Best Global Brands

Interbrand in conjunction with Business Week has just released the best global brand rankings of 2009.

The Top 10 Brands of 2009 were:

  1. Coca-Cola
  2. IBM
  3. Microsoft
  4. GE
  5. Nokia
  6. McDonald’s
  7. Google
  8. Toyota
  9. Intel
  10. Disney

>> View the full 100 best global brands on the Business Week web site.

Top 10 Logos

What can we learn from looking at the logos of these top brands?

Based on the 2007 top 50 brands, the % below identifies the percentage of the top 50 brands that hold to this view:

  • The name does not describe the product sold (94%) (ie. in most cases a logo is used to identify a company, not describe what it does.)
  • The by-line tag is not included in the logo (90%)
  • The font style is clean and clear (84%)
  • The logo design uses one colour only (74%) (white & black not counted as a colour)
  • The logo design uses letters only without the symbol (74%)
  • The logo design is a made-up name or ACRONYM (72%)
  • The logo design is rectangular in shape (66%)
  • The logo design is one word only (62%)
  • The logo design includes the trademark symbol (54%) and is placed in the top right (48%)
  • The name is 6 letters or less (52%)
  • The name uses upper & lower case (44%) (excluding ACRONYMS)
  • The background is filled and solid. (52%)
  • The pronunciation includes three sounds/syllables (44%)
  • The predominant colour base is blue (40%)

Best Global Brands 2009

You can also download a poster (PDF) of the 2009 top brands as seen above.

There is also a video to watch regarding the top brands list.

(I apologise for the auto play – I couldn’t disable or link to the video any other way.)


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19 Comments For This Post

  1. Armig Esfahani Says:

    Nice! yet I’m surprised that Coca-Cola is number 1 ..

  2. Carson Shold Says:

    I’m surprised a couple of these companies are still in the top 10, I wouldn’t be surprised if they fall in 2010.

  3. Raja Sandhu Says:

    Always offering great 101’s, Jacob. I know this will be a great little lesson in the co-relation of logo design simplicity and big brand success. In that relation, you have also underlined the most common request from clients to ‘make my logo cooool’ and hopefully somewhat of an answer to that statement’ importance.

    Regards,

    Raja Sandhu
    CD
    RajaSandhu.com

  4. Alessandro Mingione Says:

    I hope this will be useful as an answer to all the “please make my logo cooler” requests…

  5. Minneapolis Web Design Guy Says:

    Huh, I never really thought about it like that. I like the way you broke the features down into percentages. Gonna print that off and keep it by my desk for the next week. I have a feeling I might be breaking a lot of these guidelines without even knowing it, hehe.

  6. Bobby Says:

    IBM? GE? Wow.

  7. Mondo Print Says:

    I figured Nike would have been higher. There’s not many brands that can be represented by a symbol only. Maybe Apple and a few others.

  8. elisa Says:

    Great post! I think everyone should read this when looking to either design or pay a designer to design a logo for them!

  9. Christian Logan Says:

    Hey Jacob!

    I like the observatory list you have created for a closer look at logos of these top 100 brands.

  10. logodesigner Says:

    all the above brands logos are really cool. did like their font style and color, the most.

  11. Max Says:

    IBM? I do not expect that..

  12. xe dap Says:

    yes! I think so Coca-cole is namber 1 !!!

  13. Custom Logo Design Says:

    It will be interesting to see the 2010 list!

  14. logolabs Says:

    Most sucessful logos are in rectangular shape!

  15. Troll Says:

    Dear business week guy,
    Microsoft is in communications making them the #1 brand in that industry. Not Nokia

    Thanks.

  16. Company Logo Reviews Says:

    The best thing was your take on all of these 100 logos. Really enjoyed reading the unordered list and the summary of what you think works best.

    Good one! :)

  17. Lookboard Says:

    Interbrand released the Best Global Brand list of 2009 the other day, and probably to no surprise, Coca-Cola again tops the list. IBM, Microsoft, GE, and Nokia rounded out the top 5. As a designer, I feel this list is a very important one to study??…

  18. Chris Prescott Says:

    A lot of these area pre-2009 created, I enjoy seeing the start-ups, and the new branding they have created when I search for lists like these! ;)

  19. Minneapolis Says:

    great! The best thing was your take on all of these 100 logos. Really enjoyed reading the unordered list and the summary of what you think works best.

13 Trackbacks For This Post

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