First Impression Matters – Impacts of a Logo

Apple, Pepsi, FedEx and Coca Cola are some of the legendary brands and one of the spontaneous associations amongst them is their logos. Whether it is the bitten apple, the blue and white circle or the text logos in case of FedEx and Coca Cola – all of them stand apart as far as their logo design is concerned. Differentiating a brand from others is a significant move that is important to survive in a business. Simultaneously it is also important to communicate about the benefits of the brand. A well designed logo is a viable tool to market and promote your brand. Therefore, the brand logos can be an effective integrator of the marketing efforts, reflecting the meaning of the brand to the customers. A well designed logo is a perfect medium that the customers use to identify, differentiate and associate the brand positively.

Legacy of the FedEx logo

A discussion on logos is incomplete without mentioning FedEx. This is one of those logos that are legendary with the designers. Over the years the FedEx logo has won around 40 design award and ranks as one of the top ten logos in the world. In fact, almost every professor in design and graphic schools refers to this logo at one point of time or the other. It is discussed to point out the use of negative space. For many, Lindon Leader’s logo is one of the most creative designs till date. It is not because what is included in the design but because of what is not included there. Over the years, inspite of transitions, it has played a positive impact on the brand.

This was carefully crafted in order to utilize the negative space between the ‘E’ and ‘X’ so as to form an arrow. This obliquely refers to movement and express. Thus, it successfully relays the message on behalf of the company although in a subtle tone. This is a smart marketing strategy based completely on the design.

Besides FedEx, there are several other company logos that have evolved with time to keep pace with the altering trends. Colors, graphic symbols and fonts act together in providing the much required edge to a company logo that would keep communicating the message to the potential and existing customers. Here’s a look at the other brands and how their logos have evolved over the years –

Pepsi

It was 1890s when logo was designed for the first time by Caleb Bradham for PepsiCo. It was labeled as Brad’s drink. In 1898, the drink was renamed to Pepsi-Cola which was followed by a scribbled logo script. This was the first Pepsi logo that was used to market the product. However, with the changing phases of the company, the logo, too, evolved featuring the company’s global recognition and innovation. Such continuous changes helped the organization communicate with the customers frequently and it helped them to market the product in various ways.

Apple

Originally designed by Ron Wayne in 1976, the first illustration was a pen and ink one with a quote from Wordsworth’s Prelude. However, Steve Jobs replaced it with a more iconic one. For over three decades, it has been recognized as one of the most innovative designs in the field of logo design. Apple has successfully created brand awareness without even using its name! Its initial rainbow colored logo was further streamlined to make it more stylish. From the brand architecture perspective, the company has successfully maintained a master brand identity. This is also known as monolithic. This means that every product is associated with the Apple name, including, iPhone, iPod, iTunes and iPad. Besides these, there are other products as well, like, the iMac, iLife, iBook and finally, the iCloud.

What is interesting to note is although the ‘i’ is used in every product but there is no ‘i’ brand. The Apple Watch and Apple Pay launched in 2014 associates the brand closely to its name. The use of such a symbol helps the consumers is remembering the products easily and also creates a good feeling.

Starbucks

Opened up in 1986, it was not before 1987 that Starbucks got the siren with a starred crown. The logo was made more contemporary to keep up with the changing trends. There was lot of hullabaloo over its last experiment with the design. In order to convey that their company is environment conscious they have added the green color. Although there was lot of negative feelings about the logo but the loyal customers has stuck to their cup of coffee amidst everything.

When you consider the Starbucks case, one might be compelled to ask whether a logo can actually influence the customers. Keeping in mind its history and customer service, the change of logo might not have impacted the company directly but it might not work similarly for every brand.

Logos impacting businesses is not a new phenomenon. What is significant to note here is that logos do not directly influence the financial performance of a company. Rather they have a considerable effect on the customers’ commitment to the brand, thereby, creating a significant impact on the company’s revenues and profits.