TOP FIFTEEN: LOGOS
As any marketing professional will tell you, a good logo can be a powerful thing. If a logo can transform a man wearing his underpants on the outside into a superhero, imagine what it can do for a company brand. A good logo will send a message that instantly communicates your brand, distilling a company and everything it stands for down into simple symbol.
Which is why of course big businesses spend so much money creating them. In 2008 Pepsi reportedly spent $1m on their new logo that to all intents and purposes looks remarkably similar to their old one. The most recent incarnation of the BP (designed by Landor) was equally expensive but, rumour has it, was inspired by the mosaic floor in BP’s own HQ which the designers spotted when taking the client brief. But for every logo with a million dollar price tag, there are a thousand others costing a whole lot less and crafted with equal care and generating as much success.
We’ve picked out some of our favourite logos plus have some interesting observations based on the top 100 most valuable brands and their logos:
- – 30% of the top brand logos use red.
- – 35% use blue.
- – 23% are black & white or without a set colour scheme.
- – 14% use a colour field or bounding box background.
- – 20% feature yellow or gold.
- – 51% use one colour.
- – 27% use two colours.
- – 26% use a wordmark only.
- – 7% don’t refer to the company name at all.
- – 13% use acronyms rather than the full company name.
- – 4% use an illustrative or hand-drawn style.
- – 9% use animals or people.
- – 28% feature a square (ish) aspect ratio.
- – 57% feature a horizontal (ish) aspect ratio.
And some of our personal favourites: