Apple
Based on its company name, they selected an apple as its main form of branding. Initially, the logo depicted a small apple shape sitting under a tree with Apple Computer Co set into the frame of the picture. It is this apple that has continued to be used. The first logo design was perceived to be a bit too complex and hard to view, so Regis McKenna worked on the logo some years later and added a “bite mark” to symbolize the concept of seduction of the customers and the marketplace in general. Next, the monochrome version was replaced with the rainbow–colored logo as a reference to the Biblical story of Adam and Eve in which the apple represents the fruit of the Tree of Knowledge. It brings to mind that people must pursue their dreams. While this was not initially a deliberate goal, it did encourage business and consumers to consider the Apple brand for the first time and was successful in generating increased profits.
Bacardi
In 1862 Cuban wine merchant Facundo Bacardi, originating from Spain, acquired a distillery in Santiago de Cuba. This facility used the method developed by Bacardi for refining sugar and liquor into a white-colored, mild rum. Because there were a large number of bats living under the roof of the distillery, it was decided that it was appropriate to also show the bats on the brand of its white Bacardi Rum products. It's worth mentioning that fruit bats are a symbol of good luck in Cuba.
Camel
This logo has changed significantly several times since its inception in 1913, when the tobacco company was first opened and operated by Richard Joshua Reynold. Reynold had previous experience in the industry as he had worked for some years on a tobacco farm owned by his father in Virginia between 1874 and 1895. As a lover and smoker of tobacco, and owner of the business, Reynold transported goods between two local towns, one of which regularly hosted a roaming circus Barum & Bailey. Hence the Camel logo was born, from Reynolds’ love of the circus in the nearby town.
Dove
One of the most widely used and accepted skin care brands in the world, Unilever first developed its products to aid military personnel in the 1950s. At that time the Navy needed soap and other detergents to assist with cleansing from the agents’ inconstant sea water and sand exposure, which usually hardened and dried out the skin. When the soap became more popular, the company decided in 1957 to turn it into a commercially available product, and began to sell it under the brand of Dove. The Dove was used to represent a pigeon or peace pigeon in honor and memory of its original purpose for which it was first manufactured.
Fedex
The original Federal Express logo was designed by Richard Runyan in 1973. The new FedEx logo is one of the most recognizable logos due to the company’s presence all over the world. The logo was created in 1994 by Lindon Leader, as Senior Design Director at Landor Associates, San Francisco. The same year it was ranked by Rolling Stone Magazine as one of the 8 best logos of the past thirty-five years. Along side Apple, Coca-Cola, Nike, IBM, Starbucks, McDonald’s and Playboy. FedEx is a syllabic abbreviation of the company's original name: Federal Express. At first glance the FedEx logo appears to be plain and simple, however there is a detail that once seen changes the perception about it: a right-pointing arrow located in the negative space between the E and x. While the arrow becomes quite obvious when pointed out, most people do not observe it. The arrow has been seldom pointed to as a soft form of subliminal advertising. The arrow symbolizes forward movement and thinking. The original Federal Express logo was designed by Richard Runyan in 1973.
Ferrari
Ferrari is an Italian car manufacturer involved in the Formula One World Championship. The company was founded by Enzo Ferrari in 1929. The famous symbol of Ferrari is a black prancing horse on yellow background, usually with the letters S F for Scuderia Ferrari. The jumping black horse is known as “Rampante Cavallo.” The horse on the emblem honors an Italian flying ace named Francesco Baracca, who lost his life in World War I. The vibrant black silhouette of the Ferrari horse also represents the popular belief that a horse on the top of a car would always guide its driver to victory. Another assumption suggests Baracca copied the jumping horse design from a shot down German pilot who had the emblem of the city of Stuttgart on his plane. This horse theme comes from the origins of the city’s name Stutengarten, an ancient form of the modern German word Gestьt, which translates into English as stud farm and into Italian as scuderia. Ferrari has used the Cavallino Rampante on official company stationery since 1929, while the yellow background was added to honor Modena – as yellow is the city’s historic color.
Fruit of the Loom
This logo is used across the world to showcase the quality products made by this global T-shirt and casual shirt manufacturer. This logo was first used in 1893 at a world famous and highly publicized exhibition in Chicago. Prior to this, the logo was in a basic form and only consisted of the central red apple that we see today. The original ideas for the business and the logo came from a farmer named Rufus Skeel, who hailed from the Hudson Valley. The local shopkeeper had a young and very talented daughter who lovingly painted pictures of red apples. The pictures sold so well that her father continued to sell the pictures to people from all around the world and used this image on his own label. The original owners of the “Fruit of the Loom,” business also sought permission to use the apple in their label for their own products and the red apple has never looked back.
Good Year
It took Charles Nelson Goodyear five years to convert india-rubber into permanent elastic rubber. But his expensive and unsuccessful attempts at making this work only served to upset Goodyear’s wife. In secret one day, Goodyear missed the burning rubber with sulphur and white lead in the furnace. The glowing heat suddenly began to transform the sticky moldable mass into a vulcanized rubber. Based on the Roman God of the Fire - Goodyear – the creator therefore called his invention “Vulcanus.” While the invention was successful, it did not make him rich. After years of struggling to make ends meet, the business collapsed in 1860, and Goodyear ended up in prison, leaving debts of more than $200,000 to his family. Some 38 hours later, the Goodyear Tire & Rubber company formed and its two founding fathers, Frank Augustus and Charles Seiberling, worked tirelessly in honor of the great invention. Firstly, the company produced horse hoof pads and then moved into bicycle wheels until 1900, when they also begin to manufacture tires for cars. The logo that is used these days dates back to a statue that was found in the stately home of the Seiberling family. The statue depicted the Greek God Hermes (known by most Romans as “Mercury”), who was synonymous with what Goodyear stood for, according to Seiberling. In 1900 the company decided to develop a logo to brand its operations, and as a result they developed a wingfoot picture that would sit within the Goodyear name. That logo is virtually the same as the logo that is used today.
Jagermeister
The logo for this popular and well known alcoholic beverage dates back to the days of noble gentlemen, hunters and, later, holy Hubertus, and is based upon the legend of Hubertus as written by Father Diethard H. Klein. This legendary tale talks about the hunters warnings to not hunt in the forest and the meadows and the fate that he suffers when he meets with the animal. The animal turns and faces him and hunter sees before him a cross placed above the antlers, with the animal offering the hunter forgiveness so that it may be set free.
Lacoste
This logo depicts a crocodile and heralds back to the days of Renй Lacoste, who won the 1925 and 1928 Wimbledon tournaments. At the time of these tournaments, the tennis players still were required to play their games wearing full white shirts with standing collars. This was not a very comfortable proposition for players and as a result, this company began producing a new shirt and collar product made from Polyester, which was a lot softer and far more flexible when moving, running and stretching. “The American press nicknamed me ‘the Crocodile’ after a bet that I made with the Captain of the French Davis Cup team. He had promised me a crocodile-skin suitcase if I won a match that was important for our team. The American public stuck to this nickname, which highlighted my tenacity on the tennis courts, never giving up my prey! So my friend Robert George drew me a crocodile which was embroidered on the blazer that I wore on the courts.” -Renй Lacoste The crocodile is issued on shirts and on the marketing for the business still today.
Lada
This logo represents the coat of arms of the Russian car manufacturer AutoVAZ, the largest in Russia and Eastern Europe and better known to the world as LADA. The company was set up in 1966 in collaboration with Fiat, which is a successful automobile production company including manufacturing Volgas. The company headquarters is in Togliattigrad, town named after an Italian communist and built in 1960s around the factory. The Lada was envisaged as a "people's car" so, the lightweight Fiat 124 was adapted to survive the hazardous Russian driving conditions. Although the Lada models are often thought as 'rough' cars, lacking in most accessories expected in modern cars, they were very successful because of their affordability. Nowadays the Russian factory struggles to survive the tight competition in international automobile industry. Centuries ago, LADA was the name of a small, fast sail boat typical for the river Volga, which were also the favorite boats of river pirates who used them to rob commercial ships. At the same time “lada” in Russian means Lovely, little darling. The little ship in the logo is used to depict the strength and the power of adapting to the rough Russian conditions while the presence of the word lada symbolizes the producer wish of being a popular car.
McDonald's
McDonalds is the largest and best-known chain of fast-food restaurants in the world. With more than 23,000 restaurants in over 100 countries, their global market potential is enormous. The golden arches of the McDonalds “M” are one of the strongest and most recognizable logos of our day. The simplicity of this M and the traditional red and yellow colors used, have become the most famous business traits in the world. Normally the word “McDonalds” sits next to the “M” or the “M” is used on its own. The Golden Arches logo was created by Jim Schindler in 1962 to look like new arch shaped signs on the sides of the restaurants. He merged the two golden arches together to form the famous ‘M’ now recognized all over the world. This logo is not just an “M” for McDonalds. They called the logo Golden arches firstly, to input the idea that owning one McDonalds franchise is like having a gold mine. Secondly, the arches symbolize a place to hide under, to escape. The protection of the “golden arches” is where one should have their “break”. Along with Coca-Cola and Nike logos, McDonalds logo have been seen more broadly as a symbol of capitalism or globalization, since they are the most famous American corporation to go global on a grand scale.
Mercedes Benz
This logo uses the symbol of points that head out in three different directions, which is used to represent the concept of Gottfied Daimler, which manufactures a range of transport movers that work effectively across air, water and land. The color silver is very typical of the Mercedes Benz brand and dates back to its involvement in the very first Grand Prix, which ran at Nuerburgring in 1934. When one of the cars exceeded its eligible weight for the race in the pre-race checks, the officials spent the night polishing off the paint so that the car was back to its raw silver color. The following day as the car ran around the track it shone a beautiful silver color and was termed the “silver arrow.”
Mitsubishi
The logo for this successful worldwide Japanese automobile manufacturer is made up of three points that symbolize responsibility/trust, probity/integrity/ethics and communication/openness. The logo is based on the merger of two age-old Japanese dynasties who used a coat of arms with three similar diamond patterns. In addition the name Mitsubishi also translates to “three Rhomden” and in line with its link to the dynasties, means “three diamonds”.
Nestle
Specialist pharmacist Heinrich Nestlй was born in 1814 in Frankfurt and moved to Switzerland in 1843, where he proceeded to open his own pharmacy and sell a variety of products, including everything from drugs to fertilizer to mustard. Because the official language of Geneva was French, he changed his name to Henri Nestlй. In 1867, Nestlй sold milk products for mothers and then in 1904 began to manufacture and sell milk chocolate. The bird family that is used in the Logo dates back to the Nestlй family coat of arms and symbolizes the meaning of the Nestlй name “small nest”.
Nike
Nike was founded by Phil Knight in the 60s, but at that time he called it “Blue Ribbon Sports”. The name Nike and its trademark swoosh design were brought about later, in 1971. Drawing from Greek mythology, Knight named his company Nike, after the goddess of victory. Thus, the Nike name provided the company with a strong association and image, especially appropriate for a sports gear company, which positions itself in the market as a leader of sport footwear and uses the greatest athletes and the record of their achievements in its advertising. The swoosh logo was originally developed by a graphic designer, Carolyn Davidson in 1971. She was one of 35 people who made suggestions as to what logo to use for the organization. The owners met and agreed on Davidson’s design, taking into account her conceptual thinking about the wings of the Greek goddess Nike According to Davidson, Knight asked for a design that suggested movement– originally disliking the swoosh she submitted, but as Knight had deadlines to meet, he ended up using it saying “I don’t love it, but it will grow on me”. As the time passed, the Swoosh logo has become synonymous with the company. Together with Just Do It slogan, the Swoosh logo perfectly expresses the essence of the Nike brand and its philosophy. They show people the way to the determination, needed for reaching a desired mark in their sporting activities. It expresses well a high ambition and a will for victory, which the Nike Company made a part of its brand image and corporate culture.
Playboy
This popular gentleman’s magazine has been running since 1953, when it was first introduced by Hugh Hefner. The logo depicts the image of a hare because it has a funny and sexual connotation, and looks a bit playful with the bowtie. Hugh believed that the hare in the tuxedo was charming and amusing. By 1959 the brand was already so well known that when letters were sent with incorrect address to the Playboy business they were successfully directed to the correct location.
Starbucks
The worldwide coffee phenomenon that is Starbucks first began in 1971 when the founders opened their inaugural store. Now there are more than 7,500 stores across the globe under the brand of Starbucks Coffee Houses, serving more than 22 million guests annually. The logo that has been designed and used represents the environment with which the company was established in the lakes area of Seattle, Washington. In addition, the logo depicting the lady and the water dates back to the old sailor tradition of transporting coffee and the coffee trade.
Toyota
The Toyota logo, like the company, is widely recognized for its originality and simplicity. It has become a symbol of pioneering automotive and non-automotive products and services. The Toyota logo bears a meaningful visual identity with strong visual impact. It symbolizes the energetic transition of the company from a family business to the expansion of a worldwide company. In 1936, when Toyoda Automatic Loom Works Ltd. was launching its first passenger car, it needed a new trademark to celebrate the launch. For that purpose, a competition was held to establish a logo that would promote the company’s vehicles. The design requirement of the company was to create something that will express ‘the feeling of speed’. Thus, the winning logo resulted in the change of the name from ‘Toyoda’ to ‘Toyota’. This was as the Japanese lettering of ‘Toyota’ gave the logo a smooth look and was also chosen because in the Japanese word ‘Toyota’ (eight) was considered to bring luck and prosperity. Although no longer used on products, the original Toyota logo is still used as the company’s emblem. The current Toyota logo consists of three ovals: two perpendicular center ovals making a stylized "T" for Toyota and one around them symbolizing the global expansion of Toyota's technology and unlimited potential for the future.
Yamaha
This global Japanese company manufactures and sells a range of products including motorcycles, boats and boat engines, snow mobile and golf karts, and music instruments and audio equipment, as well as robots and computers. The business was created in 1887 in Hamamatsu, Japan. When it was first opened, Yamaha initially repaired musical instruments prior to manufacturing its own organs in 1889. Further on from this, the company created “Nippon Gakki Seizo Kabushiki Kaisha” which literally translated to “Japanese music instruments corporation.” The logo of the company is representative of a light that has three crossed tuning forks. This is indicative of inventor Torakusu Yamaha’s restoration of musical instruments.
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