One brand logo we all know and do not remember not knowing is the CBS eye logo. This logo has changed very little from its original birth in 1951 and for good reason. It has been extremely effective and still stays relevant even today. The design behind this logo made sure it remained timeless and memorable. The logo has great versatility and the video below shows the logo on just about everything to prove this effectiveness. Please watch, enjoy, and visit back to this blog in two days.
Though we are many posts into this blog, lets look back at the history of logos. I’m not a huge history buff but I feel some research was necessary to see where these logos have been. We’ll start with inventions that have aided into these symbols of meaning. Cylinder seals, coins, coats of arms, watermarks, and printing technology made logo development possible. Art expanded, storytelling through symbols expanded, and symbols to differentiate products expanded. Rouchon, Joseph Morse, Frederick Walker, and Jules Cheret helped in the development of using flat colors to illustrate imagery. Craftsmanship was a huge factor on determining a good logo in the past. Craftsmanship also sparked logos. If a piece of furniture was made, logos were used to symbolize the pieces credibility. Modernism pushed for simplicity and style in logos. Once multiple means of communication emerged in the visual realm, logos were everywhere. Television, newspapers, YOU NAME IT. I will not ramble anymore. If you are still interested in more history, hit up wikipedia. Okay maybe try googling it instead.
Sometimes logos contain great innovative design techniques. Sometimes logos are so distinct from one another that viewing logo after logo is extremely exciting. And sometimes, well, there is so much of the same theme, pattern, or design in tons of logos we see. Sometimes logos contain design elements that are far overdone. If you are designing a logo, please refrain from the following:
People that are swooshing!
People forming geometric shapes!
Other common randoms!
Just watch. Thought it was pretty interesting and I should share.
So typically sticking with the same logo for a long period of time is the best. Causes less confusion, keeps current merchandise logos accurate, and gains recognition in the consumer’s mind. But every once in a while, a logo redesign overhaul is necessary. Sometimes a logo needs to be updated and needs a fresh look. Lets take a look at some of our favorite logos that have changed over time. This is my favorite part. Thus, your history lesson of the day:
Wasn’t that fun?
Font is obviously one of the most important elements of a brand because it gives the brand a voice. If I see Times New Roman outside of a college research paper once more, I will most likely report back to this post to bitch and complain. The font’s job is simple. First and foremost, make it eligible and scalable. If it cannot be read, ditch it. If I have to look at the same word three times to determine what it is, I’m not going to respond fondly. A good test to conduct is what I call (well, and many others call) the blink test. Place your logo in front of your face and blink once. Was it easily legible? Another important task is to check all the letters of the font that you will use and make sure that none look… well… horrible. Also, if your brand/company has a longer name, use a thinner or lighter font so it does not dominate your logo. Hope these tips helped.
Fonts are fun.
Would it not be cool to see some of the top brand’s logos and see what they have in common? Would it not be cool to examine the logos and see how they are recognizable? In case I was not rhetorical enough for you, yes it would be cool. Well Webson did us a favor and analyzed the top 100 global brands to see what their logos had in common. First a test, how many of the logos below do you recognize?
I know 21/36. Not the greatest score. You may get more and for that “congrats.” Time for the statistics.
Out of 100 brands:
94 brands did not describe their product in the logo, 90 do not include a tag in the logo, 84 have a clean font style, 74 use only one color (not including black and white), 72 have a made up name or acronym, 66 are rectangular in shape, 62 are just one word.
I’m not saying this is the framework for success to make the best logo you can but take it for what it is worth. The more knowledgable the designer on what makes a good logo, the better logo he or she will make. Get logo makin’.