Branding means so much more than a nicely designed logo. Over the years I have attended a couple of seminars that address issues relating to the human memory and how we basically use only 10 percent of our potential brain capacity. A common experiment the lecturer used was to test the memory of audience members by asking if they could draw the logo of a well known petrol station, supermarket, clothing manufacturer etc… Everyone in the audience was familiar with the brand names mentioned but very few people could remember the brand logos and what they looked like, let alone draw them correctly. 

This definitely provides food for thought, just think about how much time, effort and money you invest in the creation of a logo and on the other hand people may not even notice it. What people need to realize is that a logo needs to portray much more than just a pretty design, it actually needs to strengthen the company brand. The most common logo’s we all recognize belong to companies like Coca Cola, McDonald’s, Nike and Apple etc. 




 



The McDonald's Golden Arches logo was created by Jim Schindler to resemble new arch shaped signs on the sides of the restaurants. The two golden arches together formed the famous 'M' which is globally recognized. 




                                                    
                  


The FedEx logo is well renowned, widely spoken of and trusted upon by nearly all the business icons.  It is said that the negative space between the “E” and “x” form an arrow pointing to the right side signifying moving forward. 




                                                     
                          


The apple is a direct reference to Adam and Eve. The apple represents the fruit of the Tree of Knowledge and a play was made around the word byte / bite (Apple’s slogan back then: “Byte into an Apple”). 





                           




BMW medallion represents a propeller of a plane in motion, and the blue represents the sky. This is because BMW built engines for the German military planes in World War II. 






                     



The 3 stripes on the Adidas Logo are formed in the shape of a mountain, pointing out towards the challenges that are seen ahead and goals that can be achieved.