Image via Flickr

State Farm Insurance has a presence that goes back farther than most of us can remember, a presence that is as much a part of life as classic holiday movies, comfort food, and beloved grandparents. It’s sort of funny to think of an insurance company that way, but there’s no getting around the fact that the State Farm logo and its jingle weave in and out of our lives like the clouds and an afternoon breeze. Let’s take a closer look at that logo and the company it represents. It goes deeper than insurance.

About the State Farm Brand

State Farm Insurance is one of the best-known American insurance carriers and has been so for many decades. As a matter of fact, it is coming up on a 100-year anniversary, having been formed in 1922. It was founded by a retired farmer named George J. Mecherle and was initially a mutual automobile insurance company specifically for farmers.

It was set up to be owned by its policyholders, meaning it doesn’t answer to stockholders. No stock is sold. Management is primarily concerned with satisfying the collective policyholders. State Farm broadened its services through the years, offering life insurance and insurance for homeowners fairly early in its history. Life insurance was first instituted in 1929 and homeowner’s insurance in 1935.

EXPANSION OF SERVICES OFFERED

In the early 1950s, State Farm took a big step toward expansion when it held a contest among its agents to dream up the best proposal to increase company business. The winner was an agent in Chicago named Robert H. Kent. He suggested that the company provide auto loans to policyholders already insured by State Farm. This opened up a whole new income source from the interest generated by the loans. This led to offering an array of financial services to existing and new customers.

A few examples of this are State Farm Bank, State Farm Investment Management Corporation, and State Farm VP Management Corporation. VP is an abbreviation for Variable Products. Investopedia says, “An attractive feature of the variable life insurance product is its flexibility regarding premium remittance and cash value accumulation. Premiums are not fixed, as with traditional whole life insurance or term insurance policies.” There are also several subsidiary insurance companies that formed between 1960 and 2006 to service the products the company sells.

VISION

Mecherle started the company with certain intentions. He envisioned it would hold to the standards of operating fairly and always doing the right thing for the customers. As a former farmer, he most likely wanted to protect farmers against risks – especially those regarding automobiles – that could severely affect their occupational bottom line and drive them out of business. This is a vision that the company professes to uphold today. State Farm states on its website, “Our continued mission is to be the first and best choice in the products and services we provide.”

Image via Wikimedia

CODE OF CONDUCT

State Farm’s Code of Conduct further states: “Our mission at State Farm is to help people manage the risks of everyday life, recover from the unexpected and realize their dreams. We have thousands of opportunities to build confidence with customers and State Farm associates every day. We have built a trusted brand by living our values and keeping our promises. Our customers expect us to do the right thing. We depend on each other to do the right thing. By holding ourselves to the highest standards, we can continue to be there for our customers, helping more people in more ways.”

IDENTITY

State Farm has to be doing something right. Currently, it is the largest auto insurer and has been since 1942. One in every five American cars is insured by State Farm. It has been the largest insurer of homes since 1964. The Claims Department handles nearly 39,000 claims per day. The company also considers its brand to have an active interest in the community.

On the website, under State Farm Story, is this quote: “A public leader in auto safety efforts, State Farm helped pass a number of seat belt laws and continues to fight for seat belt and teen driver safety. We are also heavily involved in and support communities through sponsorship of safety programs and organizations. We help build strong communities through activities aimed at preventing and reducing injury and loss. State Farm supports programs that enable home ownership, help create safe neighborhoods, and make homes and highways safer.”

State Farm Logo Design History

Image via Wikimedia

Our research would suggest there was no standard State Farm logo from the inception of the company until at least the mid-1940s. If there was, it’s not being displayed on any State Farm promotional material. The State Farm logo with which we are so familiar was designed in 1953 and was a moderate revision of the 1940’s model. It was probably a team effort because neither the company website nor any other source we found names a specific person who created it.

At the time, State Farm was still considered an insurance company only. They were offering the three basic policies as named above: auto, life, and home. These were featured on the logo, each encased in its own oval and each of those were interlocking, outlined in red. It also identified State Farm as “State Farm Insurance.”

The logo was bright red on a background of white, with a squarish border also of red. The design worked for the company as it continued to grow. The image was seen in advertising, on agency signs, at catastrophe sites, and on many customers’ automobile bumpers, building trust based on its stability.

State Farm Logo Evolution

The stability of the State Farm logo did nothing to stimulate the evolution of the iconic design. Approximately 58 years passed before the company found it necessary to make a change. If it hadn’t been for this digital aspect of the Information Age, the old logo may still be in place.The company’s consistent, stable growth means there is a wide age range of customers, young and old and everything between. Advertising platforms have, of course, expanded to social media and other digital applications. It had become evident that the old design should be tweaked to make it more user-friendly on all platforms.

EVOLUTION SOLUTION

Image via Flickr

In 2010, the company hired a famous graphic design firm in New York, Chermayeff & Geismar, to make the changes. The project took approximately two years to complete. Considering the subtle nature of the alterations, we have to wonder how many times the two firms went back and forth with suggestions and rejections before finally coming to the final product satisfactory to all.

The biggest revision was the removal of the squarish box that contained the key information – the insurance company name and what they’re selling. The logo is so recognizable, management was willing to trust that such basic information could be omitted as long as the interlocking trio of ovals were still in place. So, the red ovals are now empty and more prominent. They convey the information without the text, which really wasn’t that necessary anyway since “State Farm” is there in big letters to the right of the old box.

The current version keeps the company name adjacent to the tri-oval, on the right. The letters are similar to the former ones, but hand-drawn to make them appear sleeker. The result is a simpler look that both takes a minimalistic approach and is useful for more practical application.

As State Farm wrote in a press release at the time of the change, “In today’s digital and mobile world this simple and contemporary design makes for a bolder presence in the marketplace whether it’s through a billboard, television advertising, a sign outside an agent’s office, online or through one of our mobile web applications.”

Conclusion

Image via Flickr

State Farm is thought of primarily as an insurance company still today even though it offers so many more major services. The evolution of the State Farm logo enables the company to maintain the name recognition it has earned while opening itself to a more general interpretation by the public as the broad-based company it has become. This is an excellent example of how important a logo can be to a company. If done wrong, a logo can limit the perception of the organization by the people who are potential consumers – the lifeblood of the enterprise.On the other hand, a logo can potentially convey all the company is and could be for the people who are considering the use of its products or services. When you consider that a top-flight graphic design firm took two years to complete this project of updating an already highly regarded State Farm logo, making fairly subtle changes, it emphasizes just how important a logo is to a business.In this case, an established giant in the insurance field, one that is ranked 36th by the Fortune 500 list of the largest companies in terms of revenue, found it so important to get it right that it used the elite outside firm and probably paid dearly for two years of painstaking work. The logo cannot be taken lightly.

If there is one thing that allows you to identify various airlines, it is their symbol and the colors used in it. The logos of every airline company are created with a specific concept and objective in mind that portrays the company’s motto and ensures that people remember the brand name.

Often, logos have a long history and change from time to time. The American Airlines logo too has undergone some significant and some not so significant changes since its inception. Its meaning and evolution has been in line with what the country symbolizes and wants to showcase to the world- growth, progress and unity.

About the American Airlines Brand

The first American Airlines flight on April 15, 1926 was one that carried mail from Missouri to Illinois. After almost eight to ten years of carrying cargo, the airline moved to ferrying passengers. The first commercial service took place in a D-C 3 plane on June 25, 1936 from New York to Chicago. It was after World War II that American Airlines flew its first overseas passenger flight, to Europe.

Origins

American Airlines is part of the American Airlines Group and started commercial service in 1936. But we should point out it was formerly known as American Airways. Over the years, the airlines merged with other companies and even purchased some. In the 1960s, American Airlines partnered with IBM to launch the Semi-Automated Business Research Environment (SABRE) for efficient reservation and other data processes. In 1970, American Airlines merged with Trans Caribbean Airways.

The airlines got its one-billionth customer on March 27, 1991. Ten years later in 2001, American Airlines gained Trans World Airlines.

Current Status

When measured according to fleet size, revenue, profits, the number of passengers carried and passenger revenue per mile, American Airlines is the world’s largest airline operating in about 350 destinations across 50 countries of the globe. It is also the founding member of the Oneworld Alliance (an airline alliance founded on February 1, 1999). This is the third largest airline alliance in the world and its aim is to become the first choice airline alliance for frequent international flyers.

American Eagle is the name of a regional branch of American Airlines. Nine regional airlines operate under this branch. The ten operating hubs of American Airlines are Chicago, Charlotte, Dallas, Miami, Los Angeles, New York (JFK), New York (LaGuardia), Philadelphia, Phoenix and Washington.

American Airlines Logo Design History

Pilots and flight attendants working for American Airlines have for a long time been seen as heroes of the sky and being associated with the airline has been been a matter of privilege for everyone. The American Airlines logo has been an iconic symbol of flying pride. The winged “AA” logo of American Airlines has been its identity for many decades.

Colors and Significance of the Original American Airlines Logo

The famous American Airlines logo was created in 1967 by Italian graphic designer Massimo Vignelli. Thirty years later, in 1997, American Airlines bought the domain name AA.com and branded the company website with its emblem.

This logo had the letters AA (one letter in red and the other in blue) in Helvetica font (which was new then), with an eagle in between.

The red color represents passion, energy and vitality while the blue signifies duty, trust and care. The eagle, a popular American symbol for the country’s growth and great leaps of progress has been part of the American Airlines logo since its inception. This has been a solid symbol of American Airlines for over 45 years.

American Airlines Logo Design Evolution

Constantly changing your brand design does not give customers a feeling of permanence or long-term association. That is the reason most brands stick to one specific logo design for a long time. It helps them be identifiable to their clientele. A brand’s logo is the company’s trademark that is to be printed on everything- from boarding passes to stationery. It is crucial to a brand’s graphic identity. And if it works well, there is no need for regular logo changes.

American Airlines too used the same popular logo for more than 45 years, building trust and loyalty amongst flyers.

Since the airline started, the American Airlines logo has been changed five times, the most recent re-branding being in 2013.

Logo Changes Over the Years

The logo created at the outset had the symbol of an eagle perched on the surface of the earth, with the letter A written behind it on each side of its wings and a red diagonal strip in the middle, all in red. This whole emblem was on a blue background inside a red circle.

In the second version, the color red had completely disappeared and so had the outer circle. Now it was just a blue eagle with the letter A on each side of its wings.

The word American or Airlines was not included in the first two logos.

The third change just had the word American written below the earlier symbol. The entire symbol along with the word was blue inside a red-colored sphere once more.

The fourth version was the most noteworthy. It was created by Massimo Vignelli and one that the company did not change for almost five decades. The circle was omitted; the letter A and the word American in the left half of the emblem were red while the letter A and the word Airlines in the right half of the emblem were blue. A blue eagle with upward pointing wings sat between the two letters. Vignelli did not want the eagle in the logo at all. It was Henry Dreyfuss who made the eagle a part of the brand’s fourth logo.

This emblem was simple, attractive and had almost no curves. Many believe redesigning it was not necessary at all.

It may be noted that the first logo ever had an eagle that facing to the left while all the other logos have had an eagle facing to the right.

Present Logo

The logo that is currently in use was created by the FutureBrand Group and was unveiled in January 2013 as the airline was emerging from bankruptcy. The aim was to give the logo and livery a fresh, new feel. The new logo, known as the “Flight Symbol”, incorporates all the colors and symbols typically associated with America and American Airlines.

The new livery has bold stripes on a silver painted fuselage. Also, the livery only mentions the word American, not Airlines. There are blue and red stripes on the tail which is an abstraction of the American flag with no eagle.

FutureBrand Group has simplified Massimo Vignelli’s iconic symbol and created a slim diagonal logo that creates a bird’s head using the negative space between each of the red and blue wings.

Every logo of the airlines, since inception, has had the eagle symbol in it, although the current American Airlines logo uses a stylized version of it, it is less than subtle and one needs to observe carefully to notice the eagle in flight and the letter A that seems to form automatically.

This emblem appeals esthetically, but it diverges in a big way from the original symbols that have been part of the American Airlines logo. The words American and Airlines are no longer in the Helvetica font either.

Though the group suggests that the logo includes a stylized A, a soaring eagle and a star, the first two are quite simple to spot, while the star is not easily noticed.

The current logo shape looks like the tail of a plane is perfect for an airline company.However, some people also feel that having a bird represent a flying company is quite a cliché. Also, people relate it to the eagle that has been a part of the American Airlines logo for so many years. But the current version could be the head of any bird, not necessarily an eagle.

Colors

Although the colors red, blue and white that represent American Airlines have been retained in the current logo, there is a color gradient that is noticeable instead of the basic blue and red used in earlier emblems. The bottom part of both wings looks darker than the top. The eagle’s head is a bit gray rather than white.

Conclusion

image source: pexels

The FutureBrand Group believes that the new symbol truly portrays the essence and spirit of American Airlines, while honoring the airline’s heritage at the same time. But a large number of people are of the opinion that redesigning the brand logo was not really necessary and that Massimo Vignelli’s 1967 emblem was the best and most instantly recognizable. It takes time for people to accept a change as big as this after having seen a brand close to their heart stick to the same emblem for more than 45 years.

Nevertheless, the American Airlines logo has received widespread acclaim for its elegance, subtlety and the feel of movement or progress it gives because of its eagle in motion.

The process of creating and maintaining a logo for a company is essential for the success of a business. The image must be unique as the company name; it must be one that “brands” the company and associates it with its product instantly. Marketing campaigns focus on establishing both the name and image in the public’s mind by saturating various media outlets via advertising campaigns featuring their image, colors and slogans. In 2016, Robert Kalin, one of the co-founders of the company, created the Etsy logo from scratch.

The former painter/carpenter chose the word “etsi” after discovering its meaning when translated from Italian. Etsy (“oh, yes”) is a good example of how to brand and market a business by using an unfamiliar word without any known associations to the public. Today, the Etsy logo is synonymous with its trademark and/or brand. Etsy’s branding methods have been effective in establishing the company’s presence and helped make it a successful online buying and selling venue with a loyal customer base.

About the Etsy Brand

In 2005, Chris Maguire and Haim Schoppik co-founded Etsy with Robert Kalin joined by Jared Tarbell later on. They realized there were a growing number of consumers who were interested in one-of-a-kind handmade goods and authentic vintage merchandise (more than 20 years old). Etsy became an online marketplace for vintage, handmade and unique goods. Etsy provides an easily accessible e-commerce “storefront” for individuals seeking to own their own home decor store, art gallery or vintage boutique by setting up their own Etsy page. Along with access to handmade merchandise and vintage items, Etsy also offers consumers the opportunity to purchase factory-manufactured products that are also unique. The global appeal of Etsy has contributed to Etsy’s success and continual growth. During the last two years, the company has approximately 2 million active sellers and around 30 million active buyers taking it from an ordinary online marketplace with a B Corp certification to an IPO in 2015. The company’s market cap escalated to $1.4 billion which more than doubled the value of its shares. What Makes Etsy Different? Image Source: Unsplash.com Now, handcrafters have a site designed especially for showcasing their skills and products and a sales venue that welcomes new businesses that didn’t have an established reputation or customer base. The online, e-commerce site offers an opportunity for handcrafters, art collectors and entrepreneurs a place to sell their products online in their own store. Etsy created a new portal for the handcrafter inviting sellers to open their custom-designed storefront while taking part in sales,such as an open craft fair complete with online platform. Amazon and eBay are Etsy’s main competition. They both do more business and make more sales. However, what makes Etsy different are the actual products offered on the site. It turns out that unique, handmade and vintage items rule a special niche in the retail industry that Amazon and eBay cannot compete with. Handmade items, for example, on eBay lists an average of 3.2 million. On the Etsy website, there are an average of 6.7 million items. Etsy also stands up well against Amazon due to its unique community selling and buying experiences which testifies to the importance of forming personal relations with the customer. Registered members are more likely to form relationships on Etsy cultivating a loyal customer base resulting in more repeat business. Etsy requires sellers to pay a listing fee of $.20 per item. Eligible listings include: Handmade and manufactured craft items Craft supplies Equipment Jewelry Clothing Food Bath and beauty products Photography Art in various forms New Rules for Sellers via GIPHY Etsy recently decided to change the basic rules for sellers. They now allow factory-made goods as part of the handmade sector providing they are unique, quality items. This decision allowed the company to attract a larger mainstream audience by tapping into more sustainable suppliers. The company also cut much of their spending and decreased their overhead expenses. There are many reasons Etsy achieved such remarkable growth early in its life. But one, undeniable occurrence was when their sellers advertised their stores on various social media networks and amongst family, coworkers and friends. The “word of mouth” banter attracted more people to investigate the Etsy site where many visitors signed up as users who sold and/or purchased goods. Word of mouth is a marketing tool that is referred to as the best advertising in the world. It is especially effective in community-based online businesses, like Etsy, offering a peer-based support system. Etsy is not only a storefront for many entrepreneurs, it also serves as a popular side-business and as a place where one can purchase goods made with recycled and up-cycled materials. Consumers can also gain access to less expensive and/or unusual versions of items that are mass-produced.

Etsy Logo Design History

via GIPHY Robert Kalin, a former carpenter and amateur furniture maker, had a difficult time marketing the wood-encased computers he made. He theorized that an organized group of sellers could generate more business by working from a central location rather than marketing their wares independently. The Etsy logo started as a simple design featuring a script logotype. It follows the rules of English grammar using a capital E to identify the name. The rest of the letters are lowercase giving the Etsy logo a traditional appearance emphasized by classic typeface. Etsy Favicon and Font The Etsy favicon is the icon associated with its URL, www. Etsy.com. It appears in the browser’s address bar, next to the name of the site or in a bookmark list. The Etsy favicon, being true to the simplicity of the Etsy logo, features a capital “E” inside a square box. The letter is white, and the background is the company’s signature orange color. The font used in the Etsy logo is Guardian-egyptian with Georgia as a safe font.

Etsy Logo Design Evolution

via GIPHY Over one hundred years ago, there was The Arts and Crafts Movement that took place in the late 19th century, resulting from the excesses of Victorian typography. Its purpose was to restore a sincere sense of integrity and craftsmanship to the mass-produced goods during that time. A renewed interest in quality craftsmanship and unique merchandise provided both companies and craftspersons with a keen interest in getting credit for their work which led to creating and implementing unique logos and marks on their goods. Since 2005, Etsy has grown and prospered along with its clients in the handicraft sector of e-commerce. A company logo is the visual entity signifying a specific organization—making the Etsy logo one of the most important attributes of the company. Logos fall into three classifications including: Ideographs comprising abstract forms Pictographs which are iconic designs that represent the company Logotypes or word marks displaying the name or company’s initials via GIPHY Color is the visual element in the Etsy logo. It plays a critical part in brand differentiation. The importance of color in branding results from how the eye perceives color and contrast and how it detects details. As humans, we gain different impressions from colors and make associations via social and cultural conditioning. We then proceed to decipher and evaluate the colors in logos. The orange color Etsy uses in its logo is Pantone #16-1255 Russet Orange which connects to the rays of the sun, warmth and heat. It can also be associated with fire and is touted as a high-arousal color. Orange can promote feelings of energy, balance and well-being. The Etsy logo has incorporated the use of Russet Orange since its inception whether it be the word alone or as a background color. There have been very few changes to the Etsy logo since 2005. With only minor hue variations, the Russet Orange color and font style remain the same giving the overall impression of longevity, stability and availability. This is important as it conveys a message that Etsy is both establishedand unique. Robert Kalin states that while he was jotting down his thoughts regarding the birth of Etsy, he was sitting in an orange chair.

Conclusion

via GIPHY Etsy has found its niche in the consumer marketplace; it provides a place for handcrafters to sell their goods and products. It is also an idea that is working. Within the first two years after introducing Etsy to the world, the company did almost 2 million dollars in sales. The business had not yet turned a profit due to their expenses and large overhead including site maintenance, employee costs and necessary technological enhancements. Since then, Etsy continues to grow making profitable decisions that increase the profits of their customers and themselves. Creating an effective logo that represents a company can comprise both an ideogram and a company name (logotype) to embellish the name over the graphic. A company can also use a unique design via lettering, color(s) and a variety of graphic renderings. The Etsy logo represents the company with a clear, readable word: Etsy. They may showcase the word in slightly different shades of orange or black however, redesigning logos is counterproductive ensuring the Etsy logo will live on.

Featured Image Source: Wikimedia.org

Secrets the Master Designers Don’t Want You To Know

Have you ever looked at a company’s logo and thought, “I could do that!”?

Some are so straightforward that it seems like a school kid could draw one up in five minutes.

Maybe the logo design process doesn’t seem very difficult —

But in reality, these deceptively simple designs are the product of weeks of intense work, creativity, and testing.

Consider this —

The world’s largest companies have many billions of dollars at stake, every single day.

They need to maintain their reputations and their brands.

And their official logo?

That’s often the first thing customers see when they encounter the company.

But what if that logo is ugly?

Or worse, confusing?

Or worst… forgettable?

 “Everything is design. Everything!” 

– Paul Rand

Let’s play a game.

Let’s imagine that you’re starting your own company.

Pick whatever name you like.

via GIPHY

One day, your empire will take its place among the Fortune 500.

It will do business all over the planet, in every country and every language you can think of.

You know you need a killer logo.

But it’s not just about finding a great logo.

You need the perfect one for you —

You need something that tells people who you are. And what your company does.

Something that makes people interested in finding out more about you…

But doesn’t hit them with too much information right away.

The logo needs to be something people will always remember.

But it can’t be so shocking that it drives the market away.

The shapes, the colors, and any words you use have all got to convey the personality, the values, and the industry of your company.

It has to do all of that…

And oh, yeah, we’re gonna need you to keep the whole thing from getting too complicated, too.

via GIPHY

A great logo does all of the things we’ve just mentioned, often in the space of a single, simple image.

And the designers behind their creation are masters of artistry, business, and subtle psychological messaging.

In order to understand how they work, let’s take a look at some of the worlds most famous logos —

Apple

CC0 Creative Commons by Rob Janoff Image via Wikimedia

Apple has one of the most famous logos in the world. It draws on the cultural associations the apple has, and that it is a symbol of knowledge.

The bite that has been taken out of the apple encourages the viewer to participate and suggests that there’s still more to be done.

The logo is, in a sense, an invitation.

As it happens, Apple originally had a very busy logo.

Back in 1976, the logo was incredibly complicated, with a banner, a slogan, a tiny floating apple, and Sir Isaac Newton sitting under a tree —

CC0 Creative Commons [Public Domain] Image via Wikimedia

Yeah, there’s a lot going on here.

We could try to unpack it… but instead, let’s just be thankful that this one belongs to the history books. 

Can you imagine this logo on the side of a skyscraper?

via GIPHY

Amazon

Amazon.com is another company that saw its logo drastically change since the early days of the business.

The original logo was a letter “A” with a river running down the middle.

Amazon got the simplicity part right, but the design didn’t really capture the imagination.

Nowadays, Amazon is so well known that the primary job of its logo is to remind customers to keep coming back.

CC0 Creative Commons by Amazon.com Inc. Image via Wikimedia

The real secret in the current logo is in the arrow sitting underneath the word “Amazon.” 

Notice how the arrow starts at the letter A and ends at the letter Z?

They’re reminding you that they sell everything from A to Z.

The arrow also suggests speedy delivery, and it is intentionally shaped with a soft and curved design to look like a smile.

Baskin Robbins

​CC0 Creative Commons by Baskin Robbins Image via Wikimedia

Irv Robbins and Burt Baskin founded this ice cream shop way back in 1945, and since those early days, the chain has become a thriving success.

But it wasn’t until 2006 that the company adopted their now-famous “BR” logo.

The pink-and-purple color scheme suggests childhood, summer, and cotton candy.

Meanwhile, the number 31 ––a reference to Baskin Robbins “Thirty-One Flavors”–– is cleverly folded into the design without making the letters difficult to read or understand.

McDonald’s

This logo is so famous it even has its own nickname: “The Golden Arches.”

These arches originally served a practical purpose.

CC0 Creative Commons by McDonald’s Image via Wikimedia

In the days before Google Maps, these tall structures were a way of enticing hungry motorists off of the freeway and into the fast-food establishment. 

In the 1950s the arches were two separate structures,

but in 1962 the company combined them to form a giant “M.” 

They’ve been associated with McDonald’s ever since.

Brand New World

Each of these logos is an example of successful branding.

This topic gets a lot of air time in today’s world, at every level of business.

From mega-companies to individual freelancers trying to build their personal businesses, everyone knows the importance of building a brand.

But when we boil it down to the basics, branding has two major goals:

Be Remembered

You want to get people’s attention, and you want them to think about you even after you’ve left the room.

Have you ever watched a hilarious ad, only to forget what product it was selling?

That ad was not very successful, was it? 

via GIPHY

But that’s a mistake that gets played out again and again.

The previous logos are all immediately recognizable as belonging to *that* company.

McDonald’s has the giant M. Apple has… well, an apple.

And if you saw another company trying to imitate those logos, you’d know it.

 “Design is the silent ambassador of your brand.”  

– Paul Rand

Inspire Trust

The second goal of branding is trust.

Once you have people thinking about you, you want them to think of you fondly.

That way they’ll come to you and not the competition. 

The logo is a huge part of what sells that feeling.

via GIPHY

Seriously —

The logo helps reinforce what the company does and what industry it’s in.

The better it does this, the more confidence people will have.

Baskin Robbins’ color scheme and playful type will work great for the world of ice cream… but not so much for something serious. 

You wouldn’t want to establish a cybersecurity firm with this aesthetic, for instance.

There are many other things that branding can do, but they won’t matter without these first two.

Especially when it comes to the logo, these are the goals.

Is Hiring a Designer Really Necessary?

Yes!

If you’re starting a business, you need to get someone who has a good eye.

Some people, when they are getting a company off the ground, will try to save money by cutting corners however they can.

This is one area where it’s really better not to try it.

Unless you have several years of professional training yourself, you should bite the bullet and hire someone.

Even if you are a designer, having another opinion will give you an outside perspective that you wouldn’t have during the logo design process.

Additionally, most professional designers will start sharing some ideas for a logo in fairly short order, and will work with clients’ feedback over the course of the design phase.

“Design is thinking made visual.” 

– Saul Bass 

It will matter in the long run.

People will notice the difference — especially potential customers.

Random people on the street might not be able to design a great logo.

They might not even be able to articulate what makes a logo “instantly memorable” or “forgettable.”

But potential customers are able to tell when something feels wrong.

They’ll know when the logo design process was handled by someone who didn’t have a designer’s eye.

Even if they can’t express why they feel that way they’ll pick up on it.

via GIPHY

And the message that conveys is: the company didn’t have the funds, savvy, or the confidence to hire someone.

Which is building a brand that doesn’t inspire trust —

Pros of Hiring a Designer 

• You can focus on the main part of developing your business
• You can rest assured that you won’t get bogged down if there’s something confusing
• You get a better quality logo

Cons of Hiring a Designer

• You spend some money up front for a service that will help your business in the long run

Logo Design Process From A to Z

Let’s assume that for our new company, the CEO has made a wise decision and put the job in the hands of a pro.

We’re going to follow our designer from the initial stages through to the end, to see what happens during the logo design process.

The first thing a designer wants to do is find out info from the client. 

1

Different clients have different aims when creating new logos

• Why does the company need a new logo?
• What are the objectives with this specific logo? 
• And if it’s not a new company, how does it need to differ from the previous logo?
• What business is the client in?
• What are the expectations of this industry?
• Where does the company see itself in five years? Ten? Fifty?

Then, the designer will need to dive into studying the clients’ industry, their competition, and their audience. A little planning goes a long way in this situation. 

In fact, it’s essential —

2

The designer will look to answer these questions

• What is the target audience?
• What companies make up the competition?
• What logos already exist in this environment?
• What do we want the target audience to know?
• What emotional reaction do we want the audience to have?

Start With Why

Why does the company need a new logo?

In this case, the purpose is going to dictate the approach.

1

New Company

If this a completely new company, the designer will be helping to create the message that will introduce the company to the public.

That’s not the only time a logo gets made, however.

There are a few other instances where a designer would be brought in.

2

​The Company Has Grown

In some cases, what was a small operation has grown quickly, and ownership recognizes the need for a more recognizable brand and logo.

 

This will often look to establish the growing company’s reputation, and create a logo that will last for a long time as they solidify their place in their industry. 

3

A Change of Leadership

If the company is changing ownership, there may be a complete overhaul or just a few touch-ups to what already exists.

It really will depend on how involved the new ownership wants to be. 

A merger may necessitate the blending of two previous concepts (this is difficult to pull off). 

4

A New Leaf

Perhaps the company is taking a new direction, or trying to overhaul its image. In this case, the designer may want to have some reference to the previous logo, or they may scrap it entirely.

Once the designer knows why, he or she will be able to target the logo effectively.

The next thing they need to do is understand the specifics of this individual market…

Mind Your Business

During this early phase, there’s a lot of research. The designer will ask:

What Is the Target Audience?

The company’s desired audience is the next big question that needs to be established.

Usually, the customer is high on this list.

The brand may also want to communicate trust to potential investors and the industry as a whole.

But the customer demographic is big here.

What Are We Trying to Say?

You want a logo that says something, both about what the company is, and what the company does.

Even if it’s at a very subconscious level, the McDonald’s logo doesn’t come out and say “we sell hamburgers!”

But do you think it’s a coincidence that the red-and-yellow color scheme evokes french fries and ketchup?

What Is the Competition?

A well-designed logo will stand out from its competition in the same industry, but not so much that it seems out of place.

A designer will want to make sure that other leading brands have been studied —

So that they don’t simply re-invent a logo that’s already in use.

Where Does the Company See Itself in Five Years? Or Ten? Or Fifty?

A designer will also want to check to make sure that the logo fits with the company’s long term vision. 

This can have serious consequences.

Even if the short-term design fits the company now, it may not always work for them in the future.

As an example: Amazon got its start in the mid-1990s by primarily selling media; DVDs, CDs, and books.

But the long-term goal of the company was to be a market for a wide selection of goods.

In this case, if a designer had created a logo that used the image of a book or a CD, this would not have represented the company very well in the long haul.

Brainstorm Frenzy Time

The next piece of the puzzle is coming up with lots and lots of ideas.

A designer will want to have a portion of the process where the imagination flows freely.

Sketching shapes and ideas on paper is a common method, as it gives a great deal of freedom early on.

During this phase, the designer may sketch dozens or even hundreds of ideas, trying to find a shape and pattern that fits all of the research that they’ve done.

After identifying which ideas are best, the designer will eventually head to the computer to put together a detailed version for their client.

The Shape of the Logo

CC0 Creative Commons by CBS image via Wikimedia

The shape of the logo is the first thing that a person notices.

Consider: if someone took Apple’s logo and changed it to purple, or gold, or green… you would still recognize it as the Apple logo, wouldn’t you?

That’s because the mind most closely identifies shape as the main factor when it comes to consistency.

A good designer may have a color palette in mind from the early stages, but the shape is what usually gets the most attention early on.

A good designer will probably be trying to do the following:

Create a shape that’s scalable —

The logo’s shape should work in any size, whether it’s on a business card or a billboard.

Create a shape that is memorable for the brand —

The logo’s shape should connect with the company and remind the viewer what they’re seeing.

Create a shape that is minimalistic —

This is important, as it allows for variation.

Create a shape that can be changed —

This is another consideration for the longevity of a logo.

Timeless logos can be reworked decade after decade to fit the trends of the time —

But without having to toss the entire logo in the process.

Timeless logos can be reworked decade after decade to fit the trends of the time, 

but without having to toss the entire logo in the process.

The Color of the Logo

Color says a lot about the tone and emotion of the company.

Some things to keep in mind here will include:

First, design the logo in black and white.

If someone makes a Xerox copy, sends a fax, or uses a B&W letterhead or business card, it will still look great.

Then experiment with the logo in different tones.

If a logo becomes the image of the company for long enough, it will probably be used with a few colors. Make sure the color doesn’t unnecessarily trip people up.

If Coca-Cola abandoned the color red, for instance, this would confuse a lot of customers.

Pick an ideal color that conveys the right message.

Ultimately, the “official” logo will want a color scheme that fits the brand of the company.

The Text of the Logo

CC0 Creative Commons by The Walt Disney Company Image via Wikimedia

If a designer uses text (and many don’t), they will usually want to pay attention to a few basic rules.

• The font should work for the industry and the brand
• If a logo does have text, the fewer fonts, the better

One is ideal — More than two and the design becomes cluttered

“A typeface is an alphabet in a straightjacket.” 

– Alan Fletcher 

The Loose Ends

Finally, designers will check to make sure they’ve kept the last few points in mind before they send their product for review.

• Blending in won’t help you 
• You want to stand out — Make it different
• Be aware of trends — beware of copying 
• If there is a design trend that’s just a fad, this will eventually trap the company image in the past
• Convey a deeper meaning 
• Seek to send a message

“I never get tired of looking at it.” 

– Carolyn Davidson

(talking about her most famous design––the Nike “swoosh”)

Logo Design Process: This Year’s Trends

A good designer is aware of the major trends going on at any given time.

Whether they hop on the train of buck the trend will be a matter of preference, and the specific job requirements.

But they always have to know what else is being done.

Here are a few of the major ways in which designs are taking shape in 2019.

CC by-SA 3.0 Chris Chittleborough Image via Wikimedia

Gradients have been popping up more and more on movie posters and album covers.

The trend will be around for at least another year, as it allows for variety without overly taxing the eye.

Retro 80’s and 90’s

via GIPHY

These decades have been enjoying a big nostalgia boom in the last couple of years, in fashion, entertainment, and design.

There’s a drawback here, though —

Nostalgia is cyclical, and there will come a time (again) where these styles appear dated.

So if you’re creating a logo that will be expected to represent a company for many years or decades?

Be wary of leaning too heavily on retro design elements.

Responsive Logos

Responsive logos have been around for a while now, but they are seeing increased use recently. Put simply, a responsive logo is one that changes when it gets resized:

These are very much a product of the digital age, as they’re specifically designed to change as they are scaled up or down on a computer.

Using Bright Colors

This is another idea that’s been around for a while.

But as the market becomes more and more crowded with different companies and logos, designers are looking for ways to stand out.

Bright colors are in favor right now.

“Color does not add a pleasant quality to design. It reinforces it.”

 – Pierre Bonnard

One thing to keep in mind is that color may be more important than text or type —

But it is still second to shape in terms of what is considered vital for a good logo.

There will be instances where black and white is the only option (letterhead, for instance) and the logo cannot rely only on color.

Minimalism

The minimalistic approach helps customers “get it” right away.

You want them to understand who you are and what you do.

The preference for simplicity has been even stronger in recent years.

With so many brands competing for customers’ attention, the eye will often wander to the logo that requires the least work.

Simpler = easier = more people will see it.

“I strive for two things in design: simplicity and clarity.

Great design is born of these two things.” 

– Lindon Leader

Design No-Nos

via GIPHY

Seriously, don’t do these —

Terrible color choices:

Red and green? Is it Christmas? No? Good, so leave that combo alone.

Accidentally making a shape that looks like something comical or obscene.

A while ago Airbnb faced backlash when their logo update looked like a very particular piece of anatomy.

Plagiarism: 

This is why you do your research. You don’t want to even look like you’re copying someone else’s work.

1

Step One: The Brief

The designer and client meet, get to know each other, and figure out some basic ideas for the logo.

2

Step Two: Research Time!

The designer gets to work!

Time to research the market and figure out what’s already been done.

3

Step Three: Totally Sketch

The designer creates lots of images, and continues to discuss ideas with the client.

4

Step Four: Refine the Logo

The designer takes the best ideas and starts shaping them into a powerful, meaningful logo.

5

Step Five: The Presentation

Now for the stressful part! The designer shows the client the design for the logo.

6

Step Six: Development

The designer listens to client feedback, and they revise the logo until it is completely finished.

7

Step Seven: Complete Logo

The logo is finished!

The designer takes a moment to savor success… then finds the next client.

The Image is Everything

So there you have it!

The logo design process from start to finish.

This back-and-forth between the designer and client can take just a few days or months, depending on the size of the company and the number of revisions made to the logo.

But in the end, the designer will create something that will be seen by millions, and in some cases billions of people.

Not such a bad gig, is it?

 “There are three responses to a piece of design: yes, no, and wow! Wow is the one to aim for.” 

– Milton Glaser