Evolution of a logo: How did the logos evolve?
December 1, 2020 | 0 min read
When you think of a brand, numerous things might cross your mind. These are completely based on the subconscious of a person. More than often these are thoughts and emotions of what the brand intended to evoke within you.
Logos trigger emotions through the right combination of colors and text that are expertly used effectively for marketing campaigns. It is the fastest way to deliver a message that processes through the mind’s eye of the audience that perceives it.
Logos are graphic symbols that are used by companies that allow it to be recognized by the audience viewing it as it is a visual representation of the brand’s identity. It is also used to instill trust conveying the chosen message to the public.
A logo helps your company propel into success or to crash. Now, when a company plans for marketing strategies, they speak of the importance of a logo. But how did they come into being?
The beginning of logos is traced back to Ancient Greece, where coins were used with monograms by the rulers. Nonetheless. Since the beginning of society, there has been a use of a wide variety of symbols to help decipher and mark the social ranks traced back to Ancient Egypt.
However, the modern logo that is recognized today is traced back to the 13th century, age of Renaissance. This was a time when potters, stonemasons, and goldsmiths began their first chisel and press logos as a sign of ownership. Societies shifted towards being industrial. There were more than 700 lithographic printers by the 19th century in the US alone but the credit for art printed was given to the printing companies and not the artist or craftsman back then.
By the 1870s style and innovation grew as well as the printing of colorful children’s books and newspapers as the costs decreased. The Victorian flair style expanded of expressive typography that represented the different brands and businesses.
The First Logo
As mass-production increased by the Victorian era, the surge became interested in crediting the craftsmanship that led to exclusive logos. The first-ever logo was a red triangle trademarked for the Bass Brewery in 1876 with the “Bass” text beneath in a cursive text.
The first color psychology also emerged by the 1800s with Johann Wolfgang von Goethe’s “Theory of Colors,” where they conveyed an impression of dignity and gravity.
This trademarking of company logos continued through the invention of television which gave rise to mass communication that encouraged companies to adopt visual means of communication that gave way for logos in marketing and branding.
To date, symbols are still used to convey messages without the need for language.
Marketing Logos Today
At present, logos still are used as a visual identity representation of the company although the market is saturated and consumers are exposed to thousands of logos each day. Factually 90% of the information transmitted visually to our brains is processed 60,000 times faster compared to a text? It is now understood why the brands scramble to create the perfect logo for their company.
It is only if we connect or recognize a logo we engage to know what they have to convey. A logo must be memorable and evoke fondness irrespective of it being a big or small brand.
Why does one need to invest in a professional logo?
It helps make the business appear stable as adopting the attitude of continuous changes confuses the customers who then assume this instability to the way the company is run.
The color philosophy helps the engagement in today’s world as many are trained and know that red evokes passion and action, while the color blue brings about the emotion of trust and loyalty.
Successful Logos in Today’s time
The most successful brand is Google as much as the word has infiltrated into modern language and used as a verb in itself.
They rebranded their logo in September 2015 cementing it to be creative and playful. Its flat style incorporated by a sans serif font sandwiching the bright yellow “O” connotes optimism and warmth between the primary colors that conveys themselves as offbeat.
On the other hand, brands like heavy hitters have been untouched by falling into the trap of a poorly designed logo that resulted in a marketing nightmare.
The most powerful tool in the hands of a company is its logos at their disposal that reflect the principles and values. It acts as a signature as put forward even in the days of Ancient Egypt, Greece, and industrial Britain and not only used for claiming their ownership.
As effective as the logo is, it helps create a sense of loyalty becoming a status symbol. Therefore, companies must use their logo every time they mention themselves as the market is flooded with logos. Perhaps, to stand out one must consider their unique values that customers value.
Logo evolution FAQs
A company changes its logo just to represent a fresh representation of the company combining its identity. It might also be created due to a divide in a company and the other entity creates their new management.
Logos are primarily the company’s identity that helps portray the brand’s messages and values. It is perhaps the visual representation of everything a company stands for.
LOGO stands for ‘Language of graphics-oriented’. It is a symbol used to recognize a public identification of a brand or is a symbol representing a wordmark.
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