The top 5 big-brand logos
How does a brand become a household name? There’s no easy-to-apply formula, but there are some common ingredients: a killer product. Constant innovation. A keen focus on beating rivals. Strong roots in communities, be they geographical or interest-based. And most importantly, an emotional connection to consumers that’s guaranteed to endure longer than just the latest marketing campaign..
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The Disney logo is an essential part of the brand’s magic
When it comes to appealing to children worldwide, nothing beats Disney. That appeal is, of course, largely based on its world-class content. But that’s not the whole story.
After all (whisper it), not every Disney film has been that great. And other studios, such as Dreamworks, have created movies and characters that are just as iconic as Disney’s best.
Yet rival brands have never come close to matching that indefinable feeling, that sense of wonder, that a trip to the Disney store – or even Disneyland itself – can evoke.
This branding brilliance is built on several keystones: The fairytale castle motif that gets sprinkled with stardust at the start of every movie; iconic tunes that every child knows the words to; that ever-adaptable mouse ears silhouette.
And right in the centre of it all is a friendly, smiling Disney logo, a sure sign that wondrous things are about to occur.
The fact that the logo is (supposedly) based on Walt Disney’s signature is crucial, because it forges a personal connection between the man who started it all and the present day audience. And that all ties in nicely with the ethos of family togetherness that the brand strives for.
Of course, Walt’s real signature was actually nothing like this logo, and Disney is as profit-hungry as any other mega-corporation. But none of that really matters when you have an audience that wants to believe in magic, and a brand that’s happy to indulge that wish.
Core brand proposition: Fun and magic for all the family.
Coca-Cola’s logo is a true antique, yet still seems modern and relevant, It’s hard to think of a big-brand logo that’s less likely to ever be redesigned. Surveys consistently show that it’s recognised by more than 90 per cent of people the world over.
One of the main reasons for the success of Coca-Cola’s logo is its sheer longevity. The original 1886 logo, written in Spencerian script, is so close to the current design that a time traveller from the Victorian era would easily recognise it today.
The simple lesson is that, rather than constantly updating and redesigning your logo as some brands feel compelled to do, you may well be better off sticking with what people know.
Because just as the more you hear a pop song, the more it lodges in your brain, so it is with logos. Familiarity, in this sphere, is less likely to breed contempt than instant recognition and its associated success.
You can learn more about how the Coca-Cola logo became such an icon in our Design Icon: Coca-Cola article, and read about how the brand uses colour in our 5 ways to use imagery to create better branding article.
Core brand proposition: The tastiest and most refreshing soda around.
How the logo reinforces it: Coca-Cola’s historical script evokes a feeling of longevity and trustworthiness, while its bright red colour adds a sense of youth, brightness and excitement.
The McDonald’s logo is based on the physical arches of one of the original restaurants, The story of how salesman Ray Kroc took a restaurant called McDonald’s and turned it into a world-beating franchise – spending millions on buying the name, concept and store design from the original owners – is a fascinating and complex one. The best way to learn about is by watching the much underrated 2016 film The Founder, starring Michael Keaton.
But once you’ve discovered about all the Machiavellian plotting by Kroc, you still wonder: why didn’t he just start his own restaurant instead? The simple answer, as he told TIME, was: “I needed the McDonald name and those golden arches. What are you going to do with a name like Kroc?"
Those two elements were eventually combined in one brilliant logo design, which has become one of the most ubiquitous on the planet.
In fact, not only do people recognise the logo, they actively seek it out. Just think, if you were looking for a quick bite on a long trip, wouldn’t you (subconsciously or otherwise) be looking out for those distinctive golden arches?
Learn more about its history by reading our article on The story behind the McDonald's logo.
Core brand proposition: Good value, reliable, fast food.
How the logo reinforces it: The two arches invite you to a golden palace of calorific delight, while the ‘M’ for McDonalds conveys a reassuring sense of family and tradition.
Despite the high prices, the Starbucks siren continues to tempt millions towards their caffeine fix daily, If you’re looking for a caffeine fix in a modern city, you’re probably on the lookout for the Starbucks logo. This distinctive emblem does a great job in drawing millions of customers to pay more than they’d like for a coffee on a daily basis. But what exactly does it mean?
When Starbucks was founded in 1971, the Seattle-based company wanted its logo to combine the city’s strong seaport roots with the seafaring history of coffee. After examining a lot of old marine books, someone spotted a 16th century Norse woodcut of a twin-tailed mermaid, also known as a siren.
The idea of a seductress beckoning customers towards their caffeine high was irresistible, and she’s been there ever since. There may have been tweaks and updates to the logo itself, but as the company blog stated during the last tweak in 2015: “the Siren has always been there. She is at the heart of Starbucks.”
She makes a standout logo, alright – just don't ask people to draw it.
Core brand proposition: Good coffee in a convivial atmosphere.
How the logo reinforces it: The emblem provides a link to Seattle’s historic past, adding a sense of depth and tradition to the brand, while the siren herself silently speaks to your subconscious, tempting you with that caffeine hit you’ve been craving.
Increasingly, the Playboy logo is the company
If ever a logo could claim to be a company’s most valuable asset, it’s that of Playboy. After all, few people buy the magazine it was once chiefly known for. And even its soft porn videos are no longer a licence to print money, now they’re competing with free porn on ad-supported websites.
Nowadays, the corporation earns the bulk of its revenue from licensing its logo, which was originally created in 1953 by Playboy art director Art Paul. An enduring symbol of both kitsch and sexual liberation, the rabbit in a tux adorns everything from clothing and beauty products to branded cocktail lounges such as LA’s Bar Fifty Three.
So it was no surprise when, shortly after founder Hugh Hefner’s recent death, Playboy’s top priority was taking legal steps to lock down ownership of the logo, or indeed any other version of it.
Core brand proposition: It’s fun and harmless for men to indulge their sexual fantasies.
The tongue-in-cheek rabbit emblem hints at sexual virility without being at all explicit or offensive, which means it can even be used in public, where children may see it
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