Whether you like to believe it or not companies/organizations/brands use logos that they want to inspire specific meanings. From the days of old, artists have attempted to communicate meanings through their art and they are hoping that the consumers get the message they want delivered.
There are a number of factors which go into how a logo is developed by a ‘real’ graphic artist/designer
- is it complex/simple?
- Is is real/abstract?
- Color association?
- Where can it be used?
- On what can it be used?
I had a chat with a friend yesterday, Phil, https://www.facebook.com/phreshIdeasandDesigns and in trying to design a project, he asked me a few questions which included some of the ones above. The one that stood out though, was, Which logos do I like? So I have decided to take a go and share with you.
From my journeys, I will tend to prefer sporting related logos, but there are a few airlines and technology companies which I have found interesting and was able to determine the message they want sent.
Let me start with Viao….it represents old and new and the emergence into the new age of technology
The “win from within” campaign by Gatorade caught me and this logo I think represents guts, determination and the energy required to “win from within”. I think this logo got stuck on me though because of my last job, and I spent a lot of time around the G folks…I have a few things with the G on it, so there goes my bias logo for this piece.
I must I stay away from Logos with words, as when the mission and vision change in companies, they are tempted to change the logos and we consumers do not like that. I prefer symbols and those than morph into something representative of the times we are in without losing the basics of the logo.
Let’s look at the Amazon logo for example…experts say it means they have everything from A to Z – Do you agree?
According to businessinsider.com this is what Amazon means Amazon — The cleverness of this logo is twofold. The arrow points from a to z, referring to all that is available on Amazon.com, and it doubles as a satisfied smile (with dimple).
Read more: http://www.businessinsider.com/subliminal-messages-in-12-popular-logos-2013-5?op=1#ixzz2ffkHluxj
One airline that I am impressed with is Korean Air…They had a campaign in 2011 around the time of the World Championships and those late night shows on ABC, CBS, NBC and CNN, the ad for Korean Air was featured. It kinda grew on me and “there are no words”, but the symbol is clean, clear and sophisticated. I like most things simple. It has way more impact.
To change a logo for any company requires a big investment and in trying to convince your customers, that takes a massive campaign. For new companies out there, invest the time and do the research necessary to see what your customers want. The product and/or service you offer can and could be impacted based on the logo used to advertise. Invest wisely.