Stories behind famous logos: inspiring designs for powerful, effective, logos

Designing an attention getting logo is one of the biggest challenges faced by companies or businesses involved in branding an image or corporate identity. Logos are critical in the realm of marketing, public relations, and communications. Logos are graphic images that represent or symbolize a business, company or product.

Anyone involved in designing an attention getting logo should be aware that these images are of critical importance. Marketing consultants and graphic design firms specializing in branding or logo creation, have been paid million of dollars to create effective, memorable and creative logos. Then again, there are marketing legends about logos that were originally drafted off the cuff, or even sketched on cocktail napkins during a lunch meeting.

One interesting history about a contemporary, internationally recognized logo, actually dates back to Biblical ages. Not too many people are aware that the concept for the Apple computer trademark was originally intended as a Biblical reference to the story of Adam and Eve, and the fruit from the tree of knowledge. The bite mark, in the apple logo symbolizes the seduction of marketplace consumers.

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Another example of creative logo design is the Morton Salt image of the Umbrella Girl. Bottles of Morton Salt are household items that many Americans are familiar with, but few people today would hazard to guess how the “umbrella girl” became associated with this product. 

Back in 1914, the Morton Salt company added the ingredients of magnesium carbonate and iodine as absorbing agents to their product. Magnesium carbonate prevented salt from clumping, even in damp weather. This was a tremendous breakthrough in product improvement. 

To celebrate this improvement, Morton advertising executives changed the company tag line to ?Even in rainy weather, it flows freely?. Eventually, the motto was further simplified and enhanced to read ?When it Rains it Pours.? Thus, the image of the umbrella girl was selected to represent the freely pouring salt.  

A third example of a company recognized for designing an attention getting logo is the Nike company. Anyone who has ever purchased a pair of running shoes or other sports products is familiar with the Nike ?swoosh? trademark. The ?swoosh? symbol, and the name Nike, were both borrowed from Greek mythology. 

Nike was the Greek name of the goddess of victory and inspiration for warriors. The ?swoosh? image symbolizes the wing of the famous Greek statue of Nike. Back in 1971, the Nike company paid a young graphic designer named Carolyn Davidson a total of $35 to design the logo.  

Clearly, inspiration for great logos can come from anywhere. However, it is important to thoughtfully evaluate a variety of factors when designing a logo, as it can be a big step toward branding a corporate image. Your logo will go on business cards, letterhead, in print advertisements and even on the door of your company. Here are some helpful and though provoking tips for designing an attention getting logo.

Ten Tips for Designing an Attention Getting Logo:

1.   A good logo must have a relationship, link or connection to the company or product it represents.

2.   Do not, under any circumstances, use clip art, photographs or any elements from popular logos. Focus on designing something original.

3.   Simplify, simplify, simplify. Eliminate intricate details, special effects or anything else that is not absolutely necessary.

4.   A successful logo will be easy to recognize even when re-sized, inverted, or printed in black and white.

5.   Don’t use more than three colors in a logo.

6.   Don’t use more than three fonts in a logo.

7.   An effective logo will be easy to describe, recognizable and memorable.

8.   A strong logo will be visually balanced, or aligned. 

9.   Carefully consider the different situations, placement and place where this logo will be utilized. Will your logo be able to maintain a consistent image despite diverse placement?

10.  If you just can’t seem to get it right, continue making drafts or variations on a particular image or idea. Eventually, something powerful will emerge.

Resources:
Logo Design Awards
Worldwide Logo Design Annual