Creating a Corporate Logo Tips and Examples

Creating a Corporate Logo Tips and ExamplesCredit Leszek Glasner / Shutterstock A companys branding is an important parte of its consumer-facing identity. No aspect of branding is mora visible or immediately recognizable than a company logo. Given the prominence of the logo, how significant is the impact of company rebranding efforts? How can businesses go about rebranding the right way, rather than confusing or upsetting their audiences?In a recent study,C+R Researchexamined some major brands and how their logos have changed in relation to their revenue over time. The results shed some light on corporate logo design and the benefits and risksrebranding poses to business. Major companies like Starbucks, Apple, Amazon and Levis have all taken different approaches to logo redesigns and rebranding throughout their histories. unterstellung industry giants rebranding experiences hold valuable lessons for small businesses considering doing the same.Editors note Needcorporate logo design helpfor your business? Fill out the below questionnaire to have our vendor partners contact you with free information.StarbucksStarbucks, the ubiquitous coffee shop, welches established in 1971 with a retro, brown version of its now well-known circular logo. It first added the green and white color scheme in 1987, then updated it with a sleeker style in 1992.In 2011, Starbucks dropped the text which read Starbucks Coffee from its logo entirely, leaving it with just the central bild. Each rebrand welches a new iteration of the same logo, with minor changes, often in the direction of a sleeker, mora minimalist style.AppleFounded in 1976, Apple launched with a drastically different logo from the well-known apple it boasts today. The very next year, Apple underwent a drastic redesign that introduced the first apple logo, with a rainbow color scheme. In 1998, Apple rolled out two new logos based on the same image one in black and the other in a light blue. In 2001, Apples chrome logo debuted. Then the company started to increase salesand, in 2007, debuted another chrome apple logo, with a shimmery newfinish. Finally, the company introduced a new iteration of the simple black apple logo, which it still uses today.Apples logo redesigns alfruchtwein always seem to be moving forward toward a futuristicor advancedfeeling. These types of efforts would naturallybe useful to a big technology companys brand.AmazonAfter incorporating in 1994, Amazon rebranded in 1997 with two new logos, one of which would go on to serve as the basis for its modern Amazon.com imagery. One year later, the company developed two more logos. In 2000, Amazon rebranded yet again, this time sticking with the logo for the long haul.Amazon has cultivated a brand around one image after iterating six separate logo designs in its first six years of existence. Importantly, Amazon began as a bookseller, then expanded to books, moviesand more, and now has a hand in seemingly eve rything. Its common for a company to rebrand when the business model changes or expands.LevisLevis is known for one major product jeans. This famous denim company was established in 1853 and only once changed its logo in 1936, to the red and white Levis imagery of today. The brand has used the same logo ever since.With such an iconic anthroponym Levi Strauss attached to an easily identifiable product, its worth asking if Levis ever really needed much of a logo redesign beyond the simple, recognizable logo designed in the 30s.What lessons do these brands teach us?While the study found that each companys revenue sometimes fluctuated around the time of logo change, there was no consistent correlation The conditions surrounding a redesign and the actual product are service are likely more important, said Matt Zajechowski, outreach team lead forDigital Third Coast.One thing this analysis confirms is that a lot of marketers who are fretting about the relation of brand aesthetic to reve nue should probably be turning their attention to other things first, Zajechowski said. There was no consistent, noticeable correlation that showed different logos lead to more or fewer sales. ... The most interesting pattern we noted is that many major brands, particularly tech brands, fuss with their logo a lot in the early years, then as soon as they take off and experience explosive growth, they back off the logo and leave it alone. Amazon, Microsoft and Twitter are great examples of this behavior.When should you change your logo?Your logos style is outdated.Your company is expanding its product line.Companies are merging.You want to reduce negative associations with the brand.The brand has globalized, making language less relevant.What are the risks in logo redesign?If consumers are attached to the existing logo, a redesign could backfire and hurt sales.Seeking feedback prior to release from focus groups, for example, can expose weaknesses in the redesign.Change doesnt always m ean progress.What do people respond to in a logo?According to C+R, the most effectivelogos are wordless and minimalist. Dan Ferguson, CMO at Adore Beauty, advisesbusinesses to keep logosconsistent, simple and memorable.Whether youre starting from scratch or just want to give your logo a facelift, think carefully about the colors, shapes, patterns and fonts you use and the emotions they create around your brand, he said. If there is a mismatch between your identity, values and logo, it can lead you down the difficult path of trying to market a disengaging or downright confusing brand. Ferguson offered the following insights on different elements in a logo and what each can convey to a consumer.ColorColor psychology plays a huge part in the messages that your logo sends and the way those messages are interpreted, said Ferguson. What do your logo colors say about your brand? What emotions doyour colors elicit?Research by 99designsshows that consumers associate thermisch colors like red and orange with passion, vigor and energy, while cool colors like blue and green are associated with tranquility, refreshment and nature.Shapes and linesLogo shapes mean more than you may think. They can enhance your overall brand meaning and provide further insight into your identity and emotional messaging, said Ferguson.Circular designscan convey ideas of positivity, endurance, community and even femininity (e.g., World Wildlife Fund, Chanel).Square designsor those that use sharp, hard edges connote messages of balance, symmetry, strength, professionalism and efficiency(e.g., Adobe, National Geographic).Trianglescommunicate messages that are intended to be masculine, powerful, scientific, legal or even religious (e.g., Adidas, Google Play).Horizontal linesimpart emotions associated with tranquility and community.Vertical linesare more related to strength, aggression and masculinity.FontJust like colors, fonts become identifiers for your brand and behave in a similar way to shape s. What messages do your fontscarry or reveal about your brand?Angular fontscan reveal your brand identity as dynamic and assertive, while gentler, rounded typefaces come off as youthful and soft.Bold fontsaremore masculine, while cursive fonts are more feminine.Ferguson notes that one font in a logo is ideal, butdont mix more than two fonts. Whatever you choose should beclear andeasy to read, he said.Looking for more information on rebranding? Check out the benefits of good design and what it can do for your business.Additional reporting by Chad Brooks. Some source interviews were conducted for a previous version of this article. Adam C. Uzialko Adam C. Uzialko, a New Jersey native, graduated from Rutgers University in 2014 with a degree in Political Science and Journalism & Media Studies. In addition to his full-time position at geschftlicher umgang News Daily an d geschftlicher umgang.com, Adam freelances for a variety of outlets. An indispensable ally of the feline race, Adam is owned by four lovely cats. Start Your geschftliches miteinander Business Ideas Business Plans Startup Basics Startup Funding Franchising Success Stories Entrepreneurs Grow Your Business Sales Marketing Finances Your gruppe Technology Social Media Security Build Your Career Get the Job Get Ahead Office Life Work-Life Balance Home Office Lead Your Team Leadership Women in Business Managing Strategy Personal Growth Find A Solution HR Solutions Financial Solutions Marketing Solutions Security Solutions Retail Solutions SMB Solutions About Us Contact Us Partner with Us Copyright Policy Terms of Use Privacy Policy Do Not Sell My Personal Information Advertising Disclosure Sitemap 200 Fifth Avenue, Second FloorWaltham, MA 02451infobusinessnewsdaily.com Copyright document.write(new Date().getFullYear()) All Rights Reserved. Company About Us Contact Us Partner with Us Copyright Policy Terms of Use Privacy Policy Do Not Sell My Personal Information Advertising Disclosure Sitemap Network Business.com BuyerZone.comCreating a Corporate Logo Tips and ExamplesCredit Leszek Glasner / Shutterstock A companys branding is an important part of its consumer-facing identity. No aspect of branding is more visible or immediately recognizable than a company logo. Given the prominence of the logo, how significant is the impact of company rebranding efforts? How can businesses go about rebranding the right way, rather than confusing or upsetting their audiences?In a recent study,C+R Researchexamined some major brands and h ow their logos have changed in relation to their revenue over time. The results shed some light on corporate logo design and the benefits and risksrebranding poses to business. Major companies like Starbucks, Apple, Amazon and Levis have all taken different approaches to logo redesigns and rebranding throughout their histories. These industry giants rebranding experiences hold valuable lessons for small businesses considering doing the same.Editors note Needcorporate logo design helpfor your business? Fill out the below questionnaire to have our vendor partners contact you with free information.StarbucksStarbucks, the ubiquitous coffee shop, was established in 1971 with a retro, brown version of its now well-known circular logo. It first added the green and white color scheme in 1987, then updated it with a sleeker style in 1992.In 2011, Starbucks dropped the text which read Starbucks Coffee from its logo entirely, leaving it with just the central image. Each rebrand was a new ite ration of the same logo, with minor changes, often in the direction of a sleeker, more minimalist style.AppleFounded in 1976, Apple launched with a drastically different logo from the well-known apple it boasts today. The very next year, Apple underwent a drastic redesign that introduced the first apple logo, with a rainbow color scheme. In 1998, Apple rolled out two new logos based on the same image one in black and the other in a light blue. In 2001, Apples chrome logo debuted. Then the company started to increase salesand, in 2007, debuted another chrome apple logo, with a shimmery newfinish. Finally, the company introduced a new iteration of the simple black apple logo, which it still uses today.Apples logo redesigns almost always seem to be moving forward toward a futuristicor advancedfeeling. These types of efforts would naturallybe useful to a big technology companys brand.AmazonAfter incorporating in 1994, Amazon rebranded in 1997 with two new logos, one of which would go on to serve as the basis for its modern Amazon.com imagery. One year later, the company developed two more logos. In 2000, Amazon rebranded yet again, this time sticking with the logo for the long haul.Amazon has cultivated a brand around one image after iterating six separate logo designs in its first six years of existence. Importantly, Amazon began as a bookseller, then expanded to books, moviesand more, and now has a hand in seemingly everything. Its common for a company to rebrand when the business model changes or expands.LevisLevis is known for one major product jeans. This famous denim company was established in 1853 and only once changed its logo in 1936, to the red and white Levis imagery of today. The brand has used the same logo ever since.With such an iconic name Levi Strauss attached to an easily identifiable product, its worth asking if Levis ever really needed much of a logo redesign beyond the simple, recognizable logo designed in the 30s.What lessons do these bran ds teach us?While the study found that each companys revenue sometimes fluctuated around the time of logo change, there was no consistent correlation The conditions surrounding a redesign and the actual product are service are likely more important, said Matt Zajechowski, outreach team lead forDigital Third Coast.One thing this analysis confirms is that a lot of marketers who are fretting about the relation of brand aesthetic to revenue should probably be turning their attention to other things first, Zajechowski said. There was no consistent, noticeable correlation that showed different logos lead to more or fewer sales. ... The most interesting pattern we noted is that many major brands, particularly tech brands, fuss with their logo a lot in the early years, then as soon as they take off and experience explosive growth, they back off the logo and leave it alone. Amazon, Microsoft and Twitter are great examples of this behavior.When should you change your logo?Your logos style is outdated.Your company is expanding its product line.Companies are merging.You want to reduce negative associations with the brand.The brand has globalized, making language less relevant.What are the risks in logo redesign?If consumers are attached to the existing logo, a redesign could backfire and hurt sales.Seeking feedback prior to release from focus groups, for example, can expose weaknesses in the redesign.Change doesnt always mean progress.What do people respond to in a logo?According to C+R, the most effectivelogos are wordless and minimalist. Dan Ferguson, CMO at Adore Beauty, advisesbusinesses to keep logosconsistent, simple and memorable.Whether youre starting from scratch or just want to give your logo a facelift, think carefully about the colors, shapes, patterns and fonts you use and the emotions they create around your brand, he said. If there is a mismatch between your identity, values and logo, it can lead you down the difficult path of trying to market a disengaging or downright confusing brand. Ferguson offered the following insights on different elements in a logo and what each can convey to a consumer.ColorColor psychology plays a huge part in the messages that your logo sends and the way those messages are interpreted, said Ferguson. What do your logo colors say about your brand? What emotions doyour colors elicit?Research by 99designsshows that consumers associate warm colors like red and orange with passion, vigor and energy, while cool colors like blue and green are associated with tranquility, refreshment and nature.Shapes and linesLogo shapes mean more than you may think. They can enhance your overall brand meaning and provide further insight into your identity and emotional messaging, said Ferguson.Circular designscan convey ideas of positivity, endurance, community and even femininity (e.g., World Wildlife Fund, Chanel).Square designsor those that use sharp, hard edges connote messages of balance, symmetry, strength, professionalism and efficiency(e.g., Adobe, National Geographic).Trianglescommunicate messages that are intended to be masculine, powerful, scientific, legal or even religious (e.g., Adidas, Google Play).Horizontal linesimpart emotions associated with tranquility and community.Vertical linesare more related to strength, aggression and masculinity.FontJust like colors, fonts become identifiers for your brand and behave in a similar way to shapes. What messages do your fontscarry or reveal about your brand?Angular fontscan reveal your brand identity as dynamic and assertive, while gentler, rounded typefaces come off as youthful and soft.Bold fontsaremore masculine, while cursive fonts are more feminine.Ferguson notes that one font in a logo is ideal, butdont mix more than two fonts. Whatever you choose should beclear andeasy to read, he said.Looking for more information on rebranding? Check out the benefits of good design and what it can do for your business.Additional reporting by Chad Brooks. Some source interviews were conducted for a previous version of this article. Adam C. Uzialko Adam C. Uzialko, a New Jersey native, graduated from Rutgers University in 2014 with a degree in Political Science and Journalism & Media Studies. In addition to his full-time position at Business News Daily and Business.com, Adam freelances for a variety of outlets. An indispensable ally of the feline race, Adam is owned by four lovely cats. Start Your Business Business Ideas Business Plans Startup Basics Startup Funding Franchising Success Stories Entrepreneurs Grow Your Business Sales Marketing Finances Your Team Technology Social Media Security Build Your Career Get the Job Get Ahead Office Life Work-Life Balance Home Office Lead Your Team Leadership Women in Business Managing Strategy Personal Growth Find A Solution HR Solutions Financial Solutions Marketing Solutions Security Solutions Retail Solutions SMB Solutions About Us Contact Us Partner with Us Copyright Policy Terms of Use Privacy Policy Do Not Sell My Personal Information Advertising Disclosure Sitemap 200 Fifth Avenue, Second FloorWaltham, MA 02451infobusinessnewsdaily.com Copyright document.write(new Date().getFullYear()) All Rights Reserved. Company About Us Contact Us Partner with Us Copyright Policy Terms of Use Privacy Policy Do Not Sell My Personal Information Advertising Disclosure Sitemap Network Business.com BuyerZone.com