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History and Analysis of Successful Logos

History and Analysis of Successful Logos

  • 21/03/201923/06/2020
  • by The Logo Creative
  • In this article, we take a look at the history and analysis of successful logos and to understand what makes a great logo great, tips on how to make great logos.

    Michael Cherkashin is an award-winning Graphic Designer and Creative Director. In this article he shares his thoughts on logo design and how anyone can implement these practices to have a great logo for generations to last:

    History and Analysis of Successful Logos3

    Many times I’ve been involved in conversations about “good and bad” being either objective or subjective. As a designer and branding enthusiast, I want to dive deeper into the topic of what makes a logo good or bad and what benefits or difficulties it might bring to the entity.

    To do so we need to understand the purposes and reasons for having a logo, so let’s go back in history to find that out. When was the first logo created and used? Nobody knows, actually, but what we know is that it goes way beyond our understanding of the corporate world. It all started with cave paintings and developed to the point where each tribe had its own emblem, governments and armies had their coat of arms, and religions had their symbols.

    The main reason for these early visual representations was to distinguish fellows in your own tribe from strangers and enemies. Later on, as societies were evolving, the meaning and ideas behind the symbols were evolving as well. It was a matter of pride and legacy for successful rulers, a matter of belonging and faithfulness for religions, and a matter of bravery and heroism for warriors. As each group had its own distinguished attributes, depending on its location or craft, for example, the symbols and emblems usually were associated with these attributes.

    The very same values have carried through history to the corporate world. One of the first corporations was the Dutch East India Company (VOC). It’s often considered the first publicly traded company, so we might assume that its logo as used in today’s terms is the first logo, or at least the first one that “survived” over the years.

    Here are a few examples of symbols that carried their purposes through the centuries, sometimes even millennia.  As such, we might affirm that these symbols are good because they distinguished their owner from others, they are still well known, they show values and beliefs, and even today they are recognized for the activities of their owner.

    So what makes these logos do their job so well? Without going too much into the details, we can say that they are simple, unique, artistic and obviously timeless.

    Now let’s see if this could be the case for modern logos. Here are a few of the most successful, innovative and recognized companies nowadays.History and Analysis of Successful Logos3Interestingly, they have many of the same characteristics as the logos of the past. Let’s break them down to figure out how to make a strong logo that will serve any business for a good amount of time and how to make the logo design process easier for a graphic designer. Each of these logos exemplifies four key qualities: they are simple, unique, artistic, and timeless.

    Table of Contents

    • Simple
    • Unique
    • Artistic
    • Timeless

    Simple

    • Uniform – Doesn’t have more than one symbol in one logo. This should be obvious as the logo is the symbol, but I’ve seen so many logos that try to include a few symbols, one after another – for example making two or more stylized letters. It distracts the logo and draws attention away.
    • Mono-color – This allows it to be easily embedded on uniforms, made as a store sign, placed on the product or just be printed black and white on letterhead.
    • Scalability – All of these logos can be scaled down to a tiny size and still be recognizable. This allows the brand to show the logo in a variety of places such as corporate stationery, a pencil, the header of the website, a large street sign, and so on.
    • Clarity – If the logo is clean and minimal it’s easy to remember, it doesn’t distract the eye, and it doesn’t feel annoying.

    Unique

    • Exclusive – If the logo is too similar to the one that already exists, especially if it’s well known, it not only might be considered as plagiarism but also has a very low chance of being well recognized.
    • Uncommon – Using common shapes or letters also has a low chance of success, as they might be used in a variety of other places and can be easily confused with another entity.
    • Explanatory – This doesn’t mean that every logo should clearly show the subject or the product of a company; if it’s a car company, a logo doesn’t have to be a car or a wheel, and if it’s a food company, a logo doesn’t have to show a carrot or a baguette. But there are many creative ways to show the company’s values or industry. (Amazon has an arrow drawn from A to Z showing that they have every book (now every product) from A to Z, FedEx has an arrow showing ultra-fast delivery, Vaio’s logo shows an analog wave as V A and digital technology as I O, and AT&T has a globe showing how they connect the world with their telephone and Internet technologies.)

    Artistic

    • Grids – A nice and easy practice to make the logo solid and organic-looking is to use a grid. There are a variety of grids to choose from but the oldest one and probably the most powerful is the “golden ratio.” We can find it everywhere: in nature, in ancient architecture and in most famous logos, of course, such as Apple, Nike, Twitter, Pepsi, Google, Shell etc.
    • Clever – Not every logo has to be clever, but it’s an extra step to make people say “wow.” It’s a good way to showcase “out of the box” thinking of the designer and the creativity of the company. There are many ways to “go clever” with logo design, such as hidden symbols (Toblerone has a bear inside of the mountain, Tour de France has cyclists among the letters), negative space (FedEx has an arrow between E and X, Formula 1 has 1 between an F and red motion blur) and other creative techniques.
    • Balanced – A strong logo should be well balanced in terms of shape and color. Sometimes designers go so deep in their creativity that they forget about the visual appearance of the logo. One element should not offset another, the main color should complement a secondary one, and the whole picture should be appealing to the eye.

    Timeless

    • Out-of-Trend – It isn’t bad to follow the trends. In most cases, designers love trends; trends give us more projects. But trends change frequently, and changing the logo too often is damaging for business. It costs money (especially for net companies who have to replace the interior and exterior of their branches), it affects recognition in a negative way, and it doesn’t really make sense in every other aspect. Every logo designer should ask himself, will this logo be appropriate in 100 years?
    • Usable – A logo is meant to be seen. Its core mission and foundation is to go out and represent the entity it was made for. To do so, any logo should be usable in a variety of ways. Can we place the logo in a square or circle for social media? Can we make a front-door sign with this logo? What sort of media could exist in 100 years, and can this logo be placed on that? It’s good practice to design all possible versions of the logo – horizontal, stacked, symbol on its own, etc.

    History and Analysis of Successful Logos

    In conclusion, I’d like to say that any rule can be broken. There are good examples, such as W hotel, which uses a W as their logo (not a very unique symbol) or iikoh, which uses a circle (a pretty generic form) or Stella Artois, with their vintage and pretty complex badge logo. But before making a decision to break the rules, make sure it’s a wise and appropriate solution that will benefit the brand and amplify its value.

    We hope this has helped you understand the History and Analysis of Successful Logos. If you would like more personal tips, advice, insights, and access to our community threads and other goodies join me in our community. You can comment directly on posts and have a discussion.

    Learn Logo Design Online - Logo Design Master Class


    Author Bio
    Michael Cherkashin is an award winning Graphic Designer, Creative Director, Cinematographer, and Documentary Film Director. Founder of HUG Agency and Inhale Films, his creations have helped brands such as LA Lakers, Universal Studios, Paramount Studios, and others. Michael’s collaborations also help innovative startups get their feet off the ground with his exceptional design practices and mindful approach to user experience.

    Posted in Learn Logo Design, Logo Design, Logo Design History, Logo Design Tips
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    Check out the latest Designer Interview with Micha Check out the latest Designer Interview with Michael Cherkashin and award-winning graphic designer and creative director @hugagency

It was a great pleasure to feature Michael who shares some valuable insights into logo design  and live as a graphic designer and creative director.

The interview is also featured on today's newsletter, including the book by @made.by.james
what I have been up to, and more insights. 

Join me, let's chat! 👋

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    In his New York Times best seller Steal Like an Ar In his New York Times best seller Steal Like an Artist, Austin Kleon gave readers the key to unlock creativity. Now comes the next step in the journey: how to get known.

SHOW YOUR WORK! puts an end to the destructive myth of the long genius by showing artists and writers, makers and creative entrepreneurs how to join the new ecology of talent. It is about found by being findable, about using the network instead of wasting time networking.

The key is process, not product. Share something new every day but don’t turn into human spam.) Keep and amateurs mind where the possibilities are limitless. Be a connector, a teacher, an open node. Don’t horde.

In ten vital new priciples, SHOW YOUR WORK! shows that you have to be open, generous, brave - an artist that other artists will steal from.

Full review can be found on our website link in bio under the book review section.

If you would like your own copy of Show Your Work by Austin Kleon it’s available online. 

If you purchase through the links below, I do get a small commission that i put back into The Logo Creative project, for instance by purchasing new books like these that i can share with you the reader. 

Show Your Work by Austin Kleon. 

Amazon - https://amzn.to/3jh4p0h 

Wordery - https://tidd.ly/2VmUJt9 

Bookshop - https://uk.bookshop.org/a/7810/9780761169253 

Looking for more creative content? Check out our website. 

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    "Never underestimate white space! Space is an inv "Never underestimate white space!

Space is an invisible design element most can't see, and it's often ignored.

Whits space is an element That controls all other elements.

You can't design when you can't see"

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    Overcome Creative Block 👇 We've all been there Overcome Creative Block 👇

We've all been there, sketchbook open ready to capture ideas, but nothing is flowing. 

💡 Solution: 

▶️ Set a routine
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▶️ Go for a walk 
▶️ Change scenery 
▶️ Keep a notebook handy 

What are your methods? 👍

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    "Be vigilant and always check your client’s agre "Be vigilant and always check your client’s agreement for design services word for word, and twice over before signing. 

I recently rejected a client who was a big design news site. Let’s just say there were things in there I did not like! 

Money is not everything! Protect yourself!"

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    Austin Kleon’s books have been on my bookshelf f Austin Kleon’s books have been on my bookshelf for quite some time, I finally got round to reading “Steal Like an Artist” and i could not wait to jump in and read his second book “Show Your Work”
 
If you would like to read my full review its on the book review section of our website.

https://www.thelogocreative.co.uk/show-your-work-by-austin-kleon/ 

If you would like your own copy of Show Your Work by Austin Kleon it’s available online. 

If you purchase through the links below, I do get a small commission that i put back into The Logo Creative project, for instance by purchasing new books like these that i can share with you the reader.

Show Your Work by Austin Kleon
Amazon - https://amzn.to/3jh4p0h 
Wordery - https://tidd.ly/2VmUJt9 
Bookshop - https://uk.bookshop.org/a/7810/9780761169253 

Looking for more creative content? Check out our website.

Checkout our website book review section: 
https://www.thelogocreative.co.uk/book-review-logo-design/ 

Read Our Daily Blog Articles: 
https://www.thelogocreative.co.uk/blog/ 

Join The Community Newsletter Group:
https://thelogocreative.substack.com/subscribe 

We have recently partnered with Mr Mockup:
https://mrmockup.com/ref/thelogocreative/ 

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    It was a pleasure to feature Simon Charwey @simonc It was a pleasure to feature Simon Charwey @simoncharwey In our 4th interview back in 2017. 

Simon is a Asanteman-based brand identity designer based in Kumasi, Ghana.

In this interview Simon shares his design journey, first ever logos he designed, his design process and insights into the logo design industry.

Be sure to check out the interview, link in bio under the designer interview section.

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    Stealing is bad, taking things that don’t belong Stealing is bad, taking things that don’t belong to you is wrong unless you learn to steal like an artist. This book includes 10 things nobody told you about being creative. 

Steal Like an Artist by Austin Kleon does not support plagiarism, let’s get that straight from the start. 

It’s more about unlocking your creativity, and getting into the minds of the artists you admire by understanding why and how they did what they did.

This small square 140 page book was published in 2012 and is a New York Times best seller, and for good reason it’s a fantastic book! - Well Done @austinkleon and @workmanpub

Check out the first look video we posted.

Join Newsletter: tiny.cc/thelogocreativve

If you would like a copy of your own it’s available on Amazon, Wordery and Bookshop:

Amazon UK: https://amzn.to/3jh4p0h 
Wordery: https://tidd.ly/2VmUJt9 
Bookshop: https://uk.bookshop.org/a/7810/9780761169253 

__________________________________

#thelogocreative #thelogocommumity #design #graphicdesign #bookblog
#booklover #BrandIdentity #bookclub #bookshelf #bookreviewer #bookworm
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    Check out our latest Designer Interview with Micha Check out our latest Designer Interview with Michael Penda @peanutfreepanda a talented graphic designer from Wichita, KS. 

It was a great pleasure to feature Michael, he shares his insights into working as a graphic designer.

The interview is also featured on today's newsletter, including a new book, what I've been up to, and more insights.

join me, let's chat! 👋

tiny.cc/thelogocreative 

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    "If you have anxiety you're probably worried about "If you have anxiety you're probably worried about the future, if you have depression it's more than likely pain from your past. 

Live in the moment, and be here and now!

It's tough trust me I know, I have been there.

But just like me you got this!"

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    "Always focus on what you are putting into your bu "Always focus on what you are putting into your business, and not what you can get out of it.

Too many are fixated on results and personal gain instead of putting in the work and providing value. 

Tip - Start looking at business from the outside in! 

You get what you put in!" 

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    "It's one thing to be creative, but are you innova "It's one thing to be creative, but are you innovative? 

Creativity is thinking up new ideas and innovation is doing new things. 

Always be open to trying new things and moving in different directions. strive to be both." 

- Andrew Marriott - The Logo Creative™

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    It was a pleasure to feature Ian Paget In our 3rd It was a pleasure to feature Ian Paget In our 3rd interview back in 2017. 

Ian is logo and brand identity designer working and living in the UK.

In this interview Ian shares his first logo he designed, his favourite logos and a glimps into his process. 

Be sure to check out the interview , link in bio under the designer interview section.

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    Stealing is bad, taking things that don’t belong Stealing is bad, taking things that don’t belong to you is wrong unless you learn to steal like an artist. This book includes 10 things nobody told you about being creative. 

Steal Like an Artist by Austin Kleon does not support plagiarism, let’s get that straight from the start. It’s more about unlocking your creativity, and getting into the minds of the artists you admire by understanding why and how they did what they did.

This small square 140 page book was published in 2012 and is a New York Times best seller, and for good reason it’s a fantastic book! - Well Done @austinkleon

Check out the first look video.

Join Newsletter: tiny.cc/thelogocreativve

If you would like a copy of your own it’s available on Amazon, Wordery and Bookshop:

Amazon UK: https://amzn.to/3jh4p0h 
Wordery: https://tidd.ly/2VmUJt9 
Bookshop: https://uk.bookshop.org/a/7810/9780761169253 

__________________________________

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    Check out the second Designer Interview from 2016 Check out the second Designer Interview from 2016 with our good friend David Airey.

It was a great pleasure to feature David as he has been an inspiration to so many designers over the years me included.

David shares his favourite logo design, his logo design process and steps he has taken in his design journey.

Join our newsletter we share, new designer interviews, new books, insights and what I have been up to.

join me, let's chat! 👋

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    Awhile back I purchased all three of Austin Kleon' Awhile back I purchased all three of Austin Kleon's books @austinkleon as they had been on my reading list for so long, and never got around to reading them 

I can now say I have finally got around to reading them.

The review for "Steal Like an Artist" is already on the book review section of the website, and if you're subscribed to the newsletter you will have received the newsletter regarding this awesome book.

The review for "Show You Work" is coming this Wednesday, there will also be a newsletter on the way.

I have nearly finished "Keep Going" and again I'm really impressed by all three book I highly recommend them they are well worth the read.

Have you read these books? Let me know your thoughts in the comments. 

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    "It's not the things that happen around you that d "It's not the things that happen around you that determines you're success. 

It's what happens inside of you!

Remember that you're unable to control life around you, but you can control yourself! - 

Take Action!". 

Andrew Marriott - The Logo Creative™ 

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    "Never compare your behind the scenes with other p "Never compare your behind the scenes with other people's greatest hits, never compare yourself to other people. 

Keep yourself in the game, and take control of it. 

If it’s been done before it can be done better. 

Be confident and figure it out. 

You got this!"

Andrew Marriott - The Logo Creative™

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    "Each night when i get in bed i remind myself I'm "Each night when i get in bed i remind myself I'm ok, I'm doing a good job, and that good things take a lot of patience and consistency. 

I'm not a religious man but i give thanks for everything i have. 

I worked hard for it!".

 - Andrew Marriott - The Logo Creative™

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    Check out our very first Designer Interview from 2 Check out our very first Designer Interview from 2016 with Jacob Cass @justcreative it was great pleasure to feature Jacob as the first. 

Jacob has been an inspiration to so many designers over the years  me included.

Jacob shares his first ever logo he designed, his journey as a designer and more insights.

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