When it comes to your business' branding strategy, establishing your company's logo is one of the most critical tasks. Your logo will be pervasive throughout all of your marketing campaigns, and it's one of the most prominent branding elements that people will think of when someone mentions your company. Your brand's logo should be memorable, versatile, and consistent, all the while giving your audience a sense of what your brand is all about. Unfortunately, many companies haven't exactly done a great job of keeping those goals in mind when establishing their logo, learning the hard way what it takes to create a positive brand experience through their logo.
Not sure what it takes to create a killer brand logo? To give you a better idea, here are 10 companies that have either failed or flourished in the logo department.
KFC's Unique Logo Redesign & Launch
In 2006, Kentucky Fried Chicken (KFC) launched a new logo, changing the Colonel's appearance so he was pictured with a new, red apron. This was a big deal for the company, as its logo hadn't been changed in over a decade. So why did they make the decision to revamp their logo? They wanted the image of the Colonel to be clearer and more energizing. The new, rejuvenated logo demonstrated an excitement and readiness to cook and serve.
Even better, KFC launched its new logo with the help of a HubSpot customer, Synergy Events, who constructed the logo from 65,000 1-foot-square tiles laid out in the Mojave desert, which can be seen from space.
Gap's Logo Redesign Disaster
In 2010, Gap decided it wanted to change its logo into a more modern version and abruptly announced a new logo. The clothing company was greeted by backlash from thousands of angry customers in social media, who were attached to the recognizable blue box with 'GAP' written in the center. For Gap, the saying, "if it ain't broke, don't fix it" would've been sound advice. Its customers were already loyal to the original logo.
As marketers, it's important to include your customers in important decisions like changing your logo. Setting up a focus group can help companies view things from their customers; perspective and make more educated decisions. If Gap had taken some of these steps, they might have avoided the social media backlash.
Apple's Perfect Logo Rebrand
Today, we think of the Apple logo as a simple but sleek design, representative of the Apple brand. But it wasn't always that way. The logo originally had a picture of Isaac Newton sitting under an apple tree. Eventually, it was changed into a rainbow picture of an apple. And finally, it changed into the logo we know and love today.
Apple is often the model for a great brand experience. The logo demonstrates something that every company wants to convey: simple, inviting, and beautiful. All of the Apple products focus on giving its customers a great experience through a sleek interface.
Google's Successful Rebellion Against Logo Design Best Practices
Surprisingly, the Google logo actually goes against a few standard branding rules. It uses colors that seem to clash with each other. There is a slight drop shadow, which is something logos aren't supposed to have. It even uses a serif font, which is hardly unique, and very rare for a logo to have.
That being said, the rest of Google's applications have fantastic branding, and they really demonstrate what each different Google product means. Furthermore, the different logos closely resemble each other, so it is recognizable that they are all part of the same company:
PIXAR's "Out of the Box" Brand Alignment
The 1986 short film Luxo, Jr. inspired the new Pixar logo, which shows the lamp (Luxo, Jr.) as the "I" of Pixar. The animated version of the logo appears at the beginning and end of most the Pixar movies and has become adored by Pixar fans. There is also almost always an animated short at the beginning of Pixar films, another signature experience of the brand.
Marketers can take an important lesson away from the Pixar logo. If you create something that people love and admire, it's memorable. Moreover, Pixar made its logo an experience for its audience by incorporating bonus animated shorts before its expected movie screenings.
Starbucks' Confusing Logo
The Starbucks logo has always had the text "Starbucks Coffee" surrounding an image of a twin-tailed mermaid, also known as a siren in Greek mythology, which is indicative of the company's heritage from the Pacific Northwest. For those who are unfamiliar with the Starbucks logo, the addition of these words has always helped to explain what the logo represents. However, in 2011, Starbucks updated its logo to get rid of the words and leave the mermaid, in hopes that they had enough brand recognition.
Marketers should remember that, no matter how big their company gets, there will still always be people who don't recognize your brand or understand the brand sentiment they're supposed to feel. Even though most people know the Starbucks brand, they do not always understand what separates it from other coffee companies. Having an image of a mermaid depict the brand is not enough to demonstrate what sets Starbucks apart. Before you read this post, did you wonder why the mermaid is Starbucks' logo? Our point exactly.
FedEx's Fantastic Double Meaning
The FedEx logo is genius, but many people don't realize why. In fact, the FedEx logo says much more than the company's name in purple and orange text. There is also a hidden arrow inside the logo that symbolizes the speed and reliability of the courier service.
Did we just blow your mind? FedEx's logo is a great example of a simple, easy to remember logo that also expresses the mission of its brand. By creating a logo that has a dual meaning, such as the FedEx logo, it is a great way for your company to stand out against the competition and emphasize your value proposition.
Pepsi's Boring Logo
Over the years, there have been quite a few changes to the Pepsi logo. Most recently, Pepsi removed the company name altogether and left the image of the ball.
As a result, the company received a lot of backlash for the new logo, which was said to look like a fat belly more than anything else. And truthfully, as Pepsi competes against other, healthier beverages, it needs to get away from that image.
As a marketer, look at your competitors' logos as inspiration. Pepsi has also received a lot of backlash because Coca-Cola has an elegant logo, whereas its logo doesn't have as nice an appeal. Listen to your audience and see what they are loking for from your brand. Then use that inspiration to design your logo.
Amazon.com's Interesting Hidden Meaning
Amazon.com has created such a recognizable brand that, when anyone needs to purchase something, they will often go to Amazon first. Although they have strong brand recognition, they also have a logo that reiterates just how much Amazon sells. The arrow in the logo points from the "A" in Amazon to the "Z," symbolizing that they sell everything from A to Z. It also looks like a smile!
Animal Planet's Poor Redesign
Animal Planet is known as the go-to place to learn about animals. But its redesigned logo doesn't imply that at all. Animal Planet's new logo gets rid of the elephant and uses only text, with the letter "M" in animal oddly positioned on its side. Not only does this take away the important image of the elephant, but the new positioning of the "M" also looks awkward.
What are some other examples of fantastic -- or failed -- logos?
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Jody Raines 9:12 AM on July 05, 2012
Love the examples. It's important to recognize the brand and to treat it with respect. Frankly, I'm not a fan of the new Pepsi ball - it's not consistent with the old ball and therefore, loses some of the recognition power. Gap's rebrand was a huge bust - and consumers rebelled about the 'new' logo. Another example of a company that defies the laws of branding, yet is always clearly recognized is Harley Davidson. There are so many versions of fonts and colors, yet the bar and shield is always clearly Harley.
Christina Tarkoff 9:34 AM on July 05, 2012
Thanks for this clear and concise "show & tell" of "branding." But so many small businesses out there think of branding as a concept that's only for the "big" guys. Case studies are usually comprised of well-known companies and brands, but it would be really fun to see case studies of brands by small businesses!
Bill Leachman 9:58 AM on July 05, 2012
I love this post! It is awesome to see how some of the companies started out with there logos, and where there are today. Looking at all the Pepsi logos, for some reason, brings back so many memories. :)
Alexandre L'Eveille 10:29 AM on July 05, 2012
It is always interesting to see the motivation that drives the change in the logo. In most cases, when a beloved or at least familiar icon changes, people reject the new version out of hand, simply because it is new and unfamiliar, but there may be good reasons to make a change.
In cases like the Gap, a case could be made for a logo that would reproduce in a wider range of media. The thin type elements in the original would have required a second version for use in very small sizes. However, that issue was not solved with the new one: while the font holds up better, the treatment of the square may become the challenge.
In many instances, it is just to freshen and modernize the style to appeal to a new audience. In the examples above, the Colonel looks like a much healthier, peppier grandpa than he the old gentleman. (Is KFC chicken a fountain of youth?)
Unfortunately, there are identity changes simply based on egos or new management who should have taken the "if it ain't fixed...." advice to heart.
It's always good to check the motivation before playing fast and loose with your brand capital.
David Dallaire 10:30 AM on July 05, 2012
Nice piece, thanks for posting. I do a similar presentation on branding for small businesses that uses some of the same examples - it's nice to be in good company!
I do disagree however, with the Google example. They may have gotten away with "breaking all the rules" with their parent brand, but they have far too many failed stories around their sub-brands and product brands for me to let them into the "success" circle there. With only a few exceptions, the only people those logos connect with are those who may be using them already.
Stu 11:11 AM on July 05, 2012
If you look at the Animal Planet logo on black as is on their website, I think the size way M looks like animal print, but it's still odd. Then again look at the London 2012 logo when that was released, but now it's everywhere and I personally love it and how it's spilt over into the design of the facilities, pink and blue surfaces, crazy patterns on the stadium seating, it's refreshing.
Adam Zettler 12:34 PM on July 05, 2012
Interesting-a couple things I didnt know before (never saw the arrow in FedEx)
Travis 12:59 PM on July 05, 2012
Its rather ironic that the Animal Planet logo made the list. Just yesterday I was looking at my dogs animal planet brand dog bed and was trying to figure out what the deal is with that side ways "M" - All i could come up with is that they must have been going for a FedEx/Amazon double meaning type logo by trying to make it look like a tiger or zebra's stripes but honestly who knows. I agree, it doesn't really work.
Karleen Hubley 1:02 PM on July 05, 2012
Interesring article and examples. One thing you did not cover was using four color. Some large companies have like google some have not like gap. Is that a consideration? I got such a good design for our logo Horse Fly Net but was advised that it was not cost effective. We went ahead anyway with it.
ilya 2:02 PM on July 05, 2012
Your points about LOGOS are great, but I wonder if you're inadvertently blurring the distinction between a BRAND and its LOGO.
"When it comes to your business' branding strategy, establishing your company's logo is one of the most critical tasks." I think you're a bit myopic here - the brand is a lot more than the logo - it's what the company stands for, what space it occupies in a prospect's/customer's mind, the emotion it evokes, etc.
Does a logo help, and is it important? Sure. But branding efforts, strategies, tactics go far beyond the visual that is the logo.
Rachel Sprung 2:12 PM on July 05, 2012
Ilya, I agree branding is more important than a logo. BUT if your logo follows your branding rules, it can be more helpful.
Vance 3:48 PM on July 05, 2012
Great post on both successful logos and ones that miss the mark. Piggybacking on Karleen's comment, it would be great if you did a followup post that touched upon colors in logos. Color is a very important aspect for a logo and brand that can convey (consciously or subconsciously) different meanings and emotions to a consumer.
In response to your question, another classic logo I think needs mention is the IBM logo designed by Paul Rand, who is well known for many famous logos including ABC and UPS.
Axle 3:51 PM on July 05, 2012
Hi Rachel,
Some great examples here. However, wordmarks (ex. FedEx, Google Amazon, Pixar, Gap, Coke) NOT logos (Pepsi, KFC, Nike) are the best practice for most brands, especially B2B.
See why here in my post "Logo Design - A Waste of space" http://distility.com/branding-evaluation/logo-design-waste-space/
-- Axle
Justin Roff-Marsh 5:45 PM on July 05, 2012
What does this have to do with inbound marketing? If you convince us you're an expert on branding, you sacrifice your core credibility. If there was an analytical underpinning to your conclusions, you could get away with this. But there's no real science, just opinion.
Dave Vranicar 5:29 AM on July 06, 2012
I agree with Justin. It's an interesting post, but it's out of context in a blog about inbound marketing.
Although I think branding is important, for years I've seen it as the refuge of marketers who can't, won't, or don't know how to measure the results they produce.
Every time a marketer or service provider starts talking about branding, flashing red lights go off in my mind.
Does this person care about revenue, I wonder? Does s/he have a clue about how to help me achieve my revenue goals this quarter or this year?
Hugh Grant 10:03 AM on July 06, 2012
Travis, that's not irony... it's a coincidence.
Addie 10:15 AM on July 06, 2012
I never knew about the arrow in the Fed Ex logo before, that is pretty cool.
I recall once having a branding/logo discussion with a marketer after seeing a billboard for Coke. We knew they had market saturation when the billboard didn't even say Coca-Cola on it, it was a zoomed in image that only contained the serif and curl on the capital C that starts their logo. And we still new it was an ad for Coke.
Rachel Sprung 10:54 AM on July 06, 2012
Thanks for your feedback, Dave. We're not suggesting that you should put an effort into branding at the expense of an overall inbound marketing strategy, just implying that it can help to put some thought into your branding and the elements (such as logos) that help you to achieve a cohesive brand. At HubSpot, we measure everything we do, and while branding may not be easily measurable and we're not suggesting any brand do so at the expense of measuring the ROI of their inbound marketing efforts, it can be complementary to your marketing strategy overall.
Justin Roff-Marsh 1:56 PM on July 06, 2012
Rachel. Of course, it's good to put 'some thought' into many things. But that platitude doesn't address the concern Dave and I raised that YOU guys are losing focus.
Why don't you talk about brand dilution, next time? You could discuss how a company could squander its ownership of a concept in the mind of the market by engaging in conduct that causes them to resemble their undifferentiated competitors?
This post is mildly entertaining -- and it has generated a whole bunch of retweets -- but so what? Ultimately, this post (and an increasing number like it) serves only to suggest to the market that Hubspot no longer has anything particularly original to say.
Like everyone, you have two types of readers, the opinion leaders and the followers (the masses). You need to be careful that the leaders aren't slipping out the back door while you're busy entertaining the masses.
Justin
Ron Strauss 6:07 PM on July 06, 2012
Good article that contains information about brand dress, and the role of the logo. Perhaps a future article can more formally tie the role of brand dress into how it serves to support brand salience, brand differentiation and brand engagement, and how all that relates to inbound marketing.
Norman Schimmel 8:09 AM on July 07, 2012
In the early 70's, I created the Tensor Lamp logo with the coin tag- "The Finest name In Functional Lighting". It still continues today (no longer a public company ) in many superstores. The fact of recognition - especially during Watergate (thank you Rosemary Woods) ahd it and the product in novels, etc. In 2001 , I creaed the Normande Lighting LLC logo (see Bed Bath & Beyond and more) as a memorial to 911. The logo has survived because of the company being a success in product/marketing, but probably the executives are the only ones to know the true purpose in addition to acceptance. Before registering , we had focus groups and and major retailer presentations. Despite almost everyone being affirmative, it is modestly recognized. These are MY personal experiences creating logos.
Bryan Walker 3:29 PM on July 07, 2012
Love the evolution of the images. The animal planet one i noticed instantly when they switched, awkward is definitely the word to use here, I'm still hoping for a redo!
Nice saturday read :)
JB Braun 8:09 PM on July 07, 2012
What you have done is illustrate once again - that marketing at its core ... Is a science. One to be studied, one to be ever evolving.
Walt Kuenstler 11:53 PM on July 08, 2012
A logo can be a simple distinguishing mark. Or it can be much more.
The word “logo” is derived from the Greek word “logos”. And logos is going to take us right back to the brand gods.
Logos, pronounced low-goes, is an important term in philosophy, analytical psychology, rhetoric, and religion.
The ancient Greek intellectual Heraclitus (ca. 535–475 BCE) established the term logos in Western philosophy as meaning both the source of the cosmos, and the fundamental order of the cosmos.
Brands today incorporate that classic Greek concept of logos as “idea.” Not just any fuzzy idea either, but the entire universe of a brand’s meaning lives inside its logo.
Camille Paglia, critic, historian, and political blogger, notes, “Art, no matter how minimalist, is never simply design. It is always a ritualistic reordering of reality—the modern artist who merely draws a line across a page is still trying to tame some uncontrollable aspect of reality.”
Keep this in mind the next time you want to complain about the fee charged by the graphic designer you hired to create a logo for your company. She’s trying to recreate the order of the universe, after all.
Tim Riches 7:32 AM on July 09, 2012
Good job FedEx don’t go West!
Andrea 2:23 PM on July 09, 2012
For Pepsi it's probably also important to remark on the bit of scrutiny it used to get for the words having such a close resemblance to Coca Cola's. I figured they were trying to get away from that shadow when they changed the logo. Although I do agree the sphere just looks plain awkward.
Nate Goodman 4:48 PM on July 09, 2012
Where should a small business turn to get a great logo made at an affordable price?
Rachel Sprung 4:49 PM on July 09, 2012
Nate, I would suggest looking into freelance designers who can help out. There are many really awesome freelancers out there who do not charge as much as agencies.
Frank Wehrmann 1:44 PM on July 10, 2012
Dear Nate + the rest of the world,
Go to 6pmarketing.com
We specialize in helping small businesses build solid little brands using big marcom tools scaled to the needs and budgets of small businesses. Cheers.
Sudha 10:00 AM on July 11, 2012
I have a startup travel website http://seekandhide.in/ that offers special places to stay in India. I like my logo as it reinforces my core value and there is an element of "hiding" in the logo itself. Would love to hear your comment on it.
Pat Chiappa 1:09 PM on July 12, 2012
would LOVE to have been the FedEx logo designer - I'm sure they got paid well, but they get no credit.
(and yes, you did blow my mind - I NEVER noticed that arrow)