Updated: Aug 23, 2021
"It's never love at first sight. A good logo, a good trademark, gains meaning and power over time."
For most people the logos of such firms immediately connect our minds to the business in question, without the need to see its name.
Think of the golden arches of a popular fast-food chain, or the apple with a bite taken out of it representing a certain computer company.
This type of instant recognition is the holy grail for a business.
Which is why the world's multinational companies can spend millions on their logos - like UK oil group BP, which back in 2000 spent £136m introducing its current sunflower design.
Other firms of a similar size, whose logo is simply their name written out in a stylised way, can spend hundreds of thousands on a new font, or a different colour.
But how easy is it for a business to pick a good logo, and how important is it at the end of the day?
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