When it comes to your business’ branding strategy, establishing your company’s logo is one of the most critical tasks. Your logo will be pervasive throughout all of your marketing campaigns and is one of the most prominent branding elements people will think of when your company is mentioned.
The Power of a Strong Logo
Research supports the importance of a well-designed logo. A 2019 study from the Journal of Marketing Research found that an effective logo can “influence brand evaluations, purchase intentions, and brand performance.” For a logo to truly represent a brand, it must be memorable, versatile, and consistent, conveying the essence of your brand.
Learning from Successful Logo Designs
Some companies have created memorable logos that resonate deeply with their audience. Here are some noteworthy examples:
1. KFC’s Unique Logo Redesign & Launch
In 2006, KFC revamped its logo by updating the Colonel’s appearance, adding a red apron to reflect readiness and excitement. They even launched it with a giant mosaic in the Mojave Desert, visible from space.
2. Apple’s Perfect Logo Evolution
Apple’s logo journey—from an image of Newton to the sleek, modern apple—demonstrates how simplicity and elegance contribute to brand success. Apple’s current logo embodies a beautiful, user-centered experience.
3. Google’s Bold Approach to Logo Design
Google has often defied conventional design principles with its logo, using nontraditional colors and fonts. Despite these deviations, the logo is instantly recognizable and aligns well with Google’s diverse suite of products.
4. PIXAR’s ‘Out of the Box’ Logo Alignment
Inspired by the character Luxo Jr., Pixar’s animated lamp logo has become an integral part of the brand experience, symbolizing creativity and innovation.
5. FedEx’s Clever Double Meaning
FedEx’s logo includes a hidden arrow, symbolizing speed and reliability, which enhances its memorability and conveys the brand’s mission effectively.
6. Amazon’s Symbolic Logo
The arrow in Amazon’s logo points from “A” to “Z,” symbolizing the vast range of products available, while also resembling a smile, which reinforces a friendly, approachable brand image.
Examples of Critically Panned Logos
Some logos, however, have not had the same success. Here are a few examples of branding missteps:
1. Gap’s Logo Redesign Disaster
In 2010, Gap attempted to modernize its logo but faced significant backlash, leading to a quick return to its original design. This serves as a reminder of the importance of customer feedback in branding decisions.
2. Starbucks’ Minimalistic Logo Update
Starbucks removed its brand name from the logo in 2011, keeping only the iconic mermaid. While the brand is recognizable to many, some customers still feel the logo lacks clarity.
3. Pepsi’s ‘Boring’ Logo
Pepsi’s simplified ball logo, lacking the company name, was criticized for resembling a “fat belly.” Compared to Coca-Cola’s classic design, Pepsi’s logo does not resonate as strongly with audiences.
4. Animal Planet’s Misaligned Redesign
In 2008, Animal Planet replaced its iconic elephant logo with a text-based design that felt disjointed. They later returned to an animal-themed logo that better represents the brand.
Creating an Effective Logo
The above examples illustrate that creating a logo that resonates takes time, often requiring several attempts. Successful logos evolve thoughtfully, incorporating feedback and remaining aligned with brand values. Even if your current logo seems perfect, it can be beneficial to observe trends in logo design for potential future updates.
