Every week, the United States Patent and Trademark Office publishes the Trademark Official Gazette. This magazine is a listing of all trademarks that have been submitted for registration and passed an initial review over the prior week. Thousands of trademarks are filed on a weekly basis. The Gazette is published every week and is full of new company logo ideas.
We’ll look at the best creative logo designs for this week. But first, let’s brush up on what it means to have a “good” logo.
Once you have chosen a name for your company, you’ll design a logo for your business. If you’re trying to make one of the best creative logo designs, you want it to be attention-grabbing and recognizable. But most of all, you want it to inspire the public to use your product or service.
Think of the logo for Target stores. It’s made up of only two colors (or only one color, if you don’t count white.) Target designed their logo as simply as possible, which makes it recognizable and easy to reproduce.
When a logo is simple, it’s easy to keep in mind—even when the logo has nothing to do with the product. Think of the Nike “swoosh.” Perhaps you think it looks like a bolt of lightning or the tip of a sneaker. Really, it’s just an easy-to-remember symbol that makes you think of Nike.
Some long-standing companies have tried to change their logo to match current trends, but it often backfires. In the 1990s, Gap, Inc. changed their classic blue square logo to a more cutting-edge modernized logo. But the public was too familiar with the original blue square to accept anything else.
Gap decided to change it back.
Choosing a timeless design from the beginning will help you avoid having to update your logo later.
An effective logo will still be recognizable when printed in different ways. Does your logo look good when printed very small (as on letterhead) and very large (as on a billboard)? Can it still be recognizable when printed in black and white? Is it simple enough to be reproduced easily by a standard office printer? These are all things to consider when designing your logo.
While you don’t need to explicitly show what your business is in the logo, (your logo doesn’t have to be a picture of a sneaker if you sell sneakers), your logo should still be appropriate for your business. For example, using primary colors and a childish font is appropriate for a toy store, but not a brewery.
More than any other quality, it is important for a logo to stand out. A logo should define your company and be different than any other logos you’ve seen. Part of the purpose of the Trademark Official Gazette is to allow existing companies to check into the newest logos. You want to make sure no new logos are similar to their own. Having a logo that is distinctive is very important to set your company apart from any other.
With the parameters of what makes a good logo in mind, let’s take a look at this week’s Trademark Official Gazette. Which of this week’s entries would be listed as the best creative logo designs? There are many good choices in this week’s Gazette, but here are five that stand out:
This logo for a tableware and coffeemaker company is simple and easy to remember. The designer made the “O” represent a plate, which tells the customer about Favora as a company.
This logo doesn’t need color to be recognizable and can be easily reproduced.
This logo stands out because it is for a company that makes construction vehicles and power tools. The bold letter and colors would look fantastic on the side of a dump truck or a drilling machine.
It would be easy for the company to brand their fleet of work vehicles with this “W” logo. Plus, anyone passing by the work site would remember that simple, dynamic logo on the construction equipment.
This whiskey and Scotch company has an appropriate name (Scottish) and a timeless logo. This logo is simple and easy to reproduce—as well as classy. Who couldn’t see this logo prominently placed on the front of a whiskey bottle?
These logos may not be as simple as the others we highlighted, but they are simple enough. They both use only two colors and very little graphics. They both could be easily reproduced on letterhead, the side of a truck, or a billboard.
The most effective quality about each of these logos is that they adhere to standard rules of effective branding while telling the story of their company.
It’s no surprise that the first company, E.CO2, is a chemical company. In their name and logo, they have included a chemical compound (CO2). They have placed a simplified image of an oil well in the logo as well, showing that their chemicals are used to aid in oil drilling.
The second company, Food Radar, makes equipment for food inspection. The simple “eyes” inside the “o’s” show exactly what the company does—it assesses food to make sure it’s safe.
Both companies have a simple, memorable, creative logo that tells a story.
This is not an exhaustive list of the best creative logo designs of the week—I’ve just highlighted a few to illustrate what makes an effective logo. If you want your logo to be the next Nike “swoosh” or Golden Arches, remember: keep it simple and timeless, make it memorable, and let it tell a story.
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LAWYER & ONLINE ENTREPRENEUR
After graduating from law school and passing the bar, I struggled to find work, pay my bills, and make ends meet. That's when I decided to take control of my future and start working for myself. Now, several years and a handful of companies later, I'm sharing how I launched a successful business, and how you can do it too.