228 Responses to “What makes a good logo?”

1. Paul on Jul 29, 2009 said:

   This is a great article Jacob. I’m dealing with a particular client right now that does not understand what a logo is, what a logo stand for, etc … and it doesn’t matter how well and simple I explain to them … this article will help them out greatly … thanks man!
   pher

2. Luis Lopez on Jul 29, 2009 said:

   Excellent article Jacob, these principles are really important for every designer, and the way you explain is really clear and easy to understand for everyone I think.

3. Harprabhjot Paul Chandhoke on Jul 29, 2009 said:

   Nice post. I agree with all the said points. In fact, we follow a similar process. Minimalistic and simple designs last longer and stay evergreen. Its tough explaining to clients sometimes. But, we win most of the time. Cheers

4. Daniel Pipitone on Jul 29, 2009 said:

   Great article. I think the Pepsi vs Coca Cola is especially valid and interesting. A similar comparison could probably be also done with IBM and many other tech companies relative to Rand’s genius for timeless ideas.

   Thanks for posting!

   Daniel

5. Dame on Jul 29, 2009 said:

   Excellent article!! Very good key points and clear explanations. The Pepsi vs. Coca Cola comparison is such an eye opener on great and effective design.

6. Blue Print on Jul 29, 2009 said:

   Amazing how the Coca-Cola has never changed, I never noticed until I saw it on this post. I guess they call it “classic” for a reason.

7. Fabian on Jul 29, 2009 said:

   Great article!Great design has a hook, some thing that make a lasting impression on you and provokes a response.

8. Prescott Perez-Fox on Jul 29, 2009 said:

   You know, I’d put appropriate as No. 1 on the list. If the logo is for a prestigious university, but has a logo that looks like Toys R Us, it won’t connect with the audience — it will betray the brand. This is part of the reason we’re so upset with the London 2012 logo.

9. Beaulys on Jul 29, 2009 said:

   “A logo can be drawn in sand with fingers”

   That is my first rule to make logos.

10. Davina K. Brewer on Jul 29, 2009 said:

    I think Simplicity has a direct impact on Versatility. Having a logo that is flexible, adaptable, that works in color, white, and looks as good on a coffee mug or embroidered on a shirt, as it does on a business card, is what helps make it Timeless and more valuable.

    Great list, thanks for sharing.

11. AnnMarie on Jul 29, 2009 said:

    This article clears some of my confusion- so thank you. My senior year of art school (at Ringling), they redesigned their logo. They had a classic logo (of a star inside a hatched circle), but was afraid it tied them too much to the circus, which is understandable. After a year working with a highly reputable design firm, they created an “ever changing” logo involving a “golden rectangle” frame in black surrounded by images. The collateral about the logo had three paragraphs explaining the logo and what it meant. I have always felt, that if you need more than a sentence or two to describe what that logo signifies for a brand- it doesn’t serve its purpose as a logo.

12. Nancy Creighton on Jul 29, 2009 said:

    This is good! I can use this article to reinforce what I tell my clients — who sometimes seem to think that I’m just giving them my opinion, not the benefit of my education and experience, and not the accepted norms of the design community.

13. NBK on Jul 29, 2009 said:

    Again, an excellent post that reiterates much of what I’ve read from your past articles as well as other logo design blogs out there.

14. daphne on Jul 29, 2009 said:

    Another greatly clarifying article, Jacob =)
    I’m finding the quote from Paul Rand most interesting though because i’m currently thinking of ideas for an identity of an area (uni assignment) and am finding it hard to come up with something simple yet different *and* explanatory about the area…
    Eek!

15. Jacob Cass on Jul 29, 2009 said:

    Luis,
    I do try to explain things in a more simple way so as that more people can understand them. I think it gets the point across a lot better.

    Harorabhjot,
    Part of our job as designers is about educating the client and if you can do this, half your job is already done.

    Daniel,
    The IBM logo is another great example, along with much of Rand’s work. His book Design, Form & Chaos is a great insight into his mind and design as a whole – I think you would find it quite interesting.

    Dame, Blue Print,
    I thought it was a great example too. You should also check out this post on coke and pepsi advertising wars.

    Prescott,
    I wasn’t meaning for any of them to be in any particular order and have since added that disclaimer in the article though what you are saying is quite correct.

    Beaulys,
    At first I thought that you were saying logo design is as easy as drawing in the sand, but after re reading it, I realised that you are referring to the simplicity of logo design – a logo should be simple enough, it can be drawn in the sand. Interesting way of looking at it, though I don’t think it could be applied in all logo designs.

    Davina,
    I believe the five principles listed all work together to form a “good” logo but yes I agree what with you are saying.

    AnnMarie,
    I actually thought of a circus when you first described Ringling and then realised there is a Ringling’s circus… but hey art is about fun too. I had a quick google of this golden rectangle you describe and from what I first see I think it works great – very dynamic and great for an art/design school though not all agree. In regards to describing a logo, it does help to have a describable logo, and those that are, are usually the most memorable which in turn means they are simple.

    Nancy,
    As I said to Harorabhjot, part of our job as designers is about educating the client and if you can do this, half your job is already done.

    Daphne,
    That is why many consider logo design as the hardest part of graphic design – it’s not easy to combine a whole businesses philosophy, values and goals together into one unique, memorable, simple, versatile, timeless and appropriate icon.

16. Andrew Kelsall on Jul 30, 2009 said:

    I don’t know why there’s so many Pepsi logo updates. In my opinion, by far, the 1973 version is classic, and should have been mildly modernised, not destroyed!

17. Tracy on Jul 30, 2009 said:

    Andrew, I couldn’t agree more! I think the 1973 is not only my favorite but it can still be applied to any medium and in black and white and it would still be a good logo.

    Great article. =)

18. KaitlinMichelle on Jul 30, 2009 said:

    Love this post! I’ve just recently stumbled upon your website at work (summer job at in office in between semesters at my University where I’m studying graphic design). It’s been a few days since I’ve discovered it and I’ve already read through all the blogs! Clearly I have a lot of time on my hands. But I found them extremely helpful and very well put together.

    But just out of curosity, how did you develop such a thick skin? I’ve noticed that you’re very open to criticism, which i think is great, but it’s something I’ve been struggling with. I enjoy criticism during the process of design, I find it very necessary. But at the end of a semester we have a one-on-one critique with our professors and this past semester I took the critique too harshly. I guess it was a matter of me being too hard on myself, rather than accepting and learning from the critique itself.

    If anyone else has advice on this matter for me, it would be greatly appreciated! I love design and criticism is absolutely a part of the process, and I understand that. Hope to hear from you.

19. Kiren on Jul 30, 2009 said:

    Really good points my friend but I have to disagree with the Pepsi Vs. Coke thing. I think the reasoning behind Pepsi is change. They always advertise for new generations in their commercials(especially the most recent ones).

20. Jacob Cass on Jul 30, 2009 said:

    Andrew, Tracy
    I also quite like the 1973 version, maybe without the rectangle bits on the sides so it is just the circle.

    Kaitlin,
    Developing a thick skin is just something that you need to learn – like you say, it is part of the learning process. Without criticism, how will you improve? Just take things with a grain of salt and you will be fine but remember you can’t please everyone.

    Kirin,
    I am not quite sure what you mean by “advertise for new generations” but if you had a timeless design, there would be no need change – that is the point.

21. Kiren on Jul 31, 2009 said:

    You may be too young to remember “The Taste For The New Generation” ads Pepsi had during the early nineties, if you ever watch Wayne’s World The Movie you’ll see what I’m talking about:). As for Pepsi’s logo change, I believe this is done on purpose to keep up with the current trends. Of course this goes against some of the rules in creating a logo…but rules are meant to be broken;)

22. Tim on Jul 31, 2009 said:

    Did you make that graphic of the Coke evolution? It has gone entirely viral and it is annoying because it’s a lie.

    Look up the old Coke logos. It was entirely (ENTIRELY) different in 1885.

23. Jacob Cass on Jul 31, 2009 said:

    Kiren,
    I don’t recall the ads, but that would be more due to the fact that I don’t watch TV. In regards to Pepsi’s logo changes, yes this is done on purpose though if it were timeless, it wouldn’t need to be changed.

    Tim,
    No I did not create it, nor do I know the origin of the maker though I looked up the early Coke logo and it is not entirely different at all. In fact, it’s nearly exactly the same.

24. Joseph Francis on Aug 1, 2009 said:

    Paul, up top, said what I came to say. A bad client won’t recognize or buy a good logo. I wish the self evident ‘goodness’ of the logo would shine through, but for them it just doesn’t.

    Those clients are all about logo treatments, not ideas. Shiny, gold, marble, luminous, multicolored, whatever, etc… The last thing they want to hear is you are using Illustrator instead of a motion-blurred VRay render.

25. BebopDesigner on Aug 3, 2009 said:

    Brilliant post! Many clients often want their activity reflected on their logo. Ridiculous? yes. But no more ridiculous than trying to explain logo design to them. This article will be a great deal of help next time I encounter the same problem. Cheers!

26. Mandy on Aug 3, 2009 said:

    Thanks for the article. I would also add ‘Scalable’ to the list, as a logo also has to be able to work on lots of different formats/sizes. The logo also need to also be able to transpire well when used in black and white – which is another factor to consider when designing a logo.

27. Arwa Al Jundi on Aug 3, 2009 said:

    A great and very helpful article, no matter how much a person can read about logos there’s a lot to learn.
    But I was thinking the Timeless thing. It’s true that a never changing logo makes it more Memorable but doesn’t changing it helps in sales?
    For example everytime Pepsi change thier logo (with thier packaging of course) people seem to buy more just to make sure they still tatse the same.
    I don’t know if I made my point clear, but what i’m trying to say that changing teh logo is not always a bad thing.

28. Mike on Aug 4, 2009 said:

    Thank you for the really nice article. I’d like to add magic word 2D. It is vitally important to insist and make your client to believe you that 3D crap he/she wants is well, just crap… I bet you know what I mean. those fancy 3D letters and logos made in 3D Max … logo MUST be 2D
    one more (maybe even number 6 to your list):
    ability to draw it on the wall with a chalk

    Mercedes, VolksWagen etc….easy to remember, easy as hell to draw even if you are totally unprofessional painter . This is a must for really good logo and it fits your “SIMPLE” idea

    Best regards from Toronto
    Mike

29. Marco on Aug 4, 2009 said:

    Hi,
    just want to let you how useful is your blog; extremely informative and lively.
    I enjoy designing a lot and I have been impressed with your logos that I find intelligent, creative and original.
    Your blog is collects a number of very usefulf resources and advices.
    Many compliments and keep up the excellent work!
    Marco

30. Jake on Aug 4, 2009 said:

    Thanks for the helpful article, great quote by David and the Coca Cola vs the Pepsi timescale really works well to illustrate the point. I think sometimes designers get carried away with logos and create complex designs following the 2009 logo ‘trends’ although it will look pants in 2010.

31. Jon on Aug 7, 2009 said:

    You should check out the recent post over at Brand New to clear up the coke vs. pepsi misinformation caused by the graphic you used in your post. While the basic point is still valid the idea of Coca-Cola never changing their logo is false.

    http://www.underconsideration.com/brandnew/archives/coca-cola_vs_pepsi_revised_edition.php

32. BlindAcreMedia on Aug 8, 2009 said:

    I really like the time line of the pepsi logo and coca cola logo. It shows how you can create a solid logo and never have to worry about changing it to keep it ‘updated’

33. Jacob Cass on Aug 10, 2009 said:

    Joseph, Bebop,
    A designer wears a lot of hats and one of them is for educating the client, helping them to see the quality of the end product and how it will benefit their business.

    Mandy,
    To me this would be under the ‘versatile’ heading. A versatile logo would have to be scalable to be versatile and yes most logos do need to be able to work in just one colour.

    Arwa,
    Companies often rebrand to reflect changes in the market – often it does good for the company, but not always, as has been proved many times this year (think Tropicana). Changing the logo is not always a bad thing – I agree with you.

    Mike,
    In most cases a logo should be able to work in just 2D, though you can have different versions to ensure that it works across all mediums. KISS = Keep it simple, stupid.

    Marco,
    Thank you for your kind words.

    Jake, BlindAcreMedia,
    Please do see the post on Under Consideration (in Jon’s comment). It seems the time line was not entirely correct.

34. craig stodola on Aug 11, 2009 said:

    I love the timeless timeline because it shows how a company like Pepsi can remain relevant and incredibly successful even when they change their identity. And in some ways, Pepsico, the parent company is beyond widely successuful, as they’re one of the biggest food/bev manufacturers in the world.

    Kinda reminds me of Fossil Watches. How many different logos and tins did they have? a TON!

    there is so much more to managing your business’s success than getting wrapped up in whether or not your logo is timeless. And with that, you need to look at point 5, “appropriate”. What are you selling? How are you selling? Who is your customer? It might be more appropriate for your business to update your logo as your customers and your brands shift.

    If you haven’t read it yet, you should pick up the Brand Gap by Marty Neumeier. ….great book.

    c

35. Matt on Aug 14, 2009 said:

    I can’t remember how I came across your site- but after reading this, I’ll bookmark your site and read more when I have some more time.
    This is a great article and as well as I think I may be able to make a logo, this article points out things I tend to forget.
    AWESOME MAN.

36. Adham on Aug 19, 2009 said:

    Great post … It’s a shame that a lot of businesses these days are going for the cheap logo alternatives … It’s their loss I guess.

    Here are some tips on designing a logo on a tight deadline.

37. euonymous on Aug 21, 2009 said:

    Great post. I am not graphically gifted, but in my experience one of the most important rules is your #4 – has to work in B&W and color, all sizes. I’ve written marketing guides that explain how corporate logos can be used. Some just aren’t versatile enough to do a variety of jobs. Meanwhile, that list of 100 great logos is a hard hitting demonstration. In my personal list of great logos, the old Digital Equipment Corporation logo is right up there.

38. Martin Leblanc on Aug 23, 2009 said:

    I think many of these old rules don’t apply when the logo is used mainly on the web. You can have much more details and colors than on print and the logo will still “work”.

39. Douglas Bonneville on Sep 8, 2009 said:

    “I think many of these old rules don’t apply…”

    If you try and reinvent a hammer, you’ll end up with a hammer that just doesn’t work right.

    The fundamentals of good logo design are a known quantity and fixed permanently. The closer one adheres to these well established rules, the better your work will be received by the public. Deviating from the formula – and you can if you wish – simply results in logos that communicate something negative to the extent of the deviation you might make. All one has to do is go look up some “bad logos” posts to see some of these deviations.

40. Shailaja on Sep 9, 2009 said:

    Good post Jacob. I agree to all design principles mentioned above, but I strongly feel that understanding client breif and what exactly is the requirement is the key to a good logo design.
    Offcourse the simple the design the more the IMPACT… secret of branding.
    keep posting good articles.

    Thanks
    Shailaja

41. Alex Frew on Sep 9, 2009 said:

    Hey Great article!, im studing Graphic Design at the moment and this article puts the logo design side of things in great perspective. The comparison of Pepsi and coke realy gets the msg across nice work

42. Anny on Sep 11, 2009 said:

    I’m currently in the process of creating a logo for a person that is not paying what its really worthy in comparison with the work and time that I’m investing. But at least I’m taking this opportunity to practice and use it as part of my experience, even though I feel so frustrated and stock, I have several days researching and making sketches but still feeling that I’m not going anyway with this ideas and I feel stock.

    I’m really sad to see how people do not really value the work that as professional graphic designers we have to do to create an unique and professional logo. Thanks Jacob for this articles, I’m glad to find a community of graphic designers, I feel supported. If you have some articles about what to do when you feel stock creating, I will appreciate it..
    Thanks

43. Steph on Sep 21, 2009 said:

    I’m in the process of creating a logo for a school project and can’t decide whether i want to place it inside a coloured square or just have the symbol on it’s own on a white background with the company name underneath. What’s more versatile? Box or no box?

44. xprowebwise on Sep 30, 2009 said:

    A good design is never an accident. It is created …

45. Alex on Oct 23, 2009 said:

    Really interesting post, Jacob. Those points are spot on, and the detail you go into is very useful. I wish more clients knew this sort of stuff, and the challenge it is in meeting all of these elements in designing a good logo.

    Alex

46. sabz on Oct 30, 2009 said:

    Haha, I like the Coca Cola & Pepsi comparison. Good one. Your site is very resourceful btw.

47. Brian- Logo Design on Feb 8, 2010 said:

    The illustration of really apt logo designs have brought forth each point of the article in very emphatic way.Very well presented

48. David Airey on Feb 12, 2010 said:

    Jacob,

    I have been thinking about your approach to ‘teaching’ the elements of what makes a good logo. From my experience in this field, even I don’t feel in a position to impart such ramblings–sorry if that is harsh but this is my responsibility as a fellow designer-All the comments you make in this post are entirely subjective. Even the word ‘good’ is subjective. I think you need to reconsider the overall approach to how you ‘teach’ your message. While I appreciate your motive, I urge you to please re-evaluate this whole JCD platform.

    I know this might seem out of the ordinary, however this has been a long time coming. Don’t take this personally. I wish you the best of luck.

49. Jacob Cass on Feb 15, 2010 said:

    David,
    Although I understand where you are coming from, I try to teach in the most objective way possible. Of course, everyone will have their own opinions on what makes a good logo, it is very subjective by nature. I do realise this, which is why I compiled this article with quotes from various other professionals in the field, all with their own opinions. People can then use this as a foundation and then build upon it.

    And yes, I do find your comment out of the ordinary, especially considering the many articles on your own personal site that have this same approach. But don’t get me wrong, I appreciate your opinion and would like to hear more on the matter. Feel free to comment here or email me. Thanks David.

50. ToughTomato Web Design on Mar 12, 2010 said:

    Thanks for the great article. You really put your point through using some highly respected brands!

51. Alicerose on Apr 1, 2010 said:

    thanks for this tutorial.Now i can easily understand importance of a logo and hope can teach my friends as well.

52. Boldis Media on Apr 29, 2010 said:

    Good examples of 5 principles logo design.

53. Mukonyezi Sarah on May 3, 2010 said:

    being a new designer..i have really learnt a lot from your article. bavo

54. Pamela on May 16, 2010 said:

    Hi, I always look to your posts because they are very helpful. But that lifetime of Coca Cola logo evolution might be mistaken. Coca Cola logo did change, and comparison needs to be fair. Even more, if you click in the link that you put up there, it would take you to a page where says that this chart is wrong, then they show the correct one.

55. psd a Xhtml on May 23, 2010 said:

    Thanks for this list. Logo is very important for any brand

56. Peter on Jul 4, 2010 said:

    Hey, I am not a logo designer or something like that. I am just organizing my self to open up a website but wanted to first research about logos. I am not searching any further because I love the way you’ve presented this article. You have included what other logo designers think about the points you have presented. I like that personally.

    Thanks.
    Peter.

57. Drew Brees jersey on Jul 6, 2010 said:

    I wanted to thank you for this great read!! I definitely enjoying every little bit of it I have you bookmarked to check out new stuff you post.

58. Adam on Jul 26, 2010 said:

    Very well put. I think many people overlook the important points mentioned in your article.

59. NICK on Aug 10, 2010 said:

    This is a great article Jacob…Those points are spot on, and the detail you go into is very useful. I wish more clients knew this sort of stuff, and the challenge it is in meeting all of these elements in designing a good logo.

    An effective logo is (in no particular order):

    * Simple
    * Memorable
    * Timeless
    * Versatile
    * Appropriate
    but i think these 5 step can makes the good logos as well as if we follow these simple step in our life style we can also become successful in life….in every field these step can work…

    thanks for sharing such a nice article

60. James on Aug 14, 2010 said:

    I love this, thankyou.

    I am now showing this article to all of my clients who want logos.

61. ShinobiPrincess on Aug 21, 2010 said:

    Nice article and blog Jacob! Just a question though, i’m a newbie in this field and a student. I’m a bit confused..Does logo designing implies that you need to make sure that the font you will use should NOT use any free standard issue fonts? Does it mean, you always need to buy fonts in every logo design or would there be any software you can suggest that allows you to design your own font? I appreciate your help.

62. Imroz - web design on Aug 30, 2010 said:

    All logos are wonderful indeed. The designers are very creative.

63. montreal graphic design company on Sep 4, 2010 said:

    Yes, I fully agree with you. Just wanted to add one more point Logo should be captivating as well

64. Melissa on Sep 12, 2010 said:

    Thankyou for the help. I used theese 5 tips for my IT homework and got an A* xxx

65. Essex Website Designers on Oct 12, 2010 said:

    I think the illustation of both pepsi and coke just shows how getting that logo right first time can make it for you, can you believe in 1985 they had that same coke logo we do now in 2010? it’s rather amazing and just shows the strengh of that logo

66. Sokobanja on Oct 15, 2010 said:

    Excellent thinking. Everything you’ve said you’re right. Thank you for your excellent post

67. Dave on Nov 12, 2010 said:

    Great article and website in all. I am new to Graphic Design and have just completed my first Semester of study. ALl these tips and guidlines are great. Keep up the good work

68. Web Design Hamilton on Dec 18, 2010 said:

    McDonalds is probably the most memborable logo for everyone. Who can’t remember the two fingers drawing the M out on the tv commercials.

69. Impec on Dec 18, 2010 said:

    I would add one more principle. The logo should be deep. It’s hard to catch but when it’s so it distincts cheap companies from respectable.

70. claire on Jan 4, 2011 said:

    The timeless logo of Coca-cola really inspires me. It has some minor changes in background, some additional designs on the side, but the font, curves & shape still remains. A classic example of successful branding, much like the bottle design.

71. Jeesh on Jan 5, 2011 said:

    this really helped me a lot i am making a logo for some coursework, and I had no idea what to do, so thanks

72. Mark Fitzpatrick on Jan 16, 2011 said:

    Jacob, Great stuff, thank you for sharing. I think the timeless logo is obviously one of the hardest things to achieve but if it is accomplished it is something that will net you recognition and revenue. I recently worked with some great logo designers to create my logo for my own business. Here is hoping that 50 years from now it will be similar!

    Thanks!
    -Mark

73. web design manchester on Jan 21, 2011 said:

    The tutorial has been a great inspiration for me . I think it is one of the best ones i have seen . Keep it coming.

74. creative web design on Jan 27, 2011 said:

    One thing not to forget, indeed, is that people have to memorise your identity.

75. Dodge Neon SRT4 on Jan 31, 2011 said:

    Thanks for the Post. One thing i always prefer, is for a website, logo is important very much.

76. ericka on Jan 31, 2011 said:

    wow, so nice website, so usefull and good work ,congratulations and thanks. xD

77. Veizman on Feb 2, 2011 said:

    Great Informative (and educational) post.The Pepsi & Coke comparison is very telling.

78. Jason Firth on Feb 3, 2011 said:

    Great points, well made. However (and my lack of experience in the field of graphics may be obvious here) but it’s easy to make these points with examples such as Coca Cola (like everyone else does). I believe that Coca Cola and the like are not necessarily great logos. Had they been designed just the other day for a small and up and coming soft drinks manufacturer then they may have been rejected. The marketing and constant exposure behind (or in front) of these logos is what makes them memorable not the design. Pepsi has changed so often as it has constantly battled to move out of Cola’s shadow. Same with Google. Proof of a bad logo being burned into our minds. We’re eventually convinced a logo is timeless because we attach so much emotion, feeling and memories to a it… or are we attaching those feelings to the experience of the product/service and marketing?

79. amber on Feb 7, 2011 said:

    Thanks so much for your blog post. I’m working on re-branding for our company and these tips will come in so handy! Thanks!

    Would you say it’s more professional to have a logo made up of words or is it appropriate to add a symbol or image if the company name lends well to it?

80. Mark Taylor on Feb 11, 2011 said:

    Very educational post i liked the Pepsi & Coke comparison.

81. watana web design on Feb 18, 2011 said:

    Great article!
    I like your article, I can not strong English but i should to read your article and understand it.
    It need for my works and a development for my works.
    Thank you very much.

82. Adam on Feb 18, 2011 said:

    Great article. I really like the Coca Cola example I don’t know how about you but I don’t like the new Pepsi logo

83. Paula on Feb 20, 2011 said:

    Thanks for sharing so much knowledge about logo design, Jacob! I am learning a lot and it’s big fun to read your articles!
    Your work is fabulous!

84. Faraz on Feb 27, 2011 said:

    Its just the most simple to understand article about logo design,i just loved it totally.The most simple yet complete and explaining the purity and main point behind the topic.do keep sharing these kind of posts,they are really helpful in making our mind to good designs.

85. Rey on Mar 2, 2011 said:

    Awesome! Very informative post. I have learned that there are five principles of Effective Logo Design. Will apply what I’ve acquire in this post on my website.

    Also, your website’s graphic is crucial particularly when funneling visitors’ information through opt-ins. It helps in converting visitors to customers.

86. Cesar Buscacio on Mar 3, 2011 said:

    Você acredita mesmo que a perenidade da logo da Coca-Cola é devido ao desenho?

87. J-I on Mar 3, 2011 said:

    As a starting graphic designer, I refer to alot of web sites and books for some help. I am glad to say that your site is one of the sites I look at for knowledge and education. I thank you for what I have learned by reading your posts. I have been reading your posts since mid 2010, and you continue to educate. Great Job.

    The only thing that I see as puzzling in this post though, is, exactly how is it that one makes a memorable logo? I personally think that, to some extent, it’s upto the Company it’s self to determine whether or not the logo will be memorable. If you follow the other four principles you can still have a good logo, but if the company decided that the logo is not to modern enough, or if they just wanted to change their image, then how does one achieve the longevity one is looking for? Regarless of what the logo looks like, many companies decide to change their look.

    We can take the same example of Pepsi, and I know others have mentioned this before, but the Logo that I believe is the most memorable is the 1970’s logo. As you mentioned before as well, minus the rectangles. That logo just wows me evertime i see it, as opposed to their 2008 logo. Nothing in the Pepsi company said memorable like the classic Pepsi of the 70’s. Though 70’s logo still a memorable logo, I think they pulled off a pretty good logo during the 90’s and the mid 2000’s since the concept and the font was consistant with the 70’s logo. In short, I feel as if since 2008, the Pepsi brand has not been the same.

88. Alex on Mar 20, 2011 said:

    Im a junior in high school and want to become a graphic designer and I’m right now in an advanced graphic design class. You have no idea how much your article has helped me!! Thank you thank you thank you. By the way your portfolio is awesome!

89. Stanley on Mar 24, 2011 said:

    wonderful and informative article about logo design and really useful examples

90. Web Design Kansas City on Mar 24, 2011 said:

    Every designer knows how frustrating it is to work with a difficult client. In the future, we’ll suggest that our clients who want a logo designed read this to have a better understanding of the elements that go into logo design.

91. Veranstaltungstechnik Berlin on Apr 8, 2011 said:

    The Logo from the London Underground is realy Simple an Timeless! I like it.

92. Pretty on Apr 8, 2011 said:

    Great article Jacob! Thanks for sharing such a good information. A logo can make a company rise as well a destroy it. It’s a very important decision that has to be taken seriously. I think Pepsi made the mistake at first by making its logo similar to Coca Cola’s

93. Ottawa Web Design on Apr 12, 2011 said:

    This is Great Article Jacob. I really love the article, and the way you wrote. Making a good logo is to make a logo which explains the matter.

94. Gen McKeiver on Apr 12, 2011 said:

    I know how important brand identity is but I keep finding other logos that I like better than mine and I keep second guessing if mine represents me. Thank you for all of your pointers, this is going to help me decide if I redesign or keep the same one.

95. Tim Read on Apr 15, 2011 said:

    Thanks for that – its easy to get caught up in getting a complicated concept over, when really what you want to do it keep it simple… first simplify it in your mind, then the simple version comes out on paper.

96. Donovan Crow on Apr 21, 2011 said:

    Just a quick word to say thanks and this post was very helpful for me.

97. China CCTV Camera on Apr 22, 2011 said:

    Amazing how the Coca-Cola has never changed, I never noticed until I saw it on this post. I guess they call it “classic” for a reason.

98. Concurs cosmetice on May 17, 2011 said:

    Yeah, tell it to the dude that wants the logo to be in “purple, green and neon yellow”, with a deep black shadow. And that’s for a seaside hotel

99. Grafik Tasar?m on May 21, 2011 said:

    Hi, love to read your articles; we are a graphic design agency located in Istanbul. I agree with most you have written about a good logo design, except keeping it simple. In the end, it’ll be the marketing success of the company with whom the logo will be associated with. Complex and detailed design but great services, happy customers, that logo shall still be a good logo. I guess

100. Mark on Jun 7, 2011 said:

     This is always a subject up for debate. Its sometimes about the overall branding rather than just the logo. I think most of the major brands have strong logos but there some that don’t seem to have a very strong logo at all but a very strong brand identity.

101. Nazan on Jun 21, 2011 said:

     amazing article about logo design! the difference between coca cola and pepsi logos is a very clever comparison. the principles of good logo design are seriously informative, thanks a lot.

102. Whoo¿ on Jun 28, 2011 said:

     Harley Davidson has the words “MOTOR COMPANY” around it…

103. Swift Creations on Jul 4, 2011 said:

     Some really good tips and examples here. Thanks a lot for sharing.

104. Denim Geek on Jul 5, 2011 said:

     Great post, I love the Pespi – Coca Cola comparison. Why fix something that isnt broken, right.

105. Muhammad Shahbaz on Jul 10, 2011 said:

     Very informative post i like it keep it up dude!

106. ideaoz.ru on Jul 11, 2011 said:

     Coca Cola simply legend

107. ocimnet on Jul 25, 2011 said:

     Thanks for the great article

108. Michael on Jul 25, 2011 said:

     Awesome post, congratulation Jacob. I totally agree with you.

109. Michael on Jul 25, 2011 said:

     Awesome post! I totally agree with your tips.

110. Creative Direction on Jul 31, 2011 said:

     Thanks for the tips, it is always important to get an idea of what style of brand fits with what client and this will be really useful to show them in briefing. Many thanks for sharing

111. sarah on Aug 6, 2011 said:

     Coca Cola has a really timeless logo, but honestly in my opinion pepsi tastes better…

112. Virtual Agents on Sep 7, 2011 said:

     Your mention is very helpful. “A good logo is distinctive, appropriate, practical, graphic, simple in form and conveys an intended message.”
     Thanks for this post. I love it.

113. Nilu on Sep 10, 2011 said:

     Very informative and useful article, that 5 principles is just the key to a good logo design.

     Thanks.

114. Yordan on Sep 11, 2011 said:

     5 principles for effective logo design. Thank you for this article.

115. jayjay on Sep 16, 2011 said:

     great:D xxxx

116. website logo design usa on Sep 17, 2011 said:

     that’s what I always used to believe. A logo should be simple and it should involve less colours. .

117. Markus Jalmerot on Sep 21, 2011 said:

     Amazing logos from the companies featured. Especially Coca cola stand out as the premium brand over Pepsi – even though Pepsi actually taste better.

118. marketing services on Sep 28, 2011 said:

     Most definitely true. I think the the most undermined key aspect you speak of here is the APPROPRIATE part.

     Many young designers tend to sink into the visual aspect rather without taking in consideration the long term effect the logo needs to have on the viewer.

     Thank you for this post, definitely something any designer or marketer should read

119. Nitin lokhande on Oct 8, 2011 said:

     The logo design principles is really useful for everyone who want’s to make an infective & memorable logo design…thanks

120. Dom Digital Marketing on Oct 19, 2011 said:

     Great examples of what makes a logo – a logo, especially with the timeline and comparing CocaCola to Pepsi. Nice work.

121. Mobile Web Design on Oct 22, 2011 said:

     If only a few more logo designers would stick yo these principals and followed the clients brief life would be so much easier.

122. SANJAY on Nov 3, 2011 said:

     I completed MBA from best university in London,
     and i started my own jewellery business in INDIA.
     i understand the real meaning of logo after read this small but important article im my life.
     I m going to start another business,
     i promise to you that i will use this article in my new business logo.

123. Website Designing on Nov 8, 2011 said:

     thank you for telling about the use of a good designed logo.

124. Logo Designing on Nov 8, 2011 said:

     A Good examples of what makes a logo – a logo, especially with the timeline and comparing CocaCola to Pepsi. Good Work

125. ranna azam on Nov 20, 2011 said:

     this is a really great piece of article.i guess Pepsi vs Coca Cola is especially interesting. great job!thanks for sharing it.

126. Angel Hui on Nov 20, 2011 said:

     hi, google brought me here your information really help me much in deciding my design career in the future… though i am still worried about if i could get into local university now lol

127. Ritesh Seth on Nov 22, 2011 said:

     It was refreshing to read your article. Even as marketing professionals, we sometimes overlook the very basics of brand devices (i.e. logo in this case). I have bookmarked your page to share with others in the office.

     Thanks,

     Ritesh Seth

128. Alaa on Nov 22, 2011 said:

     This is a really nice article, Its simple and to the point, I Love it…

     Thaaanks…

129. Hannah on Dec 8, 2011 said:

     Hi Jacob,

     Thank you for all the intelligent and useful content you post on your website. Being a graphic designer myself I look at loads of other’s websites for different things to be inspired by, and somehow, often by complete accident, I will always find yours again, giving me useful information or inspiring ideas.

     All us anonymous faces appreciate your efforts:)

130. Swamykant on Dec 21, 2011 said:

     Nice post. I will surely remember this rule while creating next logo.

     Thanks

131. Daly on Jan 18, 2012 said:

     This is very well outlined and summed up. I’d like to print it out and give it to my every client before they decide to order a logo.

132. pooshda on Jan 26, 2012 said:

     Great Article, I apply a lot of these principles to my own logo projects as well. A lot of people (clients) don’t seem to realize just how much work and thinking is really involved in creating a great logo.

133. Praveena Sarathchandra on Feb 3, 2012 said:

     Well written post! Thanks for sharing these great tips!

1. 95 Trackback(s)

2. Jul 29, 2009: 5 Principles of Logo Design « Hollis Bartlett Design
3. Jul 29, 2009: Branding = consistency at inspire design
4. Jul 29, 2009: Collection of Illustrator and Photoshop Logo Tutorials, Resources, and Inspiration | Resources for Web Development Students @ Robin's Blog
5. Jul 30, 2009: What Makes A Good Logo? | Design Newz
6. Jul 31, 2009: Branding = consistency
7. Aug 1, 2009: Logotipos Pepsi v/s Coca Cola at Arquitectura + Diseño : COPYpeist.com
8. Aug 1, 2009: Great image from “What makes a good logo?”
9. Aug 2, 2009: Visual Feed РTu blog de dise̱o y publicidad РAlimento visual para creativos inquietos cocinado en Madrid.
10. Aug 4, 2009: Qué hace que un logotipo sea bueno? | Blog! Estudio Creativo. Diseño grafico y mucho más
11. Aug 7, 2009: DesignUnder
12. Aug 8, 2009: The Beauty of Branding « Big Cat Idea
13. Aug 20, 2009: Why logo design does not cost $5.00
14. Aug 25, 2009: Consejos para hacer un logo « Information Design Blog
15. Aug 25, 2009: » Les 5 principes d’un logo efficace | Delphine M. [ veille ]
16. Sep 9, 2009: Website & Blog Logo Design - Process & Tips
17. Sep 16, 2009: Intro to Illustrator CS4 « MMSP 120: Computer Skills for Multimedia
18. Sep 17, 2009: 5 ????????? ???????? ???????? » ?????? ??? ????? - ?????? ?? ?????? ???????, ????? ? ???????????????
19. Sep 23, 2009: Que hace a un logotipo especial? | Adventure Graphics
20. Sep 24, 2009: Un logotipo especial? « OxygenoCreativo
21. Sep 25, 2009: How Important is Your Logo? | Design Investigator
22. Sep 29, 2009: Marketing Eficiente » Blog Archive » Un logotipo especial?
23. Oct 5, 2009: WWF – logoanalyse « Curlyfied
24. Oct 14, 2009: Was macht ein gutes Logo aus? | stand.artâ„¢
25. Oct 21, 2009: Understanding how logos work | Graphic Design by Sean Turtle
26. Oct 23, 2009: Logo Design Process of Top Graphic Designers
27. Oct 30, 2009: Logo design in the Philippines | Magic Lantern
28. Oct 31, 2009: Logo Designing Is T-O-U-G-H! « -00-
29. Nov 2, 2009: Logo Design Tutorial: How To Create An Iconic Logo Design
30. Nov 3, 2009: tsteste - niltoncunha
31. Nov 6, 2009: 20 Logo Design Resources | Tweeaks Design
32. Nov 10, 2009: Logo inspiration - Page 2 - Design Contest Forums
33. Feb 8, 2010: Small business Marketing Strategy – Brand Identity Basics « Marketing for Management
34. Feb 11, 2010: Design Today – Logo Design Tips & Interview with Leighton Hubbell
35. Feb 12, 2010: Leuke links, wie heeft ze niet. « Savael
36. Mar 8, 2010: 7 Great Online Logo Design Resources That Every Designer Should Bookmark « Ready Aim Design
37. Mar 9, 2010: I'm Ryan Morgan » Blog Archive » My Two Favorite Bloggers
38. Mar 26, 2010: What makes a good logo? « M3web blog
39. Mar 30, 2010: The Basics – What is Graphic Design
40. Apr 1, 2010: Why Logo Design Doesn’t Cost $5.00
41. Apr 6, 2010: Branding, Identity & Logo Design Explained
42. May 18, 2010: Whats your favorite famous logo? - Design Contest Forums
43. May 19, 2010: La logo-motive (tchou tchou) « Trois Point Zéro – Actualité, ressources, tutoriels autour du webdesign et du développement web en général
44. May 24, 2010: Why professional logo design does not cost $5.00? « Fiona Cui
45. May 24, 2010: What makes a good logo? « Fiona Cui
46. May 28, 2010: Why professional logo design does not cost $5.00 – Web and Graphic design firm.
47. Jun 13, 2010: Disappointed - DesignersTalk
48. Jun 17, 2010: How To Make a Good Favicon For Your Website | FurlongDesign
49. Jun 19, 2010: Iconoclastine. » Archive » Coca-Cola ? Intemporel !
50. Jul 5, 2010: Designing for the Moment :: Echo Enduring Blog
51. Jul 9, 2010: Logo Design Tutorial: How to modify a font to create a logo
52. Jul 13, 2010: Logo Fail: 10 Ways to Avoid Making a Creative Logo | Design + Ideas on WU
53. Jul 13, 2010: Logo Fail: 10 Ways to Avoid Making a Creative Logo « Nsibai's Blog
54. Jul 15, 2010: Why professional logo design does not cost $5.00 |
55. Jul 22, 2010: Designers, why do you do what you do?
56. Aug 12, 2010: Designing for the Moment | luLUXE
57. Aug 23, 2010: Should stock logos be allowed to live? | Idea Market
58. Aug 24, 2010: 12 Logo Design Mistakes To Avoid
59. Aug 24, 2010: Post Test Number 2 « Test
60. Aug 27, 2010: Project: Personal Logo | GSU Intro to Graphic Design
61. Sep 2, 2010: Showcase of Creative Heart Logos – Weekly Inspiration #9 | iBrandStudio
62. Oct 15, 2010: What’s in a logo? | Chicago AMA | weBlog
63. Oct 22, 2010: 15 Logos sobre corazón para inspirarse | Ciberdix 2.0 :: Blog Creativo!!
64. Oct 24, 2010: O que faz uma boa logomarca? | Netlogos
65. Dec 5, 2010: finding logo designer | idtin | Graphic Designer Blog
66. Dec 28, 2010: How to modify a typeface to create a unique logo
67. Jan 23, 2011: The Staying Power of Starbucks « The View From Below
68. Jan 24, 2011: Nvolve Design » What makes a good logo?
69. Jan 31, 2011: The Line Between Simplicity and Commonality | Ralph Saunders—The Blog
70. Mar 7, 2011: LupeGroup1's Blog
71. Mar 15, 2011: » what makes a good logo?- repostcjmdesigns blogland: cjmdesigns – Blog
72. Apr 28, 2011: Why Professional Logo Design Does Not Cost $5 | audaciousme
73. Apr 30, 2011: Como diseñar un buen Logotipo? « Jean Carlos Beta
74. May 3, 2011: I’m Not Sure I Make a Good Client for Myself… | KaylynneHatch.com - Blog
75. May 13, 2011: Understanding how logo design works
76. May 16, 2011: Book Mark Creative » What makes a good logo?
77. Jun 8, 2011: ???????logo | ?????
78. Jun 16, 2011: Jacob Cass Podcast Interview
79. Jun 20, 2011: What makes a good logo? « Prodeux
80. Jun 20, 2011: Anonymous
81. Jun 21, 2011: What Makes A Good Logo? | |
82. Aug 8, 2011: Ten timeless logos – Mike’s short list | puntografix
83. Aug 8, 2011: Ten timeless logos (my short list) | puntografix
84. Aug 23, 2011: 10 steps to a perfect logo - LOGO WORLD 2011 – LOGO WORLD 2011
85. Oct 13, 2011: 5 dicas para criar um logo eficaz - Design Blog
86. Oct 18, 2011: 5 Dicas para criar um logo eficaz | FAZ Hosting e Designer Blog
87. Nov 24, 2011: 5 dicas para criar um logo eficaz | Blog da Gráfica Mais
88. Nov 24, 2011: Cinco dicas para criar (e avaliar) um logo eficaz | BC&C Comunicação e Design
89. Dec 14, 2011: Your Logo is not Your Brand. – Art of Dance Designs
90. Dec 15, 2011: How to spot a bad logo design - Paul Murray, Graphic Designer
91. Dec 27, 2011: logos - Pearltrees
92. Jan 13, 2012: Logo Inspiration « spinelliart
93. Jan 14, 2012: Logo’s « plansa
94. Jan 18, 2012: What makes a good logo « Graphic Design
95. Jan 23, 2012: DC Comics New Logo - Good Design or Bad Design?
96. Jan 30, 2012: 18 Awesome Jiu Jitsu Logos | The Jiu Jitsu Laboratory