11th January 2021
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Branding in the 21st century:
What’s the purpose of logos and why do they matter?
A Mixed Media Essay
Presented to
The Department of Graphic Design
Canterbury Christ Church University
By
Elliot Ramsey
Part 1
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11th January 2021
Introduction to Logo Design
Logo design has become a fundamental part of society in numerous ways that allow for
wide spread communication with the audience. It can be seen everywhere, from websites
and blogs, to products and packaging, and even business vehicles. Logos have undoubtedly
been embedded into our society, influencing many factors, such as behaviour and spending
habits.
A logo is a graphic mark or symbol that is created to identify a business and its products or
services. Arguably, it can also tell a company’s story or message that helps establish an
emotional interaction with a target audience. Logos can be made up of images, text, shapes,
or a combination of all three. Throughout history, we have seen the use of all these, and
they will continue to be used to help advertise a business. In the modern day, ‘logo design’
could be used in a number of different fields which include branding, illustration and graphic
design. These areas have features that are common with one and other such as colour,
typography, imagery, creativity and an understanding of a target audience. This supports
the notion of them being crucial that these factors are applied in order to create a
successful logo design.
It is important for designers to understand how logo design plays a significant and
psychological role in how people see brands. As a freelance designer, I am always looking
for new ways to promote myself through design, so any kind of branding, such as logo
design, can be used to help me stand out amongst the competition. As a consumer, I often
experience my eyes drifting to the more popular brands so I have always wondered how
other brands can promote themselves through the use of their logo. Gaining a greater
understanding of this, through primary and secondary research, will provide myself and
other designers with the tools needed to create a professional appearance towards a logo
for different kinds of businesses.
My research will take multiple approaches to explore my subject, which will allow me to
compare and contrast different logo professionals’ views and opinions. My visual research
will consist of multiple observations about logo design and placement within branding. This
allows me to note similarities and differences between multiple logos, whilst also seeing the
impact that logos have on business sales. I will be studying the visual aesthetic elements of
logos, and comparing simplicity, colour and other visual parts of the logo to design
principles. To go along side this research, I will also be taking part in some structured
interviews to help gain opinions and information about my subject.
Purpose Statement
Throughout time, there has been many studies conducted that have looked into research
for logo design though they have rarely touched upon the significance of them, in addition
to the ideas of how logos are used in branding. The purpose of my research is to evaluate
why logo design is important in branding and in the 21st century for businesses.
Bell, Holbrook, and Solomon (1991) has allowed for logo design to be important due to the
fact that they [businesses] “rely on social value and aesthetic value in the same
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consumption context” (Kohli et al, 2002, pg 60), which highlights consumerism in the
branding values of appearance being a vital segment to logo design. This study supports my
analysis into the importance of logo design because of the “increasingly saturated
marketplace” (Kohli et al, 2002, pg 58) of the 21st century means that creativity and a
business’ unique selling point is fully recognised. Through their brand identity businesses
can create a bond with their audience that “transcend international boundaries and
language barriers because of their ‘visual’ character” (Kohli et al, 2002, pg 58).
Literature Review
A journal by Simal Celikkol, he theorised how a connection between a consumer and brand
happens. Logos are important because they created a personal connection between a
consumer and brand whilst they imprint an image “into the mind of customers and create
loyal customers attached to the company” (Celikkol, 2018, pg 29). However, certain logos do
not fulfil this idea which I will elaborate in this essay. Another topic within this essay is the
use of colour within logo design. From research, Catarina Lelis states how the use of colour
can create familiarty and recognition in logo designs to consumers. If a brand keeps using
the same colour, it will show “both consistency and immediate recognition” (Lelis, 2018, pg
2). Throughout my essay, I will look to see if that is the case.
Amazon Logo Example
The example on the right shows how
the key factors that are needed to create
a successful logo is used. The use of colour
creates a bold contrast in the Amazon logo (see
appendix 1, image 1), capturing the
attention of the viewer. Colours are more
than just making something more
aesthetically pleasing; they can communicate
emotions and messages. The colour in this
(Image 1, Appendix 1, Amazon Logo)
instance, orange, is usually associated with
“enthusiasm, creativity, success, encouragement, change, determination” (Bourn. J, 2011).
Using the orange arrow implies that the company sells every product from A to Z whilst it
also creates a smile meaning that “they keep their customers happy” (Tailor Brands, 2020).
The use of illustration can really make a difference as it can create a sense of imagery to the
consumer.
Apple Logo Example
The iconic Apple logo below (see appendix 1, image 2), in the shape of an apple with a bite
out of it, has been around for just over two decades and is still thriving in today’s world. Rob
Janoff, the designer of the Apple logo, wanted to bring “simplicity to the public” (The Logo
Creative, 2018) so it is more memorable to
consumers. This allows for the logo to be easier
to be recognised in any situation, “the purpose
of a logo is to bring a particular brand to mind
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immediately – the quicker and simpler the
process, the better” (Blindell.S, 2014) which, in
this case, Apple have done this perfectly. In terms
of the design, the logo is based upon the fruit,
whilst having a bite cut out of it. They have used the bite
(Image 2, Appendix 1, Apple Logo)
mark just to help identify what the image is, the
logo also has a leaf pointed to the right-hand side. The logo does not consist of any fonts,
this makes it very clean and elegant. If this logo also contained text, it would need to be
separated to keep it clean as “if there is no proper distance between the icon and text, it
will turn out to be a bad design” (Ray.H, 2018).
Nike logo Example
The famous “Nike swoosh logo is a glaring example of how a visual turns a business into a
trustworthy brand” (Campbell.J, 2017) whilst also showing how successful and identifiable a
minimal icon can become. The Nike swoosh (see appendix 1, image 3) has such a big impact
on society, in terms of our spending habits and of how people think about the brand. Nike
have used a number of celebrities to represent the brand, this idea embeds a celebrity
image into a consumer’s mind. This causes the consumer to “associate the endorser with
Nike’s products” (ConceptDrop, 2018). The meaning behind the logo is very simple, “the
swoosh is a sound that we hear when something zips past” (Campbell.J, 2017). This shows
fluidity and motion through the use of the swoosh.
(Image 3, Appendix 1, Nike Logo)
Purpose of Logos
In an article based on purpose behind logo design, Ian Paget noted that “logo design is not
art” (Paget, 2017) whilst many of us believe that it is true, he thinks that logos have the sole
purpose to identify. Logos can be used to help identify a business or brand in a number of
ways, this includes branding and advertising. As Ian Paget says, “when you picture a
business in your mind, you often immediately picture the logo”, I always think of the logo
when I go shopping. He then goes onto explain how logos are used to create an instant
brand recognition, whilst showing how logo design influences our everyday decisions. From
my personal experience, when I see logo that looks too expensive or too corporate, I will
typically avoid it. Likewise, if I see a logo that is fun and suitable, I will actively engage with
the brands products or services.
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Logo Types
Daniel Jones, the lead creative designer at Moirae Creative, separates logos into four
different themes. They are called letter mark, word mark, brand mark and combination
mark. Letter mark and word mark are letter/ type based whilst brand mark “abandons text
completely” (Daniel Jones, 2017). A combination mark is a mix of text and image, this
commonly used whilst its “offers the clarity of typography and visual appeal of an icon”
(Daniel Jones, 2017). Generic logos can simply be defined as using repetitive logo design
features of other brands. Marianne Kipp, a writer and editor based in Colorado, that you
need to be unique as there are lots of the same looking logos out there. For example, lots of
companies use a globe “to represent themselves as global” (Marianne Kipp, 2016) whilst
this design idea is starting to appear old.
Brand Loyalty & Essence
The purpose of the logo and the logo type have been discussed in accordance to the
question, however brand loyalty & essence should be explored. Within logo design, there
are some symbols that help represent particular products or industries. For example, Italian
restaurants typically use an illustration of a chef with a big white hat on. This allows a brand
to be defined easily in a particular market whilst also standing out against other kinds of
restaurants. Kris Decker states that “a good logo reflects who you are, but it should also
distinguish you from everybody else” (Kris Decker, 2016) so you can be different compare to
the rest of the competition. Some businesses change their logo from time to time, this
maybe because of a particular reason or perhaps to refresh the brand image. Commercially,
this great for a marketer but “as a consumer, I hate it” (Kris Decker, 2016). As a consumer, I
would hate it if one of my favourite brands changed their logo. I would be so used to seeing
the same logo, I would feel somewhat betrayed by the brand unless the new logo looks
better than the original. The change in the logo makes fans of the brand confused as they’ve
got to relearn the logo. This is huge on brand loyalty; this term is crucial for businesses to
survive otherwise they have to rely on constant new business. If a company doesn’t change
their logo, it will go “a long way toward building brand loyalty” (Kris Decker, 2016).
After looking through a design article, from FreeLogoServices, they believe that a logo
should show the brands essence. The message behind the logo “should deliver an
immediate and honest impression” (FreeLogoServices, 2017) on the brands philosophy, this
allows consumers to understand the business. They continue to say that you need to design
a logo that is based upon the consumer, it will create “confidence in its audience”
(FreeLogoServices, 2017).
Importance of Colour
In the opinion of WebFX, the use of colour is one of the main reasons why consumers buy a
product from a particular brand. Different colours “evoke emotions, moods and feelings”
(WebFX Team, 2020) of which can impact a consumer’s decision whether to buy the product
or not. According to WebFX, around “85% of consumers name colour as the primary reason
that they purchase a particular product” (WebFX Team, 2020), this shows that colour plays a
huge importance on the success of a brand. Nikki Clark claims that “colour registers much
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faster than text or complex graphics” (Nikki Clark, 2016), this is because it is bolder, and you
are able to see more of it. If elements of brand identity can be maintained, a logo can
become more iconic and more rememberable to the consumer. Brands such as Coca Cola is
rememberable because of the colour red and its contrasting white swirl whilst the colour
purple is typically associated with the Cadbury brand.
Nikki Clark also claims that “colour is one of the main elements that will separate your
products apart from other products” (Nikki Clark, 2016) or other brands. Using a different
colour than a competitor would make your brand look different whilst it would show a
different meaning to customers, through the use of colour definitions. The colour red can
show “violence, danger, anger, and adventure” (Color Matters, 2020) whilst its very bold to
the human eye. The colour can also mean love and togetherness, this is what Coco Cola was
trying to convey through the logo and bottle design. In addition, some scientists found that
by adding red colouring to drinks “increased consumers perceived perception of sweetness”
(Nikki Clark, 2016), this clearly shows how the colour red is a good choice for any food or
drink brand.
(Image 4, Appendix 1, Colorado Lending Source Logo)
To contrast this idea, Katie Crawford argues about how colour can be seen differently to
each consumer whilst explaining how colour theory should be used as only a guide not a set
of rules that you need to comply with for any kind of branding. Katie Crawford says that
loan company above (Colorado Lending Source) (see appendix 1, image 4), of whom didn’t
use the rules of colour theory, can still create a good design. This means that you are still
able to create a successful logo without having to use particular rules, meaning there are no
limitations on logo design. In this case, she believes they “chose to use red, orange and
yellow because those colours best represent their brand purpose” (Katie Crawford, 2017).
Katie Crawford finishes her argument by saying that colours and feelings can be changed,
“blue can mean trust, but without any context, it’s just blue” (Katie Crawford, 2017). She
continues by discussing how brands have broken colour theory and have become successful.
She indicates that businesses that decided not to follow the colour theory rules, they will
stand out for being different and translating colours in a unique way.
Simplicity
Adam Claeys, a graphic designer and photographer believes that when creating a logo that
“less really is more” (Adam Claeys, 2017). This phrase is used a lot within the 21st century
and also within the “minimalist design trend” (Marc Schenker, 2020) as designers nowadays
want to use only the most essential elements within a design. Adam Claeys states that if
your logo cannot be drawn within ten seconds then the logo is “too complex to be
memorable” (Adam Claeys, 2017) whilst arguing why simple logos are better for commercial
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use. He continues by explaining how simplified logos are better by saying “they are more
adaptable” (Adam Claeys, 2017) so you are able to use them across multiple marketing
pieces. He continues to argue that the more complex the logo is, it will lose its integrity.
IBrand Studio claim that having a simplistic logo is “more suitable for responsive websites”
(iBrand Studio, 2020) as modern-day websites have a tendency to be simple and more
effective. To help argue their point, they also believe that simple logos are the best because
they “won’t be ever old fashioned” (iBrand Studio, 2020) and will be easier to redesign.
Another phrase, this time by an engineer called Kelly Johnson, connects to this topic “keep it
simple, stupid” (Interaction Design Foundation, 2020) whilst it also started a new design
principle that was based upon the idea of simplicity. It can be defined by the faith that
systems work best when they are kept simple instead making them complex.
Jonathon Luffarelli, Mudra Mukesh and Ammara Mahmood are assistant professors at
multiple schools and suggest that you must include at least one “textual or visual design
element” (Luffarelli, Mukesh, Mahmood, 2019) to your design. They also continue to argue
to not underestimate the importance of logo design as it can influence change. They state
that “simplicity or complexity can influence” (Luffarelli, Mukesh, Mahmood, 2019) decisions
in a logo whilst using some kind of symmetry or asymmetry can help with increasing the
value of a business.
Logo Font
The importance of colour and simplicity have been featured but we must consider how the
logo font is important to creating an effective logo. Stephen Peate, a creative director at
Fabrik Brands, says that before you choose a typeface for your logo you need to look into
the emotional connection of it. To go alongside this idea, he describes how the ‘Gestalt
Theory’ is relevant to create a “unified whole work” (Stephen Peate, 2018) logo design. This
means that every element of a logo needs to combine and relate to the brands value. In
addition, to allow everything to connect with theory choosing the correct typeface is crucial.
Typefaces such as Serif “can project a sense of tradition and respectability” (Stephen Peate,
2018) whilst other typefaces such as Sans Serif which comes across “crisp and friendly”
(Stephen Peate, 2018) so it important to understand what your consumer wants to feel
whilst looking at your brand. A journal by Doyle and Bottomley investigates the value of
visual form behind a brand, this includes the font used in a logo. After doing multiple
experiments, they found that “brands presented in appropriate fonts were chosen more
often than brands presented inappropriate fonts” (Doyle & Bottomley, 2004, pg 879) as
they were better suited.
Social Media
Ian Paget, a graphic designer and specialises in logo and brand identity design, describes
how logo design has been impacted by social media and how important it is for designers to
adapt their logos to this platform. Paget tells us that every brand needs to be recognisable
on social media because of how many people are on these applications. To allow brands to
be trusted online by fans and consumers, “your logo needs to be instantly recognisable” (Ian
Paget, 2016) whilst being suitable for that platform.
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Social media is always changing and the number of users on them is rapidly increasing so it
plays a huge role in how businesses stay updated to the current time. Logos need to adapt
to the ever changing 21st century to stay current even if it’s just to “raise awareness of
ideas, topics and situations” (Ian Paget, 2016). They are able to do this by modifying logos
for a period of time to help gain interest in the topic. For example, Apple modified their logo
for the Pride campaign (see appendix 1, image 5).
(Image 5, Appendix 1, Pride Apple Logo)
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Bibliography
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https://howtobuildabrand.org/branding/8-benefits-simple-logo-design/ [Accessed:
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Campbell, J (2017) 9 Surprising Facts You Didn’t Know About Nike’s Swoosh Logo Available
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[Accessed: 28/12/2020]
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[Accessed: 23/11/2020]
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The Logo Creative (2018) Apple Logo Evolution – It all Started With a Fruit Available at:
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Appendix 1:
Image 1: Tailor Brands (2020) What Is a Logo? Available at:
https://www.tailorbrands.com/logo-maker/what-is-a-logo [Accessed: 23/11/20]
Image 2: Think Marketing (2012) Apple Logo Evolution Available at:
https://thinkmarketingmagazine.com/apple-logo-evolution-story/ [Accessed: 15/12/20]
Image 3: INKBOT DESIGN (2020) History of the Nike Logo Design Evolution Available at:
https://inkbotdesign.com/nike-logo-design/ [Accessed: 16/12/20]
Image 4: Crawford, K. (2017) Color Theory: How Brands Can Break the Rules and Succeed
Available at: https://www.herosmyth.com/blog/color-theory-how-brands-can-break-rulesand-succeed [Accessed: 28/12/2020]
Image 5: brandchannel (2018) Apple Renews Rainbow Logo – For LGBTQ+ Pride Too?
Available at: https://www.brandchannel.com/2018/02/21/apple-rainbow-logo/ [Accessed:
30/12/2020]