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What Are the Best and Worst Company Logos?
The recent backlash against the Gap's rebranding served as a reminder of how effective -- or disastrous -- logos can be. From McDonald's and Nike to Sears and Mercedes, a look at some of the best and worst of all time.
Posted 10/ 8 10 at 4:00 PM | Business Trends, Advertising & Marketing, Sales, Starting a Business, International Business, Online Business, Inventions & Innovations
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The Gap has found itself in a little marketing hot water, after replacing its longtime logo with a new one that Ad Age described as "something a child created using a clip-art gallery." And that was one of the kinder reviews. After more than 20 years, the emporium of denim, khakis and other casual wear decided to shelve its iconic blue-box-with-white-text logo -- and was immediately slammed across the Internet, even spawning parody Twitter accounts. To stop the bleeding, the company announced a crowd-sourcing project, inviting consumers to offer alternative logos. The fate of the new logo remains unclear.It's not the first time a major brand has faced backlash for fixing what may or may not have been broken. Last year, Tropicana was forced to abandon new packaging after a near-universal panning.
Both examples serve as case studies about why logos are such an important part of an overall brand message -- for companies of all sizes. "A logo is some sort of graphic mark, an emblem utilized by many large corporations and organizations to promote public recognition of their firm and products or services," says George Cook, an executive professor of marketing and psychology at the Simon Graduate School of Business at the University of Rochester. "The logo helps the firm initially gain attention and then continue to keep the company and its products or services at the consumers' top of mind when they're in the buying process. Some firms do a magnificent job of this, while other logos leave a lot to be desired."
So what makes a truly effective logo? We rounded up a panel of experts and asked them to share their picks for best and worst.
The Best Company Logos
McDonald's. The key is "memorability," says Walter Guarino, an advertising and branding professor at Seton Hall University and president of SGW, Montville, N.J.-based integrated marketing firm. "If upon seeing the logo once or twice, I can remember it and what it stands for, it's a winner in my book." And those billions and billions of customers McDonald's has served, whose eyes light up at the sight of those Golden Arches, can't be wrong.
Nike. The iconic swoosh is probably the most famous company logo out there, and just for that, it deserves high praise and a place on our list. "Nike's brand essence of 'Just Do It' is captured in its famous swoosh," says Betsy Jordyn, president of Windermere, Fla.-based Accelera Consulting Group, which has worked with numerous Fortune 100 companies, including Walt Disney World. "The name Nike and the swoosh represent the Greek goddess of victory, which is a perfect fit for a company that is the world leader of sportswear provided to competitive athletes."
Echoing that sentiment is Todd Simmons, executive creative director at Wolff Olins, a branding firm with offices in London, New York and Dubai. "At the risk of stating the obvious, what comes to mind immediately is the Nike swoosh," he says. "Nike taught us all what a traditional logo can do on its own. I like that the logo is abstract and isn't an overt visual translation of Nike, although it has its roots. The swoosh also makes any communication or product better when it's placed on it -- a benchmark for a great symbol."
"The logo is 100 percent effective," raves Ricardo de la Blanca Brigati, CEO of the DLB Group, a multinational advertising company that works with clients including the Cartoon Network and Kraft Foods. "The way the symbol is positioned gives consumers a sense of speed, a quality that obviously reflects the spirit of the company."
Cook notes that Nike "paid a student $35 for their enduring logo. What a buy!" (Years later, as a thank you, Nike CEO Phil Knight gave the same design student an envelope full of stock options.)
The Geico Gecko. The famous insurance lizard is celebrating his 10th anniversary as a spokesman for Geico, and clearly, he and the company are doing something right. As Cook says, the logo is "cute," and the related advertising generally features "humorous stories that we all can relate to and laugh about."
FedEx. What is it about their logo that's so impressive? True, it's been part of the advertising landscape for so long that it's probably hard for a lot of us to see it, but the way Ms. Jordyn explains it, "FedEx changed the shipping industry when it promised its customers 'when it absolutely, positively has to be there overnight.' Its logo communicates this promise with a hidden arrow -- between the 'E' and the 'X' -- which is a symbol of both speed and precision."
You'll be hard pressed to find any marketing executive who will say a bad thing about FedEx's logo. "The use of the negative space to create a subliminal arrow signifying forward motion is brain-brilliant," says Adam Hanft, a branding guru and CEO of Hanfts Projects.
"All-time best in my opinion," echoes Erik Pelton, a top trademark attorney in Arlington, Va.
CBS. Hanft particularly likes this one, noting that the "eye gazes at us from the 1950s with authoritative brilliance and unblinking courage that is all the more relevant right now."
Playboy. "Say what you will," Hanft says. "Marshal the full armamentarium of sexist weaponry. This whimsical masterwork continues to instantly communicate the national value system of Heffnerica."
The Worst Company Logos
Sears. Kelly Day, associate creative director at Bailey Gardiner, a San Diego-based marketing agency, passionately hates the Sears logo. Why? It's confusing. "Not only is their current logo bad, what makes it even worse is that some of their older logos were really, really good," Day says. "Instead of building on its own history and using a logo that relates to its roots as one of the oldest and most-trusted brands, it went generic. It chose a logo that makes it blend in with JCPenney's, Kohl's and all the other large, forgettable department stores. Such a shame."
Coca-Cola. It might seem crazy to knock Coca-Cola's logo -- after all, it's one of the world's most recognizable brands. But the drink has thrived in spite of the logo, not because of it, according to de la Blanca Brigati. "The letters and the red and warm colors are opposite to what the company should stand for." It would have been better, or made more sense, had Coca-Cola adopted something blue, as Pepsi did, which would connote a refreshing, cool drink.
Kellogg's. "This is another extremely successful company that could have a better logo," de la Blanca Brigati says. "The logo doesn't send consumers any sort of message, and it doesn't portray much of what the company stands for. It's not that the logo is bad, but considering the company, it should be much better."
Mercedes. "Yes, it's iconic," Hanft says, "but only because of the car that it adorns. Otherwise, the three-part symbol is cold and remote, communicating no values and tapping into no brain orchestra of emotion."
Edsel. We're reaching back a bit to the infamous car named after Henry Ford's son, which was made between 1958 and 1960, but it has to be mentioned, Guarino says, "because it's among the top of the worst heap. They did nothing right with that car from the start." The logo was particularly awful, he says. "The weird-shaped E with the name of the brand tucked more than halfway down the letter did absolutely nothing to stand out. Occasionally, they used it without the brand name, showing just the 'E' with six hard to count 'em circles around it. I never understand what the circles were for, or why you would take the risk of thinking people would remember the car's name from just the first letter."
Of course, the problem with trying to create a list of bad logos, Guarino says, is that "there are so many forgettable logos out there that it's hard to comment on them."
Geoff Williams is a regular contributor to AOL Small Business and has been writing about business issues for publications like Entrepreneur for over a dozen years now. He is also the co-author of the book Living Well with Bad Credit.
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Comments (Page 1 of 2)
As usual, the stories from AOL leave much to be desired and leave OUT content. In this case, it would have made a lot more sense and informational had they included an image of the old GAP logo and the new logo that the article claims has caused so much backlash and uproar.
Yes. I agree w/ several others. It would have been interesting to have SEEN some of these awful logos. I am not a shopper/customer of some of these brands and have no idea what their logos look like.
I agree too, as usual in these articles, you have to search for whatever is suggested in the title and in this case, it doesn't even exist. I completely disagree with the author's assessment of some of the "worst" logos, Mercedes for instance... some of these are timeless pieces of art that make a profound statement about the companies they insignate.
can you design a logo for me? If yes, how much? i don't like my logo: www.brideofthesea.com.
While I understand the reasoning behind Coca Cola being on the worst list (red = warmth, yada yada), I definitely do not agree. Who is to say that the logo must represent every aspect of the product? If that ideology were true, all cold beverages would be packaged in blue. Branding creates recognition; it does not define what the company is or the product they sell. Yes, it does help if they relate. However, Coca Cola has a universally known image, and it would be foolish to change it.
That being said, this article would of been way more interesting if the discussed logos (old and new) were included. If you want to read about (and see) the new Gap logo, check out design:related's article - shar.es/0Jl9M
Coca-cola is one of the worst because it's in red, and it should have adopted blue because blue connotes "refreshing?" That's ridiculous. Coca-cola now owns the color red in the beverage industry and is a worldwide icon for refreshment. Maybe a business writer shouldn't try to put his designer hat on. A logo doesn't make a company successful. A company makes a logo successful.
yes i knw is goods
The article should have shown the "Old" and "New" side by side for comparison. However, to suggest that the Coca Cola (Coke), Kellogs, or Mercedes logos don't work, or that they are the "worst" logos, ignores reality and experience. Instead, it substitutes an individual's faulty perception of what should be. The worst of the worst Logo failures all came from those in the industry that thought that they would be "better" and a screaming success. What would make us think that these opinions are any better?
does anyone realy know what the three pointed star is on the hood of a mercedes ? does anyone realy know what it means it means they made engines for land sea and air
Dear Lisalin: I read your need for a logo idea, visited your Bride of the Sea web store, and believe I can help. I thrive on the challenge of logo design and have worked on logos for our family business, EDUSHIRTS, and our budding publishing company. In fact I worked on examples for wedding supply and event retailers just for the fun of it a few months ago, and can easily place these ideas on one of our web divisions. Please visit www.t-shirtsthatteach.com to see some basic examples. Tell me what you want for colors, motifs, and wording- I can give you some ideas this week! Best wishes for your bridal business. Divi. R+D for EDUSHIRTS and the T-shirt curriculum. railsafe65@aol.com
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Rubens
LOGO's........If anyone designs and knows the legalities of logo's, I would love to speak with you. I would like a new logo and haven't a clue as to where to begin..
Thanks so much
You left out the pepsi logo which is the all knowing seeing eye. It is also a symbol of the illuminati. himmmm
The commentary seems more like one man's opinion rather than anything based on research or fact. Take the Nike and Mercedes logo's for example. Nike gets praise for a simple generic swoosh and Mercedes logo is chastised for the same reasons. He should have selected better examples of what is good and bad. What about the Toyoda logo - now that's one bad logo.
Hi, very thoughtful article ... i believe you'd rank our Exceptional Dessert logo with the "best of" logos ... see for yourself. Tried copying the logo here, but wasn't excepting it. Please check out our website: www.exceptionaldessert.com
I agree with the cleverness of the Fedex Logo but calling Coca-Cola's logo one of the worst logos? It kills all credibility with this article. Coke is the #1 recognized brand in the whole world, you idiot. Wouldn't you think that would be in the top 10 of your 'best'? These lists, why do we read them?
The Mercedes logo is instantly recognizable all over the world. This alone meets the same criteria that the author cited for why McDonald's logo is good. It's viewed as a symbol of quality. The three points on the star denotes their originally purpose of the best in the air, on land and on sea.
Article is poorly written.
A Brand Logo is only as good as its product. All the "Best" brand logos can turn into the worst if their product goes south. It's a psychological connection. The Logo itself is almost meaningless, except when the product is first launched. Personally - I think the apple bit logo is a little tired and cutesie
What a crock ! Another attempt to hide advertisements by calling them "News"