Logo Research

I really like looking at logos. I think I might have mentioned Paul Rand talking about his designs on You Tube. It really fascinates me that he makes the point that sometimes a good logo is perceived to be perfectly apt only after it has become a mainstream image. I mentioned a good example of this in a previous post – the Nike logo was not loved by the managing director, it was a grower! That said, as much as logos vary enormously, of course there are some common factors.

Here’s some big company logos! What they have in common is one strong concept that has been beautifully pared down.

Mercedes-Benz-logo lloyds



Coca-Cola and John Deere have a long history, you can see from these vintage examples, that their branding has stood the test of time.


john deere

Here’s some more designs. You can see that many logos are either reversed out – like the Castelli scorpion or make use of negative space such as with Core Cidar. This combination of bottle and apple, perfectly shows what the product consists of, and demonstrates another feature of some logos – the fusion of two elements that illustrate a key part of the company product or service.

logo castelli ds_logo3 3258cfb454b2a40855f8da2938d5827a1 35fcee8b73d3353511d023657843c0fb1

More use of negative space…

8e8c9f1e21cae747836e7200bf85bc79 7f604c35ae83316175209c2905ca6d4f


If you hop over to Cool Infographics, they have a blog post entitled 40 Brand Logos with Hidden Meanings. (I can’t help thinking that sounds a little sinister?!) But it contains examples like the arrow in the FedEx logo, and some lesser known ones…


An assortment of logos that caught my eye.


talland spoon kubi kate hellerbell gnome gekko entertainmentwise echo auroraimageimageimageimage

Colour and Logos

Of course some logos are purely typographic. One of my favourites is Rapha. Part of the branding is these colours – black, white and pink.



Not all logos are associated with colour, but  Coca-Cola is strongly linked to red and white. And there are others…

Purple Penguins

purple penguins


logo barclays


T Mobile





Yellow Pages



Royal Mail



Yodel. (OMG I love Yodel vans, I’ve been waiting for an opportunity to put a pic up on this blog!)


The Samaritans white and green.


Head Office requests that all branches stay “on brand”, by using the correct “Samaritans Green” both online and in print for consistancy. (I can’t remember the hexidecimal value, but you get the point!) Their font is also a custom one, with a particular letter “R”. Even charities are very aware of their branding these days!

I don’t think I need to state the obvious about what particular colours are supposed to convey! But I do know that companies spend big money on colour analysis, and market research –  clearly the impact of what a colour “says”, can’t be underestimated.

Here’s a link with some gorgeous packaging examples and a nice colour wheel with lots of associated words! Enjoy.


OK. Here it is in case you are in a hurry.



Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )


Connecting to %s