A company’s Logo is its shorthand, a visual cue that tells a story of the brand’s culture, behavior, and values.
“Because a logo may only have a second to tell this story, creating one, can sometimes be the most difficult aspect of branding” explain Su Mathews Hale a senior partner at the New York brand-strategy and design firm Lippincott (one of her project is the LOGO of Walmart, Ebay, Hyatt, Starbucks, and she likes the Logos of NBC, FedEx,Google and Apple) .
Every day consumers are confronted with countless logos, mostly unaware of how these icons are constantly transmitting a slew of messages aimed at the subconscious.
The reasons make these famous Logos so good are:
– Logos used to have to be recognizable down to the size that they would be represented on a business card. Now they have also to work at much smaller sizes, because they’ll be seen on mobile screens.
– A logo also needs to adapt to the changing direction of the company it represents.
– The timeless nature of the logos which seem like they could have been designed yesterday.
– The best Images are these that have surprises in them, and the arrow formed by the “E” and “x” in FedEx is one of the best-known hidden designs.
– A Logo has to be iconic enough to stand on its own.
– The Logo it’s good to be “modern and approachable” and also to be “to be steadfast and disciplined” as for example the Hyatt Logo which combines the circles with the square and the hidden “H” too.
– A logo has to be “more grounded” and better suited for a company that takes business seriously, like the new Ebay Logo.
– An image of a Logo has to evoked modernity and trustworthiness , for example the new Walmart Logo.
In cube2success we believe also a logo needs to be “true,” in the sense that it should not be fundamentally tied to a trend, the “new.” The trendiness is more appropriate in supporting elements of branding, like store experiences or website interfaces. That said, a logo should be fundamentally sound but also be adaptable to the ways it will be presented.