Figure-ground relationship

THE MOST COMMON TECHNIQUE IN CREATING A LOGO based on optical illusions is the figure-ground relationship, when two contrasting objects actually become contours of each other. It is impossible to see both of these objects at the same time, since a person can focus only on one, and perceive the other object or individual parts as the background.

IDENTIFICATION OF A FIGURE FROM THE BACKGROUND is a biological necessity that is genetically inherent in humans and animals and played a vital role in evolution. Gestalt psychology proves that any flat image in human perception is stratified into figure and background. If you look at the image for a long time, the figure and ground change places. The figure is always pushed forward, the background is pushed back, although without the illusion of volume; the figure is richer in content than the background, brighter than the background. And a person thinks about the figure, and not about the background.

The FedEx logo is a classic example of this perceptual feature. If you look closely, you can see the arrow that comes from the space between the "E" and the "x". The arrow symbolizes speed and accuracy - the two main principles of this company. The Carrefour logo is based on a similar principle, the creators of which added the first letter of the company name in the space between the arrows.

In the Pittsburgh Zoo logo you see either a tree or a gorilla and a lion. The Friedman Psychology Group clinic has a similar logo, with two human faces a butterfly is formed in profile. In both cases, you will see the image on which you concentrate your attention.

Pittsburgh Zoo and Friedman Psychology Group logos:

If you look at this musician's logo, you can see the initials TJ, and if you look closely, you can see a musical note. It’s interesting that, having noticed it once, you will see it constantly. The brain has included this image in the collection and will notice it without prompting.

Logos of musician Timothy James and Toblerone chocolate:

There are also more sophisticated examples of using the relationship between background and object, for example, the Toblerone logo. The chocolate manufacturer grew out of a small confectionery shop in Bern (Switzerland). The symbol of this city is the bear, and if you look closely at the logo on the box of chocolates, you will see the silhouette of a bear hidden in the mountain topography.

Human figures

ON THE SPARTAN GOLF CLUB LOGO, we created a composition of a swinging golfer, whose silhouette clearly resembles the profile of a Spartan wearing a recognizable helmet.

The logo of a plumbing service company is a silhouette of a running employee with a plunger in the crook of his knee. Image creator Matt Everson says that because Ogden Plumbing's key selling point is excellent service, he decided to focus on the human figure. After working on the curves, he depicted the main tool of a plumber.

Ogden Plumbing and Yoga Australia logos:

ANOTHER EXAMPLE IS THE YOGA AUSTRALIA LOGO. At first glance, this is a silhouette of a girl performing a yoga asana. But in the space between her arm and leg, you can see the sketchy shape of Australia.

Impossible constructions

The BENCHMARK LEAGUE LOGO represents the popular "Impossible Column" optical illusion. Benchmarking helps you adopt competitors' practices and improve performance. According to the artist who designed the logo, business founders often think that their company is operating quite efficiently and sustainably, but in fact, compared to competitors, it is not nearly as good. This illusory stability is reflected in the branding.

Logo of the architectural bureau Lucid Architect:

The logo of the architectural bureau Lucid Architect has another impossible design. Playing with shadows allowed the artists to create the illusion of a cube within a cube, as well as to depict the letter “L” on its side, after the first name of the company.

Font compositions

THE BRAND UNION LOGO is a type composition based entirely on negative space. Choosing color blocks and placing them in space helps to read words. However, if we abstract, the logo looks like a jumble of abstract shapes in two colors.

The TRUCE SPIRITS LOGO is an example of the use of figure-ground ratio and ambigram. The font in it is designed in such a way that each letter fits perfectly into each other. Therefore, the logo looks the same even when turned upside down. The designer who developed the logo, Turner Duckworth, has previously worked with Coca-Cola and Amazon.

Truce and Egg-n-Spoon drink logos:

At first glance, it's just the letter "e", reminiscent of Internet Explorer. But it's a logo courier service Egg-n-Spoon (“egg-in-a-spoon”), hinting that couriers handle parcels very carefully. Therefore, in the silhouette you can see a spoon and an egg.

Graphics come to life

IT IS DIFFICULT TO REPRESENT SOUND WITH A STATIC GRAPHIC LOGO. The logo of speaker company Sonos pulsates when a user scrolls down or up on a web page. This happens thanks to an optical illusion.

The image, designed by Bruce Mau Design, vibrates like speakers in an audio speaker and conveys the company's main message - "devotion to music." The designers came up with this idea by accident. While working on the logo, they looked at thin lines representing diverging sound waves and noticed that they pulsated as they scrolled the page. Then they refined this effect.

THIS IS NOT THE FIRST SUCH LOGO IN HISTORY. Another example is the optical illusion of "moving" spirals in the eyes of an owl.

Smart Owl and Illusion logos:

Another great logo that becomes more obvious as you scroll down the page is for sale on BrandCrowd. According to the designer, the word Illusion also begins to appear if you move away from the screen. This technique should work great in print as well.

Text by Artyom Luchko

Logo is a graphic image of a brand. It is created for easy recognition of the company's brand among consumers.
The logo must be unique and of high quality, attracting the attention of the buyer. Logos were created to differentiate products from manufacturers in the same industry.

The KOLORO company develops one-of-a-kind logos.

There are several types of logos:

1. “Letter” logo – one or more letters are used.
2. Logo “Symbol” - depicted in the form of graphic or alphabetic symbols.
3. Logo "Emblem" is a graphic element of image and text.
4. Logo "Logoslovo" - consists only of letters.
5. Abstract Sign Logo - Creates a visual form of a company's concept using a symbol.

The first logo in the world

The first logo in the world was an image of a dog listening to a gramophone. The dog's name was Nipper.
One of the brothers of the Barro family saw how the dog loved to listen to the Edison-Bell phonograph and decided to capture this moment by drawing a picture “A dog listening to a phonograph.”

In 1900, Marc Barrot's brother, Francis, took Nipper's drawing to a disc gramophone company. The owners of the company really liked the drawing and decided to produce their product with this image. But the original version of the drawing, which depicted a drum gramophone, was replaced with a disk one. The drawing became the first trademark of the companies: “HMV music stores”, RCA, “Victor and HMV records”. The company also began releasing records with Nipper's designs.
The logo currently uses the music channel of the HWV store.

The evolution of global brand logos

Logos of global brands have not always looked stylish and laconic. Some companies, even being popular among consumers, have redrawn their logos. Main reasons:

• change in direction of activity;
• following new trends.

Let's look at a few examples of the evolution of company logos.

• Global Apple Corporation

The company's first logo was an engraving of Isaac Newton under an apple tree, which was surrounded by a large ribbon with the signature "Apple Computer Co" (1976-1977). The designer of this logo was one of the founders of the company, Ronald Wayne. After Ronald left, the logo was changed.

The second Apple logo was made by designer Rob Yanov. Nothing remains of the company’s old logo, except, perhaps, the idea of ​​a fruit falling on Newton’s head. The new Apple logo is a rainbow bitten apple (1977-1998).

The logo that we see now on Apple products was changed in 2007. The “apple” became metallic with reflections, but the shape remained the same.

• Samsung

Samsung means “three stars” in Korean. The company was founded in South Korea. The first three logos used stars and the Samsung name.

In 1993, the company decided to create a new logo for its 55th anniversary. It exists to this day. This is a blue ellipse in the center of which “SAMSUNG” is written in white stylized letters.

• Twix bars

The first bars were produced in 1967 in Britain. They were called Raider. But a few years later, in 1979, the name was changed. Raider became Twix. After changing the name, products began to be exported to the USA.

The name Twix is ​​made up of two words, “double” and “biscuit”. Twix bars are very popular all over the world. In Ireland they are still sold under the original name Raider.

• Coca-Cola

Coca-Cola has the most recognizable corporate logo style, which is over 117 years old. The company was founded in 1886 and its logo in 1893. The company logo is written in “Spencer” calligraphy font. It was created by Frank Robinson, an accountant and friend of the company owner.

In the early 1980s, due to competition from Pepsi products, it was decided to change the company's logo to New Coke. After making this marketing move, the company began to lose sales. Consumers did not like the new name of the drink. After some time, the drink was returned to its former name Coca-Cola, thereby improving its sales.

• Pepsi

In 1903 it was created trademark Pepsi-Cola. Agree, the company’s first logo is not very pretty. You could say it was a failure.
To prevent this from happening to your brand, you need to turn to a team of professionals at KOLORO, who will help make the logo perfect.

After the Great Depression of the 1930s, Pepsi-Cola was able to prove to Coca-Cola that it could compete on the same level.

In 1962, the company changed its logo to a three-color ball and also removed the Cola prefix. Now it is called only Pepsi. However, the company logo changes very often. What this is connected with is unknown.

• McDonald's

In 1940, McDonald's was created. The company's first logo is an image of a Speedee chef . Later the Speedee logo was redrawn. In the 60s, Jim Spindler changed the company logo to the one we know today. And this is the letter M.

Fashion industry logos (famous fashion brands)

Almost each of us can recognize and name brand monograms. For fashion houses, the logo has a very important, because most fashion houses are named after the founding designers.

• Louis Vuitton

The fashion house was created in 1854. Corporate logo companies - LV monograms. The color of the monograms and canvas may have changed, but the logo of this brand itself has not changed to this day, except that it was slightly simplified in the 2000s.
The brand's clothing is made from very high quality materials and therefore the products are expensive.

Louis Vuitton brand products are the most copied. But it is very easy to recognize a fake - in the original, the brand logo is always located symmetrically.

• Chanel

The Chanel logo first appeared in 1921. It was depicted on the bottle of Chanel No. 5 perfume. The company logo is a double letter C. It resembles two wedding rings, which are not closed together. The letter C is the initials of Coco Chanel.

• Fendi

The Fendi logo was created in 1972 by the company's new designer, Karl Lagerfeld. The brand logo is a large F that is mirrored.

• Versace

The Versace house logo is very extravagant and extraordinary. It was designed in 1978 by Gianni Versace. The logo represents the head of a representative of ancient Greek mythology - Medusa the Gorgon. The designer explained why he chose this character: “This is a synthesis of beauty and simplicity that can hypnotize anyone, just like the clothes produced by the brand.”

• Givenchy

In 1952, the Givenchy brand began producing clothing. High Quality, as well as a line of jewelry and perfumes. The brand logo is very simple and concise. The quadruple G is placed in a square. It looks like Celtic jewelry.

Car brand logos

"Winged" cars:

Bentley- British luxury car. The characteristics of the car can be described in just two words - aristocratic luxury. The car's logo is the letter "B" enclosed in the wings. The emblem indicates the power, speed and elegance of Bentley limousines.

Aston Martin- The car logo was created in 1927. These are eagle wings that frame the Aston Martin inscription. The company's owners compared their car to an eagle. Because the eagle is a fast, agile and predatory bird.

Chrysler- The first logo of American cars was a pentagonal star created in 1923. After the company joined the German concern Daimler AG in 1998, the logo was changed to “open wings.” They demonstrate the virtuosity and uniqueness of Chrysler vehicles.

Cars with animal logo

Jaguar- whose emblem was originally SS - Swallow Sidecar. In English, “swallow” means “swallow.” After the Second World War, most Europeans had negative associations with the SS emblem (association with fascists), so the company owners decided to change the name of the brand. The Swallow Sidecar has been replaced by a Jaguar. Agree, strength, elegance and grace are very suitable for modern Jaguar cars.

Lamborghini— at first the Italian company was engaged in the production of tractors. Therefore, the bull became the emblem of the company. This animal is very hardy and strong. Nowadays, Lamborghini cars are powerful, expensive supercars, and the golden bull emblem suits them very well.

Ferrari— the car logo of this brand is familiar to everyone. Its main attributes are a prancing black stallion on a yellow-gold background with a painted Italian flag at the top of the logo.

The Ferrari emblem was originally on the plane of pilot Francesco Baracca during the First World War. Enzo Ferrari asked Francesco to give him this logo. The pilot agreed and gave Enzo the right to use the logo.

The best music industry logos

Virgin is a British record label. Created in 1972 by Richard Branson and Simon Draper. The name of the label is very interesting. Virgin in English means “virgin”.

The Virgin Records logo (the first company) was created by English illustrator Roger Dean.

A few years later, the Virgin brand became very popular among English performers. After Virgin signed punk rock band the Sex Pistols, Branson decided the company lacked chutzpah. Therefore, it was decided to change the company logo.

Legend has it that one of the artists drew the new logo we know today on a napkin. Branson really liked it. Richard associated the new logo with his company. “Simplicity, attitude and energy are about us,” said Branson.

Sony Music Entertainment- created in 1988 and owned by Sony. One of the "Big Four" record companies in the world. Sony Music covers almost all show business.

The company's first logo was multi-colored, small triangles in the middle of which were the letters SMV. The company logo changed very often. In 2009 Sony company Music decided to make the logo completely different. The new logo looks like this: a simple red brush effect on a white background and the text “SONY MUSIC” appears in the appropriate Sony font.

AC/DC- a world famous rock band. Most people may not be familiar with the band's work, but everyone recognizes the AC/DC logo.

Creative director Bob Defrin helped create the logo for the rock band. The font was chosen from the Gutenberg Bible, the first ever printed book.

Huerta's intention was to create an emblem based on the biblical imagery of the AC/DC song "Let There Be Rock." Of course, the lightning and blood red coloration suggest the presence of less angelic influences.

The Rolling Stones are a famous British rock band. Designer John Pache helped create the group's logo. He received 50 pounds for his work. The designer was inspired by Mick Jagger's expressive lips and tongue. It was also inspired by the Hindu goddess Kali.

Queen- British rock band of the mid-1970s. She captivated the hearts of many listeners. The logo was created by the band's lead singer Freddie Mercury. He depicted the letter Q (the name of the group), which is surrounded by the zodiac signs of the band's musicians.

Logo Design Trends 2017

Design trends change almost every season. This applies not only to clothing, makeup and style, but also to trends in logo graphic design.
Logo trends 2017

Minimalism

Many companies resort to this style, because minimalism is simplicity and conciseness. Minimalism uses very few colors. Everything should be simple and executed in the same style, without unnecessary additions.

For example, the well-known application Instagram used this style.

The company's first logo was black and white image Polaroid OneStep camera. In May 2016, the company decided to rebrand not only the logo, but also change the design of the application. Now it's a camera and a rainbow made with a gradient effect.

Gradient colors

Creating a logo with a gradient of colors is a very good move for many companies, because this trend will be at the peak of popularity for a long time. A striking example is the international payment system MasterCard. The company's designers simplified the design and used geometric fills for the logo.

Black and white trend

Black and white design will always be in trend. Laconicism and simplicity of two colors is always a win-win option.

The best example is the world famous brand Nike.

Carolyn Davidson helped create the logo for the brand. The logo features an abstract wing of the goddess Nike.

Geometric figures

To create a unique but at the same time simple logo, designers use geometric shapes that are very easy to perceive and remember.

Example - logo YouTube - a service that provides video hosting services. The brand logo is a “bubble” in the middle of which there is a “play” icon.

Lettering

Quite a simple style. Letters are selected specifically for a specific name or text and are used only once.

Lettering can include a company logo Google. The company's first logo was created in a graphics editor by co-founder Sergey Brin. The designer of the new Google logo style was Ruth Kedar. It was she who came up with the logo design that we know now.

hand drawn

Hand-drawn logos look clear and “folk-like”. A lot worldwide famous companies use this style.

Johnson & Johnson- a good example of a new trend for 2017. The company logo is very simple - red text on a white background, handwritten.

Web animated logos

Web animated logos are a trend for 2017. They look very bright, extraordinary. With the help of Gif logos you can attract the attention of consumers.

Disney has been using this trend for a long time. Back in 1985, Tinker Bell began flying over Sleeping Beauty's Castle.

The KOLORO company will develop for you a unique design of your logo, because our specialists are always on the topic of new trends in world design.

Design is the silent representative of your brand. It can be added that logo design is the heart of a brand's identity, which represents the personality of a company or product. If you want to establish a strong connection with target audience and tell the story of the brand, then you need to start with the logo.

Today we'll describe the visual components of a logo that are vital to a compelling visual experience, and we'll also show good examples application of the psychology of color and shape in design for branding.

Psychology in logo design

To create an effective logo, designers must pay attention to the smallest components that make it up and think about the impact they will have on the potential clients. The science that studies the influence of various factors on the human mind and behavior is known as psychology.

It is useful for a designer to know the basics of psychology. Knowledge of psychological principles helps to understand human aspirations and predict the reaction of possible users to certain decisions.

People may not notice how the mind often reacts to visual objects that influence emotions and behavior. Every color and shape has its own meaning for us, so when we look at a visual object, our brain receives a certain message and reacts accordingly.

Understanding the role of the psychology of color and shape, an expert designer can build a specific meaning into a logo. Each component, chosen thoughtfully, helps to correctly convey the meaning of the logo.

Color in logo design

A study conducted by Colorcom found that it only takes 90 seconds to make a subconscious judgment about a product, and 62% to 90% of that judgment is based on color alone. This is why the success of a brand largely depends on the colors chosen for the logo design.

The colors are vital important factor not only for the visual design of products, but also for brand recognition.

Common color meanings accepted around the world:

Red. Confidence, youth and power.

Orange. Friendly, warm and energetic.

Yellow. Happiness, optimism and warmth.

Green. Peace, growth and health.

Blue. Trust, security and stability.

Purple. Luxurious, creative and wise.

Black. Reliable, sophisticated and experienced.

White. Simple, calm and clean.

The choice of color should not be based solely on general meaning. Visual perception is completely different for everyone, so color effects may vary due to factors such as age, culture and gender. For example, children love the color yellow, but as we grow older, it seems less attractive over the years. Moreover, there are many cultural differences in the definition of color. To ensure that a color will work effectively for a brand, it is very important to consider the preferences of the target audience.

Shape in Logo Design

All visual objects can be analyzed in terms of form. People may not always notice what shapes and figures surround them, but they still have a great influence on our consciousness and behavior. Years of research and testing have helped experts determine what meaning each shape brings and how it can influence perception.

Square and rectangle: discipline, strength, courage, safety, reliability.

Triangle: excitement, risk, danger, balance, stability.

Circle, oval and ellipse: eternity, woman, universe, magic, mystery.

Spiral: growth, creativity, calm, intelligence.

Natural forms: originality, organicity, balance, refreshment.

Abstract shapes: duality of meaning, uniqueness, complexity.

When creating a logo, designers must work on the form and also pay attention to the font.

Practical examples

Let's look at examples of logo design that apply the psychology of color and shape, developed by the designers at Tubik Studio.

LunnScape

LunnScape specializes in landscaping services for commercial properties, such as offices, courtyards, parks, etc. The brand symbol is presented in the form of a mascot - a dragonfly. LunnScape is based in Florida, and this creature is a perfect representative of the region's fauna. In addition, the insect logo helps customers understand the nature of the services.

The dragonfly illustration has a simplistic style so that the wings look like flower petals. The logo consists of several colors. The turquoise circle with dragonfly conveys stability and calms. Additionally, color is associated with refreshment and energy, so it creates the right mood around the brand. Dragonfly wings combine yellow and pink colors. Together, these colors symbolize joy, warmth and convey a bit of sensitivity, making the dragonfly playful. A thin, elegant font conveys the very mood of the company.

Another design project related to the theme of landscape and nature. The final choice was made on a combination representing the talisman in transparent, simple forms. The abstract symbol combines the visual concept of a bird and a leaf into one circle-based image. The rounded shape is associated with the universe and eternity, a completely positive material for conveying the idea of ​​​​professional care of the earth. Green shades also convey the nature of the company's services.

This is a sign for a company called Binned, whose main business is garbage collection. The logo features a letter symbol representing B, which is associated with the brand. The lines in the letter take the form of waves, evoking a feeling of water and purity. The font chosen is simple but bold, looks neat and reflects the mood of the brand.

The color palette includes shades of blue and green, which evoke purity and freshness. In addition, blue is the color of trust. It usually shows reliability.

The logo features a self-service Chinese restaurant called Reborn. The core philosophy of the brand is a modern way of automated food ordering in the restaurant industry, and establishing a connection between healthy eating traditions and innovation. To convey all these ideas and create effective image brand, a red silk ribbon was presented as the initial letter in the phrase.

The ribbon creates spiral shapes that convey creativity and innovation. In addition, a slight movement is felt, showing the restaurant as modern business, which moves with time.

Red is a traditional Chinese color, so the logo allows customers to understand the cuisine served in the restaurant. In addition, the color red conveys confidence and youth, and also promotes brand awareness due to its brightness.

This is a logo concept for a modern dance studio called Motion. The company is involved in many areas of the dance field, such as organizing classes and seminars, events and tournaments.

The brand sign is in the shape of a circle. Originally this shape symbolizes eternity as it has no beginning or end. Thus, the logo emphasizes the diversity of the company's services. Moreover, one of the common meanings for a circle is movement, so it perfectly reflects the brand name.

This logo concept provides a variety of color characteristics that demonstrate the flexibility of the overall brand strategy. Options shown include yellow, green and blue. Yellow is a primary color that brings warm and playful emotions. Green and blue colors symbolize balance and harmony.

Another circular logo was designed for Orbeat, an online platform for sharing digital audio content such as music, speech and special sound effects on the Internet. In addition, the service has social network functionality, so the form conveys a connection with your circle of friends. Users can create their own unique playlists, leave comments, listen to tracks online and share their sound collection with friends from other social networks.

Thus, establishing a connection with the musical theme that adds dynamics to everyday life, communication, and expressing the metaphor of an orbit, the logo is based on rounded shapes and combines many shades associated with various contents on the platform.

The logo was created for the social network Whizzly, created for sharing creative projects. The mascot is a monkey who looks rather pretentious due to his sunglasses. The choice of character can be explained by the general associations associated with this animal. Monkeys are energetic, funny fauna and they know how to attract attention. Rounded shapes make the image dynamic and friendly.

Since the target audience of the brand is talented people, the monkey demonstrates his eccentricity. The colors are a gradient of purple and blue. They are easily associated with the lights that are often used on stage. Additionally, we can see the brand name reflected in the sunglasses. This guarantees better brand recognition.

fOxygenic

Here's a concept using a branding symbol for an app icon. This is the logo for fOxygenic, a mobile application that is a social network for people who love an active life and outdoor sports activities. As you can see, the talisman has a round shape. It can install different levels associations by similarity with the letter “O” for the word “oxygen” used in the brand name. There is also a reference to movement and active life, a circle of friends. The bright, warm orange color reflects not only the traditional vision of the fox, but also the idea dynamic life, joy and good mood. In addition, the color is clearly visible.

SwitchUp

This is a sign for the music app SwitchUp with rich functionality for creating and sharing playlists. The logo includes a phrase and the shape of a play button. This form helps establish a connection to the nature of the application. Besides, keywords The principles behind the branding are “vibrant”, “dynamic”, “fun” and “positive”, so the triangle was chosen very precisely. The point is that the triangle is an energetic and dynamic shape that is associated with movement and direction. The color palette complements the brand image, giving a feeling of energy and freshness.

Meditrack

The logo concept was developed for the medical application Meditrack, used by doctors to schedule and manage the flow of appointments, as well as track and store patient medical data. It has a stylized track sign where straight lines go up and down, similar to a heartbeat graph. The color combination of blue, light blue and red is often associated with the healthcare industry and therefore creates a professional image for the brand.

Branding success is closely related to logo design. Considering the influence of colors and shapes on human psychology, you can create compelling brand signs that connect with your target audience by conveying precise messages and influencing emotions in the right way.

It is important for any company to be not only recognizable, but also to carry some hidden meaning in its logo. To do this, just take a closer look at the title or picture and admire the imagination of the authors.

Take a close look at the logo of this company and you will see an arrow that is formed by a combination of the letters E and x. This arrow is a symbol of accuracy and speed. Now, when you see this logo somewhere again, you will first of all begin to see an arrow that you simply did not notice before.

This company produces huge amount various products, as shown on the logo. Thus, the heart represents love and care, the bird - freedom and enjoyment of life.

Hope for African Children Initiative

This is the logo of an organization that helps African children. Look closely, and in addition to the child and the adult, you will see the silhouette of the African continent.

At first glance, it may seem that this name does not contain anything unusual. But it helps to clearly understand the company’s philosophy. The yellow arrow is a symbol of a smile, because Amazon.com strives to ensure that its customers are always happy. It also connects two letters - a and z, that is, this site has all the products, starting from “A” to “Z”.

Another feature where the silhouette of the country is hidden. Look closely and you will see the outline of a map of Australia between the girl's arm and leg.

The first two letters of Vaio are designed as a wave, which symbolizes an analog signal, while the letters i and o are symbols for a digital signal (1 and 0).

Take a closer look at the logo and you will see the number 1 between the black F and the red stripes.

Many people know that the history of the BMW company began with aviation, so most believe that the rotating propeller blades are depicted in the center of the logo. In fact, this is a fragment of the Bavarian flag.

About his creation, Rob Yanov, the logo designer, says that he bought a whole bag of apples and put them in a bowl. He then painted for a week, hoping to find a way to simplify the details. The main idea was a bitten fruit, after which byte (from English bite) became a computer term.

Sun Microsystems

The uniqueness of the logo is that the word sun can be read from any corner of the square.

This company produces tires. And one of the tires is depicted in the first two letters, representing a wheel in perspective.

The main emphasis in the logo is on the three-pointed star, which is a symbol of superiority in three spheres - in the air, on water and on land.

This chocolate production company is located in the Swiss city of Bern. It is often called the city of bears. Now look closely at the mountain and you will see a funny bear.

This logo was used back in the early 50s by a company producing color televisions. The bright tail of the peacock and the bird itself, hidden between the colored fragments, personified the color image.

Eighty-20 is a small consulting firm. At first glance, it may seem that the name has nothing to do with the logo. In fact, dark squares represent ones, and light squares represent zeros. It turns out that the top line means the number 1010000, and the bottom line means 0010100, which in the binary number system is “translated” as 80 by 20.

The pink parts of the letters BR represent the number 31. This is not a random number - this is how many flavors Baskin Robbins ice cream came in.

The Big Ten is an academic powerhouse. Initially it consisted of 10 universities, but when 11 were added they decided not to change the logo, but simply add the number 11 to the image.

The crown of the tree resembles a human brain, which perfectly symbolizes the intellectual potential of the company's employees and emphasizes the name: green (green), labs (laboratories).

Carrefour is one of the largest European stores, headquartered in France. The logo symbolizes the company's expansion and is made in the colors of the French flag. In addition, the first letter of the company name can be found in the image.

Milwaukee Brewers

The Milwaukee Brewers are a baseball team. The logo consists of the letters m and b. It also resembles a baseball glove.

A logo is a symbol of your business, an icon by which your company is visually recognized. Development of this element corporate identity- the task is not easy. But we know where to start - by choosing the type of logo. Editor of 99designs publication Hilda Morones(Hilda Morones) counted 7 types of logos. Among them are text, graphic and mixed

Word and letter logos

1) Abbreviations and monograms

IBM, HP, VTB, MTS, NASA... The creation template is clear, right? All of these logos are abbreviations of long company names. A trademark of 2 or 3 words is much more difficult to remember than “initials”. Agree, it's easier to reprimand NASA than the National Aeronautics and Research Administration outer space(English: National Aeronautics and Space Administration). Letter logos and monograms - best option for companies with verbose names.

When developing such trademarks, special attention should be paid to the selection of fonts. Not only must the lettering be consistent with the style and ethos of the company, it must also be legible so that it can be read on the small screens of mobile phones and business cards. Those who have just opened a business can initially place the abbreviation under the logo.

2) Word logos (trademarks)

Word logos work very well when the company has a short and clear name. Let's take Google for example. A memorable name combined with a colorful font forms a strong brand identity. Since word logos focus on the company name, typography again plays a key role. Choose or create fonts that convey the essence and character of your business

For example, brands fashionable clothes clean, elegant typography with a claim to luxury will do. But legal and legal agencies are better off choosing traditional “heavy” fonts. They create feelings of reliability and safety.

Logos-pictures and symbols

3) Graphic signs (or logos-symbols)

Logo-symbol (icon, pictogram) - design based on graphics. This is a visual image that comes to mind when you hear or think about Apple, Twitter, Android, for example. The logos of these companies are so iconic, so ingrained, that their recognition is enviable.

Brand visualization based solely on image is great. You can put a deep idea into a logo symbol; it can be used to evoke the right emotions in the audience. However, this solution is not suitable for everyone. With such a logo it is difficult to promote a new, but non-unique business. Mobile application for exchanging disappearing messages Snapchat with a logo in the form of a ghost managed to be remembered and promoted. John Deere with an “expensive” logo in the form of a running deer too. Another example of successful use of a logo symbol is demonstrated by the World Wildlife Fund with its stylized image of a panda. But in general there are not many such examples. So, if you are not sure of the success of your business idea, it is better to bet on the name rather than the symbol.

An abstract label is a specific type of graphic logo. It is based not on generally understandable, recognizable images (like the Apple apple and the Twitter bird), but on abstract geometric shapes. The most famous examples are the Pepsi circle, the Google Chrome disk, and the Adidas flower. Like all graphic logos, abstract marks condense the brand into a single image. But only they allow you to create truly unique and inimitable images for the visual representation of the company. With an abstract logo, you can convey what your brand stands for without relying on cultural or historical background. Ideas and emotions can be established using color and shape - no recognizable patterns are needed.

Abstract logos are a win-win option for international trading companies. The icon is an icon in Africa, and the name, if not in every country, then in many of the countries where it operates, will definitely have to be translated.

To create abstract logos, it is better to hire professionals who know how to combine colors and shapes to create universally accessible meanings.

Often colorful, sometimes cartoonish and always fun, a mascot logo is a great opportunity to create the face of a brand, its official representative, a character who will become an “ambassador” of your business. Mascots are great for companies that work with families and young children. They allow you to create the desired atmosphere, set the dynamics and mood when communicating with the audience. Just remember Mr Proper, KFC founder Colonel Sanders

One of the main benefits of a mascot logo is that it can stimulate interaction with customers. This effective tool marketing activities V in social networks(SMM) and carrying out promotions in the real world. It’s just a pity that this type of logo is not appropriate everywhere. For example, mascots look rather awkward on business cards.

Combined logos

6) Text and graphic signs

Combined text-graphic signs - logos consisting of letters/words and images. World famous examples: Burger King and Lacoste. A logo in which the graphic image works closely with the company name is a universal choice. The audience immediately begins to associate the symbol/mascot with the brand. In the future, it will be possible to abandon text altogether.

7) Emblems

An emblem is a logo in which the font is contained within a symbol or icon. Such logos are created on the principle of seals, coats of arms, and tokens. As for the area of ​​​​use of emblems, such brand names are best suited for schools, non-profit organizations, government agencies, enterprises Food Industry. Logos of this type are also popular among automakers. Yes, many of the logos look outdated, but there are examples of successful design modernization. For example, in the 21st century, the updated emblems of Harley-Davidson and Starbucks look relevant.