The World's Most Famous Logos And What We Can Learn From Them

A great logo makes your job of selling easier.

Your logo is the embodiment of your brand and company image. It’s often the first impression your business will make.

Clients expect a credible business to be represented by a professional logo. If your logo looks cheap, they’ll think your company is cheap too.

But while most business owners recognise the value of a great logo, they don’t always prioritise it.

Some incorrectly assume it will cost thousands of dollars to create one. So they look for free or cheap pre-made logos online. Or they slap an icon alongside their company name and call it a day.

But saving money on a logo might be costing you more in lost sales.

Here are five of the world’s most recognisable logos and lessons you can learn when developing one for your business.

Nike

Famously, the designer of the Nike Swoosh was paid $35 for her efforts. Carolyn Davidson created it for Nike owner, Phil Knight. He wanted a logo that was simple and fluid, that conveyed motion and speed. 

His first reaction after seeing the now famous swoosh: "I don't love it, but I think it will grow on me." 

Lesson: A great logo might not be evident at first. Don’t dismiss a design based on your first impression. Consider how it fulfils the brief. Logos don’t always cost huge sums of money either.

FedEx

Designed by Landor Associates in 1994, the FedEx logo looks very simple. It’s a typeface logo with five letters, written in Futura in two colours. 

But beneath the simplicity hides its secret in full sight. 

Between the “E” and “x” is an arrow pointing to the right. That hidden arrow creates movement which is perfect for a fast delivery service.

It gives people an aha moment. It doesn't matter if someone sees the arrow at first or their friend shows it to them. Either way, there's a special moment of delight once it's revealed.

Lesson: Explore negative space between letters or shapes. Give people a moment of surprise when they discover something clever and hidden within your logo. They’ll remember that moment and your business too.

Apple

One of the most recognisable logos in the world is for a computer company.

There’s nothing in this shape that tells us what Apple does. It's simply an apple with a bite taken out of it.

People have pondered why the designer added a bite.

Some say it references the Bible’s Adam and Eve story. Others say it’s a pun on the computer term “byte”.

The real reason, as told by its designer, Rob Janoff, is that without the bite, the apple logo looked like a cherry when it was reduced in size. The bite gave the logo its distinctive apple shape at every size.

Lesson: Your logo doesn’t need to explain what you sell. As Paul Rand famously said, “The only mandate in logo design is that they be distinctive, memorable and clear.”

Adidas

The Adidas stripes started back in the 1920s when founder, Adolf ‘Adi’ Dassler began making shoes with his brother Rudolph in Germany. Their first running spikes featured two stripes along the side to give the shoe structure and stability. 

The brothers split after a massive argument. Adi went on to start Adidas, and Rudolf started Puma. Neither brother could use their already recognisable two stripes. 

Adi wanted to add a third stripe to his shoes, but a Finnish brand, Karhu, already owned the trademark for the three-stripes. In 1952, Adi negotiated to purchase the trademark for two bottles of whiskey and €1,600.

The three stripes were later incorporated in the Adidas logo, known as the Trefoil, in 1971.

In 1990, Adidas created a new logo. Here the three Adidas stripes form the shape of a mountain, symbolising the challenges faced by athletes. Both logos continue to be used concurrently.

Lesson: Incorporating a strong and consistent theme into your logo gives you freedom to update it and even use multiple versions without losing your identity. 

Amazon

The current Amazon logo has been in use for over 20 years. When it was released in 2000, it was Jeff Bezos’ seventh logo redesign in five years.

My 10-year-old son walked in as I’m writing this, took one look at my screen and asked, “Do you know what that means?” 

He delighted in explaining how “the arrow goes from A to Z because you can buy everything from Amazon!”

You can’t ask any more than that from your logo.

The simple curved line in the shape of a smile is a nice touch. It gives you a warm, happy feeling (perhaps subliminally). It’s the same feeling you get when your package arrives.

Lesson: Logos don’t need to be complex. There’s beauty in subtle shapes. Keep editing your logo until you find one that works. 

Wrapping Up

A great logo makes your business distinctive and memorable.

The most famous logos in the world teach us:

1. Great logos might not reveal themselves at first glance. 

2. They don’t need to cost huge sums of money.

3. Hiding clever, relevant shapes within your logo will make it more memorable.

4. Logos don’t need to explain what you’re selling.

5. You can use multiple logos if they’re connected by a strong theme.

6. Simple designs are often the most memorable.

7. Don't be scared to keep updating your logo until you're happy.