What is a logo? What are the functions of a logo? Why do you need a logo? What is a logo and why is it needed - important recommendations, common mistakes What is an organization’s logo

Are you interested in logo design and want to learn more about the specifics of logo design? If yes, then we hope this post helps you. First, it’s worth finding out what a logo is and what it represents. A logo is not only a mark on a website page, but primarily a commercial brand, where the shape, font, color, and picture have their own exclusive meaning and convey certain information to the consumer. The logo bears great value for the sale of goods and services on the market, determines the success of the business. The logo attracts attention, allows you to recognize the product of a particular company among thousands, and serves as a kind of credit of trust for users.

What is a logo?

What is a logo and what are its features? A logo is a graphic design or emblem to designate an organization or product. The first logo appeared in the late 19th century, but the era of logo design began in the 1950s. Today the logo is business card not only for products, but also for each site.

Don't forget the five principles of a successful logo

The logo should be simple. There's no need to get fancy. A simple logo allows users to recognize the site faster. The logo must be memorable. Users who view several dozen pages a day will remember only the simplest (but at the same time, unusual) logo. This is possible by creating a logo that will be directly associated with the theme of the site. The logo should be timeless. This means that the logo should present the site and attract attention not only throughout next year, but also remain just as effective after 10, 30, 50 years. Every month some new products and new technologies appear, priorities gradually change in society, and people of different generations perceive the same information differently. The task of a good designer is to create a logo so that it is understandable and perceived equally well by different age audiences today, tomorrow, and in 20 years. In addition, the logo must match the site. For example, if you are creating a logo for a children's toy store, then it would be advisable to use children's fonts and bright colors. And for a law firm logo, funny fonts and bright colors are inappropriate.

Learn from other people's successful and unsuccessful logos

Successful logos

Now, knowing the basic principles of logo construction, you can independently determine where a good logo is and where it is not very successful. Knowing which logos are successful and what accounts for their success can help you figure out how good logos are created. For example, the famous Nike Swoosh logo was designed by design student Carolyn Davidson from the University of Portland back in 1971. The creator received only $35 in royalties for this emblem, but one can only guess how much profit the Nike Swoosh brought to the company. The Nike Swoosh is an impeccably simple, memorable, effective, timeless and recognizable logo. The Nike logo fully corresponds to the company's style; its products are comfortable, convenient, functional and stylish things. This logo is unobtrusive and understandable. In addition, the Nike Swoosh logo is built on associations with the ancient Greek goddess Nike and imitates the shape of the wings of the goddess of victory. Thus, an associative chain is formed in the user’s mind: the goddess of victory Nike – Nike products. The potential buyer understands that he will ultimately gain (quality, style, price) if he purchases Nike products.

The Nike Swoosh is just one of many examples of effective logos. Apple chose the “apple” logo for itself. This is very symbolic, since it is directly related to the name of the company (“apple” in translation “apple”. In addition, it is worth clarifying that the company’s logo – “bitten apple” is immediately associated with temptation (Eve and Adam bit an apple in the Garden of Eden This logo is quite simple, transparent in its meaning, memorable and understandable for all generations. Apple produces everything new and most unusual, which, of course, tempts (thus, the symbolism of the logo is once again justified).

Loser logos

Unsuccessful logos are those that are poorly perceived by the consumer audience, difficult to associate directly with the site, unaesthetic or simply ugly. Also to bad logos We can also include those that have some ambiguity (reminiscent of existing logos) or that are difficult to read (due to fonts). Often in such unsuccessful logos, several letters in the name are replaced by drawings that vaguely resemble the letters in shape. Often such logos are difficult to perceive and “read”. Thus, the user does not immediately guess the content of the logo, will not immediately be able to read what is written correctly, and, therefore, most likely, will not remember it.

Your own algorithm of work

There is one more rule for successful logo design - work out your algorithm for working on logo design. Logo design is an almost intimate matter. Each designer approaches this process differently, relying primarily on his own experience. However, every logo design process has mandatory components. So, the first thing you need to do is write a kind of letter, which will collect all the information from the customer with all the wishes. Designer John Homes once noted, “You really need to understand what the client expects before you start working. Logo design is not about finding a dark cat in a dark room, but rather the opposite.” The logo should be a well-aimed shot and definitely hit the target.

Study and search

Another rule is to study your clients’ business in more detail (about products and production in general, about the history of goods/services, about the history of the company’s creation and operation in the market, about its successes and its main competitors). Visual searches. This is no longer studying information about the company and its products, but direct integration into logo design. At this stage, you should delve into the study of new trends, innovations in styles, find out what the most popular and successful logos are at the moment, and what the consumer audience expects. In addition, your new logo should not resemble existing ones. Sometimes studying competitors' logos helps. A designer can analyze competitors' logos and, based on criticism of the logos of competing companies, find a good clue for a new logo. Next stage– sketches and conceptualization. The logo should become perfection in the eyes of the designer and, of course, please the customers. Watch carefully the customers' reaction to the logo and note their comments. An important place is occupied by the presentation of the logo, which is also worth working hard on.

Well, good luck with your logo design! And for successful work It's worth getting inspired. Here is a whole list of logo galleries from which you can get interesting ideas.

Comments

1. Konstantin
   August 17, 2011 at 10:31 am

   The Nike Swoosh logo is built on associations with the ancient Greek goddess Nike (Nike) and imitates the shape of the wings of the goddess of victory

   It reminds me of a wave and is in no way associated with Nika. Nonsense (I'm talking about Nike).

   Ekwo Answer:
   August 18, 2011 at 1:14 pm

   brendyatina.rpod.ru/153484.html Here, listen to how the Nike brand was created, about the logo, naming.

2. 
   August 17, 2011 at 11:54 am

   I ask all complaints to Nike)) in any case, the company was hardly named after the wave;)

3. Zoryanka
   January 3, 2012 at 2:21 am

   Personally, it reminds me of a little hole - well, like a test, or something :)

4. Kirill
   January 14, 2012 at 8:58 am

   very cool choice, thanks

   By the way, I'm inspired by this page

   every day a new designer and his logos. very informative

   vkontakte.ru/three_one

5. advertisio
   October 17, 2012 at 8:38 am

   www.advertisio.ru - the best logos from all over the world. if you need to develop a logo, write - [email protected]

6. Vasily
   May 16, 2013 at 10:59 am

A, m. logotype m., English. logotype. pl. gr. logos word + typos imprint. 1. Letters with the most common words and syllables, used in the past for manual typing. SIS 1985. 2. They will even decorate stylish white porcelain for a restaurant... ... Historical Dictionary Gallicisms of the Russian language

logo- Characteristic formalized name of the product or its manufacturer. Similar to a trademark, the logo is intended to make it easier for the buyer to identify the product or manufacturer directly in point of sale. . II In addition... ... Font terminology

Logo- (from the Greek logos word + typos imprint) a hand-set letter with the most common syllables or even words. L. were used at the early stage of book printing in order to speed up the typesetting process... Publishing dictionary-reference book

Books

• Logo and corporate identity. Designer's Guide, David Airey. The first edition of this book was published in 2009 and has been translated into 10 languages. During this time, a lot has changed, and now, finally, a completely revised, full-color second edition is being released...
• Kurdyumova. Literature. 5 grades Textbook-reader. Part 2. VERTICAL. (FSES). Electron logo. appl. (2012) , . Kurdyumova. Literature. 5 grades Textbook-reader. Part 2. VERTICAL. (FSES). Electron logo. appl. (2012) ISBN:978-5-358-09899-2…

Logo is a graphic image of a brand. It is created for easy recognition of the company's brand among consumers.
The logo must be unique and of high quality, attracting the attention of the buyer. Logos were created to differentiate products from manufacturers in the same industry.

The KOLORO company develops one-of-a-kind logos.

There are several types of logos:

1. “Letter” logo – one or more letters are used.
2. Logo “Symbol” - depicted in the form of graphic or alphabetic symbols.
3. Logo "Emblem" is a graphic element of image and text.
4. Logo "Logoslovo" - consists only of letters.
5. Abstract Sign Logo - Creates a visual form of a company's concept using a symbol.

The first logo in the world

The world's first logo was an 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 loved to listen to the Edison-Bell phonograph and decided to capture this moment by drawing a picture “A dog listening to a phonograph.”

In 1900, Marc Barrot's brother, Francis, took Nipper's drawing to a disc gramophone company. The owners of the company really liked the drawing and decided to produce their product 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 the companies: HMV music stores, RCA, Victor and HMV records. The company also began releasing records with Nipper's designs.
The logo currently uses the music channel of the HWV store.

The evolution of global brand logos

Logos of global brands have not always looked stylish and laconic. Some companies, even being popular among consumers, have redrawn 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.

• Global Apple Corporation

The company's first logo was an engraving of Isaac Newton under an apple tree, which was surrounded by 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 Ronald left, the logo was changed.

The second Apple logo was made by designer Rob Yanov. Nothing remains of the company’s old logo, except, perhaps, the idea of ​​a fruit falling on Newton’s head. The new Apple logo is a 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 founded in South Korea. The first three logos used stars and the Samsung name.

In 1993, the company decided to create a new logo for its 55th anniversary. It exists to this day. This 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 changing the name, products began to be exported to the USA.

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 first name Raider.

• Coca-Cola

Coca-Cola has the most recognizable corporate identity a logo that is over 117 years old. The company was founded in 1886 and its logo in 1893. The company logo is written in "Spencer" calligraphy font. It was created by Frank Robinson, an accountant and friend of the company owner.

In the early 1980s, due to competition from Pepsi products, it was decided to change the company's logo to New Coke. After making this marketing move, the company began to lose sales. Consumers did not like the new name of the drink. After some time, the drink was returned to its former name Coca-Cola, thereby improving its sales.

• Pepsi

In 1903 it was created trademark Pepsi-Cola. Agree, the company’s first logo is not very pretty. You could say it was a failure.
To prevent this from happening to your brand, you need to contact a team of professionals at KOLORO, who will help make the logo perfect.

After great depression In the 1930s, Pepsi-Cola was able to prove to Coca-Cola that it could compete with it on the same level.

In 1962, the company changed its logo to a three-color ball and also removed 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

In 1940, McDonald's was created. The company's first logo is an image of a Speedee chef . Later the Speedee logo was redrawn. In the 60s, Jim Spindler changed the company logo to the one we know today. And this is the letter M.

Fashion industry logos (famous fashion brands)

Almost each of us can recognize and name brand monograms. For fashion houses, a logo is very important because most of the fashion houses are named after the founding designers.

• Louis Vuitton

The fashion house was created in 1854. Corporate logo companies - LV monograms. The color of the monograms and canvas may have changed, but the logo of this brand itself has not changed to this day, except that it was slightly simplified in the 2000s.
The brand's clothing is made from very high quality materials and therefore the products are expensive.

Louis Vuitton brand products are the most copied. But it is very easy to recognize a fake - in the original, the brand logo is always located symmetrically.

• Chanel

The Chanel logo first appeared in 1921. It was depicted on the bottle of Chanel No. 5 perfume. The company's 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 a representative of ancient Greek mythology - Medusa the Gorgon. The designer explained why he chose this character: “This is a synthesis of beauty and simplicity that can hypnotize anyone, just like the clothes produced by the brand.”

• Givenchy

In 1952, the Givenchy brand began producing high-quality clothing, as well as a line of jewelry and perfumes. The brand logo is very simple and concise. The 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 two words - aristocratic luxury. The car's logo is the letter "B" enclosed in the wings. The emblem indicates the power, speed and elegance of Bentley limousines.

Aston Martin- The car logo was created in 1927. These are eagle wings that frame the Aston Martin inscription. The company's owners compared their car to an eagle. Because the eagle is a fast, agile and predatory bird.

Chrysler- The first logo of American cars 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. In English, “swallow” means “swallow.” After the Second World War, most Europeans had negative associations with the SS emblem (association with fascists), so the company owners decided to change the name of the brand. The Swallow Sidecar has been replaced by a Jaguar. Agree, strength, elegance and grace are very suitable for modern Jaguar cars.

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. Nowadays, Lamborghini 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-gold background with a painted Italian flag at the top of the logo.

The Ferrari emblem was originally on the plane of 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.

The best music industry logos

Virgin is a British record label. Created in 1972 by Richard Branson and Simon Draper. The name of the label is very interesting. Virgin in English means “virgin”.

The Virgin Records logo (the first company) was created by English illustrator Roger Dean.

A few years later, the Virgin brand became very popular among English performers. After Virgin signed punk rock band the Sex Pistols, Branson decided the company lacked chutzpah. Therefore, it was decided to change the company logo.

Legend has it that one of the artists drew the new logo we know today 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- created in 1988 and owned by Sony. One of the "Big Four" record companies in the world. Sony Music covers almost all show business.

The company's first logo was multi-colored, small triangles in the middle of which were the letters SMV. The company logo changed very often. In 2009, Sony Music decided to make the logo completely different. The new logo looks like this: a simple red brush effect on a white background and the text “SONY MUSIC” appears in the appropriate Sony font.

AC/DC- a world famous rock band. Most people may not be familiar with the band's work, but everyone recognizes the AC/DC logo.

Creative director Bob Defrin helped create the logo for the rock band. The font was chosen from the Gutenberg Bible, the first ever printed book.

Huerta's intention was to create an emblem based on the biblical imagery of the AC/DC song "Let There Be Rock." Of course, the lightning and blood red coloration suggest the presence of less angelic influences.

The Rolling Stones are a famous British rock band. Designer John Pache helped create the group's logo. He received 50 pounds for his work. The designer was inspired by Mick Jagger's expressive lips and tongue. It was also inspired by the Hindu goddess Kali.

Queen- British rock band of the mid-1970s. She captivated the hearts of many listeners. The logo was created by the band's lead singer Freddie Mercury. He depicted the letter Q (the name of the group), which is surrounded by the zodiac signs of the band's musicians.

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 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. Polaroid camera OneStep. 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 made with a gradient effect.

Gradient colors

Creating a logo with a gradient of colors is a very good move for many companies, because this trend will be at the peak of popularity for a long time. A striking example is the international payment system MasterCard. The company's designers simplified the design and used fill geometric shapes logo.

Black and white trend

Black and white design will always be in trend. Laconicism and simplicity of two colors is always a win-win option.

The best example is the world famous brand Nike.

Carolyn Davidson helped create the logo for the brand. The logo features an abstract wing of the goddess Nike.

Geometric shapes

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 - a service that provides video hosting services. The brand logo is a “bubble” in the middle of which there is a “play” icon.

Lettering

Quite a simple style. Letters are selected specifically for a specific name or text and are used only once.

Lettering can include a company logo Google. The first company logo was created in graphic editor co-founder Sergey Brin. New style designer Google logo, became 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-like”. A lot worldwide famous companies use this style.

Johnson & Johnson — good example new trend of 2017. The company logo is very simple - red text on a white background, handwritten.

Web animated logos

Web animated logos are a trend for 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 Sleeping Beauty's Castle.

The KOLORO company will develop for you a unique design of your logo, because our specialists are always on the topic of new trends in world design.

We have collected examples of both the best company logos and those that are not entirely successful. We'll tell you why they became this way and what they can teach us. But before we get started, here are a few important things about company logos and business. These basic principles will help you navigate the value of a logo in an organization's business, its connection to success, and the cost of logo development:

The success of the company as a whole does not depend on the quality and thoughtfulness of the design. I would be there Apple logo any other signwould the company be less successful? Hardly.

No one needs a logo by itself. It's how and where you use it that matters. Successful organizations use a logo at all customer touchpoints. In this way, customers develop a continuous association of the company with its products and the experience they receive by interacting with the company.

• Profitable successful business/ high-quality expensive design - excellent!
• Profitable successful business / bad cheap design - bad!
• Unstable unprofitable business / high-quality expensive design - terrible!
• Unstable unprofitable business / bad cheap design - bad!
• Young business/inexpensive logo - ok!

So now is the time to move from general principles to specific examples. Let's start with samples, you can familiarize yourself with them in the next section of the article.

The best logos of firms and companies

We have selected for you the most striking examples of quality logos that have helped a number of companies become global leaders in their industries. These include brands such as:

General Electric

The logo of General Electric, one of the leading technology manufacturers, has remained virtually unchanged since the company was founded in 1892.

And why was it necessary to change it? The "GE" initials, crafted in an intricate font and framed by arched strokes, combine simplicity and efficiency - qualities that customers expect from General Electric products. Moreover, the emblem, built around an Art Nouveau pattern, resembles the rotating drum of a washing machine - one of the most popular products companies.

JPMorgan Chase

JPMorgan Chase is one of the leading financial conglomerates and the largest bank, with assets worth a whopping $2.35 trillion.

Moreover, JPMorgan Chase ranks sixth in the ranking of the largest open joint stock companies in the world. In other words, this is a brand that speaks for itself.
It must be admitted that the bank managed to accurately convey its dominant position with the help of its logo.

What makes the JPMorgan Chase logo recognizable and effective?

With a simple, bold font and minimal use of graphics, the JPMorgan Chase logo conveys power and authority and seems to say, “If you don’t pay on time, we’ll charge you a late fee like you never imagined.” Harsh, isn't it? But one cannot expect any other attitude from such a serious organization.

Facebook

If you are even a little familiar with, then you don't need to explain what Facebook is.

It is noteworthy that Mark Zuckerberg's company was originally called "The Facebook". But the article in the name did not last long, and the company itself made a real revolution in the Internet community, rapidly becoming the most popular social platform in the world.

The Facebook logo has the most valuable quality in graphic design – it allows you to instantly identify a brand. Taking care of maintaining a recognizable visual image, the company made only minor stylistic changes to its logo, leaving the main elements intact.

ExxonMobil

ExxonMobil is the largest oil company in the world, which brings astronomical profits to its owners and shareholders. Exxon and Mobil were once two different firms that decided to combine their knowledge and resources in 1998 (perhaps with the ambitious goal of achieving global domination).

Such a successful and reputable organization should have a corresponding logo! But in this case, as they say, something went wrong. The ExxonMobil logo, with its simple, bland design, fails to capture the character of such a powerful brand.

Unfortunately, the logos of individual companies before their merger often look more distinctive and original than the emblem of the merged company.

What conclusion can be drawn from this story? Less is not always better.

I think millions of people will subscribe to my words if I say: “THANK YOU, AMAZON!” Thanks to Amazon Prime, I can order absolutely anything and have it delivered within 48 hours (or less). And all this with free (or almost free) delivery.

Knowing yours very well strengths, the online store masterfully reflected them in its logo. Do you see the arrow that stretches from A to Z? Symbolizing directional movement, the arrow indicates that Amazon will deliver your order from its warehouse directly to your door. But that's not all the meaning contained in this simple icon. The arrow also resembles a smile, indicating that the company guarantees high quality service, ensuring that its customers are satisfied.

Microsoft

Despite some missteps over the past few years (yes, Zune and Windows 10, we're talking about you!), Microsoft did an excellent job with its 2012 logo redesign.

The logo, which lasted from 1987 to 2012, was pretty good (I especially liked the “O”, which looked like Pac-Man), but left a lot to be desired from a design standpoint.

In terms of color, the new logo looks much friendlier. And whoever came up with the idea of ​​presenting the company’s main products in the form of four square windows is a real genius! The blue window symbolizes the Windows operating system, the red one represents the Office software package, the green one represents the Xbox game console, and the yellow one... The yellow one does not mean anything, but since the window cannot have three panels, we will assume that it is necessary.

And it's also worth noting that of all the companies on this list, Microsoft has the most serious problems with building a consistent visual identity. Judge for yourself: every time the computer giant makes changes to its logo, it looks completely new, as if it has nothing in common with the company’s previous logos.

Nike is known not only for its sports shoes, but also for having one of the best logos in the business world. The famous Nike swoosh is a prime example of how visual identity can play a huge role in building reputation and transforming an ordinary company into a trusted, respected brand. If earlier the Nike emblem was not considered something remarkable, then over time it became a visual identification of sports culture.

In English-speaking countries, the Nike swoosh is known as the swoosh. “Swoosh” is the sound we hear when an object suddenly rushes past us. Thus, this word denotes a sharp sound, speed and movement, which is successfully reflected in the curved shape of the logo.

The story of the Nike “swoosh” is remarkable in that it demonstrates the development of the logo from the “ugly duckling”, which no one liked before " beautiful swan", which attracts admiring glances.

The “parents” of the legendary BMW logo were the round Rapp-Motor emblem with a black silhouette of a horse and the Bavarian flag with its characteristic blue and white checkerboard pattern. This is how the familiar black circle appeared, inside which there were blue and white quadrants.

After the First World War, which ended with the Treaty of Versailles, the company switched from aviation production for the production of motorcycles and cars. The BMW emblem has remained virtually unchanged since 1917. The most noticeable transformation occurred in 2000, when the logo acquired volume due to the 3D effect.

Mastercard

Back in 1966, Mastercard was known as Master Charge, and its first logo featured two intersecting circles (bright orange and yellowish red) with the words “Master Charge: The Interbank Card.”

In 1979, the company shortened its name to the capacious MasterCard. New name - updated logo! The colors on the emblem have become brighter, and the font has become more solid. In 1996, the logo became three-dimensional: now “slits” appeared in the area where the two circles intersect.

FedEx

In 1971 on the logo postal service the full name of the company “Federal Express” was placed at an angle.

The emblem was made in patriotic colors of red and blue, which evoked associations with the American government. Having gained popularity thanks to its original logo, the brand decided to say goodbye to it in 1994. The new design was as inventive as the old one: hidden between the letters E and X is an arrow that points to speed and accuracy as the main advantages of the postal company.

The first IBM logo was created in 1924, when the Computing-Tabulating-Recording company was renamed International Business Machines.

Thus, the company name acquired a more modern sound, and the 1924 logo became an updated version of the 1911 logo, which was previously used by CTR. The subtle CTR logo with its airy, ornate font gave way to the bulky inscription “International Business Machines” (with an emphasis on the word “International”), which was placed inside a circle symbolizing the globe. In 1947, when the brand carried out a significant modernization of its technology, the round emblem was replaced by the abbreviation “IBM”, which was destined to become the symbol of the company. In 1956 graphic designer Paul Rand redrawn the letters, making them black and more massive. The new design emphasized the brand's qualities of stability and sustainability. In 1972, Rand was commissioned to rework the image he had created. To create a dynamic and flexible image, the designer made “slots” on the abbreviation. This is how the famous “striped” logo came about, which IBM is pleased with to this day.

Despite the apparent diversity of all of the above signs, they were all designed with similar criteria in mind, which is what made them so successful. It is these factors that we will discuss further.

What can we learn from these logos?

What conclusions can an entrepreneur draw from reading the stories behind these logos?

Decide what your logo should communicate about your brand

The logo should reflect the essence of your brand, emphasizing its most characteristic features. For example, looking at the JPMorgan Chase emblem, you immediately understand that we are talking about an influential company with a reputation built up over the years. How does your logo characterize your business?

By the way, the majority of entrepreneurs are, to one degree or another, in favor of the logo’s compliance with the business sector, and only 16% do not consider such a requirement mandatory when creating a logo.

Don't be afraid to make an impression

An overly pretentious, extravagant design is something that should be avoided at all costs. But at the same time, you should not be afraid to use a logo in order to boldly declare yourself and indicate your place in the market.

Create a simple logo

This tip is a bit of a contradiction to the previous tip, but when creating a logo it is important to keep it simple and light. This concerns the number of colors used, the readability of the font, and the number of elements. Look at the Nike logo for a perfect example of a simple yet effective logo.

Find a good concept and stick to it

Many companies (Apple, Johnson & Johnson, General Electric) do not change the logo once chosen for decades (and in the case of J&J - for more than a century!). But even when making seemingly significant changes to their logos, such brands remain faithful to their previous design concept.

While it's never a bad idea to rethink your corporate identity, try to find design solutions that best represent your brand and use them as guidelines. Buyers get used to the logo, and over time begin to strongly associate it with the company. Consistency in developing your visual identity will ensure your brand is widely recognized in the long term.

Ready for another dose of inspiration? Then let's admire them, which once again prove that graphic design is separate species art.

Examples of beautifully designed company logos

Most logos carry one or another message (for example, information about the quality of services provided by the company). We have collected dozens of corporate logos that deserve to be called examples of highly professional graphic design. Share your opinions in the comments! Which emblems made the strongest impression on you?

Which logo suits you?

If a high-quality, yet inexpensive logo is what you're looking for, then check out online service Logaster and develop your logo in just a few minutes.

Information, information, information always and everywhere. How to quickly find what a specific consumer needs? Moreover, it is not only the search for a product that matters famous manufacturer. No less important for target audience, immediately get to the heart of the very idea of ​​a company playing its game in the market. The decisive role in this matter belongs to the logo, which is nothing more than an individual graphic sign in one or another display. And it’s not so important: it will be a drawing, a font, or both in one combination. The most important thing is to fulfill the assigned functions.

What is a logo: types, functions and their implementation

Working on a logo is not cheap, since with its appearance the customer company intends to solve the following problems:

1. Providing a distinctive, associative function. With a successful logo, its owner will not have problems with recognition of his products and the company itself against the background of any number of competing enterprises.

2. The protective function is the ability to call to account negligent competitors who illegally use someone else’s designation. The whole secret lies in ownership, which implies legal protection of labeled goods and services. Violation of the rules of possession is fraught with administrative, civil and criminal liability.

3. The guarantee function is that the presence of a logo is the prerogative of companies that have earned popularity through their responsible attitude towards production process and the ability to anticipate market needs. Only self-confident manufacturers allow themselves to spend money on creating a logo and, through its application, signify the quality of the product.

4. Aesthetic function. A beautiful logo that combines harmony of color and shape will make the product design even more visually attractive. Moreover, the special aesthetic effect is only enhanced by the awareness of guarantees of quality and security against counterfeiting.

5. One of the most important functions of this type of designation is its advertising purpose. Such an icon contributes to the formation of the company’s image at the level of the consumer’s subconscious. Moreover, the effect of product recognition increases, associative connections with the quality and reputation of the company are born, which cannot but serve its reputation.

Without sparing labor costs and financial investments to create a logo, thereby its owner creates an attractive image for himself. In addition, it is worth mentioning the informational and psychological significance. Only with such labeling does the buyer receive maximum information about the manufacturer of the product in demand. Based on this, it is formed positive attitude to the company of interest.

So, questions regarding the expensive pleasure of creating a logo should not arise. A symbol that carries a huge amount of meaning is born in the throes of highly professional efforts, accumulated experience and deep knowledge of various aspects of the market and human psychology. Playing a primary role in individualizing the owner company, the logo does not stop performing its assigned functions throughout the entire period of its use.

Components of a professional logo

1. Style that will last for many years.
2. Extreme clarity of subtext and visual perception.
3. Ability to attract consumers.
4. Legibility.
5. Excellent visibility.
6. Maximum possible simplicity.
7. Ability to be remembered.
8. Descriptiveness.
9. Color scheme.

Types of logos

When creating a logo, you can give preference to one of the well-known types, or choose a combination of them. There are the following symbols for this purpose:

1. Illustrative, allowing you to get an idea of ​​the company’s activities.

2. Graphic, indicating the company’s activities in a generalized or abstract way. Graphic elements will serve in this regard.

3. Text based, which is based on text that gives an understanding of the activities of the customer company.

Regardless of the choice of this or that type of logo, the main purpose is not only to attract the attention of potential buyers, but also to retain it and prolong it.

Creating a sufficiently effective corporate designation is a step towards building a brand. As an example of world famous logos, we can name:

McDonalds, recognizable in any country;

Nike, the lion's share of athletic footwear and apparel;

Nokia is a symbol of quality and reliability;

Coca Cola is an icon that confidently holds its position as a leader in the ranking of the most expensive;

Lacoste is popular not only in France, but throughout the world.

A company that owns a logo differs from its colleagues that do not have a similar symbol, just as the constant effect of attracting new customers differs from having none at all..

A little history of the logo

Such a concept as a logo appeared already at the beginning of the 19th century. But during the period of its appearance, it was just a designation of 2-3 characters of a typographic font, which included any cliche that did not require re-typing. At that period of its existence, the logo was nothing more than a synonym for the expression “ligature”. It was only in the 20th century that the stylized font style of the name of interest began to be included in this category. The use of this kind of symbol played a significant role during the period of increased production, export of products and tougher competition.

For the first time in history, registration of such an intellectual property took place in 1876. In connection with this event, the British Patent Office issued a title of protection for the type mark for Bass beer.

Thus, the symbol in the form of a red triangle received a start in life. This sign, as well as the drink itself, in relation to which the registration was carried out, still exists today. ъ

The Coca-Cola logo, registered in 1886, should be considered one of these long-livers. Gebrüder Thonet designation , used for bentwood furniture, began its life without registration (in 1859).

Over time, when the world learned such a thing as industrial graphics, stable combinations of graphic elements and other attributes appeared that provided company identification. Moreover, the combination of graphic signs, details and elements of corporate decor served to form stable combinations from the category of branded blocks. There are also examples of identifying a company without using a graphic. For example: until 1989, the Toyota company did without its sign of three ellipses.

Property rights protection

How to protect yourself from unscrupulous competitors who are seduced by the effectiveness of a particular logo? The only correct solution would be to obtain documents of protection that ensure the exclusive right to own IP. To ensure this kind of benefit, there is no other way out than to register the logo in accordance with the rules provided for a trademark.

The first step towards implementing your plan will be to complete and submit an application for the designation of interest.

During the registration procedure, confirmation of uniqueness will be required. A preliminary search in the database of registered trademarks and applied for this procedure will allow you to make sure that there is no likelihood of claims from owners of similar designations. Otherwise, there is a risk of refusal from the Patent Office. In addition, the violator often faces civil liability (Article 1515 of the Civil Code of the Russian Federation), administrative (Article 14.10 of the Code of Administrative Offenses of the Russian Federation) and criminal liability (Article 180 of the Criminal Code of the Russian Federation). The use of someone else's logo is not considered a violation of the Law only if there is permission from the copyright holder (, commercial concession agreement, deed of purchase/sale).

Time and geographical restrictions

The right to use a legally registered logo extends to a 10-year period. At the discretion of the owner, you can always take the chance to extend the validity of the document of protection for an additional 10 years, moreover, as many times as circumstances require. However, in the event of non-use of a protected designation for a period of 3 years, any of the competitors may file a claim for early termination of legal protection in full or in part (as indicated).

Secrets of successful logos

The most important thing in working on a logo is the effect of visual perception, which responds on a conscious and subconscious level with the desire to deal with a specific manufacturer and its products. In the implementation of such plans, special attention deserves:

1. Choosing a font that reflects the individuality of the owner. Possible options: with serifs; sans serif; handwritten; typewritten; decorative.

2. Requirements for color, as a way to evoke positive associations and, at the same time, not overshadow the essence of the designation itself.

3. Memorability, justified by the exclusion of overly complex elements. Extreme simplicity is the key to recognition and good readability in any size. For example: the usual Nike tick will not go unnoticed even on crowded store shelves. Even at a quick glance, such a logo catches the eye and evokes an associative connection with something familiar, almost familiar.

4. Durability. (Stand out from the crowd without following the fashion hysteria of different times).

5. Versatility achieved through vector development, which allows maintaining quality regardless of the size and changes in the display environment (on a website, on a form, in advertising, directly on a product or packaging).

6. A thematic symbol will provide a reflection of the scope of activity and compliance with the characteristics of the company. For example: a company of children's things chooses associations with toys and a “fun” font.

7. Uniqueness does not deny the opportunity to highlight the industry where the activity takes place. But under no circumstances should you copy someone else’s logo or repeat the ideas of other companies. Worth mentioning as plagiarism Chinese brand BYD , reminiscent of the BMW logo

To please the company with the desired results, you need to answer a number of questions:

1. Understand the features of the business and differences from competitors, get to the essence of the idea conveyed to the consumer. Here you need to decide on long-term goals, characteristics of the target audience, and the value of the advertised goods and services. It is extremely important to find keywords in the business description.