beyond the logo

Beyond the Logo

Hello to our eclectic mix of readers! Whether you’re a brand enthusiast, a budding entrepreneur, or simply someone intrigued by the design world, we’re confident this blog will shed some light on the depth and richness that lies behind many of our daily visuals. It’s easy to assume that a brand is simply its logo. However, dive a tad deeper, and you’ll soon realise that there’s a whole universe of meaning and significance lurking beneath.

When we speak of branding, the logo is undeniably the first thing that pops into our minds. Yet, likening it to an iceberg is perhaps the most apt metaphor we can conjure. The logo is the visible tip, whereas the vast expanse below the water surface represents the brand’s values, ethos, mission, and vision.

Have you ever wondered why fast-food chains predominantly use reds and yellows in their branding? Red is known to stimulate appetite and draw attention, while yellow is often associated with happiness and friendliness. On the other hand, blue is the darling of the corporate world because it exudes trust and reliability. Every hue in a logo has been painstakingly chosen to evoke a certain emotion or reaction.

While a font might seem like a mere stylistic choice, it often communicates a lot about a brand. A classic serif font might imply tradition and reliability, whereas a modern sans-serif suggests innovation and forward-thinking. Cursive fonts can convey elegance and creativity, while blocky types might scream boldness and strength. The typography chosen isn’t just about legibility; it’s a narrative in itself.

Many iconic logos are strikingly simple: think Apple’s apple or Nike’s swoosh. This simplicity is not born out of laziness. Brands strive for simplicity to ensure their logos are recognisable, scalable, and memorable. It’s an art to convey so much with so little.

Some logos boast hidden gems or messages. The famous FedEx logo, for instance, has an arrow between the ‘E’ and ‘x’, symbolising forward movement and efficiency. These subtle design elements are like Easter eggs for the keen observer, adding an extra layer of depth and thoughtfulness to the brand.

Over time, logos evolve, mirroring societal shifts, technological advancements, and changing company visions. It’s fascinating to observe this evolution, as it chronicles not just a brand’s journey, but often the world’s progress too.

So, the next time you come across a logo, take a moment to appreciate the stories, choices, and strategies that it encapsulates. Branding is not merely about aesthetics; it’s a rich tapestry of decisions and narratives, all converging to create an emblem that hopes to find a place in our collective consciousness.

Here’s to looking beyond the logo! 

Until next time, Gwen🚀

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