A corporate logo should be easily recognizable and fit the brand message in terms of color, shape, and style. Color and shape can differentiate products, while consistent style helps establish a strong brand. Word logos make the company name explicit, while abstract logos rely on consumer recognition of the image.
A great corporate logo should, above all, be easily recognized by your target market. To achieve this goal, the company logo must fit the brand message as closely as possible in terms of color, shape and style. Whether a corporate logo is abstract or more literal in its design, the color, shape, and style of this important branding symbol should immediately make any other company’s business stand out.
Color is often the first key element of corporate logos that can differentiate products within the same category. For example, when buying a soft drink, a person aware of the different brand colors of Coke and Pepsi can automatically look for the color red in a can of the former or the combination blue/white/red in one of the latter, depending on his or your preference. The hue used in the company logo should always be the exact hue of the company’s official color.
When the element of shape is added to color, the result can generate a very strong corporate brand. For example, the symbol of the two golden arches of McDonald’s restaurants creates the first letter, “M”, of the name in the brand’s brand color, yellow. Because the McDonald’s corporate logo symbol of arches not only appears on all of its products and advertising, but is also used architecturally in its restaurant buildings, it forms a strong identity for the brand. People driving down a street or walking through a shopping area can easily recognize the symbol and consider going to the restaurant right away.
The style element in corporate logos must also be kept consistent to help establish a strong brand. For the typeface or letters denoting a company’s name, the same font and style used consistently maintains the brand image recognizable by consumers. The Coca-Cola Company’s handwritten script for its name and AT&T’s use of all lowercase letters are two examples of this type of branding style in a corporate logo.
While word logos make the company name explicit so it is clear to consumers, abstract corporate versions must rely on consumer recognition of the images and association with a specific company. For example, the at&t’s corporate logo without its lettering is a white circle with blue horizontal bands. Many companies use corporate logos that feature words or letters as well as a memorable image for consumers, such as the name John Deere used with a deer graphic in its logo.
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