You see thousands of them every day on nearly every surface imaginable: billboards, websites, car doors, store fronts, magazines – even skin. Yup. We’re talking about logos – the visual representation of a brand that serves as a point of connection between a company and its audience.
A well-designed logo can positively affect brand perception, customer commitment, and even your company’s revenue and profit performance, according to researchers at MIT.
Pretty nifty, right? Despite these benefits, surprisingly few companies invest the time and effort required to develop a truly standout representation of their brand. The result is a lot of bad logos that don’t mean squat. Logos that don’t accurately reflect the brand. Logos that aren’t memorable. These are the logos that you subconsciously file into the recycle bin of your brain.
Don’t be that logo.
Logo development is a complex art form – in fact, some say it’s more of a science. So if you find yourself perusing Microsoft’s “Wingdings” font for your next brand symbol, we urge you to take your hands off that keyboard and read on.
When it comes to logo development, the devil is in the details. Even color choice can make an impact. A recent study by researchers at the University of Missouri-Columbia found that the specific colors used in a company's logo have a significant impact on how the brand is viewed by its audience.
Blue - Confidence, success, reliability
Green - Environmental friendliness, toughness, durability, masculinity, sustainability
Purple - Femininity, glamor, charm
Pink - Youth, imagination, fashionable
Yellow – Fun, modernity
Red – Expertise, self-assurance
Many famously successful logos also incorporate subtle, barely there marketing messages. Some people refer to this as “subliminal” messaging, because the idea isn’t usually apparent at first glance. It’s really just a tactic for adding a layer of communication to the logo when designers are tasked with limited space and a drive toward simplicity. We call this strategy “layered messaging”, and it works incredibly well when properly executed.
Take a look at the logos below – can you identify the hidden feature for each? If the hints don’t give it away, you can find the answers at the bottom of the page.
Who knew so much could go into one simple logo design? When evaluating your own logo, be sure to ask yourself these three questions:
- Does it reflect my brand’s values, principles, and personality?
- Will my audience perceive my brand accurately based on the current design elements (i.e. color choice, layered messaging, etc.)?
- Is it memorable?
Your logo can say a lot, or nothing at all. In a sea of sameness, let your logo be heard. So quit with the Wingdings already and give the Revel team a shout for your next logo consultation and design.
We want to know – what’s your favorite brand logo, and why? Share with us your thoughts in the comments section below.
Tostitos: The “T”s are two people sharing chips and salsa.
FedEx: Negative space between the “E” and “x” create an arrow that represents forward motion and efficiency.
Amazon: The arrow points from “A” to “Z”, representing the variety of product offerings. It’s also been designed to look like a smile, representing customer satisfaction.
Pinterest: The “P” is shaped like a pin, which is representative of user’s activity on their online boards.
Toblerone: The brand originated in Bern, Switzerland, aka “The City of Bears”. If you look closely, you’ll spot a bear hiding within the mountain.