Logos date back to Greece during ancient times and were used on coins, stationery and signs. They later became more popular during the thirteenth century when merchants used them as trademarks. The industrial revolution catapulted the boom of the advertising industry, which later sparked the current methodology of logo design. Since then there have been many logo design trends that have developed over time.
While it is counterproductive to redesign a logo on a regular basis, it is still important to keep the logo updated, even if it means changing its shape or color. One of the best examples of this is the Apple Computer Co. logo, which has been altered over the years in order to stay current.
The very first Apple logo, which was used for only one year, consisted of an image of Isaac Newton sitting under a tree with an apple hanging above his head. The colorful apple was designed by Rob Janoff in 1976, which lasted 22 years before it was changed to its current design which is used today. As the Apple products became sleek and more cutting edge, so did its logo.
Compare this with one of Apple’s main competitors from a decade or two ago:
This logo hasn’t changed since Paul Rand designed it in the early seventies. It may seem staid and boring to some, but it’s maintained its place in the pantheon of the world’s most recognized brands. It hasn’t evolved, or got a glossy sheen like apple’s logo, because it hasn’t needed to. Does that suggest that, as a company, IBM is less responsive than Apple to needs and trends in the global marketplace? Or have they been strategic in taking a “if it’s not broken…” position? Be careful, because a lot of our ideas about these brands are indivisible from their marks and logos.
Designing Logos for the Web
Logo development is one of the most challenging areas of graphic design. A company’s logo must embody trust, power, and modern sociability, not to mention− it must standout and be visually pleasing. A logo must have both a color palette and typeface that reinforce the company’s brand throughout the company’s marketing collateral and website.
With a lot of online companies being launched today, designers are faced with the challenge of creating logos specifically for the Web. When designing a logo for the Web there are a few things to remember in order to ensure the logo is not compromised when displayed in other media, like print. Using today’s hottest brands on the internet, let’s take a look at designing logos specifically for the Web.
Take the following logos for example:
These logos are comprised of bright colors and large block lettering. They are not made up of images –only letters in 2-3 colors, including black and white (with the exception of Google).
Most of them appear to have a gradient or shadow effect, giving the logo an approachable character and a modern identity. For example, the gradation of colors of the Twitter font, as well as its rounded edges create an inviting look that somewhat resembles a cartoon. Does this imply a younger audience?
Logo Trends vs Timelessness
Not only are products changing, but the way companies market their products is changing. Businesses are now entering the world of social media and it is even more important for companies to understand the message their logo is sending to the public. Does the logo relate to the industry? Does it speak to the targeted audience? Is it distinct and memorable?
Logo trends will continue to evolve in the future, which is a good thing. Designing logos for the Web is just an added step in the logo design process. Keeping a logo on the Web current, relevant, and scalable, but just as powerful in print, is a challenge that many graphic designers are facing today.