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LOGOS 1: LOGOS GO LARGE
Logos are a shorthand for a brand. They encapsulate in one visual symbol everything that the observer knows about that brand. This is one good reason why a brand can’t solely rely on its logo to establish its identity. Each customer’s opinion of a brand is based on his or her own experience of it: Price, quality, reliability, personality, the behaviour of the people who work for the organisation, all this and more. Logos save us time. When we spot one that we recognise, we can recall the things we know about the brand and make a decision based on past experience. When we spot a logo that is new to us, its design will help us to decide whether or not we want to find out more. A brand doesn’t have to have a logo, but if you want instant recognition, particularly if you are operating internationally where your customers speak different languages and use different alphabets, a logo can come in very handy.
The idea The McDonald brothers, Richard and Maurice, opened their first restaurant in 1940. In 1953, Richard altered their architect’s design for their first fast-food restaurant in Phoenix, Arizona and added two yellow arches, one at each end of the building. (This was against the architect’s wishes.) From the correct angle they formed the capital letter M. These became known as the Golden Arches. McDonald also used a double yellow arch in the form of a capital M with their name on all their signage and marketing materials. 40 • 100 GREAT BRANDING IDEAS
100 Great Branding Ideas 14dec.indd 40
12/14/11 11:14 AM