The logo of a company is the face of the company. It is something that is highly recognizable, and it will be used throughout a company’s marketing campaigns, their letterheads, signage and a vast majority of other avenues. There are a few different categories of logos that we will discuss.
Usually the name of the company. These can be crisp and clean or can have a call back to the roots of the business or a shared heritage.A good example of this is the Coca Cola logo.
This is usually a type of rebus. It’s a picture that points to the name of the company. For example, the Apple logo is a picture of an apple with a bite out of it. But we all know it as Apple. It can be a direct correlation like Target, or it could be more indirect like Lacoste which features a crocodile, but it is still highly recognizable.
This tends to be the holy grail of logos. This is a logo that seems to take on an extraordinary power of its own because with a simple abstract image it instantly brings to mind a particular brand. One of the most popular of these types of logos is the Nike swoosh. But the real secret behind these kinds of logos is consistency and good branding. When the Nike swoosh was first designed, the designer was only paid $35. But the company started to incorporate the swoosh on their products, and they were good products. Over time they began to market their brand not only with their products but eventually making the swoosh a representative of achieving athletic prowess. You’ll see a similar bonding with religious symbols. It’s about what the symbols mean, not what they are.
There is also the Logo system which can use elements of all three of these different types. It incorporates the familiarity of a logo, but by making slight changes to it, it can point to other ideas and issues. You see this well in the Google Doodles. They change their familiar logo to either bring to certain light issues or celebrate different ideas.
What kind of logo do you have?