The Hidden Meaning of Logos: How to Create a Legend
When brand products are mentioned, their commercial attributes always appear in the mind's eye of the consumer: logo, distinctive design or packaging, images from advertising and faces. Therefore, one of the main tasks of promotion is to create a tenacious logo that will simultaneously present the products, the general concept of the company and press the right “buttons” in the perception of buyers. How well-designed logos make people want and buy branded goods, consider the example of Apple and Facebook brand names.
How emblems are created: the secrets of a tenacious image
Commercial and intellectual product logos serve different purposes. Common - recognition and desire to participate in a particular community, class, movement. The differences lie in the fact that the logos of commercial products are designed to seduce and emphasize the status, while the symbols of the information product rather reflect its content.
The more layers of meaning in a logo, the more effective it is. Therefore, the creative development of such signs costs a lot of money. The designer must think of attractive, reasonably catchy outlines and meanings that will be read from the logo. The ideal logo has a capacious universal image that is understandable for different cultures and social classes, as well as letters referring to the brand name.
Moderation is important in a logo. If it is an everyday item, a bright, chic emblem should not constantly attract the eye and distract the consumer. The picture seems to blur and becomes a familiar part of everyday life. At the same time, the brand mark should be unobtrusively striking. This makes it easier to find the item, provides information about the status or involvement of the wearer in a particular community.
A good example is the Apple logo, which is immediately readable, but not annoying in the environment. Moreover, such a universal emblem fits into any style - from elegant classics and luxury to minimalism and youthful extravagance.
Apple and Facebook: what the logos are talking about
The logo should serve several functions:
- convey the features of a product or a manufacturing company;
- be unique and distinguish the product from competitors;
- emphasize the attractiveness of the product;
- be remembered and easily recognized in any environment.
Let's consider the meanings and effectiveness of logos using the example of the world famous companies Apple and Facebook.
The first logo is a typical example of a trademark. She carries a capacious image with a hidden meaning. The concept of an apple also refers to scientific knowledge, creative ideas and insights of Newton, and to the temptation from the Garden of Eden, and to everyday nutritional needs. In fact, Apple's products are delicate technological devices that help in work and play, which, moreover, have become the subject of fashionable desire and special status.
The logo fully justifies itself: simple outlines, recognizable fruit everywhere, universal meanings for all cultures. The bitten apple is already yours, it just “should” fall into your hands. The logo is easy to reproduce in digital and material formats using a wide variety of materials. A pleasant apple image looks organically in any circumstances, regardless of gender, age, wealth and lifestyle of the wearer.
The second sample is the Facebook logo. This is a typical info sign, as the emblem is mainly used as an application icon, to identify a site on tabs, banners, and in search. Here, the positive signs were a calm blue tint, a compact soft outline, a pleasant font, a recognizable capital letter in a mini-version. It is a decent all-round social media option that caters to all tastes and is not controversial.
In the context of a public platform, such an emblem is justified, it is, as it were, an image without an image, with which everyone will reveal themselves in their own way on their pages. The same features can be considered a minus of the logo: it is too amorphous and standardized, easily lost against the background of other blue emblems with an ordinary inscription.
To create an effective logo, it is important to take into account the specifics of the company's activities: what it sells, what feelings the product should evoke. Based on this, you need to carefully select the outlines, shades and symbols that will arouse the sympathy of the consumer and become a pleasant element of his life.
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