the finest storytelling techniques in logo designs
TRANSCRIPT
The Finest Storytelling Techniquesin Logo Designs
The Grand Brand DesignExpedition from Sydney to
London and New York
Imagine
the
as a central&
LOGO
introductorycharacter
in your company's story
Storyteller
Will the
LOGO
customersbe persuaded to
Buy your
products
1
Storyteller
brandDoes your
LOGO
logoBusiness
customers
evokefeelings
2and
within your
Storyteller
logo Does your
LOGO
reflectand
traditions
your
company's
3 inspire
History
& goals
Finding A city that happens to be adoorway to a continent is notfamous for its design sense or sothe world thinks.
Despite all contradictions, it isthe birthplace of some uniquestoryteller logos.
Let's find out their story and howthey are different from the rest ofthe world.
Answers
in
Aussie
At the time of its inception, thekangaroo was depicted ascarrying the globe with its feet.
In 1995, the redesign added wingswhich gave it a mystical,untouchable edge, that alsohappens to narrate the story ofthe brand.
The logo has seen too muchcontroversy. At one point, it wasdubbed as the big foot.
Legendary
Aviator
Sport
The challenge was to dispel tiredand quaint clichés of Australia,namely, the koalas andkangaroos.
The logo depicts the image of arunning athlete outlined in ahand-drawn style, capturing thehuman aspect of what theOlympic Games stands for.
He holds an Olympic torch fromwhich trails a line of smoke thatdraws the iconic white peaks ofthe Opera House.
S dneyy
Double
The Australian BroadcastingCorporation (ABC) logo isknown as the worm.
The monolithic logotype with areflective silver finish wasapplied from screens tostationery and is still in use bythe ABC today.
Somewhere along 2008, therewere speculations that the logowas getting dumped but theonly modification was meant torefashioned to accommodatethe digital television era.
Infinity
Digits for digital
The numerical nine besides 9dots, a rather strange lookinglogo to get acceptance.
The makers of this logo believed that this was anopportunity to showcaseNine’s talent pool in a uniqueway and reflect theAustralian lifestyle andlandscape.
With a relaunch in 2008, thedots were represented as 3Ddiscs but later on sphereswere used.
NationalPost
The bright red ‘P’ for ‘post’smartly incorporates the imageof a postal horn: a traditionalinstrument European postmenuse to announce deliveries.
After years, it is still ubiquitousand stands for all the values.
The logo is now a familiar facevisible in every street corner onstreet posting boxes and on thethousands of Australia Postmotorbikes, vans and trucks.
Points of
3. Minimalism and flat is not atrend across the board.
in Distinction
1. The choice of colors isrestricted but blue and red enjoynotable prominence.
2. Logotypes are preferred overwordmark.
4. They are finding it difficult todrift away from conventionalsymbols.
Finding The largest city of UK alongRiver Thames famously knownas the cultural capital of theworld.
Their design is a vibrant mix ofmodern British andcontemporary art. The culturaland intellectual life of London isdepicted elegantly in theirbrands.
Let's take a look at some of thesleek logo designs that narratea unique story to connect withthe audience.
in
Answers
It is one of the oldest brandsthat specializes inpharmaceuticals, healthcareand beauty products. Theynever did any extra effort tochange their brand identity.
In fact, they only played arounda little with the color of the logobut the font remaineduntouched.
However, the brand has latelybeen through some mergers andacquisitions which means wecan expect some rebranding infuture.
Born English
Argos is a catalog retailer that isa parent to several otherelectronic brands. This type-based logo went through somefascinating changes but theextended "A" leading to "S" wasnever dropped completely.
This smirk looking underlinebecame an identity and without itthe brand story was incomplete.So even in the latest rebrandArgos retains a concaveunderline.
The bright red color depicts thestrength and the brand on aglobal scale.
Get Set
Go
The department store across Londonis not just famous for its service. Theircursive logotype conveys a messageof integrity, and reliance.
The logotype is in thin font so tomaximize visibility by protecting theclear zone around it.
An amazing shade of green or goldenrepresent this departmental chain ofstores. However, it was quitechallenging to make this logoimpactful on different items.
A class Apart
Tesco logo was introduced in 1996that featured a modern look andincluded the five stripereflections under the company’sname.
The new font was a replacementof the typewriter font that had avintage appeal, but it still retainsthe essence of the brand.
As you can see, the colors areborrowed from the British flag.Red symbolizes prosperity andhappiness, while the blue colordepicts excellence andtrustworthiness.
A name of
TRUST
The famous “Spread Eagle”emblem of Barclays, came from thelate seventeenth century whenvery few people could actually readand write so business owners usedpictorials signs to brand theirbusinesses.
After using the black colors fordecades, the Barclays logo came inblue color for the first time in May1970.
The current logo is a simplifiedversion of the corporate visualidentity that follows minimalism.
Beyond Corporate
1. The colors of the flag are alwayshit.
Distinction
Points of2. Wordmark is preferred oversymbolic.
3. They redesign more frequently to matchtrends and core values while retaininghistoric elements.
4. They have had a brief transitionbut now their logo designs aremoving towards contemporary.
The cultural and financial capitalof the world is filled with vibrantdesign ideas, creative designersand erratic trends.
It is the birthplace of innovativeemerging brands that are keen tonarrate a unique story for theirbrand.
Check out how the logos narratetheir stories through brandidentities.
Answers
Finding
in
The first logo of ESPN had anencapsulated feel which casted amediocre impression.
However, the redesign truly sets thebrand apart. The new wordmark wasfirst introduced with a swoosh whichwas eventually dropped to cope withthe trend of minimalism.
The bright color gives away a spiritof passion and love for sportswhereas the white version stands forpurity, reliability and integrity. Theline spanning the four letters is anindication of uniformity.
Sports Buzz
The customized font of Disney brewsan essence of cheerful and lightentertainment. The logo is a stylizedversion of the founder's signaturewhich is a genius idea.
The logo has preserved itsuniqueness over the years but someanimations and styles have beenadded to meet new designstandards. The timeless logo hasengaging stories of delight thatnever fails to impress.
The fancy font representsentertainment industry quite wellbut fancy use of colors could'veruined the subtle logo.
Magic
Alive
The logo was designed bylegendary Massimo Vignelli,who created a strong coreidentity for the brand with themost popular typeface of alltimes, Helvetica.
The use of emblem became aperfect fit for the airline. thecolors represent energy, vitalityand passion while the royal bluestands for duty, care and trust.
Since it's a national airline, theuse of flag colors was all butinevitable.
National Airline
The first logo of Fedex was adiagonal wordmark. After thecompany became a name in globaldelivery, they felt the need tostrengthen the identity.
So they came up with an iconiccorporate image with hiddensymbolism that communicated anintriguing brand message. The arrowsymbolizes forward movement,accuracy and thinking.
It's purple color communicates themessage of elegance, prosperity andprestige and orange is for pace andconnectivity.
Corporate Symbolism
Another remarkable example ofhidden symbolism to narrate a story.Though the peppy font has oftenbeen critiqued, the stand-alone Band R showing number 31 was an alltime hit.
People loved the way they coded theinformation of 31 flavors in brand'svisual imagery. Some believe thedigit 1 is also a spoon that is offeredto customers to taste samples.
The blue depicts reliability, qualityand promise for exceptional service.
Visual Treat
1. Hidden symbolism is the rulingcurrency as if brand narrative isincomplete without it.
Points ofDistinction
3. Colors are finalized after heavyresearch on consumer psychology.
2. Rebranding is frequent which isusually done after consumeranalysis.
3. They love to experiment withtypography.
New York - consumerpriorities are defined
Putting themtogether
Sydney - brand storyis narrated
London - core valuesare depicted
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