What makes a logo recognizable?

In a recent conversation with a client it was suggested that we could change the color of their logo to match the postcard I was designing for them . . . “Apple does it all the time!”.

I responded with “Yes, but they’re, well . . . . .Apple”

So, what makes a good logo, or more to the point what makes components of a good logo recognizable?

1) COLOR: Starbucks. How many of you have been driving along wanting a cup of coffee staring at the buildings going by, looking for a Starbucks? OK, pretty much everyone, right? So, what are you looking for? The word “Starbucks”?, The little mermaid graphic? (Did you even know it was a mermaid?) . . . . No, everyone is looking for the big green circle. Can anyone tell me right now what font Starbucks use? How about if it’s serif or san serif? No? . . . That’s because the most important thing about their logo is the color green and the fact it’s a circle. Remember a few years ago Starbucks went back to their roots to dispel the whole corporation tag that they were getting? Some raving intellectual decided that the smart thing to do would be to change the one thing that customers identify with (the green circle) and make it brown. The only thing they kept (other than the circular shape was the mermaid (which nobody looks at) and they change it. They instantly lost their brand recognition and within a few months changed the logo back.

2) SHAPE: Apple can change the color of their logo as they have done many times because the main focus of the Apple logo is the shape not the color. They have a very simple shape, which has a very distinct look. Take any fruit (or vegetable for that matter) and cut out a semi circular shape out of it and you will automatically think of the Apple logo. Similarly if you take the Apple logo and make it bright orange you will still know it is the Apple logo. Where color (and texture) does come into play with Apple is with theirs brand. The stark, brushed metal, minimalism of their products, ads and stores give them a distinct look.

So, if we can take any fruit and take a chunk out of it and it looks like the Apple logo then the most important element of the logo is not the apple itself but the bite mark.

3) On occasion all that is needed is a strong type treatment. Most logos for movies are based on a unique type treatment. But even the business world relies on type treatments to get brand recognition. Look at Coca-Cola, Disney, IBM. It doesn’t matter what color they are you know who they are.

So, in conclusion, what makes a logo distinctive? I think the old saying “Keep it simple” says it all. A simple shape, a single color, a readable typeface.

Apple® is a trademark of Apple Inc.

Starbucks is a trademark of Starbucks Corporation.