It is important for any company to be not only recognizable, but also to carry some hidden meaning in its logo. To do this, just take a closer look at the title or picture and admire the imagination of the authors.
Take a close look at the logo of this company and you will see an arrow that is formed by a combination of the letters E and x. This arrow is a symbol of accuracy and speed. Now, when you see this logo somewhere again, you will first of all begin to see an arrow that you simply did not notice before.
This company produces a huge number of different products, as shown on the logo. Thus, the heart represents love and care, the bird - freedom and enjoyment of life.
Hope for African Children Initiative
This is the logo of an organization that helps African children. Look closely, and in addition to the child and the adult, you will see the silhouette of the African continent.
At first glance, it may seem that this name does not contain anything unusual. But it helps to clearly understand the company’s philosophy. The yellow arrow is a symbol of a smile, because Amazon.com strives to ensure that its customers are always happy. It also connects two letters - a and z, that is, this site has all the products, starting from “A” to “Z”.
Another feature where the silhouette of the country is hidden. Look closely and you will see the outline of a map of Australia between the girl's arm and leg.
The first two letters of Vaio are designed as a wave, which symbolizes an analog signal, while the letters i and o are symbols for a digital signal (1 and 0).
Take a closer look at the logo and you will see the number 1 between the black F and the red stripes.
Many people know that the history of the BMW company began with aviation, so most believe that the rotating propeller blades are depicted in the center of the logo. In fact, this is a fragment of the Bavarian flag.
About his creation, Rob Yanov, the logo designer, says that he bought a whole bag of apples and put them in a bowl. He then painted for a week, hoping to find a way to simplify the details. The main idea was a bitten fruit, after which byte (from English bite) became a computer term.
Sun Microsystems
The uniqueness of the logo is that the word sun can be read from any corner of the square.
This company produces tires. And one of the tires is depicted in the first two letters, representing a wheel in perspective.
The main emphasis in the logo is on the three-pointed star, which is a symbol of superiority in three spheres - in the air, on water and on land.
This chocolate production company is located in the Swiss city of Bern. It is often called the city of bears. Now look closely at the mountain and you will see a funny bear.
This logo was used back in the early 50s by a company producing color televisions. The bright tail of the peacock and the bird itself, hidden between the colored fragments, personified the color image.
Eighty-20 is a small consulting firm. At first glance, it may seem that the name has nothing to do with the logo. In fact, dark squares represent ones, and light squares represent zeros. It turns out that the top line means the number 1010000, and the bottom line means 0010100, which in the binary number system is “translated” as 80 by 20.
The pink parts of the letters BR represent the number 31. This is not a random number - this is how many flavors Baskin Robbins ice cream came in.
The Big Ten is an academic powerhouse. Initially it consisted of 10 universities, but when 11 were added they decided not to change the logo, but simply add the number 11 to the image.
The crown of the tree resembles a human brain, which perfectly symbolizes the intellectual potential of the company's employees and emphasizes the name: green (green), labs (laboratories).
Carrefour is one of the largest European stores, headquartered in France. The logo symbolizes the company's expansion and is made in the colors of the French flag. In addition, the first letter of the company name can be found in the image.
Milwaukee Brewers
The Milwaukee Brewers are a baseball team. The logo consists of the letters m and b. It also resembles a baseball glove.
Figure-ground relationship
THE MOST COMMON RECEPTION IN CREATING A LOGO based on optical illusions is the figure-ground relationship, when two contrasting objects actually become contours of each other. It is impossible to see both of these objects at the same time, since a person can focus only on one, and perceive the other object or individual parts as the background.
IDENTIFICATION OF A FIGURE FROM THE BACKGROUND is a biological necessity that is genetically inherent in humans and animals and played a vital role in evolution. Gestalt psychology proves that any flat image in human perception is stratified into figure and background. If you look at the image for a long time, the figure and ground change places. The figure is always pushed forward, the background is pushed back, although without the illusion of volume; the figure is richer in content than the background, brighter than the background. And a person thinks about the figure, and not about the background.
The FedEx logo is a classic example of this perceptual feature. If you look closely, you can see the arrow that comes from the space between the "E" and the "x". The arrow symbolizes speed and accuracy - the two main principles of this company. By similar principle The Carrefour logo is designed, the creators of which added the first letter of the company name in the space between the arrows.
In the Pittsburgh Zoo logo you see either a tree or a gorilla and a lion. The Friedman Psychology Group clinic has a similar logo, in which two human faces in profile form a butterfly. In both cases, you will see the image on which you concentrate your attention.
Pittsburgh Zoo and Friedman Psychology Group logos:
If you look at this musician's logo, you can see the initials TJ, and if you look closely, you can see a musical note. It’s interesting that, having noticed it once, you will see it constantly. The brain has included this image in the collection and will notice it without prompting.
Logos of musician Timothy James and Toblerone chocolate:
There are also more sophisticated examples of using the relationship between background and object, for example, the Toblerone logo. The chocolate manufacturer grew out of a small confectionery shop in Bern (Switzerland). The symbol of this city is the bear, and if you look closely at the logo on the box of chocolates, you will see the silhouette of a bear hidden in the mountain topography.
Human figures
ON THE SPARTAN GOLF CLUB LOGO, we created a composition of a swinging golfer, whose silhouette clearly resembles the profile of a Spartan wearing a recognizable helmet.
The logo of a plumbing service company is a silhouette of a running employee with a plunger in the crook of his knee. Image creator Matt Everson says that because Ogden Plumbing's key selling point is excellent service, he decided to focus on the human figure. After working on the curves, he depicted the main tool of a plumber.
Ogden Plumbing and Yoga Australia logos:
ANOTHER EXAMPLE IS THE YOGA AUSTRALIA LOGO. At first glance, this is the silhouette of a girl performing a yoga asana. But in the space between her arm and leg, you can see the sketchy shape of Australia.
Impossible constructions
The BENCHMARK LEAGUE LOGO represents the popular "Impossible Column" optical illusion. Benchmarking helps you adopt competitors' practices and improve your performance. According to the artist who designed the logo, business founders often think that their company is operating quite efficiently and sustainably, but in fact, compared to competitors, it is not nearly as good. This illusory stability is reflected in the branding.
Logo of the architectural bureau Lucid Architect:
The logo of the architectural bureau Lucid Architect has another impossible design. Playing with shadows allowed the artists to create the illusion of a cube within a cube, as well as to depict the letter “L” on its side, after the first name of the company.
Font compositions
THE BRAND UNION LOGO is a type composition based entirely on negative space. Choosing color blocks and placing them in space helps to read words. However, if we abstract, the logo looks like a jumble of abstract shapes in two colors.
The TRUCE SPIRIT LOGO is an example of the use of figure-ground ratio and ambigram. The font in it is designed in such a way that each letter fits perfectly into each other. Therefore, the logo looks the same even when turned upside down. The designer who developed the logo, Turner Duckworth, has previously worked with Coca-Cola and Amazon.
Truce and Egg-n-Spoon drink logos:
At first glance, it's just the letter "e", reminiscent of Internet Explorer. But this is the logo of the Egg-n-Spoon courier service ("egg-in-a-spoon"), hinting that couriers handle packages very carefully. Therefore, in the silhouette you can see a spoon and an egg.
Graphics come to life
IT IS DIFFICULT TO REPRESENT SOUND WITH A STATIC GRAPHIC LOGO. The logo of speaker company Sonos pulsates when a user scrolls down or up on a web page. This happens thanks to an optical illusion.
The image, designed by Bruce Mau Design, vibrates like speakers in an audio speaker and conveys the company's main message - "devotion to music." The designers came up with this idea by accident. While working on the logo, they looked at thin lines representing diverging sound waves and noticed that they pulsated as they scrolled the page. Then they refined this effect.
THIS IS NOT THE FIRST SUCH LOGO IN HISTORY. Another example is the optical illusion of "moving" spirals in the eyes of an owl.
Smart Owl and Illusion logos:
Another great logo that becomes more obvious as you scroll down the page is for sale on BrandCrowd. According to the designer, the word Illusion also begins to appear if you move away from the screen. This technique should work great in print as well.
Text by Artyom Luchko
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:
- “Letter” logo – one or more letters are used.
- Logo “Symbol” - depicted in the form of graphic or alphabetic symbols.
- Logo "Emblem" is a graphic element of image and text.
- The “Logoslovo” logo consists only of letters.
- Abstract Sign Logo - Creates a visual form of a company's concept using a symbol.
The first logo in the world
The first logo in the world 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 original name Raider.
- Coca-Cola
Coca-Cola has the most recognizable corporate logo style, which 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 turn to a team of professionals at KOLORO, who will help make the logo perfect.
After the Great Depression of the 1930s, Pepsi-Cola was able to prove to Coca-Cola that it could compete 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 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 little color ranges. 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 black and white image Polaroid OneStep camera. 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 geometric fills for the 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 figures
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 company's first logo was created in a graphics editor by co-founder Sergey Brin. The designer of the new Google logo style was 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”. Many world 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.
A logo is a symbol of your business, an icon by which your company is visually recognized. Development of this element corporate identity- the task is not easy. But we know where to start - by choosing the type of logo. Editor of 99designs publication Hilda Morones(Hilda Morones) counted 7 types of logos. Among them are text, graphic and mixed
Word and letter logos
1) Abbreviations and monograms
IBM, HP, VTB, MTS, NASA... The creation template is clear, right? All of these logos are abbreviations of long company names. Trademark 2 or 3 words are much harder to remember than “initials”. Agree, it is easier to reprimand NASA than the National Aeronautics and Space Administration. Letter logos and monograms are the best option for companies with verbose names.
When developing such trademarks, special attention should be paid to the selection of fonts. Not only must the lettering be consistent with the style and ethos of the company, it must also be legible so that it can be read on small screens mobile phones And business cards. Those who have just opened a business can initially place the abbreviation under the logo.
2) Word logos (trademarks)
Word logos work very well when the company has a short and clear name. Let's take Google for example. A memorable name combined with a colorful font forms a strong brand identity. Because word logos focus on the company name, key role Typography plays a role in them again. Choose or create fonts that convey the essence and character of your business
For example, fashion brands might want clean, elegant typography with a touch of luxury. But legal and legal agencies are better off choosing traditional “heavy” fonts. They create feelings of reliability and safety.
Logos-pictures and symbols
3) Graphic signs (or logos-symbols)
Logo-symbol (icon, pictogram) - design based on graphics. This is a visual image that comes to mind when you hear or think about Apple, Twitter, Android, for example. The logos of these companies are so iconic, so ingrained, that their recognition is enviable.
Brand visualization based solely on image is great. You can put a deep idea into a logo symbol; it can be used to evoke the right emotions in the audience. However, this solution is not suitable for everyone. With such a logo it is difficult to promote a new but non-unique business. Mobile application for exchanging disappearing messages Snapchat with a logo in the form of a ghost managed to be remembered and promoted. John Deere with an “expensive” logo in the form of a running deer too. Another example of successful use of a logo symbol is demonstrated by the World Wildlife Fund with its stylized image of a panda. But in general there are not many such examples. So, if you are not sure of the success of your business idea, it is better to bet on the name rather than the symbol.
An abstract label is a specific type of graphic logo. It is based not on generally understandable, recognizable images (like the Apple apple and the Twitter bird), but on abstract geometric shapes. The most famous examples are the Pepsi circle, the Google Chrome disk, and the Adidas flower. Like all graphic logos, abstract marks condense the brand into a single image. But only they allow you to create truly unique and inimitable images for the visual representation of the company. With an abstract logo, you can convey what your brand stands for without relying on cultural or historical background. Ideas and emotions can be established using color and shape - no recognizable patterns are needed.
Abstract logos are a win-win option for international trading companies. The icon is an icon in Africa, and the name, if not in every country, then in many of the countries where it operates, will definitely have to be translated.
To create abstract logos, it is better to hire professionals who know how to combine colors and shapes to create universally accessible meanings.
Often colorful, sometimes cartoonish and always fun, a mascot logo is a great opportunity to create the face of a brand, its official representative, a character who will become an “ambassador” of your business. Mascots are great for companies that work with families and young children. They allow you to create the desired atmosphere, set the dynamics and mood when communicating with the audience. Just remember Mr Proper, KFC founder Colonel Sanders
One of the main benefits of a mascot logo is that it can stimulate interaction with customers. This effective tool marketing activities V in social networks(SMM) and carrying out promotions in the real world. It’s just a pity that this type of logo is not appropriate everywhere. For example, mascots look rather awkward on business cards.
Combined logos
6) Text and graphic signs
Combined text-graphic signs - logos consisting of letters/words and images. World famous examples: Burger King and Lacoste. A logo in which the graphic image works closely with the company name is a universal choice. The audience immediately begins to associate the symbol/mascot with the brand. In the future, it will be possible to abandon text altogether.
7) Emblems
An emblem is a logo in which the font is contained within a symbol or icon. Such logos are created on the principle of seals, coats of arms, and tokens. As for the area of use of emblems, the best ones are brand names suitable for schools, non-profit organizations, government agencies, enterprises Food Industry. Logos of this type are also popular among automakers. Yes, many of the logos look outdated, but there are examples of successful design modernization. For example, in the 21st century, the updated emblems of Harley-Davidson and Starbucks look relevant.
A logo is the face of a company. This is a sign that the client sees on signs, booklets, packaging, on social networks and is the sign by which he can recognize the business. Therefore, the main task of a logo is to be memorable, to convey the brand’s mood and style.
A good company logo doesn't have to be expensive. Nike bought the first version of the logo with its famous swoosh from a design student for $35, Twitter bought a stock image of a bird for $6, and the world-famous Rolling Stones logo cost the group £50. Nowadays you can make a stylish company logo for free and even without design knowledge .
Using examples from Russian and foreign companies, we figured out what logos there are. Get inspired, come up with your own version or adapt ready-made templates from the Canva graphic editor.
What types of logos are there?
To make it easier to understand the variety of logos, we divided them into two groups - in the first we will look at their types and determine what, in addition to the company name, can be depicted on the logo, and in the second we will figure out what style the logo can be designed in.
Types of logos
Text
The company name is enough to make a logo. Many brands limit themselves to this option - stylish and simple typography always looks advantageous.
Redesign of the VkusVilla logo by Artemy Lebedev studio. The description describes in detail exactly how and why the style of some letters was changed
The logo can be an abbreviation and text on a background of any color or on a contrasting figure. It is not necessary to use the full version of the name; some brands use abbreviations that sound better and are easier to remember.
The FedEx logo is an abbreviation of the full name Federal Express.
Use this template
Use this template
Symbols
Use elements that help convey the message of your business. It is not necessary to illustrate the company’s activities; you can add symbols that will not be clear at first glance, but will help you remember the company logo.
For example, in the Cisco logo, the vertical lines represent not only electromagnetic waves, but also the Golden Gate Bridge, because the company's headquarters are in San Francisco. By the way, the name is the last five letters of the name of the city of San Francisco.
The vertical lines in the Cisco logo symbolize the Golden Gate Bridge and make the logo more memorable even to those who do not know this fact.
The arrow in the Amazon logo shows that the company sells all products from “a” to “z”, and also symbolizes a smile, that is, a satisfied customer.
The logo of the company that offers diving services is decorated with a wave and the tail of a sea creature - the symbol helps to stand out from competitors
Use this template
Use this template
The full version of a company logo may include the symbol alone or together with text. Sometimes the symbol is used separately from the name in a shortened version of the logo, for example, on buttons and other small details.
Mixing text with symbol
Symbol and text can be inseparable from each other. Most often, when one of the letters is stylized as a symbol.
For example, in the Water logo, the leg of the letter “T” is stylized as a drop and illustrates the word “water” itself.
Use this template
Abstract
An abstract image does not always have to be read by clients at first glance as something understandable, the main thing is that it is memorable and associated with your brand.
The London Symphony Orchestra logo may seem like an abstract flourish, but it has two reading options - the abbreviation LNO and the conductor. Perhaps such a logo will not be understandable and will not be remembered by those who do not know what it depicts.
The London Symphony Orchestra can afford a logo that is intelligent, creative and not everyone can understand it. But for a beginning pop music group, it’s better to choose something more understandable - it will be easier to remember
Use this template
Emblems
The emblem can replace the company logo or be part of it. Typically, this is an illustration that consists of several parts and is enclosed in a circle, rectangle or other shape. This is a popular type of logo for automobile companies. For example, Bentley, Aston Martin and Chrysler have wings in their logos that symbolize speed. And Jaguar, Lamborghini and Ferrari have animals that symbolize grace, endurance and strength.
The emblem logo can be conveniently used as a sticker for packaging company products and branded bags.
Logo National Federation drone pilots - emblem with text
Use this template
Use this template
Mascot characters
Mascots are often used in logos for sports companies, events and in the entertainment industry. They add emotionality to the brand. A striking example is the bear cub Misha, the mascot of the XXII Summer Olympic Games.
One of the world's first logos is an image of a dog near a HMV gramophone. This is the case when even the company name was changed to an abbreviation of the name of the painting, which became the first version of the logo.
The modern HMV logo is a simplified version of the painting “The Voice of His Master” by British artist Francis Borough. Now the company uses a hand-drawn dog separately from the name - as a favicon for the site
The logo of the ticket sales company go-tickets is a bright figure of a person made from tickets, which sets the company apart from its competitors with its character
Use this template
Logo Design Styles
Decide where you will use the logo - on the Internet, on paper, on neon signs? It is important to choose an option that will look good on all media. If you are going to print a company logo on white jerseys, choose contrasting colors or a dark outline for the white elements, avoiding small and pale details that will blend into the background.
Gradient
If you want to use this technique, be prepared to update the company logo after some time - all trendy things have short term suitability.
Instagram has changed its retro camera logo to a simplified icon with a gradient background - this makes the logo look more modern
Use this template
Use this template
Black and white
A win-win option for financial, construction, insurance, legal, accounting companies, design, and cinema. Such logos look discreet, confident and stylish at any time. Rare combinations of white images on a black background also look impressive.
A white symbol of a frightened person and an inscription on a black background is the ideal logo for a company that produces horror films
White event logo - night golf game on a black background - clear and impressive
Use this template
Use this template
Multicolored
It is important that the colors combine well, do not overload the picture and look appropriate - frivolous pink will not be suitable for a financial company, and strict burgundy will be a strange solution for the logo of a youth magazine.
How do global companies use colors in their logos?
Use this template
Minimalism
When in doubt, choose minimalism. Logos designed in this style look neat, stylish and expensive. Especially now, when the fashion for minimalism has reached every area of our lives. And also, the fewer details, the easier it is to focus on the main thing.
Use this template
Use this template
Drawn
In the digital world, hand-drawn company logos stand out from the crowd. They seem more soulful and warmer, especially if they resemble a pencil sketch or watercolor drawing.
Canva not only has ready-made templates, fonts and graphics, but also which can be used for a company logo
The logo of the interior agency Nest is a “nest” - a symbol of a house made of branches drawn in pencil. A literal illustration of the name that helps convey the mood of the company
Use this template
Use this template
Lettering
The text can also be hand-drawn - find a lettering specialist who will develop a branded font with a unique character. The main thing is that the text is readable, even in a reduced version. The beauty of the letters should not interfere with the main thing - the content.
Use this template
Use this template
Animated
Animated logos appeared in the last century - one of the first was the Disney company with the fairy Tinker Bell flying over the castle. Use animation in your logo if it helps convey the meaning.
In the logo for the series “House Arrest,” it was thanks to animation that it was possible to play up the plot about the mayor, who finds himself under house arrest in a communal apartment.
Geometric
Shapes and lines will help create the mood of the company. For example, soft waves will create an atmosphere of calm and are suitable for a spa, clear lines - for an architectural bureau.
The geometry of the logo of the Khibiny tourist zone contains the symbols of a deer, a mountain, the letter “X”, snowflakes and a plague.
Use this template
overlap
Logo elements that overlap each other often show the merger of several companies or the diversity of one company that is involved in several lines of business. And sometimes it's just a visual device with no hidden meaning.
The PayPal company logo combines the name and two overlapping letters - the visual design does not necessarily have to hide a deep meaning
In the logo of the Museum of London, the figures overlapping each other are not accidental; they show how the geography of the city has changed
Use this template
Vintage
It is appropriate to use such logos when it is important to show the history of the company. For example, such logos are often used by confectionery shops to show that popular delicacies are still made according to an old recipe.
Use this template
Examples of company logos from different fields
You can combine different types and styles of design in one logo. The company logo can be text, with an illustration in a minimalist style and in black and white. Using several examples, we will analyze what techniques are used in the logos of companies on the Russian market.
Logo construction company YIT
The laconic logo of the construction company stands out from competitors with its original font and blue color. Thanks to this choice, YIT looks more modern compared to its competitors.
Logos of souvenir companies
Logo of the souvenir company "PresentTime"
One of the few logos of souvenir companies that makes it immediately clear what the company does. The signature “business gifts” clearly identifies the area, and the letter “y”, stylized as a box with a bow, illustrates it. The company uses three colors in the logo - opposite red and green, and burgundy for the signature. Be careful when using multiple colors; if in doubt, choose one, maximum two harmonious colors. This logo would look neater in a two-color version.
Insurance company logos
Logo of the insurance company "Rosgosstrakh"
Thanks to its almost century-old history and clear name, the logo does not require additional explanation. For a new insurance company, it is better to indicate the scope in the signature, as in the previous example.
"Rosgosstrakh" uses a proprietary style of letters, which gives rigor and reliability to the company in this field. But the burgundy color looks a little alarming; blue would add calmness and confidence.
In the full version of the company logo, the name is supplemented with an illustration and the year of foundation
Advertising company logos
The logo of the BBDO advertising company emphasizes conciseness - a simple font and two colors, one of which is neutral black. In this case, deciphering the abbreviation is not necessary, because the company is well-known and it is absolutely unimportant for clients to remember which exact names of the founders are hidden under these letters.
Furniture company logos
Logo of the MosKuhni furniture factory
The minimalistic logo stands out from the competition furniture company"MosKuhni" Black and yellow design, painted furniture and a name that indicates not just the company’s field of activity, but also its kitchen specifics.
Cleaning company logo
Logo of the cleaning company "Cinderella"
An unexpected choice of logo for a cleaning company. Although the name might well reflect the cleaning service's business, the shiny shoe is confusing and brings to mind a shoe store. And the complex capital font is reminiscent of the signs of old-fashioned wedding dress shops.
In this case, it is better to replace the illustration with one that suits the meaning, simplify the font and add a signature - indicate the field of activity.
Clothing company logos
Logo of the women's clothing brand to be woman
The playful and bold logo of the women's clothing brand To be a woman reflects the mood and style of the brand. The pink background adds tenderness and balances the bold image, appealing to a female audience. And the handwritten font makes the brand seem less formal than it might appear with more formal fonts.
What is important to remember when creating a logo
- Define the idea - what your logo should reflect and what mood it should create.
- Include a memorable element.
- Don’t chase trends if you don’t want to redo your logo often.
- Simplify to make it easier to remember.
- Take the time to research your options.
- Let clients choose - test logos and do surveys.
- Be bolder and try an unconventional approach.
- To break rules.
Sidebar: The Google logo appeared in 1997 and has changed since then, but remains recognizable thanks to the same colors. The company often changes its logo in honor of the holidays, but still remains recognizable.
- Don't steal. More precisely, steal like an artist - get inspired, but don’t copy someone’s successful logo. Find out what you like about it and make it better.
- Study competitors in order to stand out from them, and not merge with the mass of similar companies. And clients, to understand what your target audience likes.
- Choose techniques that are appropriate for you - playful fonts can spoil the impression of a financial company, and a logo that is too serious and black and white will create the wrong mood if used for a children's toy store.
In the graphic editor Canva you can that you came up with, or use one of hundreds ready-made templates. Change colors, fonts, upload branding elements, or choose illustrations from the image library.
Subscribe to updates on
Magazine
