The Branding of Your Identity with Logos

There are some logos that are more than symbols. They represent an entire brand of a company.

Nike’s “Swoosh” logo, for instance, immediately communicates their brand. In fact, it’s become so iconic that in 1995, Nike even removed their company name from the design, letting their “Swoosh” symbol speak for the company name.

It’s amazing to think that similar logos have become some of the most recognizable icons in the world. There is, however, a difference between a brand, identity and logo, which translates to the following breakdown — “brand” refers to the perceived emotional corporate image as a whole; “identity” refers to the visual aspects that form part of the overall brand; and “logo” identifies a business in its simplest form via the use of a mark or icon.

In general, however, logos speak to the brand itself. The logo effectively communicates who you are. In many cases, it’s people’s first introduction with your company. In the case of Nike, Apple and even McDonald’s, you can immediately visualize their logos when you hear their company name; similarly, you can immediately identify the company when you see just their logos.

So, let’s break down some of the elements of a successful and effective logo.

Simplicity

Apple’s entire company is founded on the belief that simplicity is key. Steve Jobs’ mantra had long been simplicity and the company’s first marketing brochures in 1977 even read, “Simplicity is the ultimate sophistication.” That’s essentially what’s evident in their crisp, clean designs, but it’s also seen in their logo of an apple that’s been bitten into.

In fact, their first logo, of Sir Isaac Newton sitting under an apple tree, was the exact opposite in terms of its approach in design. If you compare that to the current version of the Apple logo, you can see how a much more simple design is more effective. The benefits of a simpler logo design means that it’s less distracting and clearer as an overall icon.

Versatility

It’s generally agreed that the best logos are “equally fantastic in color, grayscale, black and white, or reverse print.” This is particularly the case with Nike’s logo. The “Swoosh” is so versatile that the company can do whatever they wish with the symbol.

It’s usually best to ask yourself how your logo would look in different formats, sizes and colors. The most effective logos will work whether they are stripped of their color or whether the logo is on a business card, a website, a postage stamp or on a billboard.

Timelessness

This is easier said than done, but the end goal for any branding or logo is that they are timeless in their design. Coca-Cola has made very little changes to its design since 1885. In over a hundred years, their design has still remained memorable.

In addition, think of the use of color on the part of Tiffany & Co. This extends beyond design — their use of the robin egg blue color has become known as “Tiffany Blue.” The result is that their brand — and Tiffany & Co. as a whole — have a timeless feel. This should essentially be on any designers mind when crafting a logo. They should be thinking about the ways in which their design can work in the present, but also remain relevant decades from now.

Conclusion

The logo of a company is as essential as any other part of their business. It’s one of the things that you should actively be thinking about because it’s such an integral part of your image. If you think of these three essentials aspects of logo design — simplicity, versatility and timelessness — you should be on your way to crafting your own identifiable logo.

Citations:

Complex: http://www.complex.com/style/2013/03/the-50-most-iconic-brand-logos-of-all-time/nike

JUST Creative: http://justcreative.com/2010/04/06/branding-identity-logo-design-explained/

Smithsonian Magazine: http://www.smithsonianmag.com/arts-culture/how-steve-jobs-love-of-simplicity-fueled-a-design-revolution-23868877/?no-ist

Wikimedia: http://upload.wikimedia.org/wikipedia/commons/f/fa/Apple_first_logo.png

OvernightPrints: http://ideas.overnightprints.com/the-five-essential-elements-of-effective-logo-design/

Wikipedia: http://en.wikipedia.org/wiki/Tiffany_Blue

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