Looking at Logos
By Jillian Smoker, 8th grade.
Businesses are all around us, fighting for customers and trying to knock the other companies down. To do this, they try to grab your attention; they use logos, bringing you in with a simple design or silly character. Let's take a look at the different types of logos and how companies chose their logo.
Types of Logos
Wordmarks - These logos are the company's name spelled out. Wordmarks are usually used with businesses that have well-known or unique names. The businesses that use them imply different feelings on customers by using certain fonts or colors within their logo. Examples are Google and Disney.
Lettermarks/Monograms - Being a type of wordmark, monograms use abbreviations for the longer name of the company. For example, instead of spelling out "Cable News Network," this company uses "CNN" as their logo.
Pictorial Marks - These logos are made of a picture that can be recognized right away, like the apple for Apple and the bird for Twitter (now known as X). They can have hidden meanings in the particular way the picture is made or can go with the name of the company.
Abstract Marks - Although it is a type of pictorial mark, these logos are more abstract, many times using geometric patterns. Using this type of logo allows the company to be unique. Examples are Adidas and Pepsi.
Mascot Logos - Companies that use mascot logos use the mascot of their company to appeal to families and children by giving a fun and whimsical vibe. Wendy's and KFC both use mascot logos. Think of the Fugett Cougar being considered a mascot logo.
Emblems - Emblems are designs usually enclosed by some sort of border and sometimes with more intricate designs. Acting as a stamp, emblems make businesses look more professional. A lot of car companies and prestigious schools use emblems.
Combination Marks - These logos combine 2 or more of the different logo types. Examples of this are Burger King and Doritos.
Why Choose Did They Choose That Logo
Apple - Have you ever heard of the story when an apple fell on Isacc Newton's head, giving him the idea of gravity? Apple's old logo, in fact, was an illustration of this exactly, with Newton under the tree with the apple over his head. Apple wanted to show how their tech gave people new ideas, just like the apple gave Newton the idea of gravity. As the company advanced, they simplified their logo to just an apple, with a bite out of it so it was not mistaken as a cherry.
Under Armour - It was originally supposed to be called "Body Armor" but a simple miscommunication caused the name "Under Armour" to come up and the company actually liked it better. As for the "ou" instead of just an "o," the company just decided on it since the "Armour" option gave them a toll-free number. In the logo itself, if you look closely, you'll find that the top is a "U" connected to the "A" on the bottom.
Google - Just open another tab, and you'll find the colorful text of Google's logo or one of Google's famous Google Doodles. The name itself and the two o's in it are meant to represent googol (10 with 100 zeros after it), hinting towards how Google has and can withstand a high amount of website data. If you look at the "e" you'll also notice that it is slightly tilted, which they did to show how they don't follow the rules. The colors used in the logo go with the services Google provides (slides, docs, sheets, etc..).
Pepsi - Being one of the most confusing logos, Pepsi's globe has many different interpretations, a lot relating to complicated geometry theorems and science theories. While these may be true, there are some more simple explanations to the logo. The use of a circle is supposed to resemble how Pepsi has been liked around the globe, and the use of the white stripe in the logo is supposed to show a smile. The colors red, white, and blue are supposed to give the logo patriotism.
Snapchat - If you're one of the many middle schoolers spending hours on Snapchat, you'll be familiar with the faceless ghost that brings you your friends' stories. The ghost is supposed to represent secrecy and how the media and messages sent on the app becoming "ghosts" after a period of time. Just like ghosts, though, this shows how anything you send is still there, even if you can not see it anymore, denoting how dangerous it may be to send out pictures or messages that might hurt you later. Everyone being the "face" of Snapchat is symbolized by the lack of a face on the ghost.
So often we look past simple things like logos, which may have a deeper meaning than we would expect. Next time you see a logo, maybe take a second look. Maybe you could make a game out of guessing what type of logo it is and why the company chose that particular logo. Have fun with it!