These original and memorable images accompany us everywhere. The logos of famous clothing brands are well known to many fashionistas, motorists will unmistakably recognize the manufacturer by the badge on the hood. What can we say about the trademarks of companies that manufacture household appliances and electronics. They are well known even to children.

Have you ever wondered who and how created the logos of famous world brands? What do they mean? Why does a seemingly simple picture become calling card company and is recognized all over the world? I must say that the history of logos of famous brands is sometimes very interesting. Get to know some of them.

Versace

Not all famous brand logos are as recognizable as this mysterious and catchy sign, which the famous fashion designer has been using since 1978. He became another decoration of his magnificent collections. Since then, the head of the Medusa Gorgon, located in a circle, has become the trademark of this fashion house.

When the couturier was asked questions about the rather strange choice of logo, he replied that it was a symbol of fatal charms and beauty that could hypnotize and paralyze any person. And I must say, maestro Versace achieved his goal - his logo is known all over the world. It has become a symbol of perfect taste, sophisticated style and luxury.

Givenchy

Photos of logos of famous brands often appear on the pages of glossy magazines. This square, consisting of four letters G and similar to a stylized clover leaf, represents strict lines and harmony. Some experts in the field of symbolism are sure that the company used the rules developed in ancient Greece to create it.

Givenchy uses the logo as embellishments and prints that are popular and recognizable all over the world.

Lacoste

Famous brand logos and their names can be found in many fashion magazines. And this little green crocodile does not need advertising, since it has long been a trademark of Lacoste, which is famous all over the world primarily for polo shirts.

Probably, not everyone knows how this sign appeared. It is not a combination of letters that define the name of the owner of the company. Jean Rene Lacoste is a former successful tennis player, in narrow circles he was called the Alligator. He founded his company in 1993, which was focused on sportswear for tennis players.

The trademark was created spontaneously. For fun, one of Lacoste's comrades drew a funny little crocodile, which later became the logo of the new brand. Today, the fruit of this successful, admittedly, joke is one of the most recognizable in the world.

Chupa Chups and… Salvador Dali

If you think that the logos of famous brands are not known to children whose parents are far from fashion, then you are mistaken. A striking example to that - the company Chupa Chups. All the kids in our country know this product. But how is a great artist connected with her?

One of the most famous and prominent representatives of surrealism, artist and graphic artist, director and sculptor, writer has contributed to the development and prosperity of this company. After all, it was Salvador Dali who created the logo of the world-famous sweet candies on a stick. We must pay tribute to the founders of the company - they did not spare a substantial amount and invited the well-known artist Salvador Dali to create the logo.

It should be noted that their costs paid off with interest. The trademark turned out to be bright, simple, interesting and at the same time understandable and unobtrusive. According to the artist himself, this work took him no more than an hour. In the color scheme, he used the colors of the Spanish flag, rounded the letters a little and placed them in a frame.

Nike and Carolyn Davidson

Logos famous companies and brands are sometimes striking in their simplicity. Therefore, many are interested in the question of why they are so memorable. An example of this is Nike and its laconic “tick”. When the company launched a logo competition, Portland State student Carolyn Davidson entered.

It is interesting that then her sign did not cause much enthusiasm among the owners of the company, however, they found it quite promising. It's funny, but for her original work, Carolyn then received only thirty-five dollars. I wonder how much brand owners value their logo now?

apple apple

Logos of famous brands are often striking in their originality. Millions of people around the world know what the Apple logo looks like. And most of them know about the founder of the company, Steve Jobs. However, the name of the creator of this famous logo is known to few. Most people think that Steve invented the bitten apple, but this is a delusion.

At the beginning, Apple had a different trademark (Newton writing something while sitting under a tree). Steve did not like this option, because from his youth he gravitated towards minimalism and simplicity. He said: "Icons should look like they want to lick."

He set such a difficult task for Rob Janova, a designer involved in a new Apple logo. The only desire voiced by Jobs: "Don't make him sugary." A few weeks later, Steve had several sketches of rainbow apples (bitten and whole) on Steve's desk. Jobs chose the well-known option, which seemed to him more interesting and original.

NeXT

Famous brand logos sometimes have a special meaning for company owners. It happened to the founder of the company Apple Steve Jobs. He had to face many problems in his life. He was even fired from the company he founded. But Steve cannot be attributed to people who are broken by life's adversities. After leaving Apple, he very soon founded another manufacturing company. computer technology and named it NeXT. The name turned out to be symbolic - "next". This was probably how Jobs emphasized that he was unstoppable, and he would create the next company with even more enthusiasm and fuse.

But back to the history of the creation of this world-famous logo. He was commissioned to develop the famous graphic designer Paul Rand. He gave Jobs a strict condition: “You pay me $100,000 for one version of the logo that you are sure to suit.”

As a result of this collaboration, the world recognized the inscription NeXT, made in the style of Steve Jobs. The sketch was accepted immediately, without edits. The only thing Steve wanted to change was highlight the letter E in yellow. It is impossible not to say that Paul Rand previously created logos for the huge computer corporation IBM, the worldwide UPS delivery service, and more than a dozen medium and small companies.

Coca Cola

When we see the logos of well-known brands, which undoubtedly include the Coca-Cola Corporation, it seems that they were developed by teams of professional marketers and designers. But in this case, things were different. The logo for this company was developed by an ordinary employee of the company, accountant Frank Robinson.

At that time, the company did not yet have its current name, and it was Frank who chose it - Coca-Cola. He placed the name on a red background, and used the standard cursive at the time to write it. Such a font was then considered the standard of calligraphy. This is how one of the most recognizable logos of our time appeared before the world. True, about once every ten years, the company slightly modifies its trademark. But the special font remains unchanged, as well as red and white colors.

three-beam star

All motorists dream of owning a car with such a logo. Mercedes was founded in 1926. And the logo, known all over the world today, appeared much later. The company voices the official version of its meaning as a trinity - air, earth and water.

It is in cars (on the ground), in boats and yachts (on the water), in airplanes (in the air) that engines produced in factories are used. There is also an unofficial version that says that for the first time such a star was used by Gottlieb Daimler, the founder of Mercedes-Benz. In a letter to his wife, he used this symbol to indicate the place where their new home would be built. The sons of the founder of the company slightly modernized the father's star, and it became the company's logo.

The three most popular stripes

And this logo represents not just a brand, but a huge industry that has been a trendsetter in sports fashion for several generations of professionals and sports fans. For a long time, the company's logo was a shamrock and three stripes.

An interesting fact is that designers were not involved in creating the logo. Its concept was proposed by the founder of the company - Adi Dassler. For 22 years (until 1994), the trademark was unchanged. But then new trends in fashion forced the specialists of the well-known brand to somewhat rework the trefoil, beloved in the world. Now the company's products are decorated with a logo, which is a triangle, made in the old traditions. The theme of the three stripes was retained.

Since 2008, the company has been releasing a separate collection of shoes and clothing called Adidas original. She combined the fashion of the 80s, as well as the original logo, which was created by Adi Dassler.

Calvin Klein

This brand began its existence back in 1942. His logo was created immediately. However, it became recognizable only 30 years later, when the designer introduced the jeans line to the world and placed the logo on the back pocket.

Later, it began to be used not only as a sign of recognition, but also to serve as a navigator through the collection. The dark logo stands for top-level clothing, gray for permanent clothing lines, and white for sportswear.

Famous brand logos: Brandomania game

If you are interested in the history of trademarks of companies, then you will surely be interested in a new game. A few years ago, it appeared in the West, and now it is winning the hearts of gamers in our country. The game "Brandomania" consists of seven levels, they open as you progress through the previous ones. For experienced brandomaniacs, three special levels have been created, over which you will have to rack your brains in order to achieve good results.

"Brandomania" has a relaxing dynamic. It is best played by multiple people. It is desirable to answer the questions the first time, then you will be able to collect the largest number of prize coins. Of course, the game is designed for those who know at least some logos of famous brands. The game (answers may not be very simple) suggests the possibility of using hints. To do this, you need to click on the "light bulb" icon, and you will see information about an unknown brand. And the "bomb" will remove most of the letters, and you will need to guess which word is hidden behind the rest.

The design of the game is quite simple, the control interface is clear. We must pay tribute to the authors of the game for the fact that they not only changed the logos beyond recognition, but also retained their main features. According to those who have already mastered the first levels, guessing the answers to "Brandomania" is really interesting.

Nizhny Novgorod State Technical University

them. R.E. Alekseeva

Department of "Public Relations, Marketing and Communications"

Discipline:brand management.

« Trademark and its value»

Completed:

Trushanov V.

Gr. 06-SSO-1

Accepted:

Prokhorova M.V.

Nizhny Novgorod, 2010.

Introduction 3

1.Brand 3

1.1 Definition and types of trademarks 5

1.2 Brand value added 7

1.2.1 Source of brand value added 8

1.2.2 Origin of brand value added 10

1.2.3 Brand positioning strategy 10

1.3 Brand identity 12

2.Brand economic effect 14

2.1 Brand, market share and earnings 14

2.2 Trademark lever system 15

2.3 Brand niche value 17

2.4 Consumer brand loyalty 17

3.Brand protective barriers 19

3.1 Development opportunities 19

3.2 Stimulation of interest groups 20

4. Conclusion 21

5. Literature 24

Introduction

Building a successful brand is key marketing strategy and marketing management. A strong trademark provides the company with customer loyalty and prevents the implementation of aggressive plans of competitors.

If the company's offer does not stand out in any way from the competition, will consumers be interested in it, will they choose products on the basis of "cheaper" or "most affordable"? Managers who rely on competitive prices manage to achieve impressive results, rather in exceptional cases. If buyers believe that a certain brand has advantages over others, they will choose it and will readily give money for it.

The development of brand capital is the main task of the top management of the company. A typical British or American company is valued on the stock market at about twice its book value. At the same time, companies with strong trademarks are valued by the stock exchange at four times the value of their assets. Nowadays, a successful brand is very expensive. Nestle bought Rowntree for £2.5bn (six times the value of the latter's assets). GrandMet paid $1.2 billion for Heublein—essentially for the right to own the Smirnoff trademark in the US. A recognizable trademark is taken or leased, licenses for its use are sold. For example, Sunkist receives £10m annually for the use of its trademark by Cadbury-Schweppes, GeneralMills, Lipton and Ciba-Geigy.

By attracting and retaining consumers, successful brands ensure that firms thrive. Having won loyal customers with their help, the company gets the opportunity to strengthen its market position, maintain reasonable prices and stable flows. Money which, in turn, raises the price of the company's shares and provides a basis for its further growth. The question of a trademark is not only one of the characteristics consumer market, the answer to it is of great importance for both business markets and service providers, retail and recruiting organizations.

The purpose of this work is an:

1) consideration of the characteristics of a "strong" brand

2) study of the features of its creation and development.

It can also be distinguished a number of tasks, which were set in this work:

1) Find out what a trademark is, and what is the individuality of different brands;

2) determine what a successful brand is, how it develops, functions and what protective barriers it has;

3) learn how a successful brand, by increasing the value of the product in the eyes of consumers, contributes to the growth of assets and cash flows that are so important for shareholders.

1 Definition and types of trademarks

Most manufacturers try to distinguish their product from a number of similar ones. To do this, they "mark" the product with a trademark, i.e. own name, emblem or design, or more often a combination of both, which is the distinguishing mark of the supplier. The company's task is to achieve not only a high degree of consumer awareness of the brand, but also to ensure that buyers give preference to its brand among competing brands. After all high degree customer awareness of the product is not always accompanied by adequate market demand.

In such cases, negative trademarks are meant (when its “proper name” is rather not a valuable advantage, but an obstacle to conquering the market) - « Woolworths», « midlandbank», « Skoda».

A successful brand is distinguished by the fact that it meets the functional expectations of consumers, but also represents some additional value for them, satisfying certain psychological needs. The basis of this added value is the belief that this brand is better and more preferable than similar products of competitors.

The most influential brands in the world

There are the following types of brands:

· Single brand of the company. Brand names such as "Philips", "Mercedes-Benz" and "Heinz" are the same as the names of the respective companies and are assigned to most of the products they manufacture.

· Individual brand names. The opposite approach: companies Unilever and Procter& Gamble have developed trademarks for each of their products ( « Pepsi», « Surf», « Domestos», « Fairy» etc.) and rarely mention their own names in advertising.

· Brand groups. Some companies combine groups of products under one (generic) brand name. For example, a corporation « Matsushita» supplies electronic equipment under four generic names: « National», « Panasonic», « Technics» and « Quasar» .

Single brand names have the advantage of being more economical, more recognizable, and generally easier to market in terms of marketing investment. On the other hand, individual names make it possible to more clearly segment the market, reduce the potential losses of the supplier in the event of a failure of one of his brands. Mixed approach and branding of a group of products is an attempt to balance these two advantages.

The tendency to expand the family of independent brands (practice Unilever and Procter& Gamble) left in the past: the risk of failure is too high at high marketing costs. Today, companies focus on one or more established brands, using them as an umbrella or base for production. additional goods and services (brand extension strategy).

2. Added brand value

The question of added value - the subjective beliefs of the consumer - lies at the heart of building a successful brand. The existence of such beliefs is confirmed by countless examples. Tests that ask consumers to rate competing products blindly, without labels, often reveal a lack of strong preferences. But if the product is named Marks& Spencer. FinancialTimes. Sony or Cadbury, there is a decisive turn in consumer preferences. Consumers not only choose a strong brand, but also willingly pay a higher price for a well-known name.

For example. A group of consumers were asked to rate drinks « Coke» and "Pepsi» . During blind testing (the names of drinks were not indicated), 51% of respondents preferred « Pepsi» and 44% - « Coke» . In open testing (with brand names), preferences were on the side of drinks « Coke» (65%), and « Pepsi» got only 23%. Tests like these often demonstrate the amazing power of brands.

The magic of trademarks extends beyond consumer goods. In what has become a classic study, Harvard Business School professor T. Levitt convincingly proved that brand image significantly influences the purchase decision. industrial equipment. The more famous the brand name of a new product is, the higher the likelihood of a favorable attitude of the buyer towards it and the soonest acceptance of the new product.

With the development of global marketing, the importance of brands is increasing. For example, in the international construction market, US-trained engineers and consultants lead the roster of equipment and materials selection specialists. Working in Asia and the Middle East, they usually opt for well-known international brands, as a result of which local manufacturers decide on large contracts.

It often happens that some things are not called by their proper names. A full-fledged photograph is called a "picture", and the composition is easily renamed into a "perspective". I no longer take into account when such concepts as contrast, saturation, brightness are mixed together ...

Well, God bless them, with compositions and brightness. I admit that people who are not involved in design or graphics, in general, do not need it and are not interested. But the whole trouble is that this category of “uninitiated” includes our beloved customers and, even worse, the so-called “colleagues”.

For customers, by and large, ignorance is excusable. But really, why does the customer need to know what a “modular grid” is and what trajectory your mouse should describe on the rug in order to ultimately get an attractive and interesting design. The customer also does not care what you call the thing that you draw for him - the original layout or something else. He doesn't have to know. He pays you money. And part of the money he pays you precisely for the fact that you know how this or that thing is called correctly.

With ordinary people (read, customers), everything is clear. But here's what to do with those who, by virtue of their profession or duties, are simply obliged to know "who is who" and call everything by their proper names.

Unfortunately, among us (designers) there are people who try to design without knowing elementary concepts and replacing the original concepts with their conjectures. Yes, it is clear - beginners, it is clear - they have just begun to master the basics of the craft. But, before you sit down with Photoshop and Illustrator, you must first sit down with smart books. It makes me want to exclaim:
Gentlemen "designers", an urgent request - learn the mat. part!

Let's continue, together we will try to figure out "xy is xy" and derive precise definitions for the following concepts, which are so often and often incorrectly used in identity. Today we will break down what is:
Logo
Sign (Brand name)
Emblem
Trademark (Trademark, Trademark)
Brand block

As it turned out, the task is not as simple as it might seem at first glance. Initially, I turned to official sources (so that later I would not be accused of replacing the original concepts with my conjectures) and began to delve into the legislation. And immediately the first failure - in the patent laws of at least two countries (Russia and Ukraine), there are no definitions for some concepts at all. My next step was to shovel through encyclopedias and search for exact definitions of these concepts in them. And it seems that the second approach to the issue turned out to be more successful, but, during the search, one nuance emerged that cast doubt on the reliability and “weightiness” of the data obtained from these same encyclopedias. Namely: in encyclopedias, the concepts of “Brand Name”, “Trademark” and “Trademark” are simply written under the same definition. And if for the concepts of "Trademark" and "Trademark" such an identity is very likely, then the concept of "Brand Name" falls out of this series somewhat.

After we analyze in detail each of the above concepts and deduce their decoding, it will become clear how the “Brand Name” and “Trademark” differ and why, in principle, these two concepts cannot be substituted for each other.

So, let's start from the very beginning.
Logo

We are accustomed to calling everything that does not fall into the logo. As soon as some graphic element is used in the main symbolism of the company (organization, structure, fund, association - hereinafter referred to as the "Company"), everything is a logo. Although this is far from true.

Word "Logo"(English Logotype) comes from the Greek language: logos (word) and typos (imprint). There are no other options. And, accordingly, there are no decryption variations:
The logo is the original graphic design of the name.

Everything! No signs, pictograms, symbols - the inscription of the name. And whether it is abbreviated or full, classic typography or exquisite calligraphy - these are all nuances.
All other formulations are from the evil one.

Compaq (Figure 1) is a classic example of a logo that uses original lettering to emphasize the uniqueness of the logo. The Axeda logo (Figure 2) also uses the original style, with the addition of a separate graphic element (a parallelogram above the letter “e”). The symbolism of Microsoft Corporation is a textbook example of a logo (Figure 3). The original typeface without the use of "alien" graphic symbols, is slightly "diluted" with a graphic element (in the letter pair "os"), which only emphasizes the originality of the logo style. As an example, the Samsung Corporation logo is very interesting (Figure 4). In the outline of the logo, in addition to the original typeface, a graphic element (oval) is used. Nevertheless, this element is so correctly connected with the text part itself that it is, as it were, its organic continuation.

Sign (Brand name)

Quite often, for the original graphic identification of the company, one logo is not always enough. Agree that only the graphic style of the name (albeit in original performance), can not always convey (convey) necessary information about the company to the end user. It is for these purposes that the sign is used.

In other words, a brand name is an additional graphic identifier of the company, designed to enhance the impact of the logo or convey additional information about the company, which, ultimately, should improve the effect of identifying this company among similar ones.

So it turns out that: a brand name is a unique graphic element used to identify a company and carrying encoded additional information about the company (merits, areas of activity, etc.).

So we deduced the wording for the concept of "Brand name". The only thing is that it came out quite long and indigestible, and therefore, let's try to unify it and shorten it a bit:
A brand name is a unique identifying graphic element.

As a rule, a brand name is used together with a logo, but this is not a dogma, and in some cases, when it is appropriate and justified, it can be used as an independent element of identification. A striking example of this is the Nike brand name.

The world-famous Nike slash is a classic example of a brand name (Figure 5). As applied to the sign, the synonyms are "dynamism" and "activity", which directly reflects the company's sports direction. The nVidia brand name (Figure 6) is a stylistic image of the eye, which also deciphers the company's main activity - the production of graphics chipsets. A very interesting example is the corporate logo of the General Electric Corporation (Figure 7). The main element of the sign is the abbreviation of the name of the corporation, two capital letters "G" and "E". The sign is made in an exquisite style, which emphasizes the "elite" and "uniqueness". With the decoding of the Mitsubishi Corporation brand name (Figure 8), everything is simple and logical. Translated from Japanese, Mitsu (three) and Bishi (diamond). What, in fact, is clearly reflected in the company's mark - three diamonds.

It is also worth mentioning the abbreviations. Often, both a logo and a sign can either consist of an abbreviation or contain an abbreviation. But at the same time, the abbreviation is not an independent element of graphic identification.

Figures 9-10 show examples of the use of abbreviations in the logos of the computer corporation IBM (International Business Machines) and the media holding CNN (Cable News Network). Actually, the logos themselves consist of abbreviations. Figures 11 and 12 show brand names of Premier Magnetics and Baltic Line Advertising, which are made in the form of abbreviations.

And a few more nuances that are not a dogma, but which you should know about the logo and brand name:
In the “Logo + Brand Name” combination, the logo is usually primary. The logo can be used without a brand name. The brand name can also be used separately from the logo. But, in most cases, the logo and the sign are parts of one whole.
The Logo and the Trademark are separate, independent elements. Sometimes there are variants of symbolism, where the sign is "sewn" into the logo, but, as a rule, these are not the best examples of logo and sign construction. Such "logo signs" often do not fully work for their owners.
A distinctive feature of both the logo and the brand name is originality. They should be as different as possible from the symbols of other companies (at least from the symbols of direct competitors).
Also, in most cases, the synonym “simplicity” is applicable to the logo and sign. Nice logo(sign) - a graphically simple symbol that should be easy to read, remember, and reproduce.
Simplicity is also desirable in color schemes. The fewer flowers, the better. The minimum number of colors in the symbolism simplifies its reproduction and increases memorability. There is no reason to make multi-color or full-color symbolism unless it is ideologically, logically or conceptually justified.

Emblem

The word "Emblem" (eng. Emblem) comes from the Greek language: emblema (relief decoration). The definition goes like this:
"The emblem is a conditional or symbolic image of a concept, idea."

Everything seems to be clear, but in fact nothing is clear. The definition is so vague and generalized that it is impossible to draw a clear conclusion from it about what the emblem should be. Let's try to figure this out together.

The first conclusion we can draw from deciphering the concept itself: the emblem is a relief decoration.

The second point is that the definition does not express clear restrictions on the graphic appearance of the emblem. From this we conclude that the emblem can contain a variety of graphic identification elements. Sometimes, even very complex and rich in details.

And the third point - from the same definition we come to the conclusion that the emblem is used in the designations of global "concepts" or "ideas", and not for "graphic design of the name" (as in the case of the logo), and not in the form of "a unique graphic element ” (as in the case of a brand name).

Typically, emblems are used to identify military branches, football and hockey clubs, schools, universities, etc...

An example of the emblem of one football team in Tunisia (Figure 13). The emblem of the Ukrainian football club "Dynamo Kyiv" (Figure 14). The emblem of the "Department of Imperial Security" (Figure 15). An example of a college emblem (Figure 16).

In the light of all the above, one interesting observation has emerged. Figure 17a shows the logo of the Ford automobile concern. On the right, in Figure 17b, the same logo, but with the implementation of the volume of some elements of the logo. Logically, it turns out that on the left we see a classic logo that meets all the requirements of this concept, and on the right we have an emblem, which, nevertheless, does not cease to be the original logo.

All three concepts mean the same thing, therefore, for convenience, we will operate with only one of them, namely, the Trademark.

Everything is simple here - in the patent law there is a clear designation trademark:
« Trademark- a designation capable of distinguishing, respectively, goods and services of one legal or individuals, from homogeneous goods and services of other legal entities or individuals.

"Law on Trademarks, Service Marks and Appellations of Origin" the Russian Federation). The same definition, formulated a little differently, is available in Ukrainian legislation.

In fact, the Trademark has no restrictions on graphic style, typography, saturation of graphic elements, colorist, etc.

As a Trademark, both an emblem (logo, trademark) and other graphic symbols that do not fall under the definitions of the above identification elements can be used.

It makes no sense to give examples of Trademarks - go to any supermarket and you can see them on the shelves, in huge quantities.
Brand block

We have already analyzed the main elements of identification, it remains only to complete the picture. So - the corporate block. Everything is simple here:
"Brand block - the original location of the logo and brand name, relative to each other."

There is nothing more to say here. Figures 18 and 19 show examples of horizontal and vertical arrangement of elements in the corporate block. Naturally, there are an innumerable number of location options - here are two of them, the most common.

Atelier - horizontal placement of elements of the corporate block, relative to each other. Backplane - vertical placement of elements.

So we figured out the main elements of the identity. Of course, this essay cannot be considered flawless and complete, but I did not try to delve into all the nuances, trying to derive only the fundamental principles for the formation of identity elements.

Also, beyond the field of our gaze there were others, no less important elements visual identification, but we will talk about them some other time ...

| 31.07.2014

Almost every popular company has redrawn its logo at least once during the entire period of its existence. The reasons for this could be different - a change in direction of activity, rebranding, the need to keep up with the times, a way to keep up with competitors.

Each of these enterprises certainly has its own interesting story about the evolution of the trademark. We have prepared an interesting assembly, which shows the development of the symbols of global companies that are recognizable all over the world today. You will see how very different the very first logos were from the ones we are used to today.

Engineering and IT

Canon

Founders: Saburo Uchida and Goro Yoshida.
Year: 1937.
Country: Japan.

The global company for the production of photographic equipment and other devices was originally called Precision Optical Instruments Laboratory in Japan. The first camera was released under the Kwanon brand. The emblem was the image of the Buddhist god of mercy. Soon the brand name was changed to Canon.

In 1947, Precision Optical Instruments Laboratory was renamed Canon Camera Co. It has become important step in its development.

The improved Canon logo we see today was introduced back in 1956. It is noteworthy that after 58 years he looks just as stylish and presentable.

Nokia

Founder: Knut Frederik Idestam.
Year: 1865.
Country: Finland.

Nokia got its name from the river Nokianvirta, which flowed next to the factory (then, in 1868, it was a simple paper mill). Then the first emblem with a fish was applied to all products.

In the early 1920s, Nokia Corporation, Finnish Rubber Works (rubber products) and Finnish Cable Works (cable) merged. The latter in the 60s launched a new department of electronics, after which, in 1963-1965, two devices were released - the first radiotelephone and a modem.

Over the next 30 years, the company's logo was modified several times. The current logo is the word Nokia with the slogan "Connecting people".

Intel

Founders: Robert Noyce and Gordon Moore.
Year: 1968.
Country: USA.

When Gordon Moore, one of the founders largest company in electronics, suggested that the company be named Integrated Electronics, his friend, Robert Noyce, agreed, but recommended that the name be shortened to Intel.

During the entire existence of the enterprise, the logo has changed twice. The current version was approved in 2005.

Microsoft Windows

Developer: Microsoft Corporation.
Year of release: 1985.
Country: USA.

The corporate graphic symbol of the first versions of Windows, which, by the way, were not full-fledged operating systems, but were only extensions for MS-DOS, outwardly resembles a blue window.

Starting with Windows 3.x, in the early 90s, 4 new colors appear in the sign - red, green, blue and yellow, and its shape becomes wavy, which adds dynamism to the drawing.

With the release of Windows XP in 2001, the symbol again undergoes impressive changes. Although the idea of ​​four colors remained intact, the drawing became more understandable and not as cumbersome as the previous one. In addition to being associated with windows, this sign resembles a flag in many ways.

But the last symbol, designed for Windows 8, has sharply departed from the usual framework. Swiss style, simplicity and lightness, lack of realistic graphics - these are the main rules that guided the designers when creating it.

Apple

Founders: Steve Jobs, Steve Wozniak and Ronald Wayne.
Year: 1976.
Country: USA.

The first emblem of the future global corporation was proposed by one of the founders of Apple - Ronald Wayne. An engraving of Newton under a tree, wrapped in a massive ribbon with the inscription "Apple Computer Co.", looks quite interesting, but only from the point of view of art.

Soon, Steve Jobs decided to change the Apple logo. A designer named Rob Yanov helped him in this. The "rainbow" bitten apple served the company faithfully from 1977 to 1998.

Subsequent Apple symbols changed only their color - at first the apple was repainted in laconic black, and since 2007 it was made metallic and reflections were added. The form remains intact.

Samsung

Founder: Lee Byung-chul.
Year: 1938.
Country: South Korea.

The word "samsung" in Korean means "three stars". In the first corporate blocks of the company, the image of stars was used in several versions.

The new logo, which is still relevant today, was introduced in 1993. Then the company celebrated its 55th anniversary. The stylized Samsung inscription inside a blue ellipse has become a well-known and recognizable logo all over the world.

LG

Founder: Ku In Ho.
Year: 1947 (opening of the first company of the conglomerate LG Group - Lak Hui Chemical).
Country: South Korea.

LG Electronics (Lucky Goldstar) was formed in 1995 as a result of the merger of two companies - Lucky Chemical Ind. (formerly Lak Hui Chemical) and Goldstar.

The slogan of the company is the phrase "Life is Good". The letters "LG" in the logo are painted in gray, and the logo is made in the form of a kind of red smiley face.

Auto and Moto

mercedes benz

Founders: Karl Benz, Gottlieb Daimler and Wilhelm Maybach.
Year: 1926.
Country: Germany.

In 1909, the well-known and still three-pointed star became the trademark of the Daimler Motoren Gessellschaft (DMG) for the first time. What does this symbol mean? There are several legends, one of which is the most common. Since the company was engaged in the production of not only cars, but also engines - ship and aircraft, a star with three rays indicated the success of this brand in three directions - on land, on water and in the air.

At the same time, Karl Benz, the creator of the first vehicle with a gasoline engine, used as an emblem a laurel wreath with the inscription "Benz" inside it.

In 1926, having survived the First world war, DMG and Benz merged to form the Daimler-Benz concern. New emblem also appeared as a result of the merger of the signs of these two enterprises - a three-beam star was placed in a laurel wreath, and after some time the wreath was replaced with a regular circle.

Volkswagen

Manufacturer: Volkswagen AG.
Year of foundation: 1937.
Country: Germany.

The first brand name for Volkswagen, according to one version, was developed by a Porshe employee, Franz Xavier Reimspiss. In appearance, the symbol can be seen with the naked eye, at what time and where it was invented.

As the years passed, Nazi features were removed from the brand name, the frame was replaced with a circle, then a square, and the color was changed to blue. But one thing has remained unchanged until now - the letters “V” and “W” recognizable all over the world.

Peugeot

Founder: Armand Peugeot.
Year: 1810.
Country: France.

The first sign with the image of a lion standing on an arrow was registered in 1850. Its author is the jeweler Julien Belezer.

Over the years, Peugeot has modified the lion more than once, adding to it either a mane or a muscular body. The symbol of the lion is firmly entrenched in the Peugeot brand, where the king of beasts means reliability and success.

fiat

Founder: Giovanni Agnelli.
Year: 1899.
Country: Italy.

When the Fabbrica Italiana Automobili Torino company was created in the Italian city of Turin in 1899, the first emblem was created for it in the form of a sheet of parchment with the same inscription.

In 1901-1904, the logo changed dramatically, having received a new, corporate font. He wrote the word Fiat, framed by a decorative pattern.

The next significant redesign took place in 1931-1932. The emblem was given the shape of a kind of shield, all decorating elements were removed, the letters were stretched in height, and the background was made red. In this form, the sign was used until 1968, after which it was again thoroughly altered.

Today, the Fiat logo has a chrome rim and a rich red background, on which the letters FIAT are located, written in a familiar font.

Ducati

Founders: Andriano and Marcello Ducati.
Year: 1926.
Country: Italy.

Initially, the direction of the Ducati company was the production of radio equipment, which the brothers Marcello and Andriano were very fond of.

Demand for radio equipment declined significantly after World War II, and Ducati, which came under public administration, engaged in the creation of engines and vehicles.

In the period from 1949 to 1975, the company, which already produced full-fledged motorcycles, added two wings, then one to its graphic sign.

The modern Ducati logo is a triangular red emblem with a white stripe track inside, a reminder that Ducati motorcycles were born for speed.

Harley-Davidson

Founders: William S. Harley; Arthur, Walter and William Davidson.
Year: 1903.
Country: USA.

Throughout the existence of the Harley-Davidson company, their motorcycles have changed countless times, as well as emblems. They came in different shapes and colors, but the Harley-Davidson inscription was invariably present on each of them. We will look at just a few.

In 1940, the company introduced the metal logo, which was used until 1946.

In 1955, a large “V” appears in the background of the classic Harley-Davidson lettering, in honor of the famous V-twin engine.
After 6-7 years, the Harley emblem becomes like a sight and a four-pointed star.

But the most recognizable logo of the legendary motorcycle manufacturer called "Bar and Shield" is covered with a halo of mystery, since its author, alas, is unknown. However, this sign was invented in 1910, after which, in 1911, it was patented.

Yamaha

Founder: Thorakusu Yamaha.
Year: 1897.
Country: Japan.

Phoenix with a tuning fork in its beak is the first symbol of the world famous Japanese company Yamaha. In 1927, a brand name appeared in the form of three crossed tuning forks, resembling a three-beam star. It is used to this day. It is believed that this pattern means a strong relationship between the three main ways of the company - technology, production and sales.

Today, Yamaha produces sound equipment and a huge number of musical instruments, and the Yamaha Motor Company, as part of the Yamaha Corporation, is largest producer motor vehicles.

Food

Twix

Manufacturer: Mars Inc.
Year of release: 1967.
Country: UK, USA.

In 1967, the first bars called Raider were released in the UK. 12 years later, in 1979, the name was changed to Twix, and the product itself was imported to the United States of America. The name Twix was formed from two words - twin and bicsuits. Today these bars are known all over the world, and in some European countries they are still sold under the original name Raider.

Nestle

Founder: Henri Nestle.
Year: 1866.
Country: Switzerland.

The name of the largest food production company is also the name of its founder. The family coat of arms has become a trademark - a small nest with birds, where the mother feeds three chicks. Patented in 1868, this symbol has remained virtually unchanged to this day. Only 20 years later, in 1988, one chick disappeared from the drawing. There is an opinion that this was done in order to adjust the sign to certain standards, because in those days American and European families for the most part preferred to have two children.

McDonald's

Founders: Brothers Richard (Dick) and Maurice (Mac) McDonald.
Year: 1940.
Country: USA.

The first McDonald's logo featured a chef named Spedee. The modern version of the brand name in the form of golden arches was invented in the early 60s by Jim Schindler. And for more than half a century, people from all over the world have recognized the popular chain of fast food restaurants by just one stylized yellow letter M.

La Vache Qui Rit

Founder: Leon Bel.
Year: 1921.
Country: France.

The first design for the processed cheese La Vash Kee Ree (French for “Laughing Cow”, known in Ukraine as “Vesela Korivka”) was invented by the owner of the company, Leon Bel. But the symbol that we know now is different from the original. Only 3 years after its appearance, the company showed the public a brand name in the form of a red cow with earrings in its ears. In this illustration, the so-called Droste effect is used - the same cow with earrings is depicted on the earrings of a cow, on which, in turn, a cow with earrings is also drawn, and so on ad infinitum.

Initially, the drawing looked rather creepy for many consumers, which they tried to fix over time. The almost demonic features of the cow's muzzle were smoothed out, after which the cow became more like a kind and smiling one.

Chupa Chups

Founder: Enric Bernat.
Year: 1958.
Country: Spain.

The trademark and name of the most popular lollipops were registered in 1962. Fans of the Spanish artist Salvador Dali will be pleasantly surprised by the fact that the entire image for Chupa Chups, which is still used today, was designed by him. It happened in 1969. The new Chupa Chups logo looks like a camomile with eight petals.

Coca Cola

Founder: Asa Griggs Candler.
Year: 1893.
Country: USA.

The legendary Coca-Cola logo, written in calligraphy, was coined back in 1886. Since then, it has remained virtually unchanged. The trademark was registered at the end of January 1893.

In the early 1980s, the company, focused on a marketing battle with competitor Pepsi, launched a new re-formulated drink called New Coke and… failed. Few expected that the reaction of American consumers would be so negative - Coca-Cola was sued numerous times to keep the classic drink on the shelves. Naturally, New Coke did not last long on the market, and the usual Coca-Cola was returned to the market.

Pepsi

Founder: Caleb Bradham.
Year: 1903.
Country: USA.

The Pepsi-Cola trademark was registered in the summer of 1903. After nearly 10 years of bankruptcy and crisis, during the Great Depression of the 1930s, Pepsi showed the Coca-Cola company for the first time what it was. strong competitor, selling his drink at the same price, but in bottles twice as large in volume. In the 50s, Pepsi confidently took second place in the market after Coca-Cola.

The three-color circle version of the brand name that we are used to seeing now was first presented to the public in 1962, along with the exclusion of the “Cola” prefix from the brand name. In 1991, the word "Pepsi" was decided to be removed from the circle and written next to it. It's funny what modern man easily recognizes this company by only one drawing, without a signature.

The history of logos of famous brands is very entertaining and interesting, it will be extremely useful to get acquainted with it for those who are planning to open their own company and want to do everything correctly. After all, there are several rules for successful brand development that should be taken into account. And then a positive result is guaranteed!
If you need to create a logo, seek the help of professionals.

A logo is a graphic representation of a trademark. It is created for easy recognition of the company's brand among consumers.
The logo should be unique and of high quality, to attract the attention of the buyer. The logos were created in order to differentiate the products of manufacturers from the same industry.

The KOLORO company is engaged in the development of one-of-a-kind logos.

There are several types of logos:

1. Logo "Letter" - one or more letters are used.
2. Logo "Symbol" - is depicted in the form of graphic or alphabetic symbols.
3. Logo "Emblem" - a graphic element of the image and text.
4. The Logoslovo logo consists of letters only.
5. Abstract Sign Logo - creates a visual form of the company concept with the help of a symbol.

The first logo in the world

The first logo in the world was the image of a dog listening to a gramophone. The dog's name was Nipper.
One of the brothers of the Barro family saw how the dog likes to listen to the Edison-Bell phonograph and decided to capture this moment by drawing the picture "Dog listening to the phonograph".

In 1900, Marc Barraud's brother, Francis, took Nipper's drawing to a disc gramophone company. The owners of the company really liked the picture and they decided to release their goods with this image. But the original version of the drawing, which depicted a drum gramophone, was replaced with a disk one. The drawing became the first trademark of companies: HMV music stores, RCA, Victor and HMV records. The company also began to produce records with Nipper's drawing.
The logo currently uses the music channel of the HWV store.

The evolution of the logos of world brands

The logos of world brands did not always look stylish and concise. Some companies, even though they are popular with consumers, have redesigned their logos. Main reasons:

• change in direction of activity;
• following new trends.

Let's look at a few examples of the evolution of company logos.

• Apple Global Corporation

The first logo of the company was an engraving with Isaac Newton under an apple tree, which was wrapped around a large ribbon with the signature "Apple Computer Co" (1976-1977). The designer of this logo was one of the founders of the company, Ronald Wayne. After the departure of Ronald, the logo was changed.

The second Apple logo was designed by Rob Yanov. Nothing remains of the company's old logo, except, perhaps, the idea of ​​a fruit falling on Newton's head. Apple's new brand name is the rainbow bitten apple (1977-1998).

The logo that we see now on Apple products was changed in 2007. The “apple” became metallic with reflections, but the shape remained the same.

• Samsung

Samsung means "three stars" in Korean. The company was established in South Korea. The first three logos used the stars and the Samsung name.

In 1993 the company decided to create a new logo for its 55th anniversary. It exists to this day. It is a blue ellipse in the center of which "SAMSUNG" is written in white stylized letters.

• Twix bars

The first bars were produced in 1967 in Britain. They were called Raider. But a few years later, in 1979, the name was changed. Raider became Twix. After the name change, the products began to be exported to the United States.

The name Twix is ​​made up of two words, "double" and "biscuit". Twix bars are very popular all over the world. In Ireland, they are still sold under the original name Raider.

• Coca Cola

Coca-Cola has the most recognizable form style a logo that is over 117 years old. The company was founded in 1886 and the logo in 1893. The company's logo is written in "Spencer" calligraphic font. It was created by Frank Robinson, an accountant and friend of the owner of the company.

In the early 1980s, due to competition from Pepsi products, it was decided to change the company logo to New Coke. Having made this marketing ploy, the company began to lose sales. Consumers did not like the new name for the drink. After some time, the drink was returned to its former name Coca-Cola, thereby the company improved its sales.

• Pepsi

In 1903, the Pepsi-Cola brand was created. Agree, the first logo of the company is not very pretty. You could say it's a failure.
To prevent this from happening to your brand, you need to contact the KOLORO team of professionals who will help make the logo perfect.

After the Great Depression of the 1930s, Pepsi-Cola was able to prove to The Coca-Cola Company that it could compete with it on the same level.

In 1962, the company changed its logo to a tricolor ball and dropped the Cola prefix. Now it is called only Pepsi. However, the company logo changes very often. What this is connected with is unknown.

• McDonald's

McDonald's was founded in 1940. The first logo of the company - the image of the chef Speedee . The Speedee logo was later redrawn. In the 60s, Jim Spindler changed the company logo to what we know today. And that's the letter M.

Fashion industry logos (famous fashion brands)

Almost every one of us can recognize and name brand monograms. For fashion houses, the logo is very important, because most of fashion houses is named after the founding designers.

• Louis Vuitton

The fashion house was founded in 1854. Corporate logo companies - LV monograms. The color of the monograms and the canvas may have changed, but the logo of this brand has not changed to this day, except that it was slightly simplified in the 2000s.
Brand clothes are made from very high quality materials and therefore the products are expensive.

Louis Vuitton brand products are copied the most. But it is very easy to recognize a fake - in the original, the brand logo is always located symmetrically.

• Chanel

The first Chanel logo appeared in 1921. He was depicted on the bottle of Chanel No. 5 perfume. The company logo is a double letter C. It resembles two wedding rings that are not closed together. The letter C is the initials of Coco Chanel.

• Fendi

The Fendi logo was created in 1972 by the company's new designer, Karl Lagerfeld. The brand logo is a large F that is mirrored.

• Versace

The Versace house logo is very extravagant and extraordinary. It was designed in 1978 by Gianni Versace. The logo represents the head of the representative of ancient Greek mythology - Gorgon Medusa. The designer explained why he chose this character: "It is a synthesis of beauty and simplicity that can mesmerize anyone, just like the clothes produced by the brand."

• Givenchy

1952 Givenchy starts making clothes High Quality, as well as a line of jewelry and perfumes. The brand logo is very simple and concise. A quadruple G is placed in a square. It looks like Celtic jewelry.

Car brand logos

Winged cars:

Bentley- British luxury car. The characteristics of the car can be described in just a few words - aristocratic luxury. The logo of the car is the letter "B" enclosed in wings. The emblem indicates the power, speed, elegance of Bentley limousines.

Aston Martin The car logo was created in 1927. These are the eagle wings that frame the Aston Martin lettering. The owners of the company compared their car with an eagle. Because the eagle is a fast, agile and predatory bird.

Chrysler- The first American car logo was a pentagonal star created in 1923. After the company joined the German concern Daimler AG in 1998, the logo was changed to "open wings". They demonstrate the virtuosity and uniqueness of Chrysler vehicles.

Cars with animal logo

Jaguar- whose emblem was originally SS - Swallow Sidecar. From English "swallow" means "swallow". After the Second World War, most Europeans had negative associations with the SS emblem (association with the Nazis), so the company's owners decided to change the name of the brand. The Swallow Sidecar was replaced with a Jaguar. Agree, strength, elegance and grace are very suitable for modern Jaguar cars.

Lamborghini- At first, the Italian company was engaged in the production of tractors. Therefore, the bull became the emblem of the company. This animal is very hardy and strong. Now, Lamborghini brand cars are powerful, expensive supercars, and the golden bull emblem suits them very well.

Ferrari- the car logo of this brand is familiar to everyone. Its main attributes are a prancing black stallion on a yellow-golden background with a painted Italian flag at the top of the logo.

Initially, the Ferrari logo was on the plane of the pilot Francesco Baracca, during the First World War. Enzo Ferrari asked Francesco to give him this logo. The pilot agreed and gave Enzo the right to use the logo.

Best music industry logos

Virgin is a British record label. Created in 1972 by Richard Branson and Simon Draper. The label name is very interesting. Virgin in translation from English means "virgin".

Created the logo of Virgin Records (the first company), the English illustrator Roger Dean.

A few years later, the Virgin brand became very popular among English performers. After signing Virgin with the punk rock band the Sex Pistols, Branson decided that their company lacked audacity. Therefore, it was decided to change the company logo.

Legend has it that one of the artists drew the new logo we know now on a napkin. Branson really liked it. Richard associated the new logo with his company. “Simplicity, attitude and energy are about us,” said Branson.

Sony Music Entertainment- established in 1988 and owned by Sony. Included in the "Big Four" record companies in the world. Sony Music covers almost the entire show business.

The first logo of the company is multi-colored, small triangles in the middle of which were the letters SMV. The logo of the company changed very often. In 2009, Sony Music decided to make the logo completely different. The new logo looks like this: on a white background, a simple red brush effect and the text "SONY MUSIC" appears in the appropriate Sony font.

AC/DC is a world famous rock band. Most people may not know the band's work, but everyone recognizes the AC / DC logo.

Creative director Bob Defrin helped create the rock band's logo. The font was chosen from the Gutenberg Bible - this is the first ever printed book.

Huerth's intention was to create an emblem in keeping with the biblical imagery of the AC/DC song "Let There Be Rock". Of course, the lightning and blood red coloring suggest less angelic influences.

The Rolling Stones are a famous British rock band. Designer John Pasha helped make the band's logo. For his work he received 50 pounds. The designer was inspired by the expressive lips and tongue of Mick Jagger. It was also inspired by the Hindu goddess Kali.

Queen are a British rock band from the mid-1970s. She captured the hearts of many listeners. The logo was created by lead singer Freddie Mercury. He depicted the letter Q (the name of the group), which is surrounded by the signs of the zodiacs of the musicians of the group.

Logo Design Trends 2017

Design trends change almost every season. This applies not only to clothing, makeup and style, but also to trends in logo graphic design.
Logo Trends 2017

Minimalism

Many companies resort to this style, because minimalism is all about simplicity and conciseness. Minimalism uses very few colors. Everything should be simple and executed in the same style, without unnecessary additions.

For example, the well-known application Instagram used this style.

The company's first logo was a black and white image of a Polaroid OneStep camera. In May 2016, the company decided to rebrand not only the logo, but also change the design of the application. Now it's a camera and a rainbow rendered with a gradient effect.

color gradient

Creating a logo with a gradient of colors is a very good move for many companies, because this trend will be at its peak for a long time to come. A striking example is the international payment system MasterCard. The company's designers have simplified the design and used the filling of the geometric shapes of the logo.

black and white trend

Black and white design will always be in trend. Conciseness and simplicity of two colors is always a win-win option.

The best example is the world famous Nike brand.

Carolyn Davidson helped create the logo for the brand. The logo depicts the abstract wing of the goddess Nike.

Geometric figures

To create a unique but at the same time simple logo, designers use geometric shapes that are very easy to perceive and remember.

Example - logo YouTube - video hosting service. The brand logo is a “bubble” in the middle of which is the “play” icon.

Lettering

Pretty simple style. Letters are selected specifically for a specific name or text and are used only once.

Lettering includes the company logo. Google. The first company logo was created in a graphics editor by co-founder Sergey Brin. The new Google logo style was designed by Ruth Kedar. It was she who came up with the logo design that we know now.

hand drawn

Hand-drawn logos look clear and “folk style”. A lot of world famous companies use this style.

Johnson & Johnson — good example new trend of 2017. The company logo is very simple - it is red text on a white background, handwritten.

Web animated logos

Web animated logos are the trend of 2017. They look very bright, extraordinary. With the help of Gif logos, you can attract the attention of consumers.

Disney has been using this trend for a long time. Back in 1985, Tinker Bell began flying over the Sleeping Beauty Castle.

KOLORO company will develop for you a unique design of your logo, because our experts are always on the topic of new trends in world design.