The Story Behind Famous Brand Logos
Brand logos are an important part of their marketing and history and many come from places you might not expect. We will take a look at the story behind some of the most famous brand logos and what shaped them into the marketing power house that they are today. Take a look at these top five logos to learn the history, often fraught with latenight brainstorming session, behind each one.
1. IBM
What started as the International Time Recording company, or ITR, in ’88, is a huge business that has undergone several name changes and logos before settling on the one it has today. We are all familiar with how the logo looks now. The blue lines that come together to form the letters IBM.
This current logo which now represents the International Business Machines Corp. was designed by Paul Rand. It was first introduced in 1972. The strips that form the letters are supposed to represent the “speed and dynamism” of the company, their products, and their vision. The logo was created to define the character of the corporation.
While the company has had six previous logos, it was the striped number we all know today that has become synonymous with the company. This basic design has remained in use since ’72 and is one of the most recognized logotypes in the world. It’s even been imitated by others.
2. Nike
The simple, but admittedly powerful, logo of this well-known company is commonly called the “Swoosh.” The company itself was named after the Greek goddess of victory and this graceful flick is designed to be her wing. In the legend, Nike is the giver of great power and motivates warriors to fight until victory is theirs.
When you are selling apparel and the like to athletes around the globe, embracing the power of a Greek goddess is quite possibly the best way to make audiences trust and revere your brand. Another, the world’s most recognized logos, the Swoosh was designed by Carolyn Davidson in 1971.
Most interestingly, Davidson was a college student at Portland State University where Phil Knight, co-founder of Nike, taught. The design was meant to portray the motion and “flight” of Nike herself. Often appearing beside the trademark “Just Do It” since ’88, these make up the heart of Nike’s brand.
3. Baskin Robbins
Two brothers-in-law, Burt Baskin and Irv Robbins, began their separate ventures to sell ice cream in 1948, but by the time 1953 came along, they were working together. All those years ago, an advertising company, Carson/Roberts, in the city where it all started suggested that they create the 31 logo to represent a flavor for every day of the month.
The pink and blue design seen today includes the letters B and R which of course stand for their name, however, there’s more to this design that meets the eye. The curves of the B and the line of the R double as the number 31, again touching on their 31 flavors.
What started as a bold 31 displayed alongside their names has been modernized and is now a fun, hidden 31 that still stands out against the blue around it. Next time you are trying some out for yourself; take a peek at the 31 hiding on your cup.
4. Amazon
Amazon is one of the most well-known companies in the world, and it’s used for everything from movies to games to books to clothes. The name itself was chosen to represent the vastness of the directory. Can you believe that at one time it was just a simple online bookstore? My how things have changed since 1994.
Today, this multi-billion dollar company sells thousands of products and delivers them across the globe. Just like the other companies on this list, Amazon has seen several logos over the course of their time operating. When it was an online bookstore, the Amazon logo looked nothing like it does today with a blue, pool-like picture with a translucent A.
It capitalized on the Amazon River being the largest known and linked it back to being the largest online bookstore. But in 1998, Amazon expanded. Their logo didn’t fit, and so they changed it to the simple “amazon.com” name over a white background. What’s more, it stated books, music, and more right above it, letting everyone know exactly what they offered.
Finally, in 2000 Amazon introduced the logo most of us recognize. It was shortened to just the web address and now showcased a yellow arrow underneath. But that arrow does much more than point. It doubles as the smile Amazon ensures you will have when shopping and points from the letter A to the letter Z, illustrating that they carry everything from A to Z.
Adding the phrase “and you’re done” to the bottom right-hand corner in 2002 and Amazon had created their perfect logo.
5. FedEx
Last on our list is the winner of over 40 design awards and many consider it to be the best logo design around thanks to its clever use of negative space. The FedEx logo may seem pretty straightforward but take a closer look. Within the letter E and X placed right next to each other and of different sizes, one is capital while the other is not, is an arrow.
This arrow shows the idea of forward movement, speed, and precision. Everything you want in a delivery company. Designed in 1994 by Linden, Leader, and Landor Associates, the hidden arrow is supposed to be a sort of subliminal message to the viewer.
What’s now the power house of home delivery, started as a small company in 1971. This Fortune 500 Company has grown and so their logo had to change. The full name is Federal Express and the original logo displayed this in a similar red, white, and blue scheme as the post office. And that coloring and name choice helped the company to entice both US government and civilian populations. This company has been able to pack a lot of meaning into such a simple logo.
Which logo was your favorite? These branding logos serve their companies brilliantly and portray the importance of this type of marketing and presence.
About the Author
Abi Cool is the Director of Search at Marketing Wind – (Miami SEO Company) and is an experienced SEO Outreach expert and advertisement specialist. His interests lie in Digital Marketing Management. He is an internet marketing enthusiast and his specialty is in search engine optimization outreach and content marketing.