signbrad
New Member
It's not necessary that a logo "mean" something. The purpose of a logo is merely to identify, nothing more.
What does the Toyota logo mean? It means nothing, at least not to the average viewer. In reality, it is filled with meaning. But the symbolism was no doubt for the benefit of stockholders and Toyota executives. Not necessarily for the general public, or the car-buying public. Yet, now, no one thinks anything remarkable about the Toyota mark. Yet you could probably arrive at all sorts of weird meanings for it if you look at it long enough. Is that a cow? Or someone wearing a sombrero?
Think about the Target logo, the "bullseye." What possible connection does it have to "discount department store?" Imagine what Target executives thought about the logo when they first saw it. Could they have said, "Wait a minute, we're not an archery store!" Or, "My 11-year-old could have designed this!"
What does the Nike swoosh mean? Or Apple's apple? They mean nothing, at least, they meant nothing when first designed. Apple's logo is simply a play on words, as is the Target logo. Now, or course, these marks are filled with meaning, after years of public association with the brands. So, what really makes for a good logo? Is it always about the design?
A logo must be recognizable, easy to remember. It must be legible, and legible at all sizes. It is usually simple, but not always (think about the multitude of colors in the American Shaman logo or the complexity of Budweiser's image of the upper case "A" and the eagle). A logo does not need to tell a story—it's purpose is merely to identify. In the words of author and designer, John McWade, it is a "corporate signature."
It helps, of course, if a logo is attractive.
But does a logo need to explain the company or its mission? No. It does not need to reveal what the company does for a living. It doesn't need any obvious connection with the company at all. What makes a logo successful is not necessarily the design. Rather, it is effective marketing and time. If a company is successful and its products are popular and in demand, it makes the logo look good. It's not the other way around.
Sometimes we designers try too hard when we design logos. We try to put too much in it. And we end up with something that doesn't work well. In fact, this is exactly what Rob Janoff (Apple logo creator) said about many young designers—they try too hard.
So, what about this coffee company logo? Is it a good one? Nobody seems to like it? I'm not sure I do, either. But that doesn't necessarily mean it will not stand the test of time. It is also good to remember that many logos are unpopular when first designed (Nike executives didn't want the swoosh, but they gave in).
If the coffee becomes popular and is well marketed, it will be successful, in spite of the strange-looking mark. If the company produces a junky product, or has bad service, or is poorly managed. it may fail. And a "cool" logo will not save it.
Brad
What does the Toyota logo mean? It means nothing, at least not to the average viewer. In reality, it is filled with meaning. But the symbolism was no doubt for the benefit of stockholders and Toyota executives. Not necessarily for the general public, or the car-buying public. Yet, now, no one thinks anything remarkable about the Toyota mark. Yet you could probably arrive at all sorts of weird meanings for it if you look at it long enough. Is that a cow? Or someone wearing a sombrero?
Think about the Target logo, the "bullseye." What possible connection does it have to "discount department store?" Imagine what Target executives thought about the logo when they first saw it. Could they have said, "Wait a minute, we're not an archery store!" Or, "My 11-year-old could have designed this!"
What does the Nike swoosh mean? Or Apple's apple? They mean nothing, at least, they meant nothing when first designed. Apple's logo is simply a play on words, as is the Target logo. Now, or course, these marks are filled with meaning, after years of public association with the brands. So, what really makes for a good logo? Is it always about the design?
A logo must be recognizable, easy to remember. It must be legible, and legible at all sizes. It is usually simple, but not always (think about the multitude of colors in the American Shaman logo or the complexity of Budweiser's image of the upper case "A" and the eagle). A logo does not need to tell a story—it's purpose is merely to identify. In the words of author and designer, John McWade, it is a "corporate signature."
It helps, of course, if a logo is attractive.
But does a logo need to explain the company or its mission? No. It does not need to reveal what the company does for a living. It doesn't need any obvious connection with the company at all. What makes a logo successful is not necessarily the design. Rather, it is effective marketing and time. If a company is successful and its products are popular and in demand, it makes the logo look good. It's not the other way around.
Sometimes we designers try too hard when we design logos. We try to put too much in it. And we end up with something that doesn't work well. In fact, this is exactly what Rob Janoff (Apple logo creator) said about many young designers—they try too hard.
So, what about this coffee company logo? Is it a good one? Nobody seems to like it? I'm not sure I do, either. But that doesn't necessarily mean it will not stand the test of time. It is also good to remember that many logos are unpopular when first designed (Nike executives didn't want the swoosh, but they gave in).
If the coffee becomes popular and is well marketed, it will be successful, in spite of the strange-looking mark. If the company produces a junky product, or has bad service, or is poorly managed. it may fail. And a "cool" logo will not save it.
Brad
