Robert Jones, professor of branding at the University of East Anglia, told BBC.com<\/a> that the best logos successfully express a company\u2019s values. “Your logo is how people recognize you<\/strong>,” Jones says, “and it helps express how you\u2019re different from your rivals \u2013 warmer, greener, stronger, and so on. As Aristotle said, the soul cannot think without an image.”<\/p>\n\n\n\n The power of the logo is evident in the extensive marketing statistics. According to financesonline.com:<\/p>\n\n\n\n And when operating an industry that\u2019s in a highly competitive market, having excellent branding is imperative. Take Coke and Pepsi, for example. In a 2004 study<\/a> of both products, the liquid, sugar content, and taste were virtually the same. Most customers couldn\u2019t tell the difference. But consumers are more likely to buy one or the other because of the stories, memories, and emotions they feel the brand and logo evoke.<\/p>\n\n\n\n It\u2019s a daunting task to decide where to begin on a company\u2019s logo. There are so many choices to make in design and execution and creating an image to carry the weight of the brand is no small feat.<\/p>\n\n\n\n Sagi Haviv, a partner of the prestigious New York graphic design firm Chermayeff & Geismer & Haviv (CGH), said in an interview with Adobe<\/a>, \u201cA good logo is not about what you like, but instead is about what works.\u201d Since 1957, CGH has specialized in brand identities for business giants such as the U.S. Open, NBC, Showtime Networks, and National Geographic.<\/p>\n\n\n\n When designing a good business logo, Haviv says that there are four essentials:<\/p>\n\n\n\n In many of CGH\u2019s design overviews, they also review the ease of placing the logo on merchandise. Taking Panda Global, for example, they explain that the \u201cprevious visual identity for Panda Global was a line drawing that did not work well on white applications, was difficult to use on all the merchandise fans eagerly purchase and couldn\u2019t be separated effectively from the wordmark.\u201d<\/p>\n\n\n\n Haviv goes on to caution that \u201cIt\u2019s never love at first sight. Trademarks gain meaning and power over time, and first impressions can be misleading.\u201d He described a presentation by CGH for a large corporation where they\u2019d created six logos to choose from. \u201cThe chief executive could live with any of the six designs apart from number two.\u201d But two hours later, his opinion changed. \u201cAt the end of the presentation, [the CEO] wanted number two and he wouldn\u2019t hear of anything else.\u201d<\/p>\n\n\n\n The need for simplicity in a logo is echoed across all platforms and industries. In a 2015 marketing study done by Microsoft Corp<\/a>., the average human attention span dropped to eight seconds due to the digitalized lifestyle on the brain. Lisa McKenna, a senior brand strategist at Arrow North told business.com<\/a>, \u201cA great logo doesn\u2019t make one think very hard when it\u2019s looked at. It can\u2019t be art [that] one sits in front of and ponders its meaning. If you have to [do that], then it\u2019s not working.<\/strong>\u201d<\/p>\n\n\n\n There are also a surprising number of statistics on the use of color logos versus black and white. In the Journal of the Academy of Marketing Science, researchers Lauren Labrecque and George Milne<\/a> say that \u201clike a carefully chosen brand name, color carries intrinsic meaning that becomes central to the brand\u2019s identity, contributes to brand recognition, and communicates the desired image.\u201d<\/p>\n\n\n\n Many big brand logos use specific colors to provoke emotions or responses in consumers. Red is utilized to encourage appetite and happiness; green is often used to signify the environment\u2014even color saturation plays a part in how we perceive an image. Labrecque and Milne found that certain industries frequently use particular colors. For instance, the color blue is used in over 75% of credit card brand logos and 20% of fast-food brand logos. Meanwhile, red is found in over 60% of retail brands, but 0% in apparel.<\/p>\n\n\n\n If you\u2019re a company looking to rebrand, history has shown that working with a reputable firm that has both your business and customers in mind is the best way to undertake the task. While many rebrands have successfully bridged a company into the modern age with new, relevant brand identities, a handful of rebranding ventures have companies millions of dollars and customer loyalty. <\/p>\n\n\n\nCorporate Logo Design Trends<\/h2>\n\n\n\n
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Most Expensive Corporate Logo Design<\/strong>s<\/h2>\n\n\n\n
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What Makes a Great Corporate Branding Logo Design?<\/strong><\/h2>\n\n\n\n
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Focusing on Simplicity<\/strong><\/h2>\n\n\n\n
The Psychology of Color<\/strong>s in Corporate Logo Design<\/h2>\n\n\n\n
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<\/figure><\/div>\n\n\n\nSuccessful (and Unsuccessful) Corporate Logo Rebranding<\/strong><\/h2>\n\n\n\n
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