Corporate Logo

Of all the design categories we've worked with over the years, corporate logos are probably the hardest to define, or even show examples of (not that we don't try - see above). Most designers, if asked to define the concept of a corporate identity would use the terms - staid, solid, clean and simple. Trouble is, over the years, the delineation between corporate logos and their more creative counterparts has blurred, and with the advent of Web 2.0, it's difficult to define what a corporate logo is - more of a 'I'll know it when I see it' factor. One way to see examples of iconoclastic corporate logos is to view the corporate identities used by most of the Fortune 500 companies. Simple, clean logos that are usually text driven (or if an icon is used - it is brutally simplistic).

Is a corporate logo the right choice for your business brand?

Corporate logos are favored by companies that are trying to establish an image of stability - banks and accounting firms for example - avoiding visual cliches that become dated in a relatively short time. These kinds of designs have the longest shelf-life (they tend to avoid design trends) and appeal to the widest market possible - extremely important for companies that are concerned about stockholders and the like. Corporate logos are usually the simplest to reproduce, are adaptable for every media imaginable. They're also instantly recognizable, even at the smallest sizes. There's also the added benefit of 'pushing' the company name, as opposed to relying solely on a visual image. Some downsides to corporate logos - it's difficult to develop a truly unique brand, and it's only through repeated exposure of the mark will it gain any traction.