Logos - Photo © Rob Cubbon

According to the ‘Top 100 Global Brands Scoreboard’ the top 50 brands & logo designs in the world are, in ranking order:

Coca-Cola, Microsoft, IBM, GE, Intel, Nokia, Walt Disney, McDonald’s, Toyota, Marlboro, Mercedes-Benz, Citi, Hewlett-Packard, American Express, Gillette, BMW, Cisco, Louis Vuitton, Honda, Samsung, Dell, Ford, Pepsi, Nescafé, Merrill Lynch, Budweiser, Oracle, Sony, HSBC, Nike, Pfizer, UPS, Morgan Stanley, JPMorgan, Canon, SAP, Goldman Sachs, Google, Kellogg’s, Gap, Apple, Ikea, Novartis, UBS, Siemens, Harley-Davidson, Heinz, MTV, Gucci and Nintendo.

You would think that an analysis of all of these logo designs would give us some good commercial logo design tips

Well, luckily the website Webson did a bit of an analysis for us…

Top 50 Brands Logos

The % below identifies the percentage of these 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%)

Some interesting findings indeed. Btw, how many logos could you recognise in the header image?

Image credits: Creative Bits


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23 Comments For This Post

  1. Andrei Says:

    good article!

    i see 5 brands: apple, nike, playboy, coca-cola and puma :)

    did i missed something? :)

  2. Colin Says:

    Now try convincing clients that they don’t have to follow good logo design practise! I like that super-logo, it would be ideal for the “S.S. More powerful than Superman, Spiderman, Batman, Ironman and the Hulk put together” :)

  3. v-render Says:

    great analysis of logos ! very helpful

  4. Preston Lee Says:

    Excellent tips! Thanks

  5. Psiplex Says:

    Really like the timing of this as it so happens I am playing with ideas now for a new project.
    Thank you!

    Staying Creative in Complexity
    http://www.psiplex.com
    @psiplex

  6. Robin Johansen Says:

    Playboy (?), Puma, Apple and…?

    But these generally apply to the big companies – ie. the logo don’t describe their services, just the company.

    For small local companies the logo should also describe what they do – to an certain degree at least. When their van run across the city, people should really link the company to that specific service.

  7. Robin Johansen Says:

    I just wish I could edit my comments… Also spotted Nike right away;)

    Oh and I guess I didn’t read the previous comments good enough, as someone already pointed them out (including coca cola)

  8. Alex Charchar Says:

    Haha, love the Family Guy reference Colin ;)

    the first finding just proved paul rand was right (again)
    “A logo is rarely a description of a business.”

    I think when a logo begins to describe a business too literally, it starts to get tacky.. although that’s a fine line to dance upon, isn’t it?

  9. Jacob Cass Says:

    I would also agree with you Alex but of course there is always exceptions and it does help small businesses in some instances to have a logo depicting their service.

  10. Mitch Mark Says:

    Good ideas! lol… very cool! Thanks a lot for sharing. You just gave me an idea!

  11. Jaz Says:

    hot shit. :)

  12. Harprabhjot Paul Chandhoke Says:

    Nice post.

    In practice, we try making the simplest and minimalistic designs, yet some clients keep complaining. After we show them the logos of big brands, they still act silly at times. Some people choose to be ignorant and maintain their cocoons.

    Cheers.

  13. Logon Says:

    This was interesting! Thanks!

  14. Luis Oya Says:

    Hello,thanks you for this wonderful blogg, i really find much new things on it and i really loved the design of the blogg. I found it on google. I also want to wish you a happy new year.

  15. Rob Cubbon Says:

    Good post. The logo montage at the top was created by me! The original post is here: http://robcubbon.com/graphic-d.....ogo-symbol I’m credited in the alt text of the image so I suppose I should be grateful! A link would have been nicer, though.

  16. Rob Cubbon Says:

    You should credit my image that you’ve used at the top correctly and just deleting my message where I say this is cowardly

  17. Spyderbilt Says:

    Nice article..I tell my friend to read this and bookmark..

  18. Gurusol Says:

    A good collection of logos, with a detailed information about a good logo design, which can be used by a company over times.

  19. Elaine Says:

    Interesting article and some very valid feedback.

  20. Thailand Guy Says:

    Probably just because I’m strange I thought it was interesting that so many of the logos used blue as their primary color…who would have thought?

  21. Promovare Logo Says:

    loads of usefull info. Thank you!

  22. Mottas Says:

    That’s was helpful Alex =] .. Thank you

  23. Rahul Bhavariya Says:

    greate analysis on brands

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