What does your logo say about your company? Is it fresh and exciting? Does it inspire trust in your company? Does it use the right colors?
Wait. What? Logos have to use the right colors? They sure do. This list explains the powerful message expressed by the color or colors in your logo.
- Red: energetic, sexy, bold (Target, CNN, Dairy Queen)
- Orange: creative, friendly, youthful (Fanta, Nickelodeon)
- Yellow: sunny, inventive, optimism (Best Buy, Sprint, McDonalds)
- Green: growth, organic, instructional (Starbucks, John Deere, hulu)
- Blue: professional, medical, tranquil, trustworthy (Chase, GAP, Samsung, Ford, hp)
- Purple: spiritual, wise, evocative (Hallmark, Yahoo, SyFy)
- Black: credible and powerful (New York Times, Nike, Game of Thrones, Puma)
- White: simple, clean, pure (Apple, FastCompany, Pandora)
- Pink: fun and flirty (T Mobile, Barbie, Taco Bell)
- Brown: rural, historical, steady (Cracker Barrel, UPS, M&Ms, Nespresso)
Besides using the right color, logos should be unique, well-designed, and use sound principles of design like the golden ratio, white space, simplicity, and balance.
A few logos are recognizable with just the logo but don’t have the name of the company included. Think Starbucks, McDonalds, Nike, and Apple. The reason that these logos work, is that many millions of dollars have been spent on advertising and other brand-awareness measures. Most smaller companies will struggle with a logo that doesn’t include the name of the company nearby.
In fact, the Starbucks logo used to include the words Starbucks Coffee, but with such worldwide brand recognition, it has now dropped it. Ditto for Shell, NBC, and MasterCard.
Most large brands use a logotype to incorporate the name of the company into the logo so that the name is the logo itself. Examples of this style are IBM, Coca-Cola, NASA, Bridgestone, Ray-Ban, Google, ebay, Disney, FedEx, and Amazon. Hand customizing the type for a logo ensures that it will be unique and much less likely to be copied.
FedEx uses a famous bit of white space to create an arrow between the E and the x.
Amazon puts a fun arrow from the A to Z to show they really do sell everything.
Once you decide to take the plunge to update your logo and perhaps completely rebrand your company you will need to understand how changes in logos and company names might affect Google, your SEO, page rank. This article from Hubspot will be incredibly helpful.
With so much at stake, it’s critical to use a professional designer for the logo and more. Some elements of your current logo can move forward to create some continuity. Most companies morph their existing logo into the next one.
Once you make the decision to move forward with a logo/branding change, NEBCAL Printing can help from design to new signage, letterhead, forms, postcards, and other promotional items.
Our logo has changed several times in the last 40 years here at NEBCAL Printing. We’ve toyed with the idea of changing our name altogether. NEBCAL is a name created by the two original owners, one from Nebraska and the other from California. While it’s not a name that relates to the printing industry, we like it because it’s completely unique and a little retro/quirky. Because the word “printing” is in our name, Google and real humans understand what we do. These days, what Google thinks of you is extremely important if you want to be found on the web. When we changed the spelling of our company name from Neb-Cal Printing to NEBCAL Printing, Google presumed these were two different companies. So, if you can, quickly find out what you want to call yourself and stick with it. Try to include a word in your actual company name that identifies what you do, like Bob’s Coffee, or Century Construction.
Google is confused by names like San Diego Printing (the name of our digital printing sister company) because it’s too generic. If you searched the web for New York Ice Cream, Google doesn’t know that you are searching for any ice cream in New York (state or city?) or a specific company name called New York Ice Cream. To help differentiate our digital printing company from a generic search term, we are now calling it San Diego Online Printing.
Here is a look at our logos over the years. How do you think we’ve done? Tell us! Let us see your logo evolution in the comments below.
Do you like cars? Read here for some stories about the logos of famous car companies.