From historic era to today’s corporate world, the businesses are reliant on the logos to represt them and their values on which the businesses are based on firmly. Logos are crucial and integral part of the brand identity.
The logos can be categorized basically as
- Text only
- Text with graphic
- Graphic only
The types of logos :
- Lettermarks (or monogram logos)
- Wordmarks (or logotypes)
- Pictorial marks (or logo symbols)
- Abstract logo marks
- The combination mark
- The emblem
Some logos can stand as separate elements (as only text or as only graphic), though they are combined together initially. Currently, the animated logos are trending too, due to the advent of technology and high-end softwares as well as ease of creating GIF.
In logo design, modernism has sought to create simple and recognizable symbols that transcend cultural context.
The use of typography in logos is a deep field of study nowadays.
As per asked in the coursework, I couldn’t recall the logo of OCA at ease, to be frank –
The logo is combination of wordmark and lettermark, a striking combination of black and red colours. Yet, seems very simple to remember actually but not much unique or rare that it will be etched on the memory by even a glance once. It is not much distinguished characteristically. So, I found it hard to recall it.
I felt I have seen some logos similar to this logo. For ex. –
I have researched logos of following companies :
(1) Google :
Colorful and long, the Google logo has an important message to convey. It has two aspects – repetitive use of color and letters [typography]. It is a wordmark logo. This logo signifies a varied range of globalized content, just like the brand is known for. It is visually appealing.
(2) FedEx :
The white space between ‘E’ and ‘X’’ in the FedEx logo makes an arrow, suggesting a business moving forward. It also denotes ‘speed’ (in delivery), which is one of the key features and differentiators of the company. It conveys to customers why to choose FedEx over others for their logistics woes without explicitly having to say so in words. The logo of the famous shipping company is one of the best-known designs that carry a hidden symbolism. Even people who have been seeing the FedEx logo for years might miss catching the hidden image. The design has received more than 40 awards and has been ranked as one of the best logos in the last several years. The logo is wordmark logo.
(3) Amazon :
Thousands of people see the Amazon logo every day. However, not everyone notices the subtle meaning it conveys. The arrow from a to z conveys subtly that the brand offers just about anything and everything from A to Z. Also, the orange arrow hints at a smiling face, conveying a happy customer. It is a combination mark logo.
(4) Mercedes Benz :
Another of the most iconic logos known the world over, Mercedes-Benz showcases its triumph over the land, air and the sea with its logo which depicts a Tri-star surrounded by a circle signifying security. It is a combination mark logo.
(5) BMW :
BMW is one such example of tryst with history. With a color scheme of blue and white, signifying the harmony of air and speed propellers, the BMW logo traces its role as a part of the World War II when the company was intrinsically involved in creating airplane engines for its home country, Germany.
(7) Audi :
Audi probably has one of the most recognizable car logos ever created. The Audi logo is a representation of the merger of the four founding companies in the year 1932. The four companies that merged are Audi, Horch, DKW, and Wanderer; as a whole they make up the Auto Union.
(7) Baskin Robins :
The ‘B’ and ‘R’ in the Baskin Robbins brand logo, introduced in 2005, are made of two colors – blue and pink. When you focus on just the pink color, you will notice the number ’31’, which denotes the number of flavors the brand offers! So, the logo showcases the company’s ideology that the people have the opportunity to relish a new ice cream flavour every day of the month! It is a combination mark logo.
(8) McDonald’s :
A brand that is as iconic as its logo, McDonald’s is the perfect play of color that stays in the minds of its target audience forever. The red and yellow shades and the iconic arches make us feel tempted for the french fries and burgers immediately. Logo is combined as well as abstract lettermark logo too.
(9) Barbie :
The Barbie logo is among one of the most popular and instantly recognizable logos in the world. First introduced in March 1959 at the New York Toy Show, it has undergone several modifications throughout the years; however, its signature light-hearted, minimalist style has remained same. The current version of the Barbie logo consists of a simple wordmark which features the brand name in a hand-drawn, italic typeface which has an elegant, playful and traditional look and feel. Pink is a color that feels soft, gentle, sweet, young, feminine and optimist. All these qualities makes its use perfect for the Barbie logo.
(10) F1 (Formula One) Race :
Old Logo –
The logo design of Formula One reflects the core values of sports. The red color stands for energy and passion, while the black color represents determination and power. If you focus on the negative space between the two colors, you will see the numeric ‘1’. The F1 sign, along with red racing stripes, makes the logo truly representative of the brand. It has been used for almost past 23 years.
New Logo –
F1 revealed the new much simpler design that will be used from the start of the 2018 campaign.F1 commercial chief Sean Bratches said that the decision to change the logo had come about because the old design was neither useful for modern digital platforms nor merchandise. Logo was simplified to make it compatible for digital mediums.
(11) Penguin Books :
A flightless bird might seem an unusual logomark for a company that revolutionized publication of books. But in the 78 years since its first iteration, Penguin’s charming icon has become one of the top brands with cultural and political significance. Edward Young was asked to design the covers of the first set of 10 Penguin paperbacks, which appeared in the summer of 1935. In 1946, Young’s amateurish logo was modified by forward-thinking German typographer Jan Tschichold, who was invited to give Penguin a uniform aesthetic. In 2003, Penguin logo was refreshed by Angus Hyland in 2003.
(12) Microsoft :
The new logo was launched. According to Microsoft it takes its inspiration from their product design principles while drawing upon the heritage of our brand values, fonts and colors. There are two elements to this logo, the logotype and the symbol. The logotype uses the Segoe font in gray and although very different still keeps the joined up ‘f’ and ‘t’. The symbol of four coloured squares (red, green, yellow and blue) is said to be “intended to express the company’s diverse portfolio of products.
(13) Apple :
The original logo was designed by Ron Wayne, who started Apple with Jobs and Woz in 1976. In 1977 White sold his portion of Apple back to Jobs and Woz when they incorporated. The image is a pen and ink illustration of Sir Issac Newton leaning against an apple tree with a portion of a William Wordsworth poem running around the border: “Newton…A mind forever voyaging through strange seas of thought…alone” (Prelude, Book III, Residence at Cambridge). Steve Jobs decided to scrap this image because he felt that Wayne’s logo was too cerebral and not easily reproduced at small sizes. Regis McKenna Advertising Agency was approached by Steve Jobs to redesign and the Rainbow Apple logo was created. Later, gradually, Apple began placing sizeable and Monochrome styled logos on its products.
(14) Nokia :
Engineer Fredrik Idestam built his second wood pulp mill by the Nokianvirta River, which gave the Nokia its name. In 1871, Idestam and his friend Leo Mechelin, renamed and transformed the firm into a share company, thereby founding the Nokia Company. The first logo of Nokia was created in 1966 showing the image of a fish, inspired by the salmon fish of Nokianvirta River. In 1898, Eduard Polon founded the Finnish Rubber Works, which later became Nokia’s rubber business. In 1967, three companies, which were jointly owned since 1922 by Nokia, officially merged and created Nokia Corporation which adopted the logo which was all black rounded shape emblem, in which “Nokia” was written in white. At the start of its telecommunication equipment manufacturing, Nokia adopted the logo which was quite similar to the current one, but with the light blue color and the arrow like shape pointing upward. Arrow in the logo represents the Nokia’s progress and advancement in telecommunication industry.
(15) Samsung :
In Korean, the word Samsung means ‘three stars’ The name was chosen by Samsung founder Lee Byung-chull whose vision was for his company to become powerful and everlasting like stars in the sky.