What does your logo say?

A powerful logo can really have a magical effect on a business. It might be the most important and overlooked piece in the brand building puzzle for a start up because that is really all you have in the beginning. If you are thinking global with your big idea, the image component can be a real image make or breaker. With a strong image, your logo can be memorable regardless of the language.

Apple is a great example. It says what it is, without opening its mouth! Imagery translates into any language. It did not happen the first try however.

If it does not come out perfect, don’t get married to the concept because of cost or ego.

Apple has had three major revisions over the years to its logo. The first was the “Newton under a tree” bit. Yikes!



Designed partially by Steve Jobs, it gave us mortals comfort that God does not let one guy have a monopoly on all the talents. Steve stick with world domination of our eardrums, logo design is not your thing. Maybe the karmic flop of the Apple Newton PDA was a sign beyond the grave from Isaac he was ticked off with the new Newton-free logo. Put into context, look at the computer the logo was trying to sell.



That version was replaced by the rainbow Apple.




Then the monochrome.



Leaving Newton in the trash bin, the remaining two logos have very powerful branding punch. I personally like the rainbow version and find the new sleek logo a little cold.

The Colonel has been through several changes over the years himself. In 2006, they decided to bring the focus back to him. Are you old enough to remember the Colonel when he was sporting a cigar in their logo? Not sure if the idea of linking a wing with cancer or having the Colonel snub out in your mashed potatoes made them drop the stogies. He definitely knows how to get buzz for a new image.

-From the KFC’s PR page. November 14th 2006.

LOUISVILLE, KY - KFC Corporation (a division of YUM! Brands, Inc. NYSE:YUM) today became the world's first brand visible from outer space by unveiling a record-breaking 87,500 square feet, updated Colonel Sanders logo in the Area 51 desert. The event marks the official debut of a massive global re-image campaign that will contemporize 14,000-plus KFC restaurants in over 80 countries over the next few years.

I love this release! Space is always futuristic, it creates some free buzz by being so remarkable and I like the new Colonel. Look close. They gave him more of a Donald Trump comb over, lost the double chin and put an apron on him. No more walking around with a cane just waving. With the makeover he is back in the kitchen as the billionaire-southern -chicken-cook’in-genius!

I have found the recipe to a winning logo, you really only need three ingredients.

Get a fresh perspective:

Nike’s famous swoosh came out of the young mind of an intern hired by Phil Knight In 1971. The initial $35 concept went on to become the most recognized logo in sports and probably the top 10 worldwide.

Keep it simple:

Google

Make it remarkable:

NBC’s peacock is timeless. Coca Cola and Target are right to the point. Those “Franchise Whale people” have one that is hard to forget (Sorry). For your homework assignment, jump out to:

http://www.listphile.com/Fortune_500_Logos

Make a note of which Fortune 500 logos really jump out at you and why. Don’t lose your notes! Before you start designing, your notes represent billions of dollars of very smart people’s logo brainpower. It might save you some time and money when you decide to take over the world with one simple logo.