As an established or growing business, you know the 'big names' with branding that sells. McDonalds, Nike and Hallmark all have credible branding that customers have trusted for years. They're all also instantly recognizable trademarks: the golden arches, the swoosh and the crown. Consumers visit the drive thru, put on sneakers and seal envelopes without a second thought, because these are trusted brands. While theses major players may have pocketbooks bigger than most businesses, at the very heart of their marketing plans lies a key ingredient: a distinct and memorable logo.
Do you plan on becoming the next big brand? Then you need to study your logo. Does it sell your company? Does it promote your brand identity and tell your story? If you don't have a logo, these are the questions you'll need to make sure your logo answers. A strategic logo is the face of a brand; it's what your customer will remember about your business. When they leave their home to grab a bite to eat or go shopping, your business needs to be on their mind.
Great design isn't inherent; it takes work. It must convey a clear message and make a connection with your target audience. Study successful logos and brands to find examples for inspiration, but never copy them. A unique design is the only way to stand apart from your competitors.
A memorable symbol recognized worldwide, the Olympic rings were designed by the founder of the games, Baron Pierre de Coubertin. Five different-colored interlocking rings are instantly recognized by millions as a symbol of world unification and athleticism. The five rings represent the five continents that participated in the Antwerp, Belgium games in 1920 (the first games after World War I) and are symbolic of the colors that appeared among all the national flags during that time.
Offering a rich history and unique design, the Olympic rings are a symbol that connects to the heart and emotions of millions of people around the world. Every two years, during summer or winter, people tune in to watch the games. It's a chance to see the best of the human spirit through competition as different nations compete. Once the iconic symbol appears, it's clear the games have begun.
Created by Portland State graphic design student Carolyn Davidson in 1972, the Nike swoosh was originally invoiced for only $35 yet the brand has amassed billions. The symbol was chosen to represent the wing on the statue of the Greek Goddess of Victory, Nike, who was considered a source of inspiration for fearless warriors. While the symbol was originally merged with the Nike name, it has become streamlined over the years. Because Nike has established brand recognition worldwide and the symbol is so well-known and memorable, today the swoosh is simply known as Nike.
It's easy to see that logo creation isn't just about simple design; it takes thought, creativity and knowing your business' history. For a logo to be meaningful and memorable, it must strike a connection with your target audience. Whether through an emotion, feeling or desire to act, the logo must be inspirational and unique.