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Think about logos as symbols for a company. What restaurant uses the Golden Arches? What athletic shoe uses the check mark shaped "swoosh?"
The best ones convey something important about the company or product. Airlines want to show safety and convenience. Clothing companies want to show style, the DKNY logo for designer Donna Karon is a good example--it's hip and urban--at least to the 30-40 something crowd not wanting to look matronly.
Now go the other way, think about companies that want to seem homey and comforting. The restaurant, Golden Corral, has a name and logo to seem like family dining in a nostalgic country setting. But once you are inside, the service system and tables are about as homey as a major, big city bus terminal.
The point of the logo is a graphic shorthand for the company or product brand. It's meant to appeal to a particular demographic--the people they are trying to sell to--faster than a print ad or video commercial.
Companies put enormous resources into logos, and good ones (perhaps with a little tweaking) can be good for decades. Think of the iconic red and silver Coca Cola cans. That lettering and the wave design underneath have been part of the brand for nearly 50 years. And even if you aren't close enough to read the lettering, when you see a red soda can with silver lettering, you think "Coke." That's a good logo.
The best ones convey something important about the company or product. Airlines want to show safety and convenience. Clothing companies want to show style, the DKNY logo for designer Donna Karon is a good example--it's hip and urban--at least to the 30-40 something crowd not wanting to look matronly.
Now go the other way, think about companies that want to seem homey and comforting. The restaurant, Golden Corral, has a name and logo to seem like family dining in a nostalgic country setting. But once you are inside, the service system and tables are about as homey as a major, big city bus terminal.
The point of the logo is a graphic shorthand for the company or product brand. It's meant to appeal to a particular demographic--the people they are trying to sell to--faster than a print ad or video commercial.
Companies put enormous resources into logos, and good ones (perhaps with a little tweaking) can be good for decades. Think of the iconic red and silver Coca Cola cans. That lettering and the wave design underneath have been part of the brand for nearly 50 years. And even if you aren't close enough to read the lettering, when you see a red soda can with silver lettering, you think "Coke." That's a good logo.
