![]() And it was only when looking at these various designs that someone came up with the idea of introducing an arrow into the typeface. The team FedEx hired created more than 200 logos during the design process. In FedEx’s case, the hidden arrow was also the result of a little luck. How did FedEx come up with its clever monogram? By hiring an award-winning team of experienced and creative designers.Īs Sinoun Chea, CEO and founder of ShiftWeb, points out, experienced designers best understand “how to craft compelling brand logos.” They also know how to use symbolism to create images that have positive associations in the minds of customers. And the logo’s design has won several awards. See the arrow between the uppercase “E” and lowercase “X”? The lettering is more than a wordmark it is a creative combination of two typefaces, Univers and Futura bold. The FedEx logo fully demonstrates the use of negative space. And limiting the logo’s color usage means it better reflects Apple’s core design philosophy: simplicity. And an array of bright colors in the 1977 design represented a feature that distinguished Apple’s computers from its competitors: color capability.īut why did Apple trade the rainbow for the current monochrome version of its logo?Īs Young notes, a logo’s success ultimately depends on how well it represents the brand’s values. The bite out of the apple helps clarify the image - even when the logo is tiny, it’s easily recognizable as an apple, not a cherry or orange. The redesign stripped away everything from the original design except for the apple.Ī simple and balanced design makes the logo easy to identify. Apple replaced it with the first iteration of its modern logo in 1977. But Steve Jobs scrapped the original design when Wayne left the company after less than a year. It was an intricate and hard-to-read design that featured Sir Isaac Newton beneath an apple tree. This makes Nike’s logo a fitting reminder of the athletic brand’s mission to “ help athletes reach their potential.” And as a brand symbol on the side of a shoe, the dynamic Swoosh communicates forward motion, advancing with strength.Īpple’s original logo was designed by one of the organization's co-founders, Ron Wayne. Mythology often depicted the winged goddess presenting trophies and other awards to winning athletes and heroes. But what really sets the Swoosh apart from others, Ayzit says, is its use of symbolism to effectively communicate the “core message and values of the brand.”Īccording to Robert Hoffman, marketing manager at Cashback Hero, the logo “perfectly encapsulates the spirit of Nike’s philosophy.” The check mark shape of the Swoosh represents the wing of the Greek goddess of victory: Nike. It’s a perfect example of a logo that’s simply designed and easy to recognize. ![]() The Swoosh nails it when it comes to design, says Ayzit. And more than 50 years after its introduction, the Swoosh remains one of the most famous logos in the world. By 1998, Nike’s logo was so famous that 97% of Americans recognized it as a symbol of athleticism. In 1971, Nike paid designer Carolyn Davidson $35 to create its logo. ![]()
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