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Expert Explains What Makes The Best Logos So GoodRichard Feloni
Apr. 11, 2014, 5:50 PM 91,034
Every day consumers are confronted with countless logos, mostly unaware of how these icons areconstantly transmitting a slew of messages aimed at the subconscious.
"A company's logo is its shorthand, a visual cue that tells a story of the brand's culture, behavior,and values," said Su Mathews Hale, a senior partner at the New York brand-strategy and designfirm Lippincott. Because a logo may only have a second to tell this story, creating one "cansometimes be the most difficult aspect of branding," she said.
We had her guide us through some of her favorite projects she's worked on, as well as some of thecorporate logos she most admires.
Wal-Mart Stores, Inc
Walmart
In 2005, Wal-Mart recruited Lippincott to reimagine its brand. It wanted to shed its image as a bigcorporate outlet for cheap products and become seen as a place where people could wisely savemoney and buy premium groceries. Wal-Mart debuted its new logo in 2008.
Mathews and her team felt that the old logo's all-caps, dark blue letters screamed "corporation"and had become inextricably linked to the popular view among critics who saw Wal-Mart as amalevolent giant crushing small businesses across the country. They deemed the star serving as ahyphen generic and forgettable. They also believed that businesses with hyphenated "mart" namesconjured up images of corner stores and cheap outlets.
They decided to keep the color blue, which Mathews said is the world's favorite color, but go for abrighter hue they believed evoked modernity and trustworthiness. They replaced the sharp anglesof the original letters with "a more humanistic font." Finally, they decided on an asterisk-likesymbol they wanted to look like "a lightbulb going off in your head," a metaphor for Wal-Martshoppers being smart for taking advantage of affordable, quality products. They chose a hue ofyellow that appeared hopeful but didn't make it too bright because "bright yellow is associated withlow-cost items in retail," said Mathews. She was happy to find that focus groups also interpretedthe spark as a sun or flower, both positive associations.
eBay
eBay
In 2012, eBay basically had the inverse problem from Wal-Mart: It wanted to finally grow up, andits playful logo was getting in the way of its ambition. Mathews said that when Internet companieshave electric, jumbled logos, they conjure up memories of the companies that died when the dot-com bubble burst. So, for eBay, she and her team stuck close to the original design but refined thetypography, toned down the colors, and put the letters on the same baseline. The resulting logo is"more grounded" and better suited for a company that takes business seriously.
Hyatt Place
Hyatt
Hyatt Hotels Corporation bought AmeriSuites in 2004, and Lippincott was responsible forrebranding the chain as Hyatt Place, which launched in 2006. Hyatt and the designers believedthat AmeriSuite's affordable business-suite market was beginning to be seen as boring, cheapalternatives to upscale hotels, and that the way to turn it around would be to turn it into the optionfor younger business travelers who may not be very wealthy but still appreciate luxury.
A fundamental component of the relaunch was to give every Hyatt Place an attractive, engaginglobby. The final logo combined two different shapes: In design, said Mathews, "a circle tends to beseen as modern and approachable" and "a square tends to be steadfast and disciplined." The designteam chose vibrant colors for seven of the circles and picked black for two. When Hyatt Place signsare illuminated at night, the colored circles create an "H" for "Hyatt," which Mathews finds to be afun, extra dimension of the logo.
Starbucks
Starbucks
Over the past several years, Starbucks has grown into a global powerhouse and has been heavilypromoting its non-coffee products, like pastries, sandwiches, and teas. In 2011, it decided it wanteda simpler logo not tied to the word "coffee." Mathews was not involved in the project, but herLippincott colleagues were.
The redesign started with a basic premise. When focus groups were asked what color Starbucks'logo was, explained Mathews, participants almost universally said "green." But the thing is, onlythe ring around the former logo was green — the siren character was outlined in black. Mathewssaid the designers freed the siren from her constraints and imbued her with the color with whichcustomers were already associating the brand. They nixed the word "coffee" and brought the textoutside of the circle, since the siren had become iconic enough to stand on her own.
"It's a great example of how a logo can evolve," said Mathews.
NBC
NBC
Lippincott has not worked with NBC, but Mathews said the NBC peacock is one of her favoritelogos. She thinks the logo has improved over time as it's gotten simpler, and that even though thepeacock's colors originally celebrated the advent of color television, the array of colors stilltransmits feelings of joy and energy.
FedEx
FedEx
FedEx's logo is another one of Mathew's favorites. As shown by her work with the Hyatt Place logo,she likes images that have surprises in them, and the arrow formed by the "E" and "x" in FedEx isone of the best-known hidden designs. She also appreciates the timeless nature of the logo. "Itcould have be designed in 1970 or it could have been designed yesterday," she said.
It was actually created in 1994 by Lindon Leader, and it has won more than 40 design awards,partially for the reasons Mathews mentioned.
Apple
Apple
Mathews thinks that Apple's logo is a perfect example of how a logo needs to adapt to the changingdirection of the company it represents. One of Apple's co-founders, Ronald Wayne, designed thefirst Apple logo, a weird, detailed etching of Sir Isaac Newton that was supposed to represent theway Apple was an ambitious outsider. That same year, Steve Jobs hired Rob Janoff to replace itwith something more modern. Janoff came up with the now iconic image of an apple with a biteout of it, and Jobs decided Apple's unique approach to computers would be represented by makingit rainbow-colored.
It became monochrome in 1998 to fit into the clean, simplistic designs that the company decided topursue.
Regarding trends and presentationWhen tackling a branding project, Mathews differentiates between the "true and new." She say alogo needs to be "true," in the sense that it should not be fundamentally tied to a trend, the "new."The trendiness is more appropriate in supporting elements of branding, like store experiences orwebsite interfaces. That said, a logo should be fundamentally sound but also be adaptable to theways it will be presented.
"Logos used to have to be recognizable down to the size that they would be represented on abusiness card. Now they have to work at much smaller sizes, because they'll be seen on mobilescreens," Mathews said. That's actually the reason why so many logos have become "flatter," in thesense that they've been stripped of techniques like shadowing that add a dimension of depth ormovement.
Here's an example of how Google went flat last year:
"I personally like more simple designs," said Mathews. "Gradients are my worst nightmare."
SEE ALSO: How A Logo's Color Manipulates Your Emotions »
More: Logos Marketing Branding Advertising
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