Have you received your first assignment to create a logo or do you wonder if it is appropriate to study one for your company? You are on the right page: creating logos has always been important in history, for every kind of product and here you will find the right tips to face the design of your ideal brand. Let’s find out together the story of three very different logos, but equally important, that will help you understand how and why you design a logo.
How important it was in the history to create logos
To understand the importance of the logos we have to go back a long way: in fact, there are still effective secular brands even today, even if they represent something different. The Christian religion and the world of nobility were the first clients to request the use of a logo, called “emblem”, to represent the actions and intentions of those who carried it around the world. Because the logo is just that: a mark of distinction that summarizes the meaning of a behavior or an idea, offering it to people. From the Knights Templar’s to Walt Disney, from the Capodimonte ceramics to the Cannes Film Festival, the logos each time make a good fortune of the company, in some cases surviving the same.
The fundamental aspects in the design and redesign of a logo are:
- The mission of the brand. You must know why he was born and to whom he turns to associate him with a distinctive mark
- The historical stages. Changes, transformations, extensions or sales of the company can modify some or all aspects of the mission over time and therefore, the logo
- The relationship between technology and graphics. In fact, if in the nineteenth century an ink drawing was enough on a paper poster, in the XX it quickly moved to multimedia graphics from a television screen until today’s leap towards dynamic logos and animated texting from smartphones
- Reproducibility in many versions. L to globalization pushes to communicate in various ways and the logo should match the versatility of the brand while retaining the basic shape
- The empathy that is established between the forms of the logo, the eye and the user’s mind
Create logos: P as a Saint Paul Editorial Group
The first example is the logo of Gruppo Editoriale San Paolo, a media company formed by 10 international brands owned by the San Paolo Society, a Piedmontese religious congregation founded in 1914. Clearly, publishing activities, ranging from book publishing to television, radio, multimedia and telematics, all have a single mission: to transmit the Catholic Christian religious message. Everything starts from the opening of a print shop in Alba, indispensable to Fr. Giacomo Alberione to print the magazine “Vita Pastorale”. Subsequently, he opened a small school for typographers in a church: from there to the formation of the Congregation the step was short. The activities editorial began in the fifties in Rome with Editrice SAIE, then transformed into Edizioni Paoline.
Books are added to the cinema in 1938, with the Romana Editrice Film, the radio and the record business. In 1972 the San Paolo Film co-produced “Comicini’s The Adventures of Pinocchio”, broadcast on television. At each turn, a re-branding policy is implemented, but with the creation of the Group in 1994 a logo is designed, who’s starting point is precisely São Paulo. It comes from a comic that crosses a little man, an arrow pointing up and a curve. Strongly stylized since the seventies, even today it is composed of two geometric figures crossed one another:
- A corner with the vertex upward and the opening downward, a sort of arrow, symbol of spiritual ascent.
- A helicoid that reproduces the letter P in homage to the saint, but also to the Word of the Gospel and to the peoples of the world that one wants to reach.
The curve of this letter, superimposed on the edge, symbolizes, for the insiders, a divine embrace, but in practice it manages to be also an acronym of the Group, affixed to all products. The reproducibility of the animated logo design is ensured by the graphic, multimedia or dynamic versions, used in paper products such as film.
Create logos: the difficult life of the Instagram logo
If the logo of Gruppo Editorial San Paolo had all agreed since the 1930s, Instagram’s social network, launched in 2010 to share photos, aroused after the restyling even a refusal by the public.
Create logo Instagram evolution rising at the top of the most beloved social classifications since 2012 after the acquisition of Facebook, Instagram is initially characterized by a logo that reproduces the icon of a Polaroid camera, referring to the historical paper format of the instantaneous development photos, square with white margins. In 2016, the 8.0 version of Instagram contains a surprise: the Graphic Designer Duccio Bellezza has stylized the old vintage car’s logo, replacing it with a diffused image in two versions: one very colorful and the other in black and white. “I like looking at the world with different eyes, I thought of a palette of colors with which to color the world,” says Beauty, which completely eliminates the three-dimensional effect of the logo, adapting it to use on smartphones.
In this case, the needs related to display graphics, to be used on modern multimedia tools, have strongly influenced the brand. The new logo has been little appreciated by users, so much so that they have been given the opportunity to keep both the old and the new image on the display. What are the reasons for the failure? The lack of empathy between logos and users.
The reassuring logo of Magneti Marelli
Create logos Magneti Marelli logo these days the news has come that FCA has sold Magneti Marelli to Calsonic Kansel, a Japanese automotive company. In 1891 Ercole Marelli started to build magnets for aviation and military equipment in Milan, providing FIAT equipment for cars, ships and trains since 1919. The brand logo has always been simple and impactful, made up of the words “Magneti Marelli” arranged in an elliptical form so that the initial and final letters coincide. In the years of the economic boom, the logo often joins others, above all the FIAT one. Its shape facilitates placement on cars, indoors and outdoors. What matters most is to be present, without obscuring other brands. In 1973, a new logo should be born, to identify the line of components and electronic systems: instead only the colors of the letters change, blue on a yellow background.
At the end of the eighties, the technological revolution induces the umpteenth unpretentious variant of the same inscription: we pass from a character with the graces to a stick character. In 2001 the colors were changed again confirming the ovoid shape of the writing, which is always well suited to the convexity of the automotive sheets, expressing dynamism. What Magneti Marelli is an effective logo that does not have the ambition to stand out? The brand needs to be present and recognizable without worrying excessively to express a mission.