New Media Production | LOGO ANALYSIS | Fall 2013 | Ying Ting Liu
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Starbucks
The mermaid is a mythological sea creature with the look of a female, the only
difference being they have a tail of a fish. But no need to tell you what a
mermaid is since most of us have seen Walt Disney's ''The Little Mermaid''.
The reason why Starbucks incorporated one in their company logo is because
it was believed mermaids used to sing to sailors in order to make them walk
away from their ship or to ground their ships. The typefaces in the logo is very
easy-to-recognize, although the mermaid in the middle can’t let the audience
that it’s about a coffee shop, but there’s a coffee word at the bottom to make
everything clear.
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Adidas
The Adidas company logo is quite simple, yet very attractive and its meaning is
simple. It was originally created by Adi Dassler in 1967, meaning the company
name comes from the founder's name. The logo simply represents a mountain
pointing out towards the challenges that await us and that can be achieved. In
my opinion, it is very well designed and it fits well with the company – sport
store.
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Fedex
This is probably one of the best known logos with a hidden meaning. If
you look closely, you’ll see an arrow that’s formed by the letters E and
x. This arrow symbolizes speed and precision, two major selling points
of this company. There’s no graphics in the logo. However, the text
itself makes it looks like an art. The color contrast between purple and
orange really stands out. Also, the text is modern-style easy to be
recognized.
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Ogilvy and Mather
Ogilvy and Mather’s logo is very interesting. The typefaces is not as clear
as the others. The ink-like-typfaces makes the whole thing looks like a
painting. Which is what the company are going for. Creative and
innovation. The use of color is very bold.
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Instagram
The Internet based website – Instagram is the top 10 popular mobile app people
likes to go to now days. Their logo is straightforward. It is basically a camera with
a rainbow design on the top left corner.
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Duquesne University
Duquesne University is a non-profit institution. The logo is again very simple.
Contain only the first letter “D” of the university’s name. The overall logo design
is very “edgy” there are a lot of edges around the logo. Psychologically speaking,
the edges gives people a honest and serious feeling rather than round shapes.
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Apple
Apple Inc. is probably the biggest name in the world of consumer electronics
and computer industries. The Apple logo consists of an apple which is bitten
from the right. It also contains a leaf that is also tilted towards the right side.
The glass-theme version of the Apple logo represents authenticity, innovation
and supremacy of the company.
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Burger King
The Burger King logo establishes a tempting and vibrant picture of a fast food
restaurant, brilliantly complimenting the craving for fast food among various
individuals, particularly the teenagers and youth. The eye-catching colors
featured in the emblem are lively and energetic, absolutely capable of drawing
attention of the audience. The typefaces is slightly rounded but very legible
and simple. Red, yellow and blue are the three colors used in the Burger King
logo. These colors build a striking and memorable brand that attracts people
towards it from very far, regardless of their age and gender.
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Pittsburgh Popcorn
The downtown local store – Pittsburgh popcorn is a place that I really
like. They have a very simple yet classic-look logo. The company has
been around in the city for many years, they established a friendly
relationship with the community. The typeface is close to typewriting
style. It is considered to be conservative and old-school.
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Vera Wang Bridal
Vera Wang logo is very smart. It combines the V and W together. It gives an
royal and luxury sense of feeling. Also, the color is very settle, yet stands out.
Sources:
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Starbucks: http://static.tumblr.com/nljhkjv/z0Jlpk23i/logo
Adidas: http://upload.wikimedia.org/wikipedia/commons/thumb/2/20/Adidas_Logo.svg/562px-Adidas_Logo.svg.png
FedEx: http://www.etsu.edu/centralreceiving/pictures/fedex-logo.jpg
Ogilvy and Mather: http://www.designsojourn.com/wp-content/uploads/2012/06/ogilvy-logo.jpg
Instagram: http://info.hjmt.com/Portals/150282/images/instagram-logo.png
Duquesne University: http://content.sportslogos.net/logos/31/664/full/5274_duquesne_dukes-alternate-1999.gif
Apple: http://www.famouslogos.net/apple-logo
Burger King: http://www.famouslogos.net/burger-king-logo
Pittsburgh Popcorn: http://www.barefootstudent.com/images/bfts_images/21994_7464.gif
Vera Wang: http://xovera.verawang.com/uploads/Image/2013-01-08/VW-Bride-Logo-350.jpg