Imagine a brand without any symbol, icon, or image. Sounds impossible, isn’t it? One of the significant parts of a brand image is its visual presentation which also plays a big role in its marketing. It is done through a LOGO.
So, what exactly is a logo?
A logo is any design or a combination of text and symbols through which we recognize a brand. Whenever you think about your favorite brand, it is a logo that comes first to your mind. The most popular brands like Apple, Starbucks, Nike, IBM, WWF, HP, etc. are known by their logos all around the world. These are timeless and a big source of inspiration for all young designers in the industry.
Making these kinds of logos is not a simple task. It takes a lot of research, planning, and corrections from a designer. Logo designing is an art that requires expertise at the same time. Designers who are behind the world’s most popular logos spent years understanding the brands and their needs. Then only they could deliver memorable, simple, and scalable logo designs.
The contribution of various artists from the ancient to modern era presents us with the different types of logos.
Popular Types of Logos Evolved with Time
1. Wordmark
Wordmark usually contains only the name of the brand, organization, and its services. It doesn’t include any mascot or symbols.
- Benefits: Easy to remember and recognize for people.
- Examples: Coco-Cola, Cadbury, Loreal, Disney, Canon, etc.
2. Lettermark
In lettermark or letterheads, we use a few initial letters from the company name. Remembering the long names of brands or organizations is hard to remember for people. Thus, designers evolved lettermark to simplify it. For example, HP is so easy to remember for a little kid but its actual name is Hewlett-Packard.
- More examples of lettermark logotype are: IBM, NASA, ESPN, CNN, and Microsoft
3. Pictorial Marks
Brand mark or pictorial mark or logo symbol is another type in which we present a brand through an icon or graphic rather than text.
- Example: Apple, Target, Puma, WWF, and Firefox are pictorial mark logos.
4. Combination Mark
Combination mark includes both text and graphics like Adidas, Burger King, Amazon, Mastercard, and Channel.
Mascot, Emblem, and Abstract are some other types of logos that designers use.
Below, we have presented a list of some of the most liked logos of all time and revealed the stories of their making.
Stories Behind the World’s Most Iconic Logos
1 Baskin-Robbins
Baskin Robbins is the world’s most popular ice cream parlor chain started by two brothers-in-law Burton “Burt” Baskin and Irvine “Irv” Robbins. Initially, they started separate stores in different regions with the names Snowbird Ice Cream and Burton Ice Cream Shop. But in the year of 1953, they came together with the name “Baskin-Robbins”.
In the starting years of their collaboration, they adopted the 31® as the main logo.
The concept behind using 31 was to show the variety of ice cream flavors they had for each day of the month.
Although there were many versions of the logo that were launched but the 2006 year’s design became the most popular. It presented the initial letters of the name of the company as BR. At the same time, the number 31 can be seen easily. This is the magic of negative space.
This popular logo of Baskin Robbins with the slogan “31 Flavors” was designed by an advertising firm called Carson-Roberts. The firm was merged with Ogilvy & Mather in 1953.
2. FedEx
The first logo of FedEx company was introduced to us in 1971. It was designed in such a way that the full name of the company “Federal Express” was written diagonally inside a rectangle.
Almost 2 decades ago in 1994, we saw a big change in the company logo design. The new logo presents an amazing use of negative space and combines FEDEX with a secret arrow.
This version was created by the genius Lindon Leader.
3. NBC
NBC stands for National Broadcasting Company based in the USA. The NBC logo has stood the test of time because of its color and shape. It looks very strong as well as powerful. If you look carefully in the empty space, you’ll see a peacock with a beak on the purple feather. NBC’s logo has evolved a lot over the years.
The 6 colors of the NBC logo represent each department of the network – news, sports, entertainment, station, network, or production.
It would not be wrong at all to say that it is a long-running logo with a simplicity that attracts us all. The current NBC logo was created by Steff Geissbuhler who is among the top graphic designers and illustrators in the world. He worked for many renowned brands and established their brand identity. Time Warner Cable, Merck, Philip Morris and Cummins Engines, Darien Library, etc. are in his work list.
4. I ❤ New York
The purpose of creating this I Love New York logo was to promote tourism in the state which was declared bankrupt in 1970. It was Milton Glaser who designed this I love New York. Among the many logos created by Milton Glaser, this logo is one of the most successful in history.
5. Johnson and Johnson
The logo of Johnson and Johnson company does not need any identity. It is because of its existence for almost 130 years. The brand come among the world’s most well-known brands. Almost every person is known for its products like Baby Johnson shampoo, oil, and soap.
Let’s talk about its logo now. The logo of Johnson and Johnson originated when the company’s founder, James Wood Johnson, signed his signature on the company’s check.
Evolution of Johnson and Johnson Logo
This logo was first presented to the world in 1886.
Then in 1887, we saw the logo on the earliest product packaging of the company.
Then in 1890, this logo was shown on a horse carriage. It is because the company was used to deliver products like medical kits and medicinal plasters to its local customers.
In 1921, this company came into the market with baby products which included lotion, cream, or oil.
This signature turned into a logo and became an inspiration for designers in the industry.
Check the virtual tour of Johnson & Johnson’s heritage museum to take a look at their rich history.
Let’s see the old and new versions together.
6. Coca-Cola
The logo of Coca-Cola is a symbol of international stardom. But it has gone through many forms of changes with time.
Here’s a look.
So, the first logo came in 1886 and it was complete uppercase. The next year, the company presented a new version which became quite popular that time. In 1890, there was another design launched for the Coca-Cola brand and it had a Spencerian script with complete black and white color.
But the version introduced in 1891 showed a red color and an improved script style. All these colors are still in the current logo and attract people of every age.
This attractive logo of Coca-Cola was designed by Frank Mason and Robinson.
The reason for using two words in the logo was to show the two major ingredients of the drink which are coca leaves and kola nuts. Robinson thought of using Cola instead of Kola for using two Cs advertising.
Indeed, the history of Coca-Cola teaches a lot to graphic designers.
Do you want to be a logo designer?
Logo designing is not a hard skill to earn. All you need is proper training and practice in software applications like Adobe Illustrator and CorelDraw. To start in the right way, we have brought a series of programs for graphic design training that covers both the fundamentals and technicalities of designing.
Our classes cover practical presentations of concepts that make your understanding stronger. Let our experts know more about your query, contact our institute today.
