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14 LogoLuv stories about Branding: logo history, design choices and what they mean.
The Coca-Cola logo was written, not designed. In 1886 Frank Mason Robinson, the bookkeeper to the drink’s inventor, wrote the name out in the Spencerian handwriting taught in American schools, and that piece of penmanship is still on every can.
The Baskin-Robbins logo has had the number 31 hidden in it for years, tucked into the pink parts of the B and the R, and most customers never notice. Once you do see it, you can’t stop seeing it, and that is exactly what makes a hidden detail worth putting into a logo.
The Nike swoosh, the Apple apple and the McDonald’s arches have one thing in common: you could draw any of them from memory after seeing it once. That is the standard a new logo has to meet, and it is harder than it looks.
Most new business owners get to branding late, somewhere between building the product and chasing the first customers, and then try to fix it with a logo. A logo is only the visible end of a brand. The work that makes it stick happens before anyone opens a design file.
