Modern business is all about recognition. Yet, it is not a new notion. Even since the early days of marketing, a brand had to be easily recognizable to be successful. Or the successful brands are nowadays easily recognisable due to their success? Well, it is a two way alley. Yet, there’s no arguing that all top brands have logos that stand out. It is an old recipe. One needs an easy to remember logo that transcends time to be successful.
On this list, we’re going to have some old companies with logos that have been around for decades, and a few new ones that show that when you have a good logo, it is easy to stand out, regardless if your business has been around since the 50s or it was founded in the 2020s. To prove our point, we’re going to start with two brands that encapsulate our notions from the first two paragraphs the best.
Apple
The company named Apple is one of the world’s biggest tech brands. Yet, its logo is a simple apple. The bitten apple logo is probably at the top of most lists for most recognizable brand logos, regardless of who is creating the list. While many companies change their logos over time, and Apple has done so with some of their products, the half eaten apple was always there. It even featured a brief story about the company in the now cult film Forrest Gump. While the true story of the brand’s logo was never revealed the most common theory is that it is a memento to the late Alan Turing. It was believed that the genius and the father of computer science died from eating a cyanide laced apple. While this story can be found at all corners of the web, the truth is quite different. The logo was devised by the late company’s founder, Steve Jobs, who thought of it during an all fruit diet he underwent, believing that Apple is both a strong word while eating the fruit. The design was crafted by Rob Janoff, who stated that the design had nothing to do with Alan Turing. Instead, he said that the bitten apple comes from his idea that if not half eaten the people would confuse it with a cherry. It would appear that the easiest way to craft a log that will stand out is not to over think it.
Stake
The online entertainment brand Stake is the perfect example of how good things can be when you don’t over think anything. In the game of high stakes, the best way to go is to call your company by the word used by its end users every day. Also, the logo is as simple as it gets. It is the company’s name written on a blue background, in white silver letters. The company has become a leader in its domain since its creation by Ed Craven and Bijan Tehrani in 2017. The company managed to reach the heights that it did by a string of simple but direct marketing campaigns with its logo in the centre of it. That’s why you will see the Stake logo on the shirts of Premier League football club Everton, at the UFC events when they are also sponsors, but also on social media platforms such as X, Facebook, Instagram, and on streaming platforms such as Twitch and Kick. While the logo was there from the start, it was not until 2020 when Akhil Sarin joined the company as a Chief Marketing Officer that the company truly kicked off. Thanks to his idea that the brand needs to be where the eyeballs are with its logo, we today have Stake at stadiums, arenas, racetracks, UFC events, Premier League, and UFC among many other places.
McDonald’s
We’re back in the courtyard of one of the older brands and logos. McDonald’s is one of the most famous companies with its logo being recognizable in all parts of the world from Serbia to Japan, and way back to the USA. Due to its widespread popularity it’s been a while since McDonald’s was only a fast food chain. The logo represents the spread of American culture on a highest level. Its logo is a simple yellow letter M on a red background. It has been with the company since 1952. The arches that create the letter M are a part of the company’s exterior design on most of their establishments. It is interesting to know that the logo was first used on the exterior of the venues before it became the company’s official logo some years later. While the company has redesigned its logo a few times in the more than half the century of its existence, the yellow letter M always remained at the centre of it.
The company intentionally picked the colours of red and yellow for its branding. Yellow is intended as an association with happiness, while red serves for energy and stimulation. Also, when your physical venues have massive arches that are coloured red and yellow it is possible to notice a McDonald’s restaurant from miles away. When you pair a logo this attractive with a top notch service and end product, success is the only end result you can get, and McDonald’s is the perfect example of it.
Coca Cola
The icon! You can go to every corner of the globe and there will not be a single living creature that hasn’t heard of Coca Cola or seen its logo. It is another logo that has been around for ages, in different shapes, but the two Cs were always there. Its focus on C has been around since 1887 and you can bet it will never change, regardless of what happens. Interestingly enough, it was Dr. John Pemberton who created both the drink and the logo. His goal was to create a potion that would serve as a stimulant to regulate mood and temperament. Instead of a brain tonic, he created one of the most iconic beverages in the history of the human race. While not used in medicine you could argue that Coca Cola positively affects everyone’s mood. While Dr. John Pemberton sold the company and died before he would see its growth to what it is today, his bookkeeper, Frank Robinson who coined the name Coca Cola and was there when the logo was made, was hired by the new company owner Asa Griggs Candler who put the beverage into bottles and hired Robinson to be the main man in the company’s marketing department. As a brand that keeps tight ties to its history and origin, the colour of the logo remained white on the red background, with only minor changes happening to it throughout the years.
Nike
As far as sports brands go, Nike has always remained at the top with not only the quality of their products, but also with their logo that’s simple, easy to remember, and represents what the brand stands for with perfection. The best part is that the logo came from a decision of the brand’s founder, Phil Knight, to hire one of his students, Carolyn Davidson, to design the logo. Davidson created a few examples, and the one Knight chosen was the one representing the wings of the Greek goddess Nike. Back in the 1970s, the price of this log was merely $35. Its impact on society today is measured in billions.
After Nike, on the wings of its swoosh symbol became a worldwide brand, Phil Knight invited Carolyn Davidson to a dinner, and she was awarded with a diamond ring that features the Nike logo and with the shares of the company to her contribution to the growth of the brand by being the person behind the creation of the iconic logo. We don’t even have to tell you that those shares are worth millions today, right?
The age of social media platforms has started with Facebook. Even today, it is the biggest social media platform in the world. An idea that started in a Harvard dorm room has conquered the world on the back of Mark Zuckerberg, and it is today known as only one brand under his conglomerate Meta. What makes the Facebook logo so recognizable is the fact that it is seen daily by its 3 billion users. The logo is as simple as it gets, proving our point that simplicity is the formula for a good brand. It is the name of the company written in lowercase letters. While white on blue seems to be a winning formula today, the reason behind the selection of those colours lies in the eyes of its founder. Zuckerberg is red green colour blind, so he had no choice but to pick the colour he sees the best and that’s blue.
FedEx
Here we have an award winning logo. Today, FedEx is well known, and quite popular as logos and the companies they represent go, but way back when it was founded it meant little. Back in 1971 FedEx was only a packaging delivery startup. Fast forward to today, and we have one of the biggest logistic companies in the world. What makes its logo so unique is the optical illusion it creates. If you take a closer look at it, there’s an arrow pointing right between the letters of E and X. The arrow represents the values the company holds the dearest and those are perseverance, speed, and accuracy. Also, the brand’s decision to use colours of purple and orange was a breakthrough combo back in the day, and you know that it’s not too present today. For FedEx these colours have a high meaning. Purple stands for quality, prestige and drive, while orange represents diversity. Together, they’re a formula for success, and FedEx is proving that it is a winning formula day in and day out.
Real Madrid
When we talk worldwide sports, Real Madrid stands at the top of the pyramid. RM has a trophy cabinet that most other clubs can only be envious of, and they are. As far as sports go, Real Madrid is synonymous with success. Their fan base is massive and covers all parts of the world, but they don’t only attract most fans, but also the world’s best footballers. What makes real Madrid’s logo to stand out is the crown at the top of it. The crown was added way back in 1920 when Alphonso XIII, the King of Spain gave the club its royal status. Real also means royal in Spanish. The prestige of this football club lies in the name Real, as the royal way is how they behave themselves both on the field and off the field too. During the 1930s the crown was removed due to different ban on monarchy crests, but as soon as 1941 the crown was back on the top of Real’s logo and it remains there to this day. The club has remained loyal to its roots, and even in modern times they remain one of the most prestigious teams in the world and proudly carry the title Real and represent the name as if they were royalty themselves.
This list could go on and on, as the number of iconic logos is quite long. Yet, the recipe for good ones remains the same. Make it simple, and make it represent the brand and the business in the best way possible. Just some of the ones we failed to mention include the star of the Dallas Cowboys who are the world most valuable sports franchise, the iconic tongue and lips logo of the Rolling Stones, Amazon and Subway both representing their companies in unique way, Google, Adidas, Starbucks, Netflix, Puma, and Pepsi among dozens of others.
These companies not only provide quality products and services, but also remain recognizable to millions of people who might not even be their customer base. It all comes down to superb branding that lies on the logo that can stand the test of time.