The Thought Behind Logo Design


In our field of expertise, we support our customers to present their organization and its products or services. Our work concerns more than just (digital) media. We are asked to do user research, market research, and to draw conclusions from that regarding the digital landscape and marketing. That landscape is the final RESULT of our work. Logo design sometimes is a topic. We encounter a lot of beautifully designed logos and notice how they influence the whole image of an organization.

Why do we need a logo?

The purpose of your logo is to aid and promote instant public recognition. Therefore, the message a logo conveys is important. And because we make it our business to help our customers maximize the communication with their customers, we share a short story about Logo Design.

If you ask experts, a strong logo represents not only the company, but is a brand off its own. Some are purely graphical and others are composed of the name of the organization (a logotype or word mark).

At Applified, we choose the latter, a non-existing word should be supported by a word mark, we decided. And we also incorporated the letter A as a logo. We thought it would be a nice idea to use it later in our external communication, and that works out. Incidentally, we had our logo created on, as any proper start-up should do! 



Stories behind logo’s

A strong example of a logo that is a brand on its own, is this one:


It’s probably the world’s most famous logo! It was originally created by John Pemberton’s bookkeeper in a typeface that was the dominant form of formal handwriting in that period.

The following one, is relatively new.


Did any of you know that this logo consists of 25 separate symbols? Each one of them is connected to the company, represents a value, product or vision. Check if you are interested in the detailed explanation.

Logos obviously, evolve over time. Like this one.


The left one is from 1956. RCA, owner of NBC, hoped that people would buy more colour TV sets due to the eleven feathered peacock. And although the logo developed, you still recognize the peacock, don’t you?

Enzo Ferrari took his logo from the fuselage of an Italian WW1 ace pilot. He had a red painted horse on his plane and was unfortunately gunned down; Ferrari decided to change the colour to black, as a symbol of mourning for the fallen pilot. He gave it a canary-yellow background, from Modena, his birthplace.


And then this one!


Everyone knows this company and its wordmark rivals in fame, compared to that of Coca-Cola.

What Google has encouraged smartly, is the invention of Google Doodles, see below for an example, made for the celebration of 150 years London underground.


It shows that a brand can become bigger than the company itself. It not only contributes to the image of the company, it also creates influence. And influence opens the way to create new worlds, new ideas and new markets.

Obviously, world famous logos have their stories. We should be aware of the impact a logo has, what you can do with it and what it ultimately can do for you. That’s why we share this and that’s why we continue to accompany our customers on that journey!

Finally, if you like games…. you can also test your logo knowledge in one of the many logo quiz apps that have been released.

Tags: design, marketing,

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