When it comes to your business’ branding strategy, establishing your company’s logo is one of the most critical tasks. Your logo will be pervasive throughout all of your marketing campaigns, and it’s one of the most prominent branding elements that people will think of when someone mentions your company. Your brand’s logo should be memorable, versatile, and consistent, all the while giving your audience a sense of what your brand is all about. Unfortunately, many companies haven’t exactly done a great job of keeping those goals in mind when establishing their logo, learning the hard way what it takes to create a positive brand experience through their logo.
7 companies that have either flourished or failed in the logo department:
Apple’s Perfect Logo Rebrand
Today, we think of the Apple logo as a simple but sleek design, representative of the Apple brand. But it wasn’t always that way. The logo originally had a picture of Isaac Newton sitting under an apple tree. Eventually, it was changed into a rainbow picture of an apple. And finally, it changed into the logo we know and love today.
Apple is often the model for a great brand experience. The logo demonstrates something that every company wants to convey: simple, inviting, and beautiful. All of the Apple products focus on giving its customers a great experience through a sleek interface.
Google’s Successful Rebellion Against Logo Design Best Practices
Surprisingly, the original Google logo actually goes against a few standard branding rules. It uses colors that seem to clash with each other. There is a slight drop shadow, which is something logos aren’t supposed to have. It even uses a serif font, which is hardly unique, and very rare for a logo to have. But Google’s recent updates eliminating serifs and dropping the shadow makes for a sleeker logo. The multi colour “G” is also a big improvement but somehow visual mimic’s Apple’s rainbow logo from the 80’s and 90’s.
That being said, the rest of Google’s applications have fantastic branding, and they really demonstrate what each different Google product means. Furthermore, the different logos closely resemble each other, so it is recognizable that they are all part of the same company:
Starbucks’ Confusing Logo
The Starbucks logo has always had the text “Starbucks Coffee” surrounding an image of a twin-tailed mermaid, also known as a siren in Greek mythology, which is indicative of the company’s heritage from the Pacific Northwest. For those who are unfamiliar with the Starbucks logo, the addition of these words has always helped to explain what the logo represents. However, in 2011, Starbucks updated its logo to get rid of the words and leave the mermaid, in hopes that they had enough brand recognition.
Marketers should remember that, no matter how big their company gets, there will still always be people who don’t recognize your brand or understand the brand sentiment they’re supposed to feel. Even though most people know the Starbucks brand, they do not always understand what separates it from other coffee companies. Having an image of a mermaid depict the brand is not enough to demonstrate what sets Starbucks apart. Before you read this post, did you wonder why the mermaid is Starbucks’ logo? Our point exactly.
FedEx’s Fantastic Double Meaning
The FedEx logo is genius, but many people don’t realize why. In fact, the FedEx logo says much more than the company’s name in purple and orange text. There is also a hidden arrow inside the logo that symbolizes the speed and reliability of the courier service.
Did we just blow your mind? FedEx’s logo is a great example of a simple, easy to remember logo that also expresses the mission of its brand. By creating a logo that has a dual meaning, such as the FedEx logo, it is a great way for your company to stand out against the competition and emphasize your value proposition.
Pepsi’s Boring Logo
Over the years, there have been quite a few changes to the Pepsi logo. Most recently, Pepsi removed the company name altogether and left the image of the ball.
As a result, the company received a lot of backlash for the new logo, which was said to look like a fat belly more than anything else. And truthfully, as Pepsi competes against other, healthier beverages, it needs to get away from that image.
As a marketer, look at your competitors’ logos as inspiration. Pepsi has also received a lot of backlash because Coca-Cola has an elegant logo, whereas its logo doesn’t have as nice an appeal. Listen to your audience and see what they are looking for from your brand. Then use that inspiration to design your logo.
Amazon.com’s Interesting Hidden Meaning
Amazon.com has created such a recognizable brand that, when anyone needs to purchase something, they will often go to Amazon first. Although they have strong brand recognition, they also have a logo that reiterates just how much Amazon sells. The arrow in the logo points from the “A” in Amazon to the “Z,” symbolizing that they sell everything from A to Z. It also looks like a smile!
Animal Planet’s Poor Redesign
Animal Planet is known as the go-to place to learn about animals. But its redesigned logo doesn’t imply that at all. Animal Planet’s new logo gets rid of the elephant and uses only text, with the letter “M” in animal oddly positioned on its side. Not only does this take away the important image of the elephant, but the new positioning of the “M” also looks awkward.