The time has come to revamp my personal website showcasing my portfolio and such, and with it a complete overhaul of my personal branding. Now, logo design and branding can be tricky enough to execute with an established client who thinks they know what they want, but rebranding yourself can be difficult. This is largely because it can be tough to stand back and look objectively at your work, criticising and evaluating it against your own brief because it is something that you’ve done and are (hopefully) proud of. But hey ho, needs must.
Hopefully this post will act as the starting point to keep me motivated and a pretty decent place to keep track of the development too.
After some general research on what could be the best way to obtain decent feedback from creative minds (other than my own) I stumbled across some interesting logo and brand identity information regarding the top 50 global corporations that I thought I would share.
According to the Top 100 Global Brands Scoreboard Report the top 50 brands and logo designs in order were:
Coca-Cola, Microsoft, IBM, GE, Intel, Nokia, Walt Disney, McDonald’s, Toyota, Marlboro, Mercedes-Benz, Citi, Hewlett-Packard, American Express, Gillette, BMW, Cisco, Louis Vuitton, Honda, Samsung, Dell, Ford, Pepsi, Nescafé, Merrill Lynch, Budweiser, Oracle, Sony, HSBC, Nike, Pfizer, UPS, Morgan Stanley, JPMorgan, Canon, SAP, Goldman Sachs, Google, Kellogg’s, Gap, Apple, Ikea, Novartis, UBS, Siemens, Harley-Davidson, Heinz, MTV, Gucci and Nintendo.
Their logo designs break down to this:
- The name does not describe the product sold (94%)
- The tagline is not included in the logo (90%)
- The font style is clean and clear (84%)
- The logo design uses one colour only (74%) (white & black not counted as a colour)
- The logo design uses letters only without the symbol (74%)
- The logo design is a made up name or acronym (72%)
- The logo design is rectangular in shape (66%)
- The logo design is one word only (62%)
- The logo design includes the trademark symbol (54%) and is placed in the top right (48%)
- The name is 6 letters or less (52%)
- The name uses upper and lower case (44%) (excluding acronyms)
- The background is filled and solid. (52%)
- The pronunciation includes three sounds/syllables (44%)
- The predominant colour base is blue (40%)
Those facts should make for some lovely pie charting.
Having created some company logo identities before, most of these are aspects for my personal identity were points that I had already considered. However, seeing the facts in numbers written on the page (well, screen) before me has just reinforced what makes a successful logo. In essence, develop something that is nothing to do with what you are selling, use a concise colour pallete, and a timeless font.
I’m yet to come across something that illustrates the timeless aspect of logo design anymore than this:
More than 120 years on the Coca-Cola identity remains consistent and sitting at a worthy #1, whilst Pepsi only manages the mid-twenties in the above list.
Next time you create a logo make sure you consider the facts.