design secrets behind big brand logos
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design secrets behind big brand logosAug 21, 2015 14:59 pmComments
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Hit the ground running by learning logo design from the biggest brands in the business.
Florida-based content marketing agency Fractl recently surveyed
1,000 people about the world's top 50 brand logos, and the results
are in.
Covering lots of different industries, the survey uncovered some
surprising trends designers should keep in mind when crafting their
next logo.
01. Use a simple palette
Of the 50 surveyed companies, a whopping 43 chose to use only
one or two colours in their logos. The results also show that blue and
red are far and away the most popular colour choices.
Colour psychology is a crucial part of logo design, and blue and red
represent opposite ends of the spectrum. Red is urgent and
dynamic, prompting instant action from the viewer, whereas blue is
more relaxing and encourages trust.
Simple colour palettes are a popular choice
Simple palettes play into the idea of colour psychology and clearly
communicate the brand's desired message. A logo with lots of
contrasting colours, on the other hand, with leave the consumer
confused about the product and company.
02. Think flat
The prevelence of flat logos has skyrocketed recently alongside the
rise of mobile internet browsing. Of the 50 surveyed brands, 45
were completely flat, and of the remaining 5, 3 incorproated a mix
of flat and bevelled surfaces.
Flat logos simply look better on mobile devices, and now mobile web
traffic exceeds that of desktop computers it makes sense that
companies have made the switch.
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However, not every brand has had to make a flatness compromise.
Volkswagen and BMW both use completely bevelled logos which
stand out due in no small part to their raised finish.
But with more shoppers browsing on their phones, unless your logo
is stronger in 3D consider making it flat.
03. Create multiple logos
Once again a trend emerged when it came to looking at how many
brands had more than one version of their logo in use. Out of the 50
companies that were surveyed, 36 had created multiple versions.
As long as your brand is still clearly identifiable, using different
versions of your logo can help you promote effectively across a
variety of platforms.
While a flat design might work really well on mobile, it's also worth
thinking about how you can streamline your logo so it stands out
against the other thumbnails that will be competing for attention.
Facebook, for example, recently changed its logo by opting for anew
typeface. However this redesign flew under a lot of people's radar
because the iconic Facebook 'f', used as a thumbnail on websites
and mobiles, remained unchanged
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