A logo is a graphic mark or symbol used to promote public recognition of a product or brand. They are the foundation for brand success and help consumers understand what your product is, what your company does and its values.
Continuing from our recent blog post we are continuing to reflect on three more highly successful and widely identifiable logos. First up, we look at that sweetly, carbonated drink, you might have seen about, Coca-Cola.
Coca-Cola
The Coca-Cola logo is undoubtably one of the most widely recognised logos in the world. Dr John Pemberton created the Coca-Cola brand and his bookkeeper, Frank Robinson to came up with the name, Coca-Cola and typography. Robinson believed the capital C’s would advertise well. The drink was first developed and sold as a brain tonic that regulated mood, however in its early years there was limited interest in Coca-Cola as a tonic. After Pemberton sold the company, new owner Asa Griggs Candler hired Robinson to assist with advertising the product. The original logo was used and red bottles were chosen to help identify the bottles from alcohol while in transit.
While in its early years it went through various incarnations, its typography and characteristics have remained relatively untouched since 1887. This demonstrates the company’s commitment to recognising and celebrating the brands humble origin.
Subway
The Subway visual identity as we know it today was set in 1968, and got only slightly modernized by now, though there was also an original version, designed for the company in 1965 when it was created under the name “Pete’s Super Submarines”.
Subway was founded in 1965 by 17 year old Fred DeLuca and today has one of the highest number of restaurant chain establishments in the world. The original logo contained the company’s name with an arrow at the beginning and end. The arrows have remained in every manifestation of the logo as they are seen as core to business values. The arrows are a representation of the entry and exit to the store, demonstrating it is quick and easy to order and receive your food.
The word ‘sub’ and colour yellow are used to signify their product (sandwiches, bread). While the word ‘way’ and colour green are a representation of their target audience, the health and movement industry. Essentially, the logo embodies what the business seeks to represents – fast food for busy people who seek to make healthier takeaway food choices.
Amazon
Amazon has seen exponential growth since his beginnings as an online bookshop and with its growth we have seen changes to its logo. At a time when Amazon claimed to be the largest online bookshop, this was represented through its logo with a graphic of the Amazon River. Demonstrating the company’s capacity to pass on a flow of knowledge. A few years later the logo was redesigned to a simple wordmark and scraped the river. As the company expanded beyond selling only books the logo changed to include a large gold ‘O’, which portrayed the globe. Nowadays, we see a simple wordmark with an arrow pointing to the A and Z and shaped with a downward curve to depict a smile. The arrow pointing to an A and Z demonstrate you can purchase everything you could need from their website.
These logos demonstrate how elements of the company’s humble beginnings can continue to live on in these worldwide recognised brands today. It also shows us how subtle elements of a business’s values can be represented in a logo, demonstrating how important effective branding can be to deliver consumers a message.
Next time we will look at the logos for Nike, FedEx and that breakthrough social media platform you might have heard about, Facebook. However, in the meantime, if you are a new business or looking to rebrand and need assistance designing a logo get in touch on 6285 2480. We provide a collaborative graphic design service and can help you create that powerful, standout logo!
