top-50-innovative-brand-logos

Do innovative companies always present innovative logos? Let’s take a look at Fast Company’s Top 50 to find out…

Earlier this week, Fast Company released their annual 50 Most Innovative Companies list, 2015 edition. For the rationale behind their decisions, click on the link as we’re not going to get into that here. We are, however, going to take a look at the logos of the companies on their list – just like we did with Forbes’ Top 100 Most Valuable Brands – and see if there’s anything we can learn. It should follow that innovative companies have innovative logos, right?

Here’s what we got:
top-50-innovative-brand-logos-795-PX
Here’s the key to who’s what:

1. Warby Parker
2. Apple
3. Alibaba
4. Google
5. Instagram
6. Color of Change
7. HBO
8. Virgin America
9. IndiGo
10. Slack
11. Houzz
12. Catapult
13. Inventure
14. Line
15. WeWork
16. Gilead Sciences
17. Tesla
18. Toyota
19. Cree
20. Stripe
21. Next Big Sound
22. Da-Jiang Innovations
23. Eatly
24. Fuhu
25. Apricot Forest
26. E La Carte
27. Panera Bread
28. General Assembly
29. Ammunition
30. Netflix
31. Made In Kigali
32. Soundcloud
33. Kickstarter
34. Wandouija
35. Gumroad
36. Westfield Labs
37. AnyPerk
38. American Giant
39. Revolution Foods
40. Ikea
41. Samsung
42. Algramo
43. 72andSunny
44. Silver Crystal Sports
45. Anki
46. Perfint Healthcare
47. Omada Health
48. El Mind A
49. Mark43
50. L’Oreal

No discernible patterns that I can see and not much to learn, to be honest. Only five of the “most innovative” companies are also found on the most valuable brands list, they being Apple, Google, Toyota, L’Oreal and Samsung. Many of the logos from these “innovative” companies aren’t terribly innovative at all. In fact, other than the established ‘giant’ brands – many are ‘meh’ and a few are dreadful. There’s many cases of over-emphasis on TM and Registered Trademark ligatures (probably due to a desire to protect name recognition and IP during startup when having a decent logo is a few rungs down the ‘to do’ list.) Trouble is, unless they’re worked into a design nicely, these ligatures can cause some offsetting issues, especially when the logo is smallish. Some of the color schemes are a bit wonky (one features an RGB green that will never, ever print.) There’s a few swooshes, one is almost a knock-off from Amazon and one company doesn’t have a logo at all (their website is listed as “coming soon.”)

Future rebrands aplenty methinks.