Brand Logos: Explained.

What are they for?

December 19, 2023 | Useful Materials

Ever wondered about those small, yet impactful symbols that represent your favorite brands? They're more than just images; they're the visual voice of a company — a logo. They’re like your brand’s signature — used for almost anything whether it’s digital content or posters, flyers, billboards, calling cards, etc.

A bit of history:

The word, "logo", comes from an Ancient Greek word, "logos" which is derived from the verb, "legein". It means "to say" something significant. The Greek word, "logos", can mean a variety of things including: "description", "theory", "explanation", "reason", "reasoning power" and "principle".

According to Time Magazine, one of the first companies who used a logo was the Belgian Brewer, Stella Artois, in 1366.

Stella Artois First Logo
Image from 1000 Logos

The Power of Recognition:

Logos are the title of your brand’s story, they’re like familiar faces in a crowd. They help you identify a brand instantly, much like recognizing a friend by their smile or wave. Think of the Nike swoosh or the bitten apple of Apple — they trigger memories and associations that make the brand stand out in your mind.

Brand recognition logos
Left: Nike Logo; Right: Apple Logo

Simplicity with Substance:

Creating a simple yet meaningful logo is like distilling a complex idea into a few essential words. It might look effortless, but it involves extensive thought and design expertise. The goal? To communicate a brand's story and essence in the most straightforward and memorable way possible.

Adapting to Every Stage:

Logos are versatile — they adapt to different contexts effortlessly. Whether on a billboard or a business card, they maintain their identity and purpose.

Creative Pandas logo
Creative Pandas logo

The Language of Colors:

Ever noticed how certain colors evoke specific feelings? Logos use this language of colors to subtly influence emotions and perceptions. For instance, blue often conveys trust, while red signifies energy or passion. It’s a silent but powerful communication tool.

Ever wonder why fast food chains are either red or orange, this is because the language of those colors are already associated with food that you can get quickly, hence, FAST FOOD.

Fastfood logos: burger king, kfc, dominoes, pizza hut, mcdonald's, noodles & company
Top - Burger King, KFC, Dominoes; Bottom - Pizza Hut, McDonald's, Noodle & Company

The Evolution Story:

Like any evolving entity, logos change with time. It's a reflection of the brand's evolution and ever changing story — embracing new trends or modernizing its identity. Take the Starbucks mermaid or the Coca-Cola script — both have undergone significant transformations while preserving their essence.

Starbucks logo evolution
Evolution of Starbuck's Logo

So, the next time you encounter these visual marks, remember—they aren’t just designs. They’re the concise storytellers, speaking the brand's language and forming a connection with you, the consumer.