Many people confuse a logo as being the same thing as a brand, not so, a brand is made up of numerous aspects of a company, including the logo, and exists in the minds of their customers or people that are exposed to their company through marketing. This is why logos are so important they are usually the simplest visual representation or reminder of a brand that is attached to everything the company produces. This creates an association in the human brain and if that association is positive, i.e. you associate a positive feeling with a brand, you will more likely trust that brand and spend you hard earned cash with them.
These visual associations and reinforcing messages are also constantly thrust into your brain using billboards, TV, radio and of course the internet. Marketers can then manipulate your perception of a company’s brand using advertising and other visual methods like the way the shop is designed and laid out (visual merchandising), the customer service you receive, to help you build up loyalty and more associations of positive feelings, making you go back for more.
Having the right logo, the one constant in all these aspects of the brand, is of the highest importance to any business wanting to achieve ultimate success. It is something a company can anchor to your loyalty something easy to remember that you will associate with your feelings. Here’s 5 of the all time greatest.
Number 5. Kelloggs
You can almost hear the sound of the spoon hitting the bowl or the Snap, Crackle & Pop just from talking about this company. The company has been around for a very long time (100 years, in 2006) and the logo which hasn’t really changed all the much has almost been around just as long. It’s international and appeals for the simple reason that people know Kellogg’s cereals are generally the best tasting. The logo itself is warm, familiar and friendly, perfect for its purpose.
Number 4. Volkswagen
The only motor industry entry on my top 5, Volkswagen has to be one of the most well known car manufacturers ever. VW is Europe’s largest car maker, starting out life as, wait for it, “Gesellschaft zur Vorbereitung des Deutschen Volkswagens mbH” you can see why a logo and abbreviation were critical to their. A couple of world wars later VW were never really at risk from their German heritage and alleged association with a Mr Hitler, probably because of the renowned reliability of their motors. Interesting fact, the original Beetle was first produced after the British Military Government took responsibility for Volkswagen after the second world war. It was not produced by Adolf Hitler as some people believe.
Number 3. Adidas
Not 1 stripe, not 2 stripes, but 3 is the magic number, everyone recognises the shoes with the stripes, born from the vision of one man, Adi Dassler created Adidas in 1949. Half a century later Adidas now enjoy being the second largest sport retailer in the world. Interesting fact, owner of Adidas, the Adidas Group also own Reebok.
Number 2. Coca Cola
Now, don’t get me wrong, this is probably the most well known brand in the world, but as for the logo, it has been relegated to number 2 based on it’s textual and less symbolic look. That said the swirls of Coca Cola resonate around the globe in a way no other can (see what I did there), and have done so since 1886. Born in a Pharmacy (irony for you) in Atlanta the inventor John Pemberton hired a book keeper who named the syrup Coca Cola and wrote it out in the exact, distinct script we all know and love today. Interesting fact, Coca Cola effectively rebranded Santa Claus and gave him a friendlier look to help sales of their drink. They did not, as many people believe, invent the overall image of Santa as we know him today.
Number 1. Nike
The winner on my list is Nike. Probably no surprise to most people this bad boy is one of the all time greatest logos ever conceived. Don’t get me wrong, when it was designed it was by no means outstanding or amazing, it was sufficient. But overtime with a little bit of luck, great products and innovation this logo now represents a very special brand. The Nike brand is known around the world and is synonymous with quality and prestige of the highest level in sport and sports fashion, it is known for being at the forefront of footwear and clothing, and based on its success to date it will most probably never be knocked off the top spot. Interesting fact, the original name for Nike was Blue Ribbon Sports, I bet they are glad they changed it.
Excellent post.
Thanks Fubiz.
I totally agree. Nike has a great concept, is very simple, down to Earth and has one of the best team that does their marketing including ads and commercials. I love Nike and I think they were one of the companies that really heated up the importance of branding back in the days.
Excellent article, I have to say i totally agree.
#1 – NASA logo: How can you discount the symbol of the organization that took humans to the moon? The awe and wonder associated with those that wear the greatest logo ever created is unmatched anywhere, ever.
Very valid comment Steve, probably missed it based on the fact I grew up in the UK, which doesn’t have as much of an exposure to the NASA brand, good suggestion though, a legendary brand.
TOTALLY disagree with Nike being a good logo. What’s so great about it? If it weren’t for billions of ad dollars over the last 30 years, that would be as generic as any other shoe logo. You put that same marketing behind ANY logo and you’d have a recognizable mark. I think people read way too much into the mark as well. Look it unbiasedly, and you have a rounded check mark. What does that say? Nothing.
I think that is what has made it so successful, the money spent on creative campaigns, this has pushed the logo to the place it is at now, it is what it embodies that makes it special, not the shape, a rounded checkmark is so simple, but it means so much.