A logo love-in at Liquid Graphic
The top 20 logos
The literal interpretation of the word logo is ‘a graphic representation or symbol of a company name, trademark or an abbreviation’. But, as consumers, logos come to mean so much more to us.
A logo is the pinnacle of everything a brand represents. This might sound over the top, but when it comes to the crunch and the consumer is at that all-important point of sale, it’s their sub-conscious recognition of a logo on packaging or within promotional material that gives them the confidence to buy, and to buy now.
Logo design doesn’t usual make it on to the agenda when a brand considers product strategy, but it should, as the marketer must consider every possible brand touch point in order to understand and influence their consumer’s journey from target customer to sale.
But logos are not only important to us in the way that we think and behave as consumers; they become part of our social memory. Why else do you see retro brand memorabilia for brands like Bovril and Guinness in the gift shops? Logos and advertising are such a dominant force in our world that they serve as social references, and we feel nostalgia for the brands and logos of our early years.
This month, the editors at Creative Review magazine set out their all-time favourite top 20 logos.
1. Woolmark (1964)
2. Deutsche Bank (1974)
3. British Rail (1964)
4. Michelin (1898)
5. V&A (Victorian & Albert, 1989)
6. Tate (1999)
7. World Wildlife Fund (1961)
8. ILoveNY (1975)
9. CBS (1951)
10. National Theatre (1974)
11. NASA (1974)
12. British Steel (1969)
13. Canadian National (1960)
14. Apple (1977)
15. Rolling Stones (1970)
16. Penguin (1935)
17. Pirelli (1908)
18. London Underground (1919)
19. Montblanc (1913)
20. FedEx (1994)
The editors are clear that these aren’t representative of the best brands or even the best logos. So it seems we can love logos, just for being logos. And, with some of these logos dating back to 1898 (Michelin), like all good love affairs, they stand up to the test of time.
For more about corporate identity for brochures, promotional material, signage, business cards or point of sale, click here to contact Liquid Graphic.
