A look at branding and logo development

Have you ever taken the time to think about why brands like Nike, McDonalds, Starbucks, FedEx and various other brands have become so popular that they are almost cult-like in their following? Well, to truly break down this question it’s important to take a look at the branding initiative taken by these companies beginning with logo design.

A good example of effective branding is FedEx. Some of you may not notice at first glance but there is a subliminal message used in the FedEx logo, which makes its design very memorable. Can you see it? Look carefully at the negative white space between the “E and the x”. Do you see it now? The white space between these characters creates an arrow, which was intentionally worked into the design as a symbol of speed and precision. The FedEx logo was created by Lindon Leader in 1994 and has won over forty awards worldwide. According to Lindon Leader, he presented over 200 designs to FedEx before landing on this final design. This extensive design process gives you an idea of how much work can go into designing an effective logo. For more on this story you can visit The Sneeze, which has a complete interview with Lindon Leader about the FedEx logo design.

The reason why the FedEx logo is a prime example of excellent brand identity is because it meets all the requirements of an effective logo. The basic rules and principles of good logo design are that a logo must be describable, memorable, effective without color, and scalable. All of which can be seen in the FedEx logo example.

The extensive creative process used by professional designers is what separates their work from the ineffective logo designs created by novice designers and student work. A brand’s logo is the very first impression people will get of their company. This being said, it’s essential to take the proper steps in hiring a professional graphic designer with a good portfolio and a solid design process.

The design process usually begins with the client filling out a creative brief, which is used to collect important information about the company and its history. This allows the designer to begin researching competitors, evaluating goals, and discovering direction for the logo design based on the research. Many designers usually overlook this fundamental step in the logo design process. However without research the final product will not be effective.

Now that you have a better understanding as to how much time is spent on market research, design concepts, and revisions it becomes very clear why certain brands are so influential. If you are looking for a professional logo for your own company start today by contacting a professional design agency.