We’re frequently asked: What makes a good logo? A good logo is simple, elegant and consistent. It doesn’t sway with every trend. Easy to say; hard to do. Take a look at some examples of elegant, timeless logos – both corporate and product – that have built strong brand recognition.
Apple OS. Apple’s Operating System logos are product logos, as opposed to corporate logos. So there was pressure to redesign as each system version was released, as Windows does. But Apple made the wise decision to rely on their branding consistency. Their first OS product logo remained consistent until 2002. That year they changed to an elegant “X” and stayed loyal to it through many system updates. In recent years, their updates have used only photographic images to accompany their branded typeface. Apple knows how to design with consistency and simplicity.
Twitter. Does anyone not know the blue bird? Because it’s so easily recognizable, Twitter no longer has to accompany their logo mark with a company name.
National Geographic. The epitome of timeless design. The yellow rectangle dates from its origin as a printed magazine with a yellow border and spine (recognizable on bookshelves). The rectangle also serves as an image frame for NG’s peerless photography. NG has lately become master of its social media; it stayed with its yellow border logo because . . . why mess with the simplicity that has worked for years? Read about its history here.
Instagram. The camera icon has changed once since its inception, amid lots of complaints. However, it retained the concept and some details of the original camera, and simplified it even more.
Word Wildlife Fund. The history of this iconic panda logo shows how little it has changed over the years.
AT&T. The blue globe has received minor tweaking through the years; however, its original simple dignity hasn’t changed. AT&T designers know a good thing when they see it.