A logo is more than a recognizable symbol for a company it conveys a lot of information about what that company is about. Not in the manner of what type of products or services they sell, but who they are as “people.” This is the age of social proof in marketing; to be successful a company has to have business logos which are about a message and not a product. Take a look at 3 companies with inspiring logos who have come to represent a lifestyle and not a product to understand how this works.
Apple has one of the most popular business logos. The logo of the company has multiple layers of meaning. For one, the apple is a classic symbol of education and ingenuity. Having a bite out of the apple implies that the user is engaged in learning and growing. The bite and the apple also play into the “underdog” image that Apple works hard to preserve – the logo sends a message that they are “taking a bite” out of the corporate market. Steve Jobs insisted on a multi-colored Apple logo to emphasize the company’s focus on humanity.
When Mozilla decided to rebrand as “Firefox” they needed to create a logo that would inspire people to use their browser exclusively. The old Mozilla logo featured a dinosaur which was not really the image that a company wants to project when they want to be seen as state of the art. Being seen as “quick like a fox” is much better. This is how their logo became the Firefox racing around the world and it worked, Firefox is one of the top three browsers everybody knows.
Like all the other logos, the name of the company is reflected in the logo image. The twitter of a bird becomes the Twitter name of the company becomes the blue Twitter bird logo. Twittering is a small sound birds make to communicate, so it is really appropriate for a social media company that uses 140 characters or less for messages. Here is something you should research to show how influential business logos are seen by a company – take a look at the original Twitter bird and then look at the Twitter logo from 2011 on. The direction the bird is looking has changed from straight forward to looking up. This is a message of optimism that is obviously working for users as Twitter just continues to grow and grow.