This article is all about logo design and what makes it so powerful. Your logo is likely to be one of the first things your potential clients, and potential referral partners see. Your logo has the opportunity to make a lasting first impression of you, your company, and your mission. A good logo can tell a story. Your logo should be able to create a feeling, an emotional stimulation, give the viewer an idea of what your business is all about. Let’s take a look at some stellar examples of logo design done right.
They’re famously iconic for always offering 31 unique flavors of ice cream. Their logo design includes the “31” in the “B” and the “R”, adding to the branding on the idea that made them so successful as the top ice cream franchise in the country. Their consistent 31 flavors expand to 7,3000 shops in nearly 50 countries. Not bad for a small novelty dessert shop started in 1945 by two friends, who managed to create over 1,000 unique flavors of ice cream. 31 are only ever offered at one time.
Sony Corporation is a Japanese conglomerate who’s been one of the world’s leaders in consumer & professional electronics, gaming, entertainment, and financial services. They have created trendy, innovative, high-quality products through both the analog age and the digital age. Their logo design for their Vaio line brands just that. The “VA” is symbolic of the analog wave technology, while the “IO” is designed to look like binary code, from the modern digital world. It is a beautiful representation of how the old technology morphed into newer tech, and how Sony has maintained its relevance and strength through it.
Nobody needs to be told who Amazon is and what they’re so successful for. Most people notice the arrow that appears to be a smile, or a smirk, indicating the satisfaction of being an all-inclusive mega e-commerce option for consumers. It took me a while to notice that the arrow is actually starting at the “A” and ending at the “Z”. This is the primary purpose of the logo design, indicating the massive range of products that Amazon has listed. Their goal was to be a company with everything available from A to Z and their logo reflects that branding.
The Toyota Motor Corporation is a Japanese automotive manufacturer boasting about 75 years of ingenuity, investment, and automotive engineering excellence. They also own Lexus, Scion, Daihatsu, and Hino Motors. In addition, they own a large stake in Fuji Industries (Subaru’s parent company) and Isuzu. Though each entity has an independent logo, Toyota’s logo is perhaps the easiest to recognize as it is intricately unique. Some may even be confused as to what it is. While most people think it’s a very fancy was of using clever calligraphy-like lettering to make a “T”, it’s far more abstract. Just look at the breakdown of the image. It’s all letters that are used to spell “Toyota” that are in the logo. That’s great logo design.
Federal Express is an industry leader in on-time logistics and carrier package shipping for consumers and professionals alike. FedEx was founded in 1971 after the founder, Fredrick W. Smith noticed how hard it was in business to coordinate air shipments in a 1-2 day period. Federal Express was created based on this branding strategy of being able to deliver from anywhere, to anywhere, in as little as a day’s time. The logo design represents this with the hidden arrow. Look and the bottom indent of the “E” and the opening of the “x” where it connects. It makes a perfect block-like arrow, facing forward. A clear message that speaks of their start, their current positioning, and their future goals.
London Symphony Orchestra
The London Symphony Orchestra was founded in 1904 and is the oldest of London’s symphony orchestras. It was set up by a group of players who left Henry Wood’s Queen’s Hall Orchestra. This lead to the LSO being so iconic. At first, it looks like a fun, memorable, and artistic way to make the initials of “LSO”. Perhaps a few broad brush strokes on canvas is what the perception is of this logo design and its meaning. If you take a closer look, slowly, you can see that it is actually a symphony conductor. The top of the “S” is his or her head, and the “L” to your left would be him or her holding the baton in their right hand. This is a purely brilliant logo. I just wished it didn’t take me so long to notice it.
Le Tour de France
Le Tour de France. Lance Armstrong single-handedly made this event a household name. The Tour de France is an annual multiple stage bicycle race, primarily held in France, while also occasionally making passes through nearby countries. The power of the logo design here is the sheer genius of making the logo look like a bicyclist, on his bike, trekking up a hill. It’s a bit abstract so it isn’t immediately obvious as to the intent of the design, but it’s clear that this is strength in branding for the event, which is watched by roughly 3.5 billion people each year worldwide.
There are a ton of great examples of great logo design out there in the world of business. I could probably spend days showcasing all of my favorites, but I chose the most common corporate examples that most people will recognize. If any of these helped you understand the value of logo design, then hopefully it will help you in your decisions for branding, and rebranding. Having a budget for a good designer is worth the cost of the value you’ll get from solid branding.
If you have any questions on branding, I’d love to hear from you!
Logo design is one of my favorite ways to get creative. I know I’m biased, but I have some of the best design partners in the business.
Thanks for reading!