Good branding. Every company, firm, brand and business wants to be top of the market. Pepsi, for example, decided in 2009 to stop advertising as a whole, banking on their existing brand awareness to be sufficient. Like Pepsi, there are a number of products (food seems to be particularly exemplary) which rely on their logos to increase brand awareness.

But what does a logo really say about a business? And how much thought should be put into logo design? Let’s view our first example, the FedEx logo. Take a look at it. Seems like quite a lazy logo at first glance. Simple bold text, obvious colours and not much thought. Think again. Can you spot any obvious looking shapes between the letters? Perhaps an arrow, in between the ‘E’ and the ‘X’. That’s something Derren Brown would have come up with!

My second example is the Amazon Logo. Now everyone and anyone is almost guaranteed to have seen this logo at one time or another. It, like the previous example, is a relatively simple idea, with a good looking yellow curve underneath the text. Until, that is, you look closely and see the mustard line pointing form the ‘A’ to the ‘Z’ of the Amazon. With Amazon initially targeting the book market, this would presumably resemble the A-Z nature of book organisation. Nowadays, with Amazon selling everything, the A-Z idea still fits perfectly. You’ll never look at the logo the same again. I wont, at least.

There are tons more examples of discreet logo design (try and spot the bear in the toblerone logo!). This just goes to show the thought and design practise that goes into some of the top brands logo creation around the world. It’s like one of those images that’s a woman smiling and a trumpet player merged into one. When you have seen the little secrets you’ll never see it the same again.

To conclude, a good brand and logo in particular can get a business off the ground. It is, after all, the first thing most customers will see. And we all know the expression, first impressions are everything. Not to mention a picture is worth a thousand words!