Come up with an emblem for the company. What is a logo? What are the functions of a logo? Why do you need a logo

These original and memorable images accompany us everywhere. Logos famous brands clothing is well known to many fashionistas, motorists will unmistakably recognize the manufacturer by the badge on the hood. What can we say about the trademarks of companies that manufacture household appliances and electronics. They are well known even to children.

Were you interested in who and how created the logos of famous brands in the world? What do they mean? Why does a seemingly uncomplicated picture become the company's business card and is recognized all over the world? I must say that the history of the logos of famous brands is sometimes very interesting. Check out some of them.

Versace

Not all logos of famous brands are as recognizable as this mysterious and catchy sign, which the famous fashion designer has been using since 1978. It has become another decoration of his magnificent collections. Since then, the head of Medusa the Gorgon, located in a circle, has become the trademark of this fashion house.

When the couturier was asked about the rather strange choice of the logo, he replied that it is a symbol of fatal charm and beauty that can hypnotize and paralyze any person. And I must say, Maestro Versace achieved his goal - his logo is known all over the world. It has become a symbol of perfect taste, sophisticated style and luxury.

Givenchy

Photos of logos of famous brands often appear on the pages of glossy magazines. This square, consisting of four letters G and similar to a stylized clover leaf, personifies strict lines and harmony. Some experts in the field of symbolism are sure that the company used the rules developed in ancient Greece to create it.

Givenchy uses the logo for embellishments and prints that are popular and recognizable around the world.

Lacoste

Famous brand logos and names can be found in many fashion magazines. And this little green crocodile does not need advertising, since it has long become a trademark of the Lacoste company, which is famous all over the world primarily for its polo shirts.

Probably not everyone knows how this sign appeared. It is not a combination of letters that define the name of the owner of the company. Jean Rene Lacoste is a successful tennis player in the past, in narrow circles he was called the Alligator. He founded his own company in 1993, which focused on sportswear for tennis players.

The trademark was created spontaneously. For fun, one of Lacoste's comrades drew a funny little crocodile, which later became the logo of the new brand. Today, the fruit of this successful, admittedly, joke is one of the most recognizable in the world.

Chupa Chups and ... Salvador Dali

If you think that the logos of famous brands are not known to children whose parents are far from fashion, then you are mistaken. A striking example of this is the Chupa Chups company. All kids in our country know these products. But how is the great artist connected with her?

One of the most famous and outstanding representatives of surrealism, artist and graphic artist, director and sculptor, the writer contributed to the development and prosperity of this company. After all, it was Salvador Dali who created the logo of the world famous sweet candies on a stick. We must pay tribute to the founders of the company - they did not spare a substantial amount and invited the artist Salvador Dali, already well-known at that time, to create the logo.

It should be noted that their costs have paid off with interest. The trademark turned out to be bright, simple, interesting and at the same time understandable and unobtrusive. According to the artist himself, this work took him no more than an hour. In the color scheme, he used the paints of the Spanish flag, rounded the letters a little and placed them in a frame.

Nike and Carolyn Davidson

The logos of well-known companies and brands are sometimes striking in their simplicity. Therefore, many are interested in the question of why they are so memorable. An example of this is Nike and its laconic "tick". When the company announced a logo competition, Portland State student Carolyn Davidson entered the competition.

Interestingly, then her sign did not cause much enthusiasm among the owners of the company, nevertheless, they found it quite promising. It's funny, but for her original work, Carolyn then received only thirty-five dollars. I wonder what time brand owners are currently evaluating their logo?

Apple Apple

The logos of famous brands are often striking in their originality. Millions of people around the world know what the Apple logo looks like. And most of them know about the founder of the company, Steve Jobs. However, the name of the creator of this famous logo known to few. Most believe that Steve came up with the bitten apple, but this is a delusion.

In the beginning, Apple had a different trademark(Newton writing something while sitting under a tree). Steve did not like this option, because from his youth he gravitated towards minimalism and simplicity. He said, "The icons should look like you want to lick them."

He set such a difficult task for Rob Yanova, a designer engaged in a new Apple logo... Jobs' only wish was, "Don't make him sugary." Several weeks later, Steve had several sketches of rainbow apples (bitten and whole) on his desk. Jobs chose the well-known option, which seemed to him more interesting and original.

NeXT

Famous brand logos sometimes have special meaning for business owners. This happened with Apple founder Steve Jobs. He had to face many problems in his life. He was even fired from the company he founded. But Steve cannot be attributed to people who are broken by life's hardships. After leaving Apple, he very soon founded another manufacturing company. computer technology and named it NeXT. The name turned out to be symbolic - "next". This is probably how Jobs emphasized that he cannot be stopped, and he will create the next company with even more enthusiasm and passion.

But back to the history of the creation of this world famous logo. He was commissioned to design the renowned graphic designer Paul Rand. He put forward a tough condition to Jobs: "You pay me 100 thousand dollars for one version of the logo, which will certainly suit you."

As a result of this collaboration, the world recognized the NeXT lettering, executed in the style of Steve Jobs. The sketch was accepted immediately, without revisions. The only thing Steve wanted to change was to highlight the E in yellow. It should be said that Paul Rand previously created logos for the huge computer corporation IBM, the worldwide delivery service UPS and more than a dozen medium and small companies.

Coca-Cola

When we see the logos of famous brands, which the Coca-Cola Corporation undoubtedly belongs to, it seems that they were developed by teams of professional marketers and designers. But in this case, everything was different. The logo for this company was developed by an ordinary employee of the firm, accountant Frank Robinson.

At that time, the company did not yet have its current name, and it was Frank who chose it - "Coca-Cola". He placed the title on a red background and used the standard script at the time. Such a font was then considered the standard of calligraphy. This is how one of the most recognizable logos of our time appeared before the world. True, about once every ten years, the company slightly modifies its trademark. But the special font remains unchanged, as well as the red and white colors.

Three-pointed star

All motorists dream of owning a car with such a logo. The Mercedes company was founded in 1926. And the logo, known all over the world today, appeared much later. The official version of its meaning is voiced by the company as a trinity - air, earth and water.

It is in cars (on the ground), in boats and yachts (on the water), and in airplanes (in the air) that the engines produced in factories are used. There is also an unofficial version that says that for the first time such a star was used by Gottlieb Daimler, the founder of Mercedes-Benz. In a letter to his wife, he used this symbol to indicate the location where their new home would be built. The sons of the founder of the company slightly modernized their father's star, and it became the logo of the company.

The three most popular stripes

And this logo represents not just a brand, but a huge industry that is a trendsetter in sports fashion for several generations of sports professionals and amateurs. For a long time, the company logo was a shamrock and three stripes.

An interesting fact is that designers were not involved in the creation of the logo. Its concept was proposed by the founder of the company, Adi Dassler. For 22 years (until 1994) the trademark was unchanged. But then new trends in fashion forced the specialists of the famous brand to rework the shamrock that is loved in the world. Now the company's products are adorned with a logo representing a triangle, made in the old traditions. The theme of the three pages has been retained.

Since 2008, the company has been producing a separate collection of footwear and clothing called Adidas original. She combined the fashion of the 80s, as well as the original logo that Adi Dassler created.

Calvin klein

This brand began its existence back in 1942. His logo was immediately created. However, it became recognizable only 30 years later, when the designer introduced the jeans line to the world and placed the logo on the back pocket.

Later, he began not only to be used as a sign of recognition, but also to serve as a navigator through the collection. Dark logo indicates clothing top level, gray - permanent clothing lines, white - sportswear.

Famous brand logos: the Brandomania game

If you are interested in the history of trademarks of companies, then you will surely be interested in new game... Several years ago it appeared in the West, and now it is winning the hearts of gamers in our country. The game "Brandomania" consists of seven levels, they open as you progress through the previous ones. For experienced brand lovers, three special levels have been created, over which you will have to smash your head in order to achieve good results.

Brandomania has a relaxing dynamic. It is better for several people to play it. It is desirable to answer questions the first time, then you will be able to collect the largest number prize coins. Of course, the game is designed for those who know at least some of the logos of famous brands. The game (the answers may not be very simple) suggests the possibility of using hints. To do this, you need to click on the "light bulb" icon, and you will see information about a brand unknown to you. A "bomb" will remove most of the letters, and you will need to guess which word is hidden behind the rest.

The design of the game is quite simple, the control interface is clear. We must pay tribute to the authors of the game for the fact that they not only changed the logos beyond recognition, but also preserved their main features. According to those who have already mastered the first levels, guessing the answers of "Brandomania" is actually interesting.

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

A logo is a kind of emblem, stamp, coat of arms, company identifier, face, shell or outer part that a company displays in all types of advertising, from business cards to large advertising posters. The logo should be associated with the brand's image, products or services. Yes, this is not a ship with the whole crew, guns, steering wheel, but the logo carries something intangible. And this valuable should serve as a clue in the consumer's head between the company's products and its identification in the form of a logo picture. Especially when a consumer first comes across the products or services of a company, he first of all looks at the logo and tries to understand whether the company can be trusted, whether he will become its client or not.

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

Analyzing 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 Product / Service Association

The logo should immediately make it clear what the company is doing.... And this is, perhaps, the main 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 unmistakably recognizes the promoted logos like Starbucks,Coca-Cola,McDonalds,Nestle but you try to look at lesser known logos and understand what the company is doing. If you got to know the products or services in such a short time and understand WHAT the company does, then you have a great logo that does its job. If you cannot tell, then the company initially loses, because cannot create a bridge in the mind of the consumer "logo-product".

I'll tell you about the example of the project logo "Sea of ​​desserts"... When the project was planned, I wrote a small one in which I described all the basic rules for creating a logo. TK must be written, because otherwise, the output may not be what you expect, but I think it is not worth explaining. So, after developing the logo, I showed it to everyone in a row, from schoolchildren in the yard to friends from social networks. All as one said that the company "Sea of ​​Desserts" is most likely a confectionery, makes cakes, and this very cake is depicted on the logo. The logo did its job - anyone who looked at the logo for 3-5 seconds said exactly what I wanted to hear. True, I did not ask many women 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 for them and what product or service they will associate it with.

# 2 Customer benefit

The idea of ​​the logo should intersect with the client's benefit... It is best to "sew" the benefit into the logo for the sake of 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 the old English traditions (oak as a symbol of strength and longevity). A good example that will continue to play out in the minds of buyers for a long time to come.

A good example is a brand logo Eleganzza, a manufacturer of Italian bags and accessories. The company successfully pushed the idea of ​​real Italian quality among the buyers, came up with the Italian history of the brand foundation and successfully established itself in the market. The logo depicts the face of a virgin in the style of a Venetian fresco, evoking associations with antiquity, making the brand "real". Benefit for the client - originality, not a fake, time-tested Italian quality.

Examples from online - an electronic giant in which an arrow-smile is stylishly and simply depicted. She explains that they have a large assortment and that you can find whatever your heart desires.

Restaurant food delivery service delivery-club.ru Is another successful example. They use the image of an ostrich in their logo. The ostrich is a fast animal, which is why the company is associated with fast delivery pizza, rolls, etc., which is a big plus in its business and an advantage for the consumer.

Using a customer benefit in a logo will make you stand out from competitors who may not.

# 3 Emotions

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

I will give 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 in the mind something that the person has experienced and remembered. The “sea of ​​desserts”, according to the stories of consumers, evokes neutral and positive emotions, since a cake and blowing out candles on a birthday are very joyful memories associated with childhood and making a wish. And with the sea, people have thoughts of rest. Agree, pleasant moments?

# 4 Color

The logo must have its corresponding color. Let me explain a little the psychology of flowers. Green is growth, health, freshness, environmental friendliness (farm products, medicine). Red provokes tension, excites. It's not just that we are told that red, yellow and black are impulse purchases. A logo with these colors is good for retail where buying decisions are made quickly and spontaneously. Dark purple and blue-green are the colors for the thrifty shopper, while blue is mostly suitable for neutral shoppers. it does not cause irritation and does not provoke any action (that is why the main color of the interfaces of many forums, social networks- this is blue: Facebook, Vkontakte).

Rice. "The power of color" (Russian version)

Rice. "Colors and Emotions" (Western version).

Rice. “Three Types of Buyers” from Small Business on the Internet Survey, 2014, Aori

Also remember to be different from other players in the market. Therefore, you should not use the color of your competitor in the logo, look for your own solutions. It should be taken into account that different people perceive colors differently. Match the color you are using (or want to use in your logo) with your customer, look at your competitors, and you will see which color works best for your logo.

# 5 Time

A logo must stand the test of time... Ideally, it should not be so that after a week, month or year, the logo ceases to be 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 difficult question, especially today, when flat interfaces and icons are in fashion. But that is why there are all sorts of rebranding, which allow to rethink not only the logo, but also the values ​​and goals of the company, its mission. Ask your target audience in a month, six months, a year: “Is the logo still relevant? The logo is 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 main question: "Do you need to change something or is everything so good?" Perhaps this is an important strategic question that needs to be answered. The main thing is not to overdo it)

Rice. "Evolution of logos" and comic simplification in the future

Nice logo- it's like a good wine, it only gets stronger with age.

# 6 Relevance

The logo should be modern today. As far as the logo is relevant or modern, the better it will be remembered in the mind of the consumer. A good logo should be in line with the latest design trends, not old-fashioned. Recently, such styles as overlapping, rectangular frames, identity, calligraphy, letering 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 here. What looks trendy today, in a couple of years, may be just rubbish. This is a short term fashion that should be avoided and should not be carried away. Take a look at the history of logos that have seen short-term bursts of fashion. What do they have in common? Why are they modern to this day?

# 7 Riddle

Ideally, the logo should have a riddle, with a double meaning. A logo can be insanely beautiful, like a painting in a museum, but to be honest, I've always liked logos with some kind of trick. Over time, I realized that this is called the "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 came out the winner 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 beautiful picture... For example, we all know the logo FedEx(Federal Express), which has a forward arrow, explaining to the buyer that the company is also keeping up with time and moving forward by providing fast delivery.

An interesting logo of the mentioned store, where an arrow-smile marks the letters "A" and "Z", thus showing that this Internet giant has a huge selection of goods.

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

In the case of the logo "Sea of ​​desserts", I used this feature too. I wanted to do something simple, but at the same time, so that there was some meaning in the icon next to the letters. So there was a cake with candles, and waves flaunted in the form of a filling, like by the sea. The yellow circle symbolizes the sun.

# 8 Slogan

The logo must have a slogan or tag line... Do not believe those who say that just a name or a text version is enough. Remember the Euroset slogan - "Euroset phones - prices are just oh ... th" 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 are doing if he does not understand this from the name or graphic design. After all, it is not always clear WHAT AND WHO, and after reading the slogan, everything falls into place. I recommend inserting the USP into the slogan, the differences, or the most important thing, what the company does.

Examples of successful slogans: pizza chain « Papa Johns" — Better Ingredients, Better Pizza forgotten basket service « – Turning abandoned carts into sales, "Accountant for Business" — Timely assistance for your business, "Tenth Dimension" — Include new experiences"Ecomebel"- kitchens as art.

Using a good 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 " Have a holiday? There is dessert!»Shows that if the buyer has some kind of holiday, then our site is at his service. We have big choice confectionery, so to paraphrase the tag-line, you can get "celebrate, and we will find a dessert for you!"

# 9 Character

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

# 10 Simplicity

Keep your logo simple. Everything in the world today boils down to simplification, because we live in a time when an avalanche of information falls on us. Interfaces are getting simpler, website designs flatter. Simplicity is perhaps the most important criterion for a modern logo. It is not worth making some kind of 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 does something completely different, and the logo does not match the overall image. In my opinion, a logo should first of all sell, and then be beautiful and "cool", with "curls" as some modern designers like to draw. If a logo sells, it can be as simple as 2x2. If it fits into the image of the company and (important!) The client within 3-5 seconds can say what this company does, sells goods or services, this is considered a good logo. Even if it is nondescript. Even if the text is crooked, but for the client it is not the logo that is important, but the product that the company offers. It also happens that the logo does not fit anywhere, but the company is still successful. This explains the fact that the role of the logo is secondary, while 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, for which you need to like it 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 just text.

The best logos are the simplest, so keep it simple)

*************************

Let's summarize. I'm not saying that everything I wrote about in this article is strict rules for creating a good logo, there are other equally important aspects. I applied these factors when designing the Sea of ​​Desserts logo, which follows 9 out of 10 principles (excluding the character). Yes, this logo was not drawn by me, but professional designer but I was just thinking WHAT SHOULD be portrayed to get the message across to the consumer. There is no need to make the logo look like a competitor, use the same color. The logo should evoke positive emotions, be modern, and have its own unique slogan. Double meaning makes the logo interesting and memorable, as well as a well-chosen character for the target audience. Finally, the logo should be simple, no-nonsense, relevant and modern, evoking positive emotions. Always remember the proverb "they are greeted by their clothes, but escorted by their minds."

Good luck and inspiration in creating or rebranding your logos!

| 31.07.2014

Almost every popular company has redrawn its logo at least once during the entire period of its existence. The reasons for this could be different - a change in the direction of activities, rebranding, the need to keep up with the times, a way to keep up with competitors.

Each of these enterprises certainly has its own amusing story about the evolution of the trademark. We have prepared an interesting assembly, which shows the development of the symbols of world companies, which are now recognizable all over the world. You will see how the very first logos were very different from the ones we are used to today.

Technology and IT

Canon

Founders: Saburo Uchida and Goro Yoshida.
Year: 1937.
Country: Japan.

The global company for the production of photographic equipment and other devices was originally called Precision Optical Instruments Laboratory in Japan. The first camera was released under the Kwanon brand. The emblem was the image of the Buddhist god of mercy. Soon the brand name was changed to Canon.

In 1947, Precision Optical Instruments Laboratory was renamed Canon Camera Co. This was an important step in its development.

The refined Canon logo we see today was introduced back in 1956. It is noteworthy that after 58 years it looks just as stylish and presentable.

Nokia

Founder: Knut Frederic Idestam.
Year: 1865.
Country: Finland.

Nokia got its name from the Nokianvirta River, which flowed next to the factory (then, in 1868, it was a simple paper mill). Then the first fish emblem was applied to all products.

In the early 1920s, Nokia Corporation, Finnish Rubber Works (rubber products) and Finnish Cable Works (cable manufacturers) merged. The latter launched a new electronics department in the 60s, after which, in 1963-1965, two devices were released - the first radiotelephone and a modem.

Over the next 30 years, the company logo was modified several times. The actual logo is the word Nokia with the attachment-slogan “Connecting people”.

Intel

Founders: Robert Noyce and Gordon Moore.
Year: 1968.
Country: USA.

When Gordon Moore, one of the founders the largest company for the production of electronics, offered to name the company Integrated Electronics, his friend, Robert Noyce, agreed, but recommended that the name be shortened to Intel.

During the entire existence of the enterprise, the logo has changed two times. Its current version was approved back in 2005.

Microsoft Windows

Developer: Microsoft Corporation.
Year of issue: 1985.
Country: USA.

The trademark graphic sign of the first versions of Windows, which, by the way, were not full-fledged operating systems, but were only extensions for the MS-DOS operating system, outwardly resembles a blue window.

Starting with Windows 3.x, in the early 90s, 4 new colors appear in the sign - red, green, blue and yellow, and its shape becomes wavy, which adds dynamism to the picture.

With the release of Windows XP in 2001, the symbol again undergoes impressive changes. Although the idea with four colors remained intact, the drawing became clearer and not as cumbersome as the previous one. In addition to being associated with windows, this sign resembles a flag in shape to many.

But the last symbol, developed for Windows 8, has sharply departed from the usual framework. Swiss style, simplicity and lightness, lack of realistic graphics - these are the basic rules that guided the designers when creating it.

Apple

Founders: Steve Jobs, Steve Wozniak and Ronald Wayne.
Year: 1976.
Country: USA.

The first emblem of the future global corporation was proposed by one of the founders of Apple - Ronald Wayne. An engraving with Newton under a tree, entwined with a massive ribbon with the inscription "Apple Computer Co.", looks quite interesting, but only from the point of view of art.

Soon, Steve Jobs made the decision to change the Apple brand name. A designer named Rob Yanov helped him in this. The "rainbow" bitten apple served the company faithfully from 1977 to 1998.

Subsequent Apple symbols changed only their color - at first the apple was repainted in laconic black, and since 2007 it was made metallic and added reflections. The form remained intact.

Samsung

Founder: Lee Byungchol.
Year: 1938.
Country: South Korea.

The word "samsung" itself means "three stars" in Korean. In the first branded blocks of the company, the image of the stars was used in several versions.

The new logo, which is still relevant today, was introduced in 1993. Then the enterprise turned 55 years old. The stylized Samsung lettering inside the blue ellipse has become a famous and recognizable logo all over the world.

Lg

Founder: Ku In Ho.
Year: 1947 (opening of the first company of the conglomerate LG Group - Lak Hui Chemical).
Country: South Korea.

LG Electronics (Lucky Goldstar) was formed in 1995 as a result of the merger of two companies - Lucky Chemical Ind. (formerly Lak Hui Chemical) and Goldstar.

The slogan of the company is “Life is Good”. The letters “LG” in the logo are gray, and the trademark is made in the form of a kind of red smiley.

Auto and Moto

Mercedes-Benz

Founders: Karl Benz, Gottlieb Daimler and Wilhelm Maybach.
Year: 1926.
Country: Germany.

In 1909, the famous and still three-pointed star became the brand name of Daimler Motoren Gessellschaft (DMG) for the first time. What does this symbol mean? There are several legends, one of which is the most widespread. Since the company was engaged in the production of not only cars, but also engines - marine and aircraft, the star with three beams signified the success of this brand in three directions - on land, on water and in the air.

At the same time, Karl Benz, the creator of the first vehicle with a gasoline engine, used a laurel wreath with the inscription "Benz" inside it as an emblem.

In 1926, having survived the First world war, DMG and Benz merged to form the Daimler-Benz concern. The new emblem also appeared as a result of the merger of the signs of these two enterprises - a three-pointed star was placed in a laurel wreath, and after a while the wreath was replaced with an ordinary circle.

Volkswagen

Manufacturer: Volkswagen AG.
Founded: 1937.
Country: Germany.

According to one of the versions, the first brand name for Volkswagen was developed by an employee of the Porshe company - Franz Xaver Reimspiess. By appearance the symbol can be seen with the naked eye, at what time and where it was invented.

Years passed, Nazi features were removed from the brand name, the framing was replaced by a circle, then a square, and the color was changed to blue. But one thing has remained unchanged until now - the letters "V" and "W" recognizable all over the world.

Peugeot

Founder: Armand Peugeot.
Year: 1810.
Country: France.

For the first time, a sign depicting a lion standing on an arrow was registered in 1850. Its author is the jeweler Julien Belezer.

Over the years, Peugeot has modified the lion more than once, adding a mane or a muscular body to it. The lion symbol is firmly entrenched in the Peugeot brand, where the king of beasts stands for reliability and success.

Fiat

Founder: Giovanni Agnelli.
Year: 1899.
Country: Italy.

When the Fabbrica Italiana Automobili Torino company was founded in the Italian city of Turin in 1899, the first emblem was created for it in the form of a sheet of parchment with the same inscription.

In 1901-1904, the logo changed dramatically, having received a new, corporate font. He wrote the word Fiat, framed by a decorative pattern.

The next significant redesign took place in 1931-1932. The emblem was given the shape of a kind of shield, all the decorative elements were removed, the letters were stretched in height, and the background was made red. In this form, the sign was used until 1968, after which it was again thoroughly altered.

Today, the Fiat logo has a chrome bezel and a rich red background, on which the letters FIAT are located, written in the already familiar font.

Ducati

Founders: Andriano and Marcello Ducati.
Year: 1926.
Country: Italy.

Initially, the direction of the Ducati company was the production of radio equipment, which the brothers Marcello and Andriano were very fond of.

The demand for radio equipment dropped significantly after the Second World War, and Ducati, which passed under public administration, took up the creation of engines and vehicles.

In the period from 1949 to 1975, the company, which was already producing full-fledged motorcycles, added two or one wings to its graphic sign.

The modern Ducati logo is a red triangular emblem with a white stripe track inside it, reminiscent of the firm's design for speed.

Harley-davidson

Founders: William S. Harley; Arthur, Walter and William Davidsons.
Year: 1903.
Country: USA.

Throughout the life of the Harley-Davidson company, their motorcycles have changed countless times, as have the emblems. They came in a variety of shapes and colors, but the Harley-Davidson lettering was invariably present on each one. We will look at just a few.

In 1940, the company introduced a metal logo that was used until 1946.

In 1955, a large "V" appears in the background of the classic Harley-Davidson lettering - in honor of the famous V-twin engine.
After 6-7 years, the Harley emblem looks like a sight and a four-beam star.

But the most recognizable logo of the legendary motorcycle manufacturer called "Bar and Shield" is covered with a halo of mystery, since its author, alas, is unknown. Nevertheless, this sign was invented in 1910, after which, in 1911, it was patented.

Yamaha

Founder: Thorakusu Yamaha.
Year: 1897.
Country: Japan.

Phoenix with a tuning fork in its beak is the first symbol of the world famous Japanese company Yamaha. In 1927, the brand name appeared in the form of three crossed tuning forks, resembling a three-pointed star. It is still used today. This pattern is believed to represent a strong relationship between the three main paths of a company - technology, production and sales.

Today Yamaha produces sound equipment and a huge number of musical instruments, and Yamaha Motor Company, as part of the Yamaha Corporation, is the largest motorcycle manufacturer.

Food

Twix

Manufacturer: Mars, Inc.
Year of issue: 1967.
Country: UK, USA.

In 1967, the first bars were released in the UK under the name Raider. Twelve years later, in 1979, the name was changed to Twix, and the product itself was imported to the United States of America. The name Twix was formed from two words - twin and bicsuits. Today, these bars are known all over the world, and in some European countries they are still marketed under the original name Raider.

Nestlé

Founder: Henri Nestlé.
Year: 1866.
Country: Switzerland.

The name of the largest food company is also the name of its founder. The family coat of arms, a small nest with birds, where the mother feeds three chicks, has become the trademark. Patented in 1868, this symbol has remained virtually unchanged to this day. Only 20 years later, in 1988, one chick disappeared from the drawing. There is an opinion that this was done in order to adjust the sign to certain standards, because in those days, American and European families for the most part preferred to have just two children.

McDonald's

Founders: Brothers Richard (Dick) and Maurice (Mac) McDonald.
Year: 1940.
Country: USA.

The first McDonald's logo featured a chef named Spedee. The modern version of the brand name in the form of golden arches was invented in the early 60s by Jim Schindler. And for more than half a century now, people from all over the world have recognized the popular fast food restaurant chain by only one stylized yellow letter M.

La Vache Qui Rit

Founder: Leon Bel.
Year: 1921.
Country: France.

The first drawing for the processed cheese La Vash Ki Ri (French “Laughing Cow”, in Ukraine known as “Vesela Korivka”) was invented by the owner of the company, Leon Bel. But the symbol that we know now is different from the original one. Only 3 years after its inception, the company showed the public the trademark in the form of a red cow with earrings in its ears. In this illustration, the so-called Droste effect is used - the same cow with earrings is depicted on the earrings of a cow, on which, in turn, a cow with earrings is also drawn, and so on ad infinitum.

Initially, the drawing looked quite creepy for many consumers, which over time they tried to fix it. The almost demonic features of the cow's muzzle were smoothed out, after which the cow became more like a kind and smiling.

Chupa chups

Founder: Enric Bernat.
Year: 1958.
Country: Spain.

The brand name and name of the most popular lollipops were registered in 1962. Fans of the Spanish artist Salvador Dali will be pleasantly surprised by the fact that the entire image for Chupa Chups, which is still used today, was designed by him. It happened in 1969. The new Chupa Chups logo looks like an eight-petal chamomile.

Coca-Cola

Founder: Aza Griggs Candler.
Year: 1893.
Country: USA.

The legendary Coca-Cola logo, written in calligraphic script, was invented back in 1886. Since then, it has hardly undergone any changes. The trademark was registered at the end of January 1893.

In the early 1980s, a company focused on a marketing battle with rival Pepsi launched a new recipe called New Coke and ... failed. Few expected the reaction of American consumers to be so negative - Coca-Cola has been sued many times to keep the classic drink on the shelves. Naturally, New Coke did not last long on the market, and the usual Coca-Cola was returned to the market.

Pepsi

Founder: Caleb Bradham.
Year: 1903.
Country: USA.

The Pepsi-Cola trademark was registered in the summer of 1903. Having survived nearly 10 years of bankruptcy and crisis, during the Great Depression of the 1930s, Pepsi showed the Coca-Cola Company for the first time what is for her. strong competitor selling their drink at the same price, but in bottles that are twice as large in volume. In the 50s, Pepsi confidently took the second place in the market after Coca-Cola.

The version of the three-color circle logo that we are used to seeing now was first presented to the public in 1962, along with the deletion of the “Cola” prefix from the brand name. In 1991 it was decided to remove the word "Pepsi" from the circle and write next to it. Funny that modern man easily recognizes this company by just one drawing, without a signature.

The history of the logos of famous brands is very interesting and interesting, it will be extremely useful to familiarize yourself with it for those who plan to open their own company and want to do everything competently. After all, there are several rules for successful brand development that should be taken into account. And then a positive result is guaranteed!
If you need to create a logo, seek professional help.

Everywhere we are surrounded by company logos. Take a look around - everything that has been done by mankind is labeled on behalf of the manufacturer in order to advertise this product, spread information about it among as many consumers as possible.

We will devote this article to the question “what is a logo”, what is its role and why so much attention is paid to it.

Logo concept

So, if we turn to the origin of the term, it will become clear that in translation from ancient Greek this word means a combination of “word and imprint”. Accordingly, logos are used to verbally or graphically designate any information (in particular, about a product, company or organization).

It is believed that the first brand logos appeared at the beginning of the 20th century. This was due to the growth of production in the United States. Moreover, what is most interesting, the creation of logos carried a purely practical function - they were developed in order not to re-print the established graphic signs. These were, for example, the original inscription, an image with the name of the company, and the like.

Views

There are three common types of logos. They have been used all over the world for over a century. These are: company logos in the form of graphic signs (a picture representing the emblem); text logos (presented in the form of inscriptions), as well as a combined version, in which a picture and text are mixed.

It is typical for logos that all symbols, both graphic and text, are designed according to a single well-established pattern, which is repeated every time as soon as it is required to reapply the logo.

Role of the logo

There are several roles that the logo of a company plays. Firstly, it is informational - which consists in informing the consumer about who produced this or that product. Or, for example, the logo performs the same function when designating the office of an organization.

Secondly, the logo conveys a certain message from the company to the consumer, which consists, for example, in the mission or designation of the values ​​that the manufacturer adheres to. Thirdly, the logo is designed to create a kind of feedback in the consumer's imagination; an association that aims to create a link between the product itself and the name of the company that released it. Finally, fourthly, we can say that a corporate logo can also play an aesthetic function to the extent that it will simply have an attractive appearance for the buyer.

The meaning of logos

So, what is a logo and what is its purpose, we figured it out. Of course, there are other functions that are performed by trademarks and company logos. How organizations or companies themselves apply them depends on the nature of the product and its mission, values.

It should also be noted that each logo is designed to match the company it belongs to. For this reason, the manufacturer tries to include in the design of his logo elements that characterize his activities or, for example, something related to his products. Thus, the connection between the product and the company that produces it is maintained.

The most famous logos

Understanding what a logo is is easier if you see clear examples. Since each of us has seen hundreds, if not thousands of logos in our lives, remembering some of them will not be difficult for you. Take, for example, the world's largest companies like McDonald’s, Coca Cola, Apple ... Even now, sitting at a computer, you see at least three or four logos - the manufacturer of your device, the logo operating system, as well as the brand name of your favorite search engine or postal service. Perhaps all of them have already become so familiar to us that we do not even notice most of the logos presented. However, this is their mission - to be remembered for us at the subconscious level in order to appear in the memory in the future. This is a peculiar form of "self-promotion" that our brain creates for itself.

Own logo

At first it may seem, when you learn what a logo is, that it is necessary exclusively for some transnational companies and the largest manufacturers around the world. In fact, this is not the case - even a small network grocery stores can (and should) afford to have its own trademark, logo that will distinguish it from competing points.

Firstly, such a move will give more weight in the eyes of the consumer, because a well-designed logo is already a sign of a serious company, whose activities have a long-term perspective, since it is developing its own logo. Secondly, if we are talking about stores, having your own logo will make it possible to distinguish point of sale from competitors. Thus, if the buyer knows that your products are cheaper, he will look for your trademark, bypassing competitors. Thirdly, having worked in the market for a long time, it will be possible to talk about the recognizability of the logo, about the habit that the consumer will develop towards it.

Date: 03. May. 2017 at 15:18

What is a logo?

Logo - a graphic representation of a trade mark. It is created for easy recognition of the company's brand among consumers.
The logo must be unique and of high quality and attract the attention of the buyer. Logos were created to differentiate.

The KOLORO company is engaged in the development of one-of-a-kind logos.

There are several types of logos:

1. Letter logo - one or more letters are used.
2. Logo "Symbol" - is depicted in the form of graphic or alphabetic symbols.
3. The "Emblem" logo is a graphic element of the image and text.
4. Logoslovo logo - consists only of letters.
5. Abstract Sign Logo - Creates the visual form of a company concept using a symbol.

The first logo in the world

The first logo in the world was a picture 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 loves to listen to the Edison-Bell phonograph and decided to capture this moment by drawing a picture "Dog listening to the phonograph".

In 1900, Mark Barro's brother, Francis, took Nipper's drawing to a disc gramophone company. The owners of the company liked the drawing very much and they decided to release their goods with this image. But the original version of the drawing, which depicted a drum gramophone, was replaced by 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 artwork.
The logo now uses the music channel of the HWV store.

Evolution of logos of global brands

The logos of global brands did not always look stylish and laconic. Some companies, even though popular with consumers, have redrawn their logos. Main reasons:

• change of direction of activity;
• following new trends.

Let's take a look at a few examples of the evolution of company logos.

• Global Apple Corporation

The first company logo was an engraving of Isaac Newton under an apple tree, which was wrapped around 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 designed by Rob Yanov. Nothing remained of the old company logo, except, perhaps, the idea with a fruit falling on Newton's head. Apple's new brand name is the Rainbow Bitten Apple (1977-1998).

The logo that we see now on Apple products was changed in 2007. "Apple" has become metallic with reflections, but the shape remains the same.

• Samsung

Samsung means "three stars" in Korean. The company was established in South Korea... The first three logos used the stars and the Samsung name.

In 1993 the company decided to celebrate its 55th anniversary. It still exists today. It is a blue ellipse in the center of which “SAMSUNG” is written in stylized white 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 the name change, the products began to be exported to the United States.

The name Twix is ​​made up of two words, double and biscuit. Twix bars are very popular all over the world. They are still marketed in Ireland under the original Raider name.

• Coca-Cola

Coca-Cola has the most recognizable corporate identity in the logo that is over 117 years old. The company was founded in 1886 and the logo in 1893. The company logo is written in Spencer calligraphy. It was created by Frank Robinson, an accountant and friend of the owner of the company.

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 ploy, the company began to lose sales. Consumers didn't like the new name for the drink. After some time, the drink was returned to its former name Coca-Cola, thereby the company improved its sales.

• Pepsi

In 1903 the trademark Pepsi-Cola. Agree, the first logo of the company is not very pretty. We can say - a failure.
To prevent this from happening to your brand, you need to turn to the team of professionals of the KOLORO company, which will help the ideal ones.

After the Great Depression of the 1930s, Pepsi-Cola was able to prove to the Coca-Cola Company that it could compete with it on the same level.

In 1962, the company changed its logo to a tricolor ball and also removed the Cola prefix. Now it is called only Pepsi. Nevertheless, the company logo changes very often. What this is connected with is unknown.

• McDonald's

In 1940, the McDonald's company was founded. The first company logo - the image of the Speedee chef . Later, the Speedee logo was redrawn. In the 60s, Jim Spindler changed the company logo to the one we know today. And that's the letter M.

Fashion industry logos (famous fashion brands)

Almost every one of us can recognize and name brand monograms. For fashion houses, the logo is very important because most of the fashion houses are named after the founding designers.

• Louis vuitton

The fashion house was established in 1854. The corporate logo of the company is LV monograms. The color of the monograms and the canvas could change, but the logo of this brand itself has not changed to this day, except perhaps a little simplified in the 2000s.
are made of very quality materials and therefore the products are expensive.

Louis Vuitton brand products are copied the most. But it is very easy to recognize a fake - in the original the brand logo is always located symmetrically.

• Chanel

For the first time, the Chanel logo appeared in 1921. He was depicted on a bottle of Chanel perfume No. 5. The company logo is a double letter C. It resembles two wedding rings that do not fit 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 the representative of ancient Greek mythology - Medusa the Gorgon. The designer explained why he chose this character: "It is a synthesis of beauty and simplicity, which is capable of mesmerizing anyone, just like the clothes produced by the brand."

• Givenchy

In 1952, Givenchy began to produce high quality apparel, jewelry and perfumes. The brand logo is very simple and concise. The four-fold letter 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 logo is the letter "B" enclosed in the wings. The emblem indicates the power, speed, elegance of Bentley limousines.

Aston martin - the car logo was created in 1927. These are the eagle wings that frame the Aston Martin lettering. The owners of the company compared their car to an eagle. Because the eagle is a fast, agile and predatory bird.

Chrysler- The first American car logo was a pentagonal star created in 1923. After joining the company to the German concern Daimler AG in 1998, the logo was changed to “wings wide open”. They demonstrate the virtuosity and uniqueness of Chrysler vehicles.

Cars with animal logo

Jaguar- whose emblem was originally SS - Swallow Sidecar. From English "swallow" means "swallow". After the Second World War, most Europeans had negative associations with the SS emblem (association with the fascists), so the owners of the company decided to change the name of the brand. Swallow Sidecar replaced with Jaguar. You must admit that strength, elegance and grace are very suitable for modern cars of the Jaguar brand.

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 original Ferrari emblem was on the plane of the 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 logos of the music industry

Virgin is a British record label. Created in 1972 by Richard Branson and Simon Draper. The name of the label is very interesting. Virgin translated from English means "virgin".