Corporate logos are the face of a company. It’s your business identity, stripped down to an icon or image. So what makes something so simple, so great?
What Makes Corporate Logos Work?
Simplicity. When it comes to corporate logos, people need to make the connection between seeing and understanding quickly. Think of the I♥NY logo, created by Milton Glaser in 1975. Your eye and your brain instantly understand the message conveyed by three letters and a symbol.
Uniqueness. Overused symbols like the globe and wings don’t stand out. Try working with a designer to choose something less common, but still recognizable. Or opt for a logo that has a completely unique shape that works for your brand. A logo doesn’t need to say what the company does; a coffee shop doesn’t need a coffee bean or a steaming mug. Think of Starbucks.
Adaptability. A logo needs the ability to translate across different mediums. Does it look good on a billboard? A tee-shirt? A business card? Whether in full colour or black-and-white, three feet tall or two inches high, the logo needs to be recognizable in all formats.
Neutrality. Neutral logos are timeless. Clean lines and a clear relationship to the work are memorable. CTV is a simple logo done well that has stood the test of time.
Genre. Logos should reflect a company’s culture and values. A law firm should have a logo with gravitas. A water park should have a fun logo. Colours can also make a statement. Stick with a more neutral and limited colour palate in business and go wild when it comes to a toy company.
Logo Types
Wordmark. This is the company name, plain and simple. But even plain and simple can have some pizazz. Disney and FedEx are two examples of this type of logo.
Pictoral. This kind of logo is a picture. Again, the picture doesn’t have to be a picture of what the company does or makes. Consider Apple, Target and LaCoste.
Abstract Iconography. The Nike swoosh is a shape that meant nothing until it meant Nike. Created in 1971 by a graphic design student, the logo grew to become associated with a shoe that amassed a following.
Logo System. This kind of logo acts as a chameleon. It can be dressed up, stripped down or holiday-themed and still remain recognizable. MTV was one of the first innovators of the logo system. Google doodles carry on the tradition.
Your Logo, Our Expertise
Do you have a logo worth sharing? We can use your logo and any other elements already identified with your company to enhance a corporate video. Call us today for a quote.
