© Business.com Media, Inc. All rights reserved. | 888.441.4466

© Business.com Media, Inc. All rights reserved. | 888.441.4466

Table Of Contents

• 10 Logos Customers Can’t Resist. – Page 1

• McDonalds, Apple, Starbucks. – Page 2

• Red Bull, FedEx, Nike, Twitter, Pinterest – Page 3

• SoundCloud and LG. – Page 4

• How to Attract Customers with a Logo. – Page 4

• Fonts, Colors, and Images. – Page 5 & 6

• How to Impact Customers with a Logo. – Page 7

• Summary. – Page 8

© Business.com Media, Inc. All rights reserved. | 888.441.4466

© Business.com Media, Inc. All rights reserved. | 888.441.4466

Attract then Impact: 10 Logos Consumers Can’t Resist

The average American is inundated with

3,000-10,000 visual choices each day. Be it

through the TV, social media sites, newspaper ads,

magazines, mobile apps, or billboards, we’re slowly

becoming desensitized. To capture attention,

brands need a logo that not only makes a strong

first impression, but one that also continues to

communicate and reinforce core principles.

Brand logos are the visual connecting links

between a company and its customers. They’re the

visual representation of a product or service, and

have the ability to communicate a brand’s core

values. Acting as “the face” of the company, a well

made logo can attract consumers at first sight, but

one with a poor message will leave consumers

confused and uninterested. The formula for an

engaging logo really boils down to a simple two-

step process: attract, then impact.

Here are 10 big brand logos that attract then

impact:

McDonalds

The heavenly, golden double-arched M can usually

be seen a mile away and is most likely a child’s

favorite letter of the alphabet. Not to mention no

fashionable person can don yellow and red

together again without being called Ronald

McDonald.

Using the first letter of the famous fast-food

establishment, designers and marketers continue

to reinforce the brand’s logo by repeatedly

incorporating the emblem into any word that contains

an M. The pairing of the red and yellow evokes

energy, positivity, and the happiness one feels when

opening a happy meal. Their tactics seem to work as

32,000 McDonald’s diners serve over 64 million

people every day, tempting people worldwide to hum

the catchy tune, “I’m Lovin’ It”.

Apple

At first assumption, one wouldn’t think this innovative

company is conveying the right message to

consumers with an Apple as their logo. However, the

slick and modernized apple symbol speaks to much

more than their well-designed products. When one

buys an Apple product, they buy into the culture and

lifestyle of an Apple user. Although a fruit and not a

piece of streamlined technology, the logo is simple

and sleek. The evolution from a rainbow filled outline

to a now silvered color speaks to the purity,

timelessness, and sophistication of the Apple product

line that gives consumers ease of use and a

simplified lifestyle.

Starbucks

This coffee-house giant didn’t complicate their logo

with many colors and instead focused on a clean

white and a prestigious green. The logo recently

underwent an evolution with the removal of the

“Starbucks” text surrounding the emerald Siren. But

who is this this sea-fearing maiden posted on the

cups of these deliciously hot beverages? She

originated from Seattle’s seaport roots and the

timeless taste of coffee.

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Attract then Impact: 10 Logos Consumers Can’t Resist

Red Bull

The two supercharged bulls draped in an

aggressive and passionate red, are facing off to

play upon the sense of power, speed, and risk-

taking that one feels when consuming their energy

beverage. Researchers found that being exposed

to Red Bull made consumers display

characteristics associated with the brand, being

primed to feelings of high energy and quickness.

The imagery of fiercely amped-up bulls, alongside

cliff-diving and extreme sports marketing

campaigns, gives rise to the feeling that “Red Bull

Gives You Wings” to take on any challenge.

FedEx

FedEx created the epitome of a well-designed logo.

By utilizing the orange-purple contrast, they

created a text that is eye-provoking and also

emphasizes the express feature of their mailing

services. The hidden arrow located between the

“E” and the “x” further solidifies the purpose of the

company. This shipment enterprise stands out

against competition by incorporating a double

meaning into the logo while underlining their value

proposition of quick and immediate delivery.

Twitter

Now 7 years old, this social media platform now

boasts over 500 million users. Again, this platform

is based on the sharing and communicating

between users with short 140-character messages.

These “tweets” mimic the little chirps of a bird: the

little blue bird the company has laid its foundation

upon.

Now worth over 10 billion, Twitter bought the logo for

the price of a hamburger ($2-$6) from iStockPhoto

and is now the communication hub for 400 million

tweets each day.

Nike

One of the most familiar labels for active wear,

shoes, and apparel, Nike finds origin in the Greek

goddess of victory. The “swoosh” logo encourages

people to “Just Do It” and implies a sensory appeal

to speed and movement. After shelling out $35

dollars for the simple design, the company has seen

the swoosh symbol become one of the most

recognized logos in the world. Actively promoting

their active footwear and apparel, the company stays

true to the lifestyle of their consumer with the simple

swoosh signal.

Pinterest

The ruby-red logo for this social network emphasizes

the sharing connectivity of the platform with its bold

Script Font and the cursive “P” replicating a push-pin.

The attention-grabbing red “P” is now recognized

across the Internet and communicates simplistically

the sole function of the site: to pin images and share

with others. At the sight of the “P” located at the top

of sidebar of a site page, the visitor instantly knows

they are able to “pin” the image and share with

others.

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SoundCloud

SoundCloud gets it right on every level. This social

audio platform is represented with a bright orange

cloud with vertical bars to represent sound waves.

The exuberant orange captures the attention of the

viewer and emits a sense of vibrancy, fun and

clarity of sound that can be found within the

platform.

LG

The designer of LG successfully put to use the

psychology phenomenon of associative

conditioning. Forming a smiling face with the letters

“L” and “G”, the logo arouses a sense of happiness.

Who hates a smiley face? This enterprise has

successfully created an association between

electronics, a seemingly neutral product, and the

optimistic notion that “Life’s Good”.

How Can Your Logo Attract then Impact?

First: attract. Mothers around the world have been

warning their children for centuries to “always make

a good first impression”. Marketers and branding

strategists are now taking their mother’s sage advice

into the construction of the visual image for their

company. To attract first-time consumers, brands

need to capture the essence of the brand with an

alluring yet simple package. The subtle nuances that

go into the design of the icon can make or break the

effectiveness of the brand’s identity. While working

with a professional designer is by far the most

advised route to take, make sure to enhance the

following aspects by close collaboration with your

designer:

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How Can Your Logo Attract then Impact?

Start with Your Brand

Always, always, always, have your mission

statement in mind. Know your target audience and

hone in on exactly what it is you want to

communicate with them. Your primary objectives

with your logo design should be communicating

your brand’s message, building consumer

awareness and brand recognition.

Text vs. Image

A logo can take many forms. 41% of companies

choose to the text only route using the brand name

as the identifying logo. The classic Disney text

symbol has been anything short of successful.

Others pair together text and a graphic symbol or

image, while 9% of well-established brands leave

text out entirely. Apple and the newly upgraded

Starbucks symbols are built on a solid consumer-

brand relationship that allows for the removal of text.

Color

Studies have shown that color influences 60-80% of

a customer’s purchasing decision. While this may

drive you to add every color of the rainbow to your

design, refrain and don’t go overboard. 95% of

successful brands use only one or two colors,

including Coca-Cola, McDonalds, and Facebook.

Although discouraged, Google and NBC have

established a thorough brand recall with their use of

a multicolored logo.

Color is the first thing consumers will remember

about your logo, so do your research and choose

wisely.

33% of companies use blue, while 29% use

red. Black or grayscale is used with 28% of

companies and 13% utilize yellow or gold.

• Start with Your Brand

• Text vs. Image

• Color

• Font

• Simplicity

Source:http://blog.123print.com/so-you-want-to-design-a-

company-logo-infographic/

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Color and the Emotional Response

Red - Evoke passion, energy, aggression, and

attention grabbing in a provocative way

Purple - Associated with royalty, sophistication,

nostalgia, mystery and spirituality

Blue - The most popular logo color, puts people at

ease, evoking peaceful images of the sky or the

ocean. It emits feelings of trustworthiness,

dependability, security, and responsibility

Green - Commonly associated with wealth,

freshness, serenity, and health

Yellow - Communicates hope, optimism, energy,

creativity, and warmth

Orange - shows playfulness, exuberance, and is

playful and fun

Brown is earthlike, natural, simplistic and durable

Black - Emits value, prestige, timelessness, classic

companies

White - Conveys purity and cleanliness, nobility

and softness1

Font

There are a plethora of font choices at your

disposal. If using text, make sure it’s legible to your

target audience. Sans fonts with solid or

rectangular accents, are used by 63% of

companies like AT&T. 12% of companies, like

Ford, use the more intimate calligraphy of Script

fonts. 12% use Slab Fonts, like Yahoo. Still 8% of

companies, like Google, use Serif Fronts which

take a more modern and sharp geometric form.

Simplicity

Less is always more, especially when it comes to a

compact visual icon that represents your business.

Although you want to communicate your brand

purpose to your consumers, the logo isn’t the entire

picture. Try to limiting the emblem to one or two

fonts, and choose solid colors. An image or text that

is lean and legible will be much more retentive than

something complex and too stimulating.

Think long-term

Although trends and fads speak to consumers today,

make sure your logo will be able to grow with your

scalable enterprise.

1. http://blog.marketo.com/blog/2012/06/true-colors-what-your-brand-colors-say-about-your-business.html 2. http://blog.smashcave.com/infographics/can-a-logo-make-or-break-a-brand/

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How to Attract Your Customers for Life

Next: impact.

To avoid falling into obscurity and anonymity

among the raging sea of other brands that exist

today, it’s imperative your logo is alluring. But your

logo must go beyond initial attraction and leave an

imprint on the minds of consumers, continually

communicating core values of the brand. According

to MIT, an easily identified logo leaves a minor

impact on customer commitment and barely alters

financial performance. However, when the logo

enhances the symbolic, functional, or aesthetic

aspects of the brand, logos can have a significant

effect on customers and benefit the bottom line.

Repeat. Repeat. Repeat.

It’s not the face alone that attracts a devotee. Once

you’ve crafted an alluring logo that will capture the

attention of viewers, you must then make sure your

logo will contribute to brand recognition. Repeated

exposure takes your beautifully manufactured logo

and produces brand awareness.

People are more apt to choose products when

paired with positive symbols. Research has shown

that when a neutral product was repeatedly paired

with a positive or negative image, the mind of the

viewer becomes affectively conditioned to

associate these two ideas. A controlled experiment

revealed 70-80% of viewers who underwent this

type of associative conditioning chose products

that have been associated with a positive idea or

image. The bottom line is that people like to feel

happy.

How do you create these positive associations? Give

your logo maximum exposure and repetition with the

basic elements of marketing. Positive messages, or

the core values of a company, can only strengthen

through marketing and all types of media advertising

channels. Once these links have been made, a cycle

ensues and further exposure to the logo simply

reinforces consumer feelings towards brand. If

managed right and the company is able to follow

through on the promises they are communicating, a

carefully crafted logo can build brand commitment

and scale profits.

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Attract, then Impact.

Thanks and come back soon.

In this digital age, your logo has the potential to be seen everywhere.

But a lot of work goes into crafting these small, impactful emblems.

Find out more at Business.com on creating a logo that attracts, then

impacts.