A great logo is burned into the mind of everyone who sees it. It forces you to remember the brand, flashes across your mind every time you think about the product. Some logos have become so iconic, they practically represent more than just the company, but their entire industry. It’s hard not to see a check mark when thinking about shoes, or an apple when thinking about buying a new smartphone. These logos go above and beyond merely representing a brand, they’re effective and successful advertising campaigns all on their own.
Despite that, most people don’t spend much time thinking about logos, or know their histories or the details of their designs. They may seem obvious or simple, but there’s stories behind every logo, and great advice to be gleaned from their expert designs.
So let’s take a look at some legendary logos, and see what makes them so great.
1. Coca-Cola
Coca-Cola Logo Vector Art, Icons, and Graphics for Free Download
The History
In Atlanta, Georgia in 1886, Dr. John Stith Pemberton created Coca-Cola. Back then it only cost 5 cents a glass. Before Coca-Cola, Pemberton had created Coca Wine, but a prohibition law in Atlanta forced him to change the recipe. His partner, Frank Mason Robinson, suggested Coca-Cola, because he thought the two C’s would look interesting in advertising. And wow, was he right.
At first advertising used a simple font.
First Coca-Cola ad, Atlanta journal, 1886
But before long, it was written in Spencerian script, which was common at the time. Look familiar?
Free Coca-Cola coupon, 1887There was a brief experiment with a different font for an 1891 calendar.
Coca-Cola advertising calendar, 1891Interesting, sure, but somehow lacking the charm of the more famous and timeless script we know and love.
That font has remained essentially the same ever since, with the red circle around it being added in the early 1930s. For the 50s and early 60s, an arched fishtail kind of shape was used, but then the company returned to the red circle.
Coca-Cola fishtail logoIn 1969, the company released the ”Arden Square” logo, with the iconic red wave under the drink’s name, and this logo is still used today.
Coca-Cola logo Arden Square
The Design
There is something “old-timey” about the font that brings a nostalgic charm for drinkers of the classic drink. It harkens to childhood memories of McDonald’s trips – a brand inextricably linked with Coca-Cola. Although there were slight changes to the overall logo – and famously, the recipe – of Coca-Cola throughout the years, the logo helps give it a sense of timelessness. Like Coca-Cola has been here forever and isn’t going anywhere, anytime soon.
What makes this logo work so well? Perhaps the most significant is its simplicity. No muss, no fuss. The name of the product, a swoosh, and a call to action to “Enjoy”. Obviously, a lot more goes into the success of Coca-Cola than the logo, but it’s a logo almost synonymous with refreshment, with an affordable liquid treat.
The design is simple without being boring. Over a hundred years removed from its conception, that font manages to suggest history while still feeling modern. The brand, overall, keeps this balance in its advertising. It associates itself with the nostalgia of Christmas, reusing Santa Claus and the famous polar bears to remind you of good times. But, the company doesn’t stay stuck in the past either, using modern celebrities in its advertising. The company understands that, despite its already huge market and share and ubiquity, it still has to work to keep itself in the mind of consumers. The logo, timeless and impeccable, plays an enormous role in that job.
2. Nike
The History
The Nike logo is so recognizable, you don’t even need to see the name of the company to know who it represents. Founded in 1964 as Blue Ribbon Sports, the company changed its branding and name and adopted the swoosh logo in 1971. The swoosh was designed by a graphic design student, Carolyn Davidson, who was only paid $35.
The logo went through some subtle changes, but overall remained the same. As Nike has grown enormously in popularity – due in large part to their number of endorsements deals with famous athletes – so too has the popularity of the logo grown. The Nike logo is a cherished design element of the company’s shoes. It goes beyond being a simple logo representing the company, and is in itself a fashion statement.
The Design
Combined with their slogan, “Just Do It,” Nike has achieved some of the most successful branding in history. Why is the logo so perfect? Much like Coca-Cola, it’s simple. It’s far simpler, in fact. Easy for fans to replicate. Instantly recognizable. It’s so clean and clear, that it’s often presented without the company’s name, just with the slogan or even on its own
Beyond its simplicity, it pairs well with the brand’s attitude. “Just Do It” is Nike’s slogan, calling its customers to go for what they want, to work hard and play hard. The logo is full of energy, invoking a check mark which makes one think of success. It seems to move, making you think of a flying ball or someone running. Adorned on athletic shoes, it looks like it’s already in motion, blurring as its wearer sprints across a field to victory.
3. Apple
The History
Apple began with a very different logo than the simple one we recognize now.
This image, designed by Ronald Wayne, is a reference to the famous story of an apple falling on Isaac Newton’s head. It’s a beautiful drawing, but it isn’t surprising that the logo didn’t last long. Imagine that complex drawing on every iPhone and MacBook instead of the clean and simple apple we recognize today.
Steve Jobs felt the logo was too old-fashioned, and difficult to use on a small scale. Rob Janoff designed a new one, far more modern and simple, which was implemented in 1984.
The famous bite out of the apple serves two purposes. It helps distinguish the shape from a cherry, and also contains a hidden joke. “Byte” is a computer term. This more modern and sleeker look, still not the one we recognize today, helped impress on customers the fact that Apple is cutting-edge and tech-forward. Old-fashioned isn’t what people are typically looking for when shopping for computers, after all.
In 1998, when Steve Jobs returned to Apple, he revamped the logo and made it even simpler.
It’s hard to get more minimalist than that. A simple, black apple, with a bite out of it. Absolutely iconic and instantly recognizable, this logo adorns Apple products to this day, in black, white, or silver. It's one of the most recognizable symbols in the world. Like Nike, the name of the company doesn’t even need to be on the logo for practically anyone to know what it represents. It helps that it’s an image of the name of the company, of course. The logo is the name of the company.
The Design
Once again to describe the success of a famous logo, we turn to simplicity. Compare the current form of Apple’s logo with how they began. A child could easily recreate it, yet it oozes confidence in itself, in the product it represents. There’s no obvious connection between an apple and a computer; Steve Jobs even said he named the company that simply because he liked apples. So why does this logo work so well?
It works with the company’s entire brand identity. It’s sleek, it’s cool, just like anyone who uses their products, right? Apple’s expertise in branding design goes far beyond the logo. The packaging is famous for how satisfying it is to open. Their stores are known for being exciting and cutting-edge, with “Geniuses” ready to assist you with the product. And the products themselves are known to be intuitive, easy to pick up, and dependable. The logo helps communicate all of that, and is easy to associate with those brand choices. It’s an incredible example of a well-rounded brand identity that incorporates everything the company is trying to say about their product.
NeXT
A lesser known but still important computer brand was NeXT, founded by Steve Jobs after he was ousted from Apple, and incorporated after he returned. This logo, designed by Paul Rand, may not have the same iconic status as Apple’s apple, but it’s still brilliant in its simplicity and boldness. The sharp angles and bold use of contrasting colors portray the message that the company is forward-thinking. Even the company’s name, tightly spelled onto the box, imply that.
4. Starbucks
The History
Starbucks is one of the biggest brands in the world, with stores on practically every corner in some cities. Its logo is famous, and differs from the others in this list by having more detail, being a bit bolder in its imagery.
Original 1971 Starbucks logo featuring a detailed drawing of a bare-chested siren in black and white, framed by a circle. Bordering the circle are the words "Starbucks Coffee and Tea".
This version from 1971 is noticeably different from the version we recognize today. The drawing of the mermaid is a bit more risqué, and a more old-fashioned style of drawing. The 1982 version simplifies the drawing.
Starbucks logo from 1982 featuring a more abstract version of the siren from the earlier logo with her long hair now concealing her chest. The drawing is still in black and white, but is now surrounded by a green circle with the words "Starbucks Coffee".
This green circle is iconic for the brand, boldly displaying the company’s name. The drawing is friendlier and more symmetrical. The bold, clean lines give it a much more modern look.
In 1992 the logo was simplified again, zooming in on the mermaid.
Starbucks logo from 1992. Nearly identical to the 1982 logo, only now the face of the Siren has been enlarged and its bottom half is no longer visible. The siren is still surrounded by a green circle reading "Starbucks Coffee".
This version focuses more on the mermaids face, allowing us to see her smile and crown more clearly. The color of green was also changed in 1987 to be a bit more invigorating.
Contemporary Starbucks logo which was designed in 2011. The siren from the previous logo remains unchanged, except that the background is now green instead of black. The logo is still circular, but all words and borders have been removed.
This 2011 version drops the Starbucks name. By then, the image was so iconic and the brand so huge that the name, like most of the others on this list, wasn’t even necessary. That green and that mermaid scream “Starbucks” without letters. The mermaid’s face was also drawn to be a bit less symmetrical and more human, her smile coming through more clearly now.
The Design
The Starbucks logo is different from the others in this list in a few ways. It’s more complex, and less obvious than Coca-Cola and Apple what it represents. There’s no clear connection between mermaids and coffee, but the designer Terry Heckler said, “It’s a metaphor for the allure of caffeine, the sirens who drew sailors into the rocks.”
Starbucks, unlike Coca-Cola and Apple, is also more reliant on its own brick and mortar locations for business. Although not known for its food, its business operates similarly to fast food, with both drive-throughs and sit-in lobby’s being common for many locations. Having such a recognizable symbol is vital for drawing people in from a quick glance across the street.
The design is charming. It seems to tell a story. The viewer wants to know more about the Siren. It’s a great example that branding isn’t always about being obvious and straightforward. A little bit of mystery can go a long way.
5. Mcdonalds
The History
The golden arches of Mcdonalds are one of the most recognizable images in the world. It might be the most famous logo in history. It might surprise you, then, to know that they weren’t incorporated into the logo until after the company had existed for over 20 years.
In 1961, Jim Schindler designed the logo, incorporating the already-famous golden arches of the restaurant‘s locations. The logo went through many changes, eventually simplifying into just the golden arches, that famous ’M’.
The Design
Again, much of what makes Mcdonalds’ logo work is i’s simplicity. But, it has a few subtle advantages to it. Like most of the others on this list, it has become famous enough to not even need the name of the company to be instantly recognized. But, the ‘M’ does stand for Mcdonalds, so you can’t forget what it’s for. The shape and color of the logo are like a few of the restaurant’s famous French fries bent toward each other, so it subtly advertises one of its most important menu items subconsciously.
The yellow of the logo is brilliant, standing out on its huge signs in the daylight, or illuminated in the night. Many of us remember the feeling of being on a long road trip, looking out from the highway and seeing that big M glowing in the distance, and begging our parents to pull over. It’s effective advertising, drawing the viewer in and reminding them of the good times they’ve had there before.
6. Your Logo
A good logo is vital to building a memorable brand. If you want your business to succeed, you should strive for a logo and branding identity as iconic as the ones in this article. Of course, it takes time to establish a corporate identity as famous as these, but it all starts with a great logo. Don’t ignore this vital part of your enterprise, or short yourself the advantages of having a great design mind behind it. Logo Mumsie has some of the best logo designers in the world on our staff.
With a logo designed by us, your company could soon be as iconic and easily recognizable as Coca-Cola, Starbucks, or even Mcdonald's.