Logos of famous brands - how to use the logo?

Logo is a graphic image of a brand. A small illustration by which people recognize the brand. Without this foundation of corporate identity, it is simply impossible to imagine a successful and recognizable business. In this article we will tell you where and how to apply the logo.

Logos of famous brands

Every famous logo has its own story. Here are a couple of interesting examples:

• Lacoste. About a hundred years ago, tennis player Jean Lacoste, nicknamed the Alligator, founded a company producing tennis shirts. As an emblem, he took a crocodile, which, for fun, was drawn for him by a close friend.

• Chanel. The emblem of the fashion house has two versions of its origin. One is intertwined horseshoes (dual symbol of happiness and success). Another version is that it depicts the letters “C” turned “back” to each other, the initial letters of the first and last names of the legendary founder Coco.

• Versace. They say Gianni Versace was head over heels in love with...mythology. That is why the symbol of his trademark became the head of the Gorgon, from one glance at which the heart sank, the mind was taken away and the body turned to stone. Approximately the same effect, according to the maestro’s vision, should be caused by a lady wearing a Versace look.

The requirements for a modern logo have increased many times over. Focusing only on hobbies and random memes today is risky - you can forever get lost in a sea of ​​competition and become a niche player who doesn’t stand out from others.

Brand sign It should stand out from competitors, be easy to remember for customers and, at the same time, be simple and original.

This is not easy to achieve. But...

We managed to convince the Veonix studio professionals to reveal their proprietary secrets!

Below you will find a step-by-step plan to help you create a stunning logo yourself.

Have a notepad and pencil ready. Follow the steps, without turning anywhere, and you will succeed!

How and where the logo is used

Only a part of entrepreneurs know how to squeeze out the potential of a logo to 100%. And it’s in vain, because the resources (effort, time, money) that you invest in its development should pay off with interest.

Here are the main options for “exploiting” the brand emblem:

• Internet promotion (design of a corporate website and email newsletters, avatars for social networks, protective watermarks for content).
• Corporate Communications (signatures, folders, envelopes, business cards, price lists, invoices, badges).
• External advertising (banners, billboards, billboards, façade signs, stickers on vehicles).
• Handout promotional material (flyers, booklets, calendars).
• Branded uniforms and accessories for staff (caps, bags, backpacks, jackets, T-shirts, sleeveless vests).
• Souvenir (notebooks, bags, bracelets, key rings, magnets, stationery).
• Packaging (stickers, tape, boxes, bags, labels).

This is a basic list. It can be supplemented, depending on the niche and scale of the business.

Let's move on to the practical part.

Frame options

The basis for the logo can be:

Meanings (associations/context)

A light image of an object, a symbol, an ideogram is well remembered and perfectly perceived by users.

Here are a few examples familiar to millions of people:

• Shell. The oil and gas business traces its roots back to a certain Marcus Samuel, who almost 200 years ago sold boxes inlaid with shells (“Shell” in English means sea shell). The designers have already worked on a later version of the logo. But, in general, the idea has been preserved.

• Twitter. The blue bird (the old, pre-reform logo) fits perfectly into the identity of the world-famous social network. We enter the word “Tweet” into the auto-translator and get the verb “twitter”, “tweet”. A successful comparison with the format of user communication (SMS, quick correspondence).

Do you agree?

Titles

This option solves two issues at once: buyers remember the brand logo and the company name:

Combined design

Most often, developers use a mixed version, when the image contains both the company name and an associative element:

We’ve decided on the base, let’s move on.

How not to use a logo

Mishandling a logo can weaken brand perception and damage reputation. Let's look at the key points on how not to use a logo:

Change proportions and shape
Stretching, compression, tilting and any other deformation can lead to a distortion of the main message. You can't mirror the logo either.

Change logo color
This can confuse the audience. If, for example, you replace the red Coca-Cola logo with blue, people will simply stop noticing it. Use only those colors that are in your brand book. 

Use too complex a background
Don't place your logo on a background that blends in or distracts attention. A colorful background makes the logo difficult to perceive. For example, if you place a white Apple logo on an acidic background, it will get lost. 

Change appearance
Do not add or subtract elements from the logo. This will change its meaning and disrupt the integrity of the image. People will simply stop recognizing her. We remove the letter “M” from McDonald’s and the logo is completely different.

Use in the wrong place 
Do not use the logo in situations that do not align with the brand's values. For example, you should not place the logo of a sports brand on the banner of the opening of a tobacco store. Exaggerated, but indicative.  

Use a low quality image
Low resolution, blurry elements - it all looks unprofessional. Always use in print versions of the logo prepared specifically for publication.

Insert logo anywhere and everywhere
There is no need to be intrusive, it can be annoying and have the opposite effect. It is better not to use a logo in every corner of the site or presentation.

Use someone else's logo
Using other companies' logos for commercial purposes without their permission may result in legal consequences. 

Strengthen your image through the unmistakable use of your logo. If you do everything correctly, the audience will easily remember you and retain the necessary associations in their memory.

Logo development algorithm

The creation of any image tool begins with marketing activities. Always.

Analyze your competitors

First of all, study the market. Select 20-30 of the most successful logos of your “colleagues”. Take them apart:

• Find the highlight
• Assess strengths and weaknesses
• Determine how well an icon helps you stand out

Remember: your task is to find a unique solution, and not to become someone else's shadow!

Explore your own business

These questions will help you gain a deeper understanding of your activities:

1. What are the goals (mission, positioning, values) of your business?
2. What is the value of the product/service?
3. How would you describe your company in two or three phrases?
4. What are your business plans for the future?
5. What meaning should the logo convey to your customers?

Write down keywords that describe your business as accurately as possible. This list will bring you significantly closer to your goal.

Research your target audience

Your message should be clear to customers, “speak” the same language with them, and excite emotions.

Stock up on ideas

Explore thematic sites. Add the references you like to your piggy bank.

Nobody advises stealing other people's developments. The point of this point is observation.

Create several logo options

At this stage, you should have a whole carload of ideas. Sketch out black and white sketches and press the “hall help” button.

Making the final choice can be difficult, but with the help of team brainstorming, you will definitely succeed.

Check the result for effectiveness

Go through this checklist and answer yes or no:

1. The image has no complex details, it is concise and not overloaded.
2. The logo looks good even in black and white.
3. Recognition is preserved if the picture is enlarged or compressed.
4. There is a visual balance of details (font, color, graphics are harmoniously combined with each other).
5. The visual is adaptive (looks decent on any medium).
6. The outline does not interfere with the trademarks of other brands.
7. No more than 2-3 colors are used.

If you have seven “yes”, then you did a brilliant job.

Congratulations!

Well, if not a single note appears in your notebook, it is better to entrust the development of a logo to the specialists of the Veonix studio.

The best marketers, copywriters, designers and project managers will work on your project. It’s not difficult to guess what amazing result you will get in the end.

All you need to do is fill out brief. And then we will do everything ourselves!

P.S. And here are examples of our work: