Fresh eyes

My top 5 global logos

my top 5 global logos
Simon Turner Freshfield Managing Director

Written by Simon Turner,
Chief Executive & Group Client Director at Freshfield

As the old adage goes, you never get a second chance to make a first impression. As a brand, your first impression is your corporate logo – the first thing people see when they visit your website, read your letter or glance at your brochure.

When designing effective logos we need to learn lessons from the best on the planet, including:

1. Nike
The “Swoosh” is one of the most recognisable global logos, which needs no accompanying brand name. The logo illustrates speed and movement as well as being a positive symbol – all key messages for the sporting brand. The simple and elegant design works equally well in a range of colours, and looks as fresh now as when it was created in 1971. Did you know: the logo was developed by a design student for just $35?

2. Apple
The original Apple logo was a detailed image of Isaac Newton being hit on the head by an apple. This was too complex – could you imagine it on the back of an Iphone? As a result in 1976 the ‘bitten apple’ logo was born. Another logo that requires no text, while its colour scheme has evolved, it remains instantly recognisable around the globe. Did you know: the bite out of the apple is to avoid it being confused with a cherry?

3. IBM
While the Apple logo doesn’t look like a technology brand, the IBM one certainly does. Solid and balanced, made up of eight lines of IBM blue, with the lines representing equals signs – this logo has remained unchanged for 40 years. Did you know: one of the reasons for breaking the logo into bars was to make it look better when photocopied?

4. McDonalds
The “Golden Arches” were developed from the architecture of the original restaurants. Today they make up an eye catching logo which is easily distinguishable even on the most crowded high street. Did you know: all McDonald’s stores and commercials in Canada have a maple leaf in the middle of the Golden Arches?

5. Coca Cola
When it comes to longevity of a logo design – nothing beats Coca Cola. The simple, white on red, Spencerian script font was intended to lure the ‘youthful exuberance of America’ but its appeal has spread far further than intended. Did you know: the logo was designed in 1885 by the inventor John Pemberton’s bookkeeper?

The acid test for any logo is that they graphically represent the brand whilst standing the test of time. If you want to develop a corporate identity that passes this test, please contact us.

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