From Logo to Legacy: Crafting an Iconic Brand

What comes to mind when you hear the names Apple, The Coca-Cola Company, or Nike?

It's not just a product for most people. It's a symbol, a feeling, and a lifestyle.

These brands have become so iconic that their logos alone can evoke powerful emotions and associations.

Apple: The Apple logo is simple, sleek, and modern. The bitten apple symbolizes innovation, creativity, and simplicity. The logo represents the brand's values of being different, innovative, and user-friendly.

Nike: The Nike "swoosh" logo is simple, elegant, and memorable. The logo represents the brand's "just do it" attitude and pursuit of excellence. The Nike logo symbolizes strength, power, and performance.

Coca-Cola: The Coca-Cola logo is one of the world's oldest logos. Its iconic script lettering has remained virtually unchanged since 1887. The logo evokes feelings of quality, happiness, and nostalgia.

McDonald's: The golden arches are instantly recognizable. They represent the brand's commitment to fast and friendly customer service. The golden arches have transcended McDonald's, as they often symbolize the entire fast-food industry.

Mercedes-Benz: The Mercedes-Benz logo evokes luxury and class. The logo's three-pointed star represents the brand's commitment to excellence in land, sea, and air. When we see the Mercedes-Benz logo, we think about quality, innovation, and elegance.

But how did they get there?

How did they transform from a logo to a legacy?

A logo is more than a graphic representation of your brand. It's a visual identity communicating your values, personality, and message. A logo can make or break your brand image, so it is crucial to create one that is memorable, distinctive, and timeless.

But how do you create an iconic logo that lasts the test of time?

Define your brand identity. Before you design your logo, you need a clear understanding of what your brand represents and what you want to convey with your logo. Your brand identity is the essence of your business and should reflect your mission, vision, and values. Tools like a brand strategy canvas or a brand personality quiz can help you define your brand identity.

Do your homework. Once you have defined your brand identity, you must research your industry, competitors, and customers. Understand what makes your business unique and how you will stand out from the rest. Know what logos appeal to your audience and what emotions they evoke. Websites like Pinterest or Behance can offer inspiration and examples of logos in your niche.

Identify your style. With your brand research in hand, consider your options. There are wordmarks (text logos), pictorial marks (symbolic logos), lettermarks (initials), emblems (text inside a shape), mascots and combinations (logos with text and symbols). Consider simplicity, scalability, readability, and versatility when choosing the style of your logo.

Determine what type(s) of logos you need. Some businesses have a primary logo for their website and social media accounts. They also have a secondary logo for smaller spaces like favicons or app icons, a submark for watermarks or stamps, and a wordmark for signage or packaging. Despite the differences, each style of logo maintains consistency with the others and with your overall brand identity.

Pick your colours thoughtfully. Colour is critical to your logo's design. It should convey meaning and mood; it should evoke emotion. Different colours evoke associations and affect people's perceptions and behaviour when they experience them. For example,

• Red: excitement, passion, urgency
• Orange: creativity, warmth, fun
• Yellow: optimism, happiness,
• Green: nature,
• Blue: trust,
• Purple: royalty,
• Pink: femininity,
• Black: sophistication,
• White: purity

Choose colours that match your brand personality and message. Consider how well they contrast with each other and with different backgrounds. Avoid using too many or clashing colours.

Don't forget about typography. Typography is another crucial element of a logo design, as it can enhance or diminish the impact of your logo. The font you choose for your logo should reflect your brand voice and tone and be legible and recognizable at any size. Avoid using fonts that are too trendy, too common, or too much like other brands. Pay careful attention to spacing, alignment, and hierarchy of the text.

Before your brand becomes iconic, your business needs a logo with the potential to evoke emotions in your audience because it represents your brand’s values and mission.

Merchant North will work with you to develop your brand, including your logo, to set your business on the path to becoming iconic.

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