stylized letters.
- Twix bars
The first bars were produced in 1967 in Britain. They were called Raider. But a few years later, in 1979, the name was changed. Raider became Twix. After the name change, the products began to be exported to the United States.
The name Twix is made up of two words, "double" and "biscuit". Twix bars are very popular all over the world. In Ireland, they are still sold under the original name Raider.
- Coca Cola
Coca-Cola has the most recognizable corporate identity of the logo, which is over 117 years old. The company was founded in 1886 and the logo in 1893. The company's logo is written in "Spencer" calligraphic font. It was created by Frank Robinson, an accountant and friend of the owner of the company.
In the early 1980s, due to competition from Pepsi products, it was decided to change the company logo to New Coke. Having made this marketing move, the company began to lose sales. Consumers did not like the new name for the drink. After some time, the drink was returned to its former name Coca-Cola, thereby the company improved its sales.
- Pepsi
In 1903, the Pepsi-Cola brand was created. Agree, the first logo of the company is not very pretty. You could say it's a failure.
To prevent this from happening to your brand, you need to contact the KOLORO team of professionals who will help make the logo perfect.
After the Great Depression of the 1930s, Pepsi-Cola was able to prove to The Coca-Cola Company that it could compete with it on the same level.
In 1962, the company changed its logo to a tricolor ball and dropped the Cola prefix. Now it is called only Pepsi. However, the company logo changes very often. What this is connected with is unknown.
- McDonald's
McDonald's was founded in 1940. The first logo of the company - the image of the chef Speedee . The Speedee logo was later redrawn. In the 60s, Jim Spindler changed the company logo to what we know today. And that's the letter M.
Fashion industry logos (famous fashion brands)
Almost every one of us can recognize and name brand monograms. For fashion houses, the logo is very important because most of the fashion houses are named after the founding designers.
- Louis Vuitton
The fashion house was founded in 1854. The corporate logo of the company is the LV monograms. The color of the monograms and the canvas may have changed, but the logo of this brand has not changed to this day, except that it was slightly simplified in the 2000s.
Brand clothes are made from very high quality materials and therefore the products are expensive.
Louis Vuitton brand products are copied the most. But it is very easy to recognize a fake - in the original, the brand logo is always located symmetrically.
- Chanel
The first Chanel logo appeared in 1921. He was depicted on the bottle of Chanel No. 5 perfume. The company logo is a double letter C. It resembles two wedding rings that are not closed together. The letter C is the initials of Coco Chanel.
- Fendi
The Fendi logo was created in 1972 by the company's new designer, Karl Lagerfeld. The brand logo is a large F that is mirrored.
- Versace
The Versace house logo is very extravagant and extraordinary. It was designed in 1978 by Gianni Versace. The logo represents the head of the representative of ancient Greek mythology - Gorgon Medusa. The designer explained why he chose this character: "It is a synthesis of beauty and simplicity that can mesmerize anyone, just like the clothes produced by the brand."
- Givenchy
In 1952 Givenchy brand starts making clothes High Quality, as well as the line jewelry and perfumery. The brand logo is very simple and concise. A quadruple G is placed in a square. It looks like Celtic jewelry.
Car brand logos
Winged cars:
Bentley- British luxury car. The characteristics of the car can be described in just a few words - aristocratic luxury. The logo of the car is the letter "B" enclosed in wings. The emblem indicates the power, speed, elegance of Bentley limousines.
Aston Martin The car logo was created in 1927. These are the eagle wings that frame the Aston Martin lettering. The owners of the company compared their car with an eagle. Because the eagle is a fast, agile and predatory bird.
Chrysler- The first American car logo was a pentagonal star created in 1923. After the company joined the German concern Daimler AG in 1998, the logo was changed to "open wings". They demonstrate the virtuosity and uniqueness of Chrysler vehicles.
Cars with animal logo
Jaguar- whose emblem was originally SS - Swallow Sidecar. From English "swallow" means "swallow". After the Second World War, most Europeans had negative associations with the SS emblem (association with the Nazis), so the company's owners decided to change the name of the brand. The Swallow Sidecar was replaced with a Jaguar. Agree, strength, elegance and grace are very suitable for modern cars brand Jaguar.
Lamborghini- At first, the Italian company was engaged in the production of tractors. Therefore, the bull became the emblem of the company. This animal is very hardy and strong. Now, Lamborghini brand cars are powerful, expensive supercars, and the golden bull emblem suits them very well.
Ferrari- the car logo of this brand is familiar to everyone. Its main attributes are a prancing black stallion on a yellow-golden background with a painted Italian flag at the top of the logo.
Initially, the Ferrari emblem was on the plane of the pilot Francesco Baracca, during the First World War. Enzo Ferrari asked Francesco to give him this logo. The pilot agreed and gave Enzo the right to use the logo.
Best music industry logos
Virgin is a British record label. Created in 1972 by Richard Branson and Simon Draper. The label name is very interesting. Virgin in translation from English means "virgin".
Created the Virgin Records logo (the first company), English illustrator Roger Dean.
A few years later, the Virgin brand became very popular among English performers. After signing Virgin with the punk rock band the Sex Pistols, Branson decided that their company lacked audacity. Therefore, it was decided to change the company logo.
Legend has it that one of the artists drew the new logo we know now on a napkin. Branson really liked it. Richard associated the new logo with his company. “Simplicity, attitude and energy are about us,” said Branson.
Sony Music Entertainment- established in 1988 and owned by Sony. Included in the "Big Four" record companies in the world. Sony Music covers almost the entire show business.
The first logo of the company is multi-colored, small triangles in the middle of which were the letters SMV. The logo of the company changed very often. In 2009, Sony Music decided to make the logo completely different. The new logo looks like this: on a white background, a simple red brush effect and the text "SONY MUSIC" appears in the appropriate Sony font.
AC/DC is a world famous rock band. Most people may not know the band's work, but everyone recognizes the AC / DC logo.
Creative director Bob Defrin helped create the rock band's logo. The font was chosen from the Gutenberg Bible - this is the first ever printed book.
Huerth's intention was to create an emblem in keeping with the biblical imagery of the AC/DC song "Let There Be Rock". Of course, the lightning and blood red coloring suggest less angelic influences.
The Rolling Stones are a famous British rock band. Designer John Pasha helped make the band's logo. For his work he received 50 pounds. The designer was inspired by the expressive lips and tongue of Mick Jagger. It was also inspired by the Hindu goddess Kali.
Queen are a British rock band from the mid-1970s. She captured the hearts of many listeners. The logo was created by lead singer Freddie Mercury. He depicted the letter Q (the name of the group), which is surrounded by the signs of the zodiacs of the musicians of the group.
Logo Design Trends 2017
Design trends change almost every season. This applies not only to clothing, makeup and style, but also to trends in logo graphic design.
Logo Trends 2017
Minimalism
Many companies resort to this style, because minimalism is all about simplicity and conciseness. Minimalism uses very few colors. Everything should be simple and executed in the same style, without unnecessary additions.
For example, the well-known application Instagram used this style.
The company's first logo was a black and white image of a Polaroid OneStep camera. In May 2016, the company decided to rebrand not only the logo, but also change the design of the application. Now it's a camera and a rainbow rendered with a gradient effect.
color gradient
Creating a logo with a gradient of colors is a very good move for many companies, because this trend will be at its peak for a long time to come. A striking example– international payment system mastercard. The company's designers have simplified the design and used the filling of the geometric shapes of the logo.
black and white trend
Black and white design will always be in trend. Conciseness and simplicity of two colors is always a win-win option.
The best example is worldwide famous brand Nike.
Carolyn Davidson helped create the logo for the brand. The logo depicts the abstract wing of the goddess Nike.
Geometric figures
To create a unique but at the same time simple logo, designers use geometric shapes that are very easy to perceive and remember.
Example - logo YouTube - video hosting service. The brand logo is a “bubble” in the middle of which is the “play” icon.
Lettering
Pretty simple style. Letters are selected specifically for a specific name or text and are used only once.
Lettering includes the company logo. Google. The first company logo was created in a graphics editor by co-founder Sergey Brin. The new Google logo style was designed by Ruth Kedar. It was she who came up with the logo design that we know now.
hand drawn
Hand-drawn logos look clear and “folk style”. A lot of worldwide famous companies use this style.
Johnson & Johnson — good example new trend of 2017. The company logo is very simple - it is red text on a white background, handwritten.
Web animated logos
Web animated logos are the trend of 2017. They look very bright, extraordinary. With the help of Gif logos, you can attract the attention of consumers.
Disney has been using this trend for a long time. Back in 1985, Tinker Bell began flying over the Sleeping Beauty Castle.
KOLORO company will develop for you a unique design of your logo, because our experts are always on the topic of new trends in world design.
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