Logos of the world and their types. Logos of famous brands of clothing and shoes. Logos of famous companies. Web animated logos

A logo is much more than just words, an icon, a color. A good logo tells a story about your company: who you are, what you do, and what you stand for.

Creating a logo is not an easy task: there are many nuances that need to be taken into account when developing it. Luckily, you don't have to do this alone. With the help of this step-by-step instructions, you can do it easily and simply. But enough words, let's get started!

What is a logo and what is it for?

But before we move directly to the recommendations, we would like to recommend you an online service from Logaster , which can create a logo for you all in a few minutes. Just enter your company name and the site will create some logos for you!
Now let's move on to the article :)

Every day we constantly come across logos.

For example, the average US resident sees 16,000 advertisements, logos and labels per day. If you look around, you will probably also notice several dozen logos around you.

Why are there so many of them and why do many companies spend thousands, hundreds, or even millions of dollars to create this small element?

What do we, first of all, understand by the word “logo”?

A logo is a symbol or emblem that is used
to identify services, products and the company itself.

How to choose a color for a logo?

Color, color and more color! It's the first touchpoint and the most memorable item, says Leslie Harrington, executive director of The Color Association.

Understanding how color affects human perception is important when creating a quality logo, says Martin Christie of Logo Design London.

Color can help you enhance the right feelings and create a strong emotional connection. Use the infographic (large size) to choose the color you want for your logo.

How to choose the right logo color?

To answer this question, you need to ask yourself 3 questions:

What color highlights your brand's personality?
What colors characterize your products/services?
What color is your competitor using?

The colors are not tied to any specific industry, but certain colors are better suited to some services/products than others.
You should aim to choose a color that will highlight your company's personality. The color should make the right impression on customers who see your logo for the first time.

What to do when you've figured out your competitors' colors?

One option is to use a color opposite to the color of the main competitor's logo. This will help you stand out. But it's worth considering the colors of your industry so that the opposite color matches the industry. For example, the pink color for the logo of a bank or law firm looks inappropriate and ridiculous.

Consider the characteristics of color in different cultures. For example, in the Western world, white is considered the color of purity and peace, and in some Asian countries it is the color of death.

One color or several?

To convey the desired feelings and emotions as much as possible, one color is usually used when creating a logo design. However, there are many successful logos with multiple colors - Google, eBay.

Therefore, you can safely use one color or several. The main thing is that they combine! But, of course, you shouldn’t overdo it and use a large number of colors.

I recommend choosing two primary colors. This makes it easier for your brand to communicate with your customers. Many companies, from sports teams to corporations, have used only two colors for many years.

— Pamela Wilson.

How to choose several colors for a logo?

The easiest way to choose the right colors for your logo is to use color schemes.
There are many online services for finding great color schemes. You can find several in this one.

For example, Adobe Kuler or the Russian-language Colorscheme service.

Designers often use the 60-30-10 formula. It consists of choosing 3 different colors and using them in a ratio of 60%, 30% and 10%. This rule provides an easy way to create a professional color scheme for your brand.

— Jared Christofferson, Yellowhammer

Where can you find logo inspiration?

It is often very difficult to take the first step when we are dealing with something unfamiliar. For example, with the creation of logos. You can spend a day, or even a week, thinking about and making logo drawings, which is very exhausting.

Fortunately, there is a good way to get rid of the stupor as soon as possible and make the first step less painful. For example, gain inspiration from other logos and designers’ works.
For this we have selected 10 best sites, where you can get ideas for your logo.

Logo Pond

Logo Moose

This site's community has collected the best logos from professional logo designers from all over the world.

Logofi was created to inspire designers and other creative people. On this site you can see the work of not only professional designers, but also ordinary visitors who have uploaded their logo.

Logo Gala

LogoGala is one of the most outstanding resources for finding inspiration. On the website you can select a logo filter by color.

Logospire is a logo gallery. But the main difference between this site and others is that you can see the best designer logos. The site has a rating system and every month a list of the best logos is compiled.

Logo Heroes

Here are the best logos on the internet.

Logo Fury

Another gallery of logos, which is regularly updated with fresh works. The site has a convenient search by tags, so finding a logo on the desired topic is very convenient.

Logo Faves

One of the most popular sites. The site contains logos of many famous designers. There is a tag search to find the logo you need.

Errors when creating a logo

To make a really good logo, you need to avoid certain mistakes.
Below we have collected the most popular of them.

Mistake 1: Using a bitmap

The use of raster images in logos is not recommended because it may cause problems when reproducing the logo. If you enlarge a bitmap image too much, it will appear tiled, making it unusable.

Therefore, standard practice when developing a logo is to use programs that work with vector graphics - Adobe Illustrator or Corel Draw. Vector graphics are made up of dots calculated with mathematical precision, ensuring a consistent visual experience no matter the size of the image.

Basic advantages of using vector graphics when developing a logo design:

1. The logo can be scaled to any size without loss of quality.
2. Subsequent editing of the logo is greatly facilitated.
3. A vector image is easier to adapt to other media than a raster image.

Mistake 2: Following trends

Trends come and go. Eventually they turn into clichés. A well-designed logo should be durable. This can be achieved if you do not rely on newfangled tricks and techniques.

To create a unique identity for your company, it is best to completely ignore logo trends.

Logo Online Pros has a huge section where current logo design trends are updated annually. It is important that you are aware of the latest fads and avoid them at all costs. — Smashingmagazine

Mistake 3: Overcomplexity

An image that contains too much detail will not be perceived well in print or when viewed in a smaller version.
Details of a complex design will be lost, and in some cases it will look messy or, worse, not be perceived correctly.

For example, the fingerprint pattern on the fictional Smashing logo can only be seen upon very close inspection. When you zoom out, details are lost.

Look at the corporate logos of Nike, McDonald's and Apple. Each of these companies has a very simple image that can easily be reproduced in any size.

Mistake 4: Dependence on color effects

Without color, your great logo can lose its identity. Right?

No! This is a very common mistake. Designers can't wait to add a few of their favorite colors, many even rely on it entirely.

Choosing a color should be your last decision, so it's best to start designing in black and white.

Mistake 5: Poor font choice

When it comes to creating a logo, choosing the right font is the most important decision you will make. Due to poor font choice, the logo most often fails (our example shows the infamous Comic Sans).

Choosing the perfect font for your logo is all about matching the font to the style of the image. But there may be tricks here. If the match is too close, the image and font will compete with each other for the viewer's attention. If it’s the other way around, then the viewer won’t understand what to focus on. The main thing is to find the right balance.
The entire brand message will fall flat if the chosen font does not reflect the characteristics of the image.

Mistake 6. Designing a logo for yourself, not for clients

Often, when creating a logo, there is a desire to use your favorite font, color, etc. Do not do that!

Ask yourself, is this font and color really suitable for my business?

For example, that gorgeous modern typography font you love might not be suitable for a serious client like a law firm.

Mistake 7: Typographic chaos

Typography can make or break a logo, so knowing the basics of typography is vital. The logo should remain as simple as possible, but at the same time convey the desired message. To achieve this, you need to consider all typographic aspects of the design.

Don't use too many fonts or weights (two is the maximum). Don't use fonts that are predictable, pretentious, or too thin. Pay close attention to kerning, spacing, and size. Most importantly, make sure you choose the right font(s) for the project.

Mistake 8: Creating a monogram

One of the most common mistakes made by non-professional logo designers is trying to create a monogram from the initial letters of a business name (for example, B&H for Bob's Hardware). Although it looks creative at first glance, it is difficult to be convincing or convey the desired message using company initials. You can certainly try, but don't stop there if there are other logo design options.

Also try not to turn the name of the company into an abbreviation if it has not become commonly used and this does not correspond to the goals set.

HP, FedEx, IBM and GM didn't start out with acronyms; they became such many years after gaining a high-class reputation.

Mistake 9: Using Visual Cliches

A light bulb as a symbol of an idea, a bubble with text - discussion, strokes - dynamism, etc. These are the first ideas that come to mind during brainstorming, and for the same reason they are the first to be abandoned.

How can your design be unique when many other logos have the same idea? Avoid visual clichés and come up with an original idea and design.

Mistake 10. Copying, stealing or borrowing a design

It's sad to have to say this, but this practice is common these days. A logo designer sees an idea he likes, tweaks it a little, changes the colors or words, and makes the idea his own. It's unethical, illegal, stupid and you'll get caught sooner or later.

How to Create a Logo - Step-by-Step Guide

We've already covered almost everything you need to know about creating a logo.

Now all that remains is to sort out the information received.

Take another look at:

Step 1: Create multiple drafts

During the early stages of logo design, you may have several ideas that you want to express in the logo. You shouldn’t neglect them, it’s better to write them down; perhaps some of them will be useful to you when creating the final version of the logo.

Step 2: Sketch your logo design

Sketching is a quick and easy way to get ideas onto paper where you can evaluate them more easily.
Do not erase or throw away sketches. Design is not a linear process. All ideas can be valuable, even if you don't think so right away.


If you don't know how to draw, don't worry. You can try sketching your logo using screenshots. Go to the sites of several online generators, icon galleries, etc. Try to find the right images that you like and save them. You can then use them to create your unique logo.

Step 3: Select Logo Creation Tools

You can create a logo using:

— graphic programs — Adobe Illustrator, Inkscape, Photoshop;
— platforms for ordering logos — 99Designs:
— online services and designers — , Logaster . Very useful service, I recommend it!

If you're comfortable working with graphics programs, don't hesitate to use them to create your logo.
But you should not neglect online services. They can be used to find inspiration or test ideas.

Step 4: Create a Logo

Step 5. Test the logo

Have you created a logo and decided it's perfect? Perhaps this is not the case. It will be more effective to show the logo to colleagues, friends, and some clients and get feedback. Ask them a few questions: what do they think of the logo, do they like it? If the answers suit you, then you did everything right.
However, be careful with reviews from friends and relatives. If they are not professional designers, their advice may not be entirely useful to you or may even be false.

Step 6: Check your logo's scalability

Check the logo image in different versions - in newspaper ads, on a business card, on your website. The logo should look good whether it is reproduced in a large or small format.

Some tips:
- If the logo has a lot of detail or lines that are thin, then the logo may look too fussy at small sizes.
— If a logo is created for a business card or website, then it will, as a rule, look awkward when large.
- Use graphics programs such as Adobe Illustrator or Inkscape, they allow you to check the scalability of your logo.

Step 7: Create Multiple Logo Formats

You may have created your logo in a graphics program like Adobe Illustrator from the beginning. If this is not the case, you need to transfer the logo sketch from paper to electronic form.

Some tips:
— Save the logo not only in .
The latter will allow you to easily scale your logo without losing quality. If you already have a logo in raster format, you can convert it to vector using vectormagic.com.
— Use the logo in PNG, JPEG format for the Internet and in PDF, EPS, SVG for printing.
— Save the logo version in black and white for printing the logo, for example, on bags, pens, stationery.

Step 8: Continue to Get Feedback

Even after you've created a logo, you still need to remain open to feedback. Use various tools such as social media, customer comments, expert opinions to make sure your logo looks perfect.

Step 9. Redesign

Nothing lasts forever, and a logo is no exception. If your logo has ceased to be relevant over time, it is better to redraw it. It is worth making small edits, leaving room for the key idea in the logo, because radical changes are unlikely to be appropriate.

Is your logo really great? [Check list]

And so, you've probably already created a logo. Congratulations!

But is he really good? Will it look great in different sizes? Well, let's check the effectiveness of your logo with our checklist.
Go through each question and answer “yes” or “no.”

1. The logo looks attractive to at least three people
2. The logo looks good in black and white
3. The logo is recognizable in an upside-down position (view)
4. The logo is recognizable if its size is changed
5. No complicated parts
6. The logo is visually balanced - the icon, font, color look harmonious together
7. Do not use too many fonts, colors, effects
8. The logo is noticeable among other logos

As we have already written, it is very important to stand out from other companies, especially competitors.
Collect your competitors' logos and place yours somewhere between them.
Is it noticeable? Noticeable compared to others? If yes, everything is great!

9. The logo is adaptive

Adaptability means that the logo will look great on any object or surface - a T-shirt, website, road sign, etc.

10. The logo is memorable

Show your logo to your friends or anyone and ask them to draw an image of it in a few hours or days. If he can roughly accurately sketch your logo, then everything is fine and your logo will be memorable.

11. Universal logo

The universality of a logo means that it is perceived in the same way by a wide range of people. All people are different and the main thing is that the logo retains a single meaning for all its viewers.

12. The logo is easy to read

Imagine that your logo is placed on a banner, and you are driving a car at a speed of 70-80 km per hour. Could you read the text of your logo? If yes, everything is fine. If not, it might be worth working on the fonts.

13. Do you have vector logo formats?

It is very important to have logo files in vector (AI, EPS, SVG, PDF). This will allow you to print your logo at any scale without losing quality, as well as edit it. For example, make a logo in a different color.

We hope you find our tips helpful and that you can create a great logo!

How to create a logo - step-by-step instructions from A to Z updated: March 11, 2019 by: admin

The logo is the flag of a ship; with a good flag it’s not scary to go to sea, fight pirates, discover new lands and look for treasures.

A logo is a kind of emblem, stamp, coat of arms, company identifier, its face, shell or outer part that the company shows on all types of advertising, from business cards to large advertising posters. The logo must be associated with the brand image, its products or services. Yes, this is not a ship with a whole crew, guns, and a helm, but the logo carries something intangibly valuable. And this valuable thing should serve as a link in the consumer’s head between the company’s products and its identification in the form of a logo picture. Especially when a consumer encounters a company's products or services for the first time, he first of all looks at the logo and tries to understand whether he can trust the company, whether he will become its client or not.

A logo is needed so that everyone can accurately identify the company from its competitors, as well as for brand recognition and uniqueness.

Having analyzed countless logos, I have identified the main factors, i.e. those moments that distinguish a successful logo from its mediocre counterpart.

They will be discussed in this article.

#1 Association with product/service

The logo should immediately make it clear what the company does. And this is perhaps the basic rule of a successful logo, which sounds like this: if during 3-5 sec, looking at the logo, you understand what the company produces/sells or what services it provides, then this can be called a good logo.

Everyone will unmistakably recognize the promoted logos like Starbucks,Coca-Cola,McDonalds,Nestle, but try to look at the lesser-known logos and understand what the company does. If you got to know the products or services in such a short time and understood WHAT the company does, then before you is an excellent logo that does its job. If you can’t tell, then the company initially loses, because cannot create a “logo-product” bridge in the consumer’s head.

I’ll tell you using the project logo as an example. "Sea of ​​Desserts". When I was planning the project, I wrote a short one in which I described all the basic rules for creating a logo. Technical specifications must be written, because otherwise, the output may not be what you expected, but I think this is not worth explaining. So, after developing the logo, I showed it to everyone, from schoolchildren in the yard to acquaintances from social networks. Everyone unanimously said that the “Sea of ​​Desserts” company is most likely a confectionery that makes cakes, and the logo depicts this very cake. The logo did its job - anyone who looked at the logo for 3-5 seconds said exactly what I wanted to hear. True, I didn’t ask women very much about this, and this is the main audience of the project. Therefore, in order for you to hit the bull's eye, think for yourself - how your target audience will perceive your logo, what it can mean to them and what product or service they will associate it with.

#2 Client benefit

The logo idea must intersect with the client's benefit. It is best to embed into the logo the benefit for which the client buys your product or service. For example, I really like the logo of a shoe company Chester is a drawing depicting oak leaves. The company, therefore, says that their shoes are very durable like oak, the brand adheres to old English traditions (oak as a symbol of strength and longevity). A successful example that will play out in the minds of buyers for a long time.

A good example is a brand logo Eleganzza, a manufacturer of Italian bags and accessories. The company successfully pushed the idea of ​​true Italian quality among customers, came up with an Italian history of the founding of the brand and successfully gained a foothold in the market. The logo depicts the face of a maiden in the style of a Venetian fresco, evoking associations with antiquity, making the brand “real”. The benefit for the client is originality, not counterfeit, Italian quality, time-tested.

Examples from online - the electronic giant, which stylishly and simply depicts a smile arrow. She explains that they have a large selection and you can find whatever your heart desires.

Food delivery service from restaurants delivery-club.ru- another successful example. Their logo uses an ostrich image. The ostrich is a fast animal, so the company is associated with fast delivery of pizza, rolls, etc., which is a big plus in its business and an advantage for the consumer.

Incorporating a customer benefit into your logo will set you apart from competitors who may not.

#3 Emotions

The logo should evoke positive emotions. A successful logo should not be something very daring, pretentious or very funny and not suitable for the company’s activities, in other words, it should be “on topic”. When a company is engaged in, say, auditing services, and the logo looks childishly naive and funny, this does not evoke the desired image in a potential client. Ideally, a logo should create positive emotions that are consistent with the overall image of the company.

Let me give you an example with a company logo Disney, looking at which everyone will unmistakably determine what the company does and for whom it offers its services.

Not every logo evokes positive emotions. It is better if the logo evokes something in the mind that a person has experienced and remembered. According to consumers, “Sea of ​​Desserts” evokes neutral-positive emotions, since cake and blowing out birthday candles are very joyful memories associated with childhood and making a wish. And with the sea, people think about relaxation. Agree, pleasant moments?

#4 Color

The logo must have its appropriate color. Let me explain a little about the psychology of flowers. Green color is growth, health, freshness, environmental friendliness (farm products, medicine). Red provokes tension and excites. There's a reason we're told that red, yellow and black are impulse buys. A logo with such colors is good to use in retail, where purchasing decisions are made quickly and spontaneously. Dark purple and blue-green are colors for budget-conscious shoppers, while blue is mostly suitable for neutral shoppers because... it does not cause irritation and does not provoke any action (this is why the main color of the interfaces of many forums and social networks is blue: Facebook, Vkontakte).

Rice. “The Power of Color” (Russian version)

Rice. “Colors and Emotions” (Western version).

Rice. “Three Types of Buyers” from the 2014 Small Business Online Study, Aori

Also remember that you need to be different from other players in the market. Therefore, you should not use your competitor’s color in the logo; look for your own solutions. It should be taken into account that different people perceive colors differently. Match the color you use (or want to use in your logo) with your customer, look at your competitors, and you'll get an idea of ​​what color would work best for your logo.

#5 Time

The logo must stand the test of time. Ideally, it shouldn’t be the case that after a week, a month, a year, the logo stops being liked and becomes irrelevant. In the first case, perhaps your views have changed, you have grown up and do not consider the logo to be what it used to be. The relevance of a logo is a complex issue, especially today, when flat interfaces and icons are in fashion. But that’s why there are all sorts of rebrandings that allow you to rethink not only the logo, but also the values ​​and goals of the company, its purpose. Ask your target audience in a month, six months, a year: “Is the logo still relevant? Is the logo still for this target audience? Does the logo still represent the face of the company?”. The answers to these questions will allow you to find out the answer to the main question: “Does anything need to be changed or is everything fine?” This is perhaps an important strategic question that needs to be answered. The main thing is not to overdo it)

Rice. “The evolution of logos” and comic simplification in the future

A good logo is like a good wine; it only gets stronger with age.

#6 Relevance

The logo should be modern for today. The more relevant or modern the logo is, the better it will be remembered in the consumer’s mind. A good logo should look on-trend with the latest design trends and not be old-fashioned. Recently, styles such as overlapping, rectangular frames, identity, calligraphy, lettering and other terms from the jargon of logo makers have become very popular.

Using one of these techniques is modern and trendy, but there is a nuance. What looks trendy today will probably be just trash in a couple of years. This is a short-term fashion that should be avoided and should not be carried away. Take a look at the stories of logos that have survived short-term fashion surges. What do they have in common? Why are they still relevant today?

#7 Riddle

The logo should ideally have a mystery, with a double meaning. A logo can be incredibly beautiful, like a painting in a museum, but to be honest, I always liked logos with some kind of feature. Over time, I realized that this feature is called “double meaning of the logo.” The highlight of such logos is that if the user remembers their “double meaning,” then he will remember it well for a long time, as if he emerged victorious and solved some riddle about the trademark. People love to guess some secrets and riddles, so such a move will only be beneficial for the company.

I understood the idea of ​​“double meaning” a long time ago and concluded that such a logo is remembered better than just some pretty picture. For example, we all know the logo FedEx(Federal Express), where a forward arrow is indicated, explaining to the buyer that the company is also not lagging behind in time and is moving forward, providing fast delivery.

An interesting logo of the mentioned store, where a smile arrow marks the letters “A” and “Z”, thereby showing that this Internet giant has a huge selection of products.

There are lesser-known but also recognizable double logos, examples of which I provide below.

In the case of a logo "Sea of ​​Desserts", I used this trick too. I wanted to make something simple, but at the same time, have some meaning in the icon next to the letters. This is how a cake with candles appeared, and the filling featured waves like those of the sea. The yellow circle symbolizes the sun.

#8 Slogan

The logo must have a slogan or tag line. Don’t believe those who say that just a title or text option is enough. Remember the slogan of Euroset - “Euroset phones – the prices are just wow” or "Your pussy would buy Whiskas". The laws, however, also apply online. A well-chosen slogan will advantageously distinguish you from competitors, allow you to position your product, and clarify to the buyer what you do if he did not understand it from the name or graphic design. After all, it’s not always clear WHAT AND WHO, but after reading the slogan, everything falls into place. I recommend inserting USP, differences, or the most important thing that the company does into the slogan.

Examples of successful slogans: pizzeria chain « Papa Johns" — Better ingredients, better pizza, abandoned cart service « – Turning abandoned carts into sales, "Accountant for Business" — Timely assistance for your business, "The Tenth Dimension" — Include new experiences"Eco-furniture"- kitchens as art.

Using a successful slogan, you will be a little higher in the eyes of the consumer. And again in “Sea of ​​Desserts” I used this technique, our slogan “ Is there a holiday? There's dessert!"shows that if the buyer has some kind of holiday, then our site is at his service. We have a large selection of confectionery products, so to paraphrase the tag line, you can get “celebrate, and we will find dessert for you!”

#9 Character

Not always, but in some logos you can use a character. Colonel Sanders from KFC, the mermaid from Starbucks, the cook on Pringles chips, the Dodo bird at DodoPizza- here are examples of successful integration of characters into a logo. I would even say that for some brands, the characters are the logo. It is very rare that such a technique can be used. It is best to create an additional character and carry out promotion work with him. Cartoon characters aimed at children's audiences are especially good.

#10 Simplicity

The logo should be simple. Everything in the world today comes down to simplification, since we live in a time when we are bombarded with an avalanche of information. Interfaces are becoming simpler, website designs are becoming flatter. Simplicity is perhaps the most important criterion for a modern logo. You should not make some complex masterpiece, a picture that is difficult to understand. Logos can be complex, but the best logos are simple logos. It often happens that a logo leaves one first impression, but the company is doing something completely different, and the logo does not correspond to the overall image. In my opinion, a logo should first of all sell, and then be beautiful and “cool”, with “ruffles and curlicues” as some modern designers like to draw. If the logo sells, then it can be as simple as “2x2”. If it fits into the company’s image and (important!) the client can tell within 3-5 seconds what this company does, whether it sells goods or services, this is considered a good logo. Even if he is nondescript. Even if the text is crooked, what is important for the client is not the logo, but the product that the company offers is important. It also happens that the logo is no good, but the company is still successful. This explains that the role of the logo is secondary, the product or service itself is primary, it is more important for the target audience. As in the usability of sites, the rule of 3-5 seconds also applies here, during which you need to both like and understand what this company offers. If you look at the logos of global companies, you will find that many of them have a logo that is just text.

The best logos are the simplest ones, so think simpler)

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Let's summarize. I’m not saying that everything I wrote about in this article is the strict rules for creating a good logo; there are other, equally important aspects. I used these factors to design the Sea of ​​Desserts logo, which meets 9 of the 10 principles (except character). Yes, this logo was not drawn by me, but by a professional designer, but I was just thinking about WHAT NEEDED to be depicted in order to convey the main idea to the consumer. There is no need to make the logo similar to a competitor, use the same color. The logo should evoke positive emotions, be modern, and have its own unique slogan. A double meaning makes the logo interesting and memorable, as does a well-chosen character for the target audience. And finally, the logo should be simple, no frills, relevant and modern, evoking positive emotions. Always remember the proverb “you are greeted by your clothes, but you are seen off by your mind.”

Good luck and inspiration to you in creating or rebranding your logos!

A logo is a symbol of your business, an icon by which your company is visually recognized. Developing this element of corporate identity is not an easy task. 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. A trademark of 2 or 3 words is much more difficult 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 company's style and ethos, it must also be legible so that it can be read on small cell phone screens 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. Since word logos focus on the company name, typography again plays a key role. 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. The 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. It is an effective tool for social media marketing (SMM) and 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, such brand names are best suited for schools, non-profit organizations, government agencies, and food industry enterprises. 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.

Each of us sees these logos every day, but not everyone understands the secret meaning contained in them.

So, it's time to expose the logos that flash before our eyes every day!

If you think that the logo of the Korean titan Hyundai symbolizes the first letter of its name, then you are deeply mistaken! H is a symbolic image of a client and a customer shaking hands.

Who hasn't heard of the Adidas brand? It was formed in honor of its founder, Adolf Dassler. The logo was endlessly changed, leaving only one element untouched - the three stripes. The modern logo is depicted in the form of a mountain. This is a symbol of the obstacles that every athlete is sure to face.

Renowned designer Rob Yanov, who worked on the Apple logo, bought a bag of apples and frantically drew them, trying to make the shapes as simple as possible. A piece of apple was bitten off as an experiment. Oddly enough, the word byte is translated as bite. What a coincidence!

Sony Vaio has an extraordinary logo. Its first two letters are a wave that represents an analog signal, the last two letters symbolize a digital signal.

There's nothing fancy about the Amazon logo. The bright yellow arrow is the customer’s smile, because Amazon employees wish their customers happiness. The smile arrow combines two letters A and Z. This means that you can purchase everything on the portal – from A to Z!

Baskin Robbins has a bright and, one might say, appetizing logo. If you look closely at the pink part of the picture, you can see the number 31. This is the number of ice cream flavors customers can try.

Many people believe that the Toyota logo is a stylized head of a cowboy in a hat. But everything is much more complicated. In fact, it shows the eye of a needle and the thread threaded through it. The thing is that the company used to deal with weaving machines. There is one more subtle nuance - if you put all the elements of the logo together, you get the name of the company.

Continental produces car tires. One of them became the two capital letters of the logo. If you look closely, you can see the wheel drawing in perspective.

The Formula 1 logo literally screams speed. An attentive viewer will notice the number 1 between the letter F and the red stripes.

Do you like to watch interesting video clips and pin them to your online board? The inventors of Pinterest suggest “pinning” videos using a virtual needle, which is the letter P in the logo.

It's hard to believe, but Beats deciphers its logo as a music lover wearing headphones. The logo contains two elements - the letter B and a red circle... Simple and incomprehensible!

Toblerone is a world famous manufacturer of delicious chocolate. This brand is inextricably linked with the bear city of Bern. That is why the Toblerone logo depicts a bear standing on its hind legs.

BMW began its history in the aviation industry, so the logo speaks about this. Some believe that in the center of the logo is a moving propeller with blades. But no, everything is very simple, this is just part of the Bavarian flag.

In the center of the LG logo is a smiling man. Because the company’s employees treat their customers humanely, which they want to emphasize. Some skeptics believe that the company's logo is based on the Pac-Man character.

Evernote employees are confident that some animals remember information as well as humans. That's why they put the logo of an elephant on their logo, which has a slightly curved ear, like paper. With such an elephant - a note from Evernote, the user will not forget anything!

The hidden meaning of the Coca-Cola company is amazing! To increase sales in Denmark, they placed the Danish flag in the space between the O and L.

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:

1. “Letter” logo – one or more letters are used.
2. Logo “Symbol” - depicted in the form of graphic or alphabetic symbols.
3. Logo "Emblem" is a graphic element of image and text.
4. Logo "Logoslovo" - consists only of letters.
5. 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 established 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" calligraphic 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, the Pepsi-Cola brand was created. 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. The company's corporate logo is the LV monogram. 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 the 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 few colors. 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 a black and white image of a 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- a good example of a new trend for 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.