I did a post a while back about the year in branding and ended up having a little discussion – in my comments section – about logos in general.
I don’t want to roll out a bunch of logos here that are iconic and timeless…because most of them are iconic and timeless because they have been around for so long that they are imprinted upon our frontal cortex or sealed within our reptilian brains like breathing or the ability to whistle (Coca-Cola, Ford, BMW); or are symbols of such large and/or powerful corporations you would have had to have lived in the deepest recesses of the Amazon rain forest to not know them (Google, Nike, Apple, Facebook).
I am not saying that the branding these companies have is in any way bad, but more that they are beyond analysis because of their ubiquity. Nike’s logo is so good that they don’t even have to use the word Nike underneath. You could write ‘I love pepsi’ with the Coca-Cola font and you would still read Coca-Cola. If you draw a giant M with a yellow crayon most children will say: ‘McDonalds!’ It’s depressing how Pavlovian it is, but there you go. They wouldn’t pay design consultants gazillions to design them if they weren’t so effective.
Recently, the cola recipe was released (you can find it here – and you can make it if you can be arsed. Though it might be easier to just buy a can of coke. After all – it’s cheaper than bottled water!) and people did a blind test of coke made from the recipe and coke from a can. The majority preferred the coke from the recipe. However, stick it in a coke can and: viola! Everyone prefers coke. Power of branding.
Anyhow, what I am talking about are clever designs that I look at and go ahh! or boo-yah!! – clever, fun – you know?