Often people confuse the words ‘logo’ and ‘brand’, and use them interchangeably. For many, the two words are synonymous. That is not so. A company’s brand is comprised of much more than its logo. A brand is a promise. It’s a unique combination of a logo, words, typefaces, colors, slogan, mascot, personality, price, customer service, aesthetics, attitude, voice, and more, all working together to convey the essence of the company or organization. That said, the company logo is a key, integral part of its brand and, often, it is the most easily-identifiable representation of the company’s identity.
It used to be that once a company created its logo, it stuck with that logo for a long, long time…. say 50 or 100 years, if not forever, unless there was a very good reason to change it. That is no longer the case. With the rise of the Internet and improvements in design programs that have made it easier than ever to create digital art, companies are opting to regularly update their corporate logos. But deciding to update a company’s logo – or even create a new logo for a new company – has its challenges. Like art, the appeal of a logo is often in the eyes of the beholder.
The Evolution of Great Logos
It used to be that logos were primarily updated for valid business reasons. Case in point. Bayer was founded in 1863 and did not even have a logo for the first 18 years that the company was in business. Early on, the company manufactured synthetic dyestuffs. In 1881, it finally developed a logo when it became a joint stock company with greater distribution. The first Bayer logo centered around an illustration of a lion and was based off of the coat of arms of Elberfeld, the city where the company was headquartered at the time. Then, in 1895, the Bayer logo became an intricate drawing of a winged lion half-perched on a globe. That logo has no resemblance to the Bayer logo of today. It was only after Bayer’s invention of synthetically-produced aspirin – the drug of the century — into the world market in 1899 that Bayer had to simplify its logo in order to be recognizable globally. In 1904, Bayer introduced the now iconic “Bayer Cross” logo designed by a Bayer employee, Hans Schneider. The logo consisted of the word “Bayer” written horizontally and vertically with an intersection at the Y. Initially, the logo was only imprinted on the aspirin tablets produced by the company. In 1929, that logo began to be used for marketing. Since then, the Bayer logo has gone through three more revisions in 1989, 2002 and 2010. However the icon remains a part of their logo, still a key element of the brand’s image.
Many other companies have also had to change logos as the name, focus or direction of the company changed. AT&T, which was originally Bell Telephone Company, changed its logo a half dozen times as its business went through mergers and acquisitions. MasterCard was originally Master Charge, the Interbank Card, and has redesigned its logos a handful of times in the last 50 years. 3M, originally Minnesota Mining and Manufacturing Company, not only changed it name but its logo many times.
Also, many of the greatest logos have been redesigned to keep up with design trends. For example, Warner Brothers, the movie-making company founded in 1918, has always had a shield as part of its logo. But that shield has been reconfigured and redesigned 13 times in the last century, most recently in 2013. Likewise, Levi Strauss, the jean manufacturer founded in 1850, has redesigned its logo multiple times. The company originally started out as a tent manufacturer, selling heavy denim tents to miners digging for gold in the 1849 California gold rush. It turned out that the miners really needed rugged, durable pants to wear while mining for gold. Tents were cut up and stitched into pants, and the rest was history. But the company’s logo evolved from a very western-looking design with horses in 1890 to the current bold red rectangle with the name Levis in plain white letters designed in 2000.
The Key Elements of a Great Logo
McDonalds. Apple. Fed Ex. Google. Nike. What these very different companies have in common, besides being among the most successful businesses in the world, is that all of these companies have iconic logos… considered some of the top logos of all time. Why? These logos, like all great logos, identify and inform. They do not sell. These logos derive meaning from the quality or qualities of the company, product or service they symbolize, not the other way around. These logos also share five essential elements: simplicity, timelessness, versatility, appropriateness and highly memorable.
1. Simplicity
Simple logos are easily recognizable. You’d never mistake Nike’s swoosh for any other check mark, even when barreling past a billboard at 70 miles per hour. The clarity of Nike’s icon says “Done.” Indeed, simplicity is an important element to keep in mind when considering the font (letter design) for the company’s name in the logo. A font that is overly ornate, whimsical or hip today may not hold up well over time. To avoid this, simplicity is the key. Stick with simple, classic, well-crafted fonts.
2, Timelessness
Graphic designers, art directors, and rebranding campaigns all cost money. Even with the volume of cheap logo services that spit out hundreds of logos for very little money, it takes a lot of time and effort to zero in on a logo that truly represents a company well. Most business owners would rather reinvest in their companies in other ways. Timeless logos last for decades. Just consider that McDonald’s unmistakable, friendly golden arches logo has been around since 1962. Timelessness is an important element to keep in mind when considering color choices. While olive green and brown might have been all the rage in 1970s, those colors would look quite dated on any marketing materials today.
3. Versatility
Weak logos might look good at an average size, but lose their detail when shrunk or look garish when enlarged. The best logos, like Apple’s bitten apple, are equally great in color, grayscale, black and white, or reverse print. They also work well at any size, whether printed on postcards, brochures, flyers, or billboards.
4. Appropriateness
The best logos “speak” to the appropriate audience, effortlessly melding color, font, and graphics to convey the essence of the brand. The Baskin Robbins logo evokes ideas of summer fun and playfulness, while the Mercedes three-pointed star channels a sense of style and chic elegance.
5. Highly Memorable
A memorable logo pops to mind at the mere mention of the company name—or, sometimes, even the product. What woman doesn’t recognize Tiffany & Co’s aqua box with the word Tiffany? Seven-Eleven’s red 7 inside the white cup with the word Eleven splashed across the center immediately conjures images of blue Slurpies for most kids.
As companies look to refresh their brand and update their identity in the coming years, it is important to remember these key elements in deciding on a future logo. What is very trendy today may be obsolete tomorrow. Keep this in mind when considering the company’s next logo design.
Quote of the Week
“Create your own visual style… let it be unique for yourself and yet identifiable for others.” Orson Welles
© 2014, Keren Peters-Atkinson. All rights reserved.
