The Evolution of Logos
For years companies have tried to develop designs that are catchy, aesthetic, and most importantly, speaks to their customers.
The First Logos
Logos and brand identities first came into existence in Ancient Greece and Rome when emperors stamped their faces on money. The tradition continued through to the Renaissance period with painters and artisans using stamps to mark their artwork.
While neither of these were logos in the modern sense, they were identity symbols that helped create a brand identity of power and influence.
Industrial Revolution
As we came into the Industrial Age, markets started becoming more saturated with the same service or product, leading to a need for logos to be more specific. With the advent of newspapers and other forms of communication, companies had the chance to advertise themselves. It was soon found that people responded better to visual stimuli and different types of logos were introduced.
In the 1800s, colour theory also emerged. Red was said to provide a certain dignity and class. Brass Brewery was the first to trademark its logo in 1876, which featured black writing on a red base.
Logos in the early 1900s
By the 1900s, logos were a thing of power. In Germany, Volkswagon adopted an angular line and a geometric style and created their first logo. The logo was derived from a Nordic symbol. However, the angle and tilt were very Nazi-inspired. After World War II they rebranded, for obvious reasons, and lost the outer rings to the logo and focused on a logo design with two letters — the initials “v” and “w”.
It would be remiss to talk about branding in the early 20th century without mentioning Coca-Cola. In the 1930s, artist Haddon Sundbloom drew Santa Claus wearing a red suit in advertisements for Coca-Cola. With the use of red, they rebranded history in their favour. So much so that now Santa Claus is only drawn wearing a red suit and associated heavily with a bottle of Coca-Cola.
Logos and the Later 20th Century
As the art world changed, so did logos. Around the mid 20th century, cubism, pointillism and expressionism gained momentum. The later part of the twentieth century saw many classic logos come to fruition. Modernism was the aesthetic and there was a need for sharp lines and bold cuts. In the beginning, Ronald Wayne, who designed the Apple logo, created a detailed design of Newton under an apple tree. This changed quickly to Rob Janoff’s bitten apple design, so they could be more congruent with their minimalist brand image. The minimalist logo trend thrived. Gone was the time for ornate designs. Microsoft, for example, joined the two words “micro” and “soft” and introduced bolder lines.
The Modern Logo
From the turn of the century, many companies have tweaked and perfected their logo to how we know of them today. With easier access to the internet and the understanding of colour psychology, brands have become more aware of how they could influence their audience with colours in their logo.
Red instills a sense of dignity, energy and intensity. Brands like Red Bull, Nintendo and Coca-Cola use red to signify these qualities. Blue instils calmness and trust and therefore many banks and insurance firms try to incorporate blue into their logos.
Humans are a visual species. Images are transmitted much faster to our brains than words and are better remembered. Through the years, brands have seen the importance of logos for their image and the influence of psychology, market trends, design and symbology that goes into creating a successful one.
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