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id="header-search-input" placeholder="Search..." value="" name="s" autocomplete="off" data-lang="en"><span id="header-nav-menu-item-search-close"></span></div></form><span id="header-search-autocomplete" data-empty="No results found" data-vendor-string="Reviews" data-post-string="Blog posts" data-score-string="Our score"></span></li><li class="header-nav-menu-item menu-item-has-children menu-item-currency" id="header-nav-menu-item-cur" tabindex="0"><span class="header-nav-menu-item-text" id="header-nav-menu-item-text-cur" data-cur="USD">US$</span><ul class="header-nav-sub-menu"><li class="menu-currency-title">Top currencies></li><li class="menu-item-second-level menu-item-second-level-currency-top"><span class="menu-currency-item" data-menu="€" data-cur="EUR" tabindex="0"><b>€</b> Euro</span><span class="menu-currency-item" data-menu="US$" data-cur="USD" tabindex="0"><b>US$</b> U.S. dollar</span><span class="menu-currency-item" data-menu="£" data-cur="GBP" tabindex="0"><b>£</b> Pound 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0 0-1.6 16.9l25.5 31A12 12 0 0 0 45.15 301l235.22-193.74a12.19 12.19 0 0 1 15.3 0L530.9 301a12 12 0 0 0 16.9-1.6l25.5-31a12 12 0 0 0-1.7-16.93z"></path></svg>Website Planet</span></a></li><li class="separator">></li><li class=""><a href="https://www.websiteplanet.com/blog/"><span>Blog</span></a></li><li class="separator">></li><li class=""><a href="https://www.websiteplanet.com/blog/logo-design-stats/"><span>60+ Logo Stats and Facts – New Fortune 500 List Research [2025]</span></a></li></ol></div><main id="toc-container" class="toc-container-article"> <div id="toc-content" class="new-post-container new-post-container-with-sticky new-post-container-white"> <div class="new-post-section new-post-section-main"> <article id="article"> <h1 class="new-post-title">60+ Logo Stats and Facts – New Fortune 500 List Research [2025]</h1> <div class="new-post-header-block new-post-row"> <span class="new-post-header-author "> <div class="header-author-data"> <a href="https://www.websiteplanet.com/author/andrea-schlottman/" target="_blank"> <span class="new-post-header-block-author-img-wrapper"> <picture> <source srcset="https://www.websiteplanet.com/wp-content/uploads/2019/08/ANDREA-EDITED-smaller.webp" type="image/webp"> <source srcset="https://www.websiteplanet.com/wp-content/uploads/2019/08/ANDREA-EDITED-smaller.jpg" type="image/jpeg"> <img src="https://www.websiteplanet.com/wp-content/uploads/2019/08/ANDREA-EDITED-smaller.webp" alt="Andrea Schlottman"> </picture> </span> </a> <span class="header-author-about"><span class="header-author-name-header">Written by: </span><span class="new-post-section-author-span"><a href="https://www.websiteplanet.com/author/andrea-schlottman/" target="_blank">Andrea Schlottman</a></span></span> </div> <div class="new-post-header-block-date "> <span class="clockpost"><svg xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" viewBox="0 0 512 512" aria-label="time" role="img"><path d="M256 8C119 8 8 119 8 256s111 248 248 248 248-111 248-248S393 8 256 8zm0 448c-110.5 0-200-89.5-200-200S145.5 56 256 56s200 89.5 200 200-89.5 200-200 200zm61.8-104.4l-84.9-61.7c-3.1-2.3-4.9-5.9-4.9-9.7V116c0-6.6 5.4-12 12-12h32c6.6 0 12 5.4 12 12v141.7l66.8 48.6c5.4 3.9 6.5 11.4 2.6 16.8L334.6 349c-3.9 5.3-11.4 6.5-16.8 2.6z"/></svg></span> <div class="new-post-header-date"><span class="showFormat">First published:</span> <span class="showData">04 December 2019</span></div> </div></span> </div> <div id="new-post-content" class="new-post-content"> <div class="mobile-toc-block"> <div id="mobile-toc-title">Inside this Article</div> <div id="mobile-toc-container"><a href="#hselect--1">Current Logo Design Trends from Top Companies</a><a href="#hselect--2">A Look at Rebranding and Logo Redesign</a><a href="#hselect--3">The Logo Design Industry</a><a href="#hselect--4">The Logo/Graphic Design Industry</a><a href="#hselect--5">The Target Audience</a><a href="#hselect--6">Future Projections: Logo Design Moving Forward</a><a href="#hselect--7">More Fun Facts About Logos</a><a href="#hselect--8">30 More Stats</a><a href="#hselect--9">The Takeaway</a><a href="#hselect--10">FAQ</a></div> </div> <strong>Just how much do you know about logos?</strong></p> There are so many “best practices” in logo design that it’s easy to get lost in all that knowledge. But even the most experienced designers and biggest brand enthusiasts among us can always learn something new.</p> That’s why we’ve done the research and are here to shake things up with <strong>the most up-to-date logo statistics from the Fortune 500 list.</strong></p> Along with insights from our own data analysis, we’ll be sharing statistics, interesting trends, and fun facts about logos and branding. Busy CEO, in-house marketer, or even freelancer, you’re sure to find something that will help you grow your brand and boost your business.</p> <h2 id="hselect--1" id="logo-design-trends"><strong>Current Logo Design Trends from Top Companies</strong></h2> Successful logo design is a balance between fitting in and standing out, adhering to best practices without getting too generic. So how do the most successful companies in the world achieve this tricky design balance? Let’s look at the numbers to find out.</p> By analyzing data from Fortune 500 companies, we compiled the following logo statistics.</p> <h3><strong>1. Combination Logos Rule the Field</strong></h3> We divided the Fortune 500 logos into <strong>seven distinct types</strong> to see which logo style is most popular.</p> <span class="ll-img-wrapper " style="padding:51.807228915663% 0 0; max-width: 810px;"><noscript><img src="https://dt2sdf0db8zob.cloudfront.net/wp-content/uploads/2019/11/30-Logo-Stats-and-Facts-Every-Business-Owner-Needs-to-Know-image1.png" width="830" height="430" alt="7 Types of Logos" /></noscript><img data-src="https://dt2sdf0db8zob.cloudfront.net/wp-content/uploads/2019/11/30-Logo-Stats-and-Facts-Every-Business-Owner-Needs-to-Know-image1.png" width="830" height="430" alt="7 Types of Logos" class="aligncenter wp-image-1200893 size-full ll-img"/></span></p> And the findings are pretty clear: combination logos rule! Of these top 500 companies, <strong>over 60% use combination logos</strong>.</p> The full breakdown is as follows:<ul> <li><strong>Combination logos</strong> – 307</li> <li><strong>Wordmarks</strong> – 155</li> <li><strong>Lettermarks</strong> – 24</li> <li><strong>Emblems </strong>– 12</li> <li><strong>Abstract icons</strong> – 1</li> <li><strong>Pictorial icons</strong> – 1</li> </ul> <span class="ll-img-wrapper " style="padding:51.807228915663% 0 0; max-width: 810px;"><noscript><img src="https://dt2sdf0db8zob.cloudfront.net/wp-content/uploads/2019/11/30-Logo-Stats-and-Facts-Every-Business-Owner-Needs-to-Know-image2.png" width="830" height="430" alt="Which Logo Types Do Fortune 500 Companies Use?" /></noscript><img data-src="https://dt2sdf0db8zob.cloudfront.net/wp-content/uploads/2019/11/30-Logo-Stats-and-Facts-Every-Business-Owner-Needs-to-Know-image2.png" width="830" height="430" alt="Which Logo Types Do Fortune 500 Companies Use?" class="aligncenter wp-image-1200923 size-full ll-img"/></span></p> It’s no surprise that combination logos are so popular. By including both a wordmark and an icon, <strong>combination logos are incredibly versatile</strong> – allowing companies to use the icon, the text, or the full combination depending on the context of the logo.</p> In case you’re curious, the two companies that generally use stand-alone icons? They’re none other than <strong>Nike </strong>(abstract icon) and <strong>Apple</strong> (pictorial icon). No wordmark needed here!</p> <table style="width: 100%; border: none;"> <tbody> <tr style="height: 200px; border: none;"> <td style="border: none;" width="70%"><span class="ll-img-wrapper " style="padding:53.681710213777% 0 0; max-width: 810px;"><noscript><img src="https://dt2sdf0db8zob.cloudfront.net/wp-content/uploads/2019/11/30-Logo-Stats-and-Facts-Every-Business-Owner-Needs-to-Know-image3.png" width="842" height="452" alt="Nike logo" /></noscript><img data-src="https://dt2sdf0db8zob.cloudfront.net/wp-content/uploads/2019/11/30-Logo-Stats-and-Facts-Every-Business-Owner-Needs-to-Know-image3.png" width="842" height="452" alt="Nike logo" class="aligncenter wp-image-1200952 size-full ll-img"/></span></td> <td style="vertical-align: middle; border: none;"><span class="ll-smallimg-wrapper " style="max-width: 692px"><span class="ll-img-wrapper " style="padding:114.73988439306% 0 0; max-width: 810px;"><noscript><img src="https://dt2sdf0db8zob.cloudfront.net/wp-content/uploads/2019/11/30-Logo-Stats-and-Facts-Every-Business-Owner-Needs-to-Know-image4.png" width="692" height="794" alt="Apple logo" /></noscript><img data-src="https://dt2sdf0db8zob.cloudfront.net/wp-content/uploads/2019/11/30-Logo-Stats-and-Facts-Every-Business-Owner-Needs-to-Know-image4.png" width="692" height="794" alt="Apple logo" class="aligncenter wp-image-1200981 size-full ll-img"/></span></span></td> </tr> </tbody> </table> <h3><strong>2. The Most Popular Color Is Blue</strong></h3> Among Fortune 500 companies, <strong>blue is the top logo color</strong> by far, accounting for nearly 40% of the entire list.</p> <table style="width: 100%; table-layout: fixed; border: none;"> <tbody> <tr style="height: 200px; border: none;"> <td style="vertical-align: middle; border: none;"><span class="ll-img-wrapper " style="padding:22.5% 0 0; max-width: 810px;"><noscript><img src="https://dt2sdf0db8zob.cloudfront.net/wp-content/uploads/2019/11/30-Logo-Stats-and-Facts-Every-Business-Owner-Needs-to-Know-image5.png" width="880" height="198" alt="McKesson logo" /></noscript><img data-src="https://dt2sdf0db8zob.cloudfront.net/wp-content/uploads/2019/11/30-Logo-Stats-and-Facts-Every-Business-Owner-Needs-to-Know-image5.png" width="880" height="198" alt="McKesson logo" class="aligncenter wp-image-1201010 size-full ll-img"/></span></td> <td style="vertical-align: middle; overflow: hidden; height: 20px; border: none;"><span class="ll-smallimg-wrapper " style="max-width: 449px"><span class="ll-img-wrapper " style="padding:31.84855233853% 0 0; max-width: 810px;"><noscript><img src="https://dt2sdf0db8zob.cloudfront.net/wp-content/uploads/2019/11/30-Logo-Stats-and-Facts-Every-Business-Owner-Needs-to-Know-image6.png" width="449" height="143" alt="UnitedHealth Group logo" /></noscript><img data-src="https://dt2sdf0db8zob.cloudfront.net/wp-content/uploads/2019/11/30-Logo-Stats-and-Facts-Every-Business-Owner-Needs-to-Know-image6.png" width="449" height="143" alt="UnitedHealth Group logo" class="aligncenter wp-image-1201039 ll-img"/></span></span></td> </tr> </tbody> </table> <table style="width: 100%; table-layout: fixed; border: none;"> <tbody> <tr style="height: 200px; border: none;"> <td style="vertical-align: middle; border: none;"><span class="ll-img-wrapper " style="padding:15.007215007215% 0 0; max-width: 810px;"><noscript><img src="https://dt2sdf0db8zob.cloudfront.net/wp-content/uploads/2019/11/30-Logo-Stats-and-Facts-Every-Business-Owner-Needs-to-Know-image7.png" width="1386" height="208" alt="Berkshire Hathaway logo" /></noscript><img data-src="https://dt2sdf0db8zob.cloudfront.net/wp-content/uploads/2019/11/30-Logo-Stats-and-Facts-Every-Business-Owner-Needs-to-Know-image7.png" width="1386" height="208" alt="Berkshire Hathaway logo" class="aligncenter wp-image-1201068 size-full ll-img"/></span></td> <td style="vertical-align: middle; overflow: hidden; height: 20px; border: none;"><span class="ll-img-wrapper " style="padding:25.931445603577% 0 0; max-width: 810px;"><noscript><img src="https://dt2sdf0db8zob.cloudfront.net/wp-content/uploads/2019/11/30-Logo-Stats-and-Facts-Every-Business-Owner-Needs-to-Know-image8.png" width="1342" height="348" alt="Walmart logo" /></noscript><img data-src="https://dt2sdf0db8zob.cloudfront.net/wp-content/uploads/2019/11/30-Logo-Stats-and-Facts-Every-Business-Owner-Needs-to-Know-image8.png" width="1342" height="348" alt="Walmart logo" class="aligncenter wp-image-1201098 size-full ll-img"/></span></td> </tr> </tbody> </table> Want more detail? Here’s a look into the <strong>full logo breakdown by color</strong>, sorted from most popular color to least popular color:<ul> <li><strong>Blue</strong> – 198</li> <li><strong>Black</strong> – 128</li> <li><strong>Red</strong> – 83</li> <li><strong>Green </strong>– 35</li> <li><strong>Gray</strong> – 25</li> <li><strong>Yellow</strong> – 7</li> <li><strong>Orange </strong>– 7</li> <li><strong>Multicolor</strong> – 6</li> <li><strong>Purple</strong> – 6</li> <li><strong>Brown</strong> – 3</li> <li><strong>Metallic gold</strong> – 2</li> </ul> <span class="ll-img-wrapper " style="padding:51.807228915663% 0 0; max-width: 810px;"><noscript><img src="https://dt2sdf0db8zob.cloudfront.net/wp-content/uploads/2019/11/30-Logo-Stats-and-Facts-Every-Business-Owner-Needs-to-Know-image9.png" width="830" height="430" alt="Which Logo Colors Are The Most Popular?" /></noscript><img data-src="https://dt2sdf0db8zob.cloudfront.net/wp-content/uploads/2019/11/30-Logo-Stats-and-Facts-Every-Business-Owner-Needs-to-Know-image9.png" width="830" height="430" alt="Which Logo Colors Are The Most Popular?" class="aligncenter wp-image-1201127 size-full ll-img"/></span></p> It may be the least popular logo color in terms of numbers, but <strong>gold definitely makes a statement</strong>! The two companies that use gold, Markel and MGM Resorts International, rely on this unique color choice to position themselves as high-end, luxury brands.</p> <table style="width: 100%; border: none;"> <tbody> <tr style="height: 200px; border: none;"> <td style="vertical-align: middle; border: none;"><span class="ll-smallimg-wrapper " style="max-width: 808px"><span class="ll-img-wrapper " style="padding:102.47524752475% 0 0; max-width: 810px;"><noscript><img src="https://dt2sdf0db8zob.cloudfront.net/wp-content/uploads/2019/11/30-Logo-Stats-and-Facts-Every-Business-Owner-Needs-to-Know-image10.png" width="808" height="828" alt="Markel logo" /></noscript><img data-src="https://dt2sdf0db8zob.cloudfront.net/wp-content/uploads/2019/11/30-Logo-Stats-and-Facts-Every-Business-Owner-Needs-to-Know-image10.png" width="808" height="828" alt="Markel logo" class="aligncenter wp-image-1201156 size-full ll-img"/></span></span></td> <td style="vertical-align: middle; border: none;"><span class="ll-img-wrapper " style="padding:20.805369127517% 0 0; max-width: 810px;"><noscript><img src="https://dt2sdf0db8zob.cloudfront.net/wp-content/uploads/2019/11/30-Logo-Stats-and-Facts-Every-Business-Owner-Needs-to-Know-image11.png" width="1788" height="372" alt="MGM Resorts International logo" /></noscript><img data-src="https://dt2sdf0db8zob.cloudfront.net/wp-content/uploads/2019/11/30-Logo-Stats-and-Facts-Every-Business-Owner-Needs-to-Know-image11.png" width="1788" height="372" alt="MGM Resorts International logo" class="aligncenter wp-image-1201185 size-full ll-img"/></span></td> </tr> </tbody> </table> Since <strong>color alone accounts for up to 90% of a person’s first impression</strong>, it’s no wonder that <a href="https://www.websiteplanet.com/blog/color-matters-reasons-color-choose-logo-important/" target="_blank" rel="noopener"><strong>color matters so much to logo design</strong></a>! (For a more in-depth look into the color psychology of logos, <strong><a href="#the-target-audience">jump down to some stats about consumer perceptions</a>.</strong>)</p> <h3><strong>3. When Combining Colors, Two Is Standard</strong></h3> The color breakdown above is based on each logo’s <em>main</em> color. Of course, many logos utilize two, three, or even four colors at once – also shown in the blue logos from McKesson and Walmart above.</p> So what’s the most common number of colors within a single logo design? According to our research, <strong>two-color combinations are the most popular</strong>:<ul> <li>217 logos use two colors (43%)</li> <li>186 logos use one color (37%)</li> <li>68 logos use three colors (14%)</li> <li>23 logos use four colors (5%)</li> </ul> And the final six logos (comprising less than 1%)? They’re multicolored, incorporating five colors or more.</p> <table style="width: 100%; border: none;"> <tbody> <tr style="height: 200px; border: none;"> <td style="border: none;" width="40%"><span class="ll-smallimg-wrapper " style="max-width: 362px"><span class="ll-img-wrapper " style="padding:68.232044198895% 0 0; max-width: 810px;"><noscript><img src="https://dt2sdf0db8zob.cloudfront.net/wp-content/uploads/2019/12/30-Logo-Stats-and-Facts-Every-Business-Owner-Needs-to-Know-image12.png" width="362" height="247" alt="NRG logo" /></noscript><img data-src="https://dt2sdf0db8zob.cloudfront.net/wp-content/uploads/2019/12/30-Logo-Stats-and-Facts-Every-Business-Owner-Needs-to-Know-image12.png" width="362" height="247" alt="NRG logo" class="aligncenter wp-image-1267187 ll-img"/></span></span></td> <td style="vertical-align: middle; border: none;"><span class="ll-smallimg-wrapper " style="max-width: 348px"><span class="ll-img-wrapper " style="padding:41.666666666667% 0 0; max-width: 810px;"><noscript><img src="https://dt2sdf0db8zob.cloudfront.net/wp-content/uploads/2019/11/30-Logo-Stats-and-Facts-Every-Business-Owner-Needs-to-Know-image13.png" width="348" height="145" alt="Altria logo" /></noscript><img data-src="https://dt2sdf0db8zob.cloudfront.net/wp-content/uploads/2019/11/30-Logo-Stats-and-Facts-Every-Business-Owner-Needs-to-Know-image13.png" width="348" height="145" alt="Altria logo" class="aligncenter wp-image-1201249 size-full ll-img"/></span></span></td> </tr> </tbody> </table> <table style="width: 100%; border: none;"> <tbody> <tr style="height: 200px; border: none;"> <td style="border: none;"><span class="ll-img-wrapper " style="padding:32.679738562092% 0 0; max-width: 810px;"><noscript><img src="https://dt2sdf0db8zob.cloudfront.net/wp-content/uploads/2019/12/30-Logo-Stats-and-Facts-Every-Business-Owner-Needs-to-Know-image14-1.png" width="918" height="300" alt="Microsoft logo" /></noscript><img data-src="https://dt2sdf0db8zob.cloudfront.net/wp-content/uploads/2019/12/30-Logo-Stats-and-Facts-Every-Business-Owner-Needs-to-Know-image14-1.png" width="918" height="300" alt="Microsoft logo" class="aligncenter size-full wp-image-1267249 ll-img"/></span></td> <td style="vertical-align: middle; border: none;"><span class="ll-img-wrapper " style="padding:45.283018867925% 0 0; max-width: 810px;"><noscript><img src="https://dt2sdf0db8zob.cloudfront.net/wp-content/uploads/2019/11/30-Logo-Stats-and-Facts-Every-Business-Owner-Needs-to-Know-image15.png" width="954" height="432" alt="Comcast logo" /></noscript><img data-src="https://dt2sdf0db8zob.cloudfront.net/wp-content/uploads/2019/11/30-Logo-Stats-and-Facts-Every-Business-Owner-Needs-to-Know-image15.png" width="954" height="432" alt="Comcast logo" class="aligncenter wp-image-1201336 size-full ll-img"/></span></td> </tr> </tbody> </table> <h3><strong>4. Black and Red Is the Top Combination</strong></h3> <strong>So which two colors work best together?</strong> Of the 217 logos that use two colors, the three most popular color combinations are:<ul> <li><strong>Black and red</strong> – 39</li> <li><strong>Black and blue</strong> – 22</li> <li><strong>Black and white</strong> – 21</li> </ul> By choosing one of these two-color combinations for your logo, you’ll place your company (or your client’s company) on the same footing as household names like these:</p> <table style="width: 100%; border: none;"> <tbody> <tr style="height: 200px; border: none;"> <td style="vertical-align: middle; border: none;"><span class="ll-smallimg-wrapper " style="max-width: 522px"><span class="ll-img-wrapper " style="padding:31.034482758621% 0 0; max-width: 810px;"><noscript><img src="https://dt2sdf0db8zob.cloudfront.net/wp-content/uploads/2019/11/30-Logo-Stats-and-Facts-Every-Business-Owner-Needs-to-Know-image16.png" width="522" height="162" alt="Cardinal Health logo" /></noscript><img data-src="https://dt2sdf0db8zob.cloudfront.net/wp-content/uploads/2019/11/30-Logo-Stats-and-Facts-Every-Business-Owner-Needs-to-Know-image16.png" width="522" height="162" alt="Cardinal Health logo" class="aligncenter wp-image-1201394 ll-img"/></span></span></td> <td style="vertical-align: middle; border: none;" width="25%"><span class="ll-smallimg-wrapper " style="max-width: 322px"><span class="ll-img-wrapper " style="padding:60.248447204969% 0 0; max-width: 810px;"><noscript><img src="https://dt2sdf0db8zob.cloudfront.net/wp-content/uploads/2019/11/30-Logo-Stats-and-Facts-Every-Business-Owner-Needs-to-Know-image17.png" width="322" height="194" alt="Cardinal Health logo" /></noscript><img data-src="https://dt2sdf0db8zob.cloudfront.net/wp-content/uploads/2019/11/30-Logo-Stats-and-Facts-Every-Business-Owner-Needs-to-Know-image17.png" width="322" height="194" alt="Cardinal Health logo" class="aligncenter wp-image-1201423 ll-img"/></span></span></td> <td style="vertical-align: middle; border: none;"><span class="ll-smallimg-wrapper " style="max-width: 566px"><span class="ll-img-wrapper " style="padding:34.098939929329% 0 0; max-width: 810px;"><noscript><img src="https://dt2sdf0db8zob.cloudfront.net/wp-content/uploads/2019/11/30-Logo-Stats-and-Facts-Every-Business-Owner-Needs-to-Know-image18.png" width="566" height="193" alt="Verizon logo" /></noscript><img data-src="https://dt2sdf0db8zob.cloudfront.net/wp-content/uploads/2019/11/30-Logo-Stats-and-Facts-Every-Business-Owner-Needs-to-Know-image18.png" width="566" height="193" alt="Verizon logo" class="aligncenter wp-image-1201452 ll-img"/></span></span></td> </tr> </tbody> </table> <table style="width: 100%; border: none;"> <tbody> <tr style="height: 200px; border: none;"> <td style="vertical-align: middle; border: none;"><span class="ll-img-wrapper " style="padding:45.135566188198% 0 0; max-width: 810px;"><noscript><img src="https://dt2sdf0db8zob.cloudfront.net/wp-content/uploads/2019/11/30-Logo-Stats-and-Facts-Every-Business-Owner-Needs-to-Know-image19.png" width="1254" height="566" alt="AT&T logo" /></noscript><img data-src="https://dt2sdf0db8zob.cloudfront.net/wp-content/uploads/2019/11/30-Logo-Stats-and-Facts-Every-Business-Owner-Needs-to-Know-image19.png" width="1254" height="566" alt="AT&T logo" class="aligncenter wp-image-1201481 size-full ll-img"/></span></td> <td style="vertical-align: middle; border: none;"><span class="ll-img-wrapper " style="padding:24.375% 0 0; max-width: 810px;"><noscript><img src="https://dt2sdf0db8zob.cloudfront.net/wp-content/uploads/2019/11/30-Logo-Stats-and-Facts-Every-Business-Owner-Needs-to-Know-image20.png" width="1920" height="468" alt="Conoco Philips logo" /></noscript><img data-src="https://dt2sdf0db8zob.cloudfront.net/wp-content/uploads/2019/11/30-Logo-Stats-and-Facts-Every-Business-Owner-Needs-to-Know-image20.png" width="1920" height="468" alt="Conoco Philips logo" class="aligncenter wp-image-1201510 size-full ll-img"/></span></td> <td style="vertical-align: middle; border: none;"><span class="ll-img-wrapper " style="padding:26.824034334764% 0 0; max-width: 810px;"><noscript><img src="https://dt2sdf0db8zob.cloudfront.net/wp-content/uploads/2019/11/30-Logo-Stats-and-Facts-Every-Business-Owner-Needs-to-Know-image21.png" width="1864" height="500" alt="Americourse Bergen logo" /></noscript><img data-src="https://dt2sdf0db8zob.cloudfront.net/wp-content/uploads/2019/11/30-Logo-Stats-and-Facts-Every-Business-Owner-Needs-to-Know-image21.png" width="1864" height="500" alt="Americourse Bergen logo" class="aligncenter wp-image-1201539 size-full ll-img"/></span></td> </tr> </tbody> </table> <h3><strong>5. Other Color Combinations Are More Unique</strong></h3> If you’d rather stand out than fit in, consider one of these two-color combinations for your logo – used by just one or two companies on the entire Fortune 500 list!<ul> <li><strong>Black and pink</strong> – AutoNation*</li> <li><strong>Purple and orange</strong> – FedExᐩ</li> <li><strong>Green and red</strong> – US Foods Holdings</li> <li><strong>Orange and white</strong> – The Home Depot</li> <li><strong>Purple and red</strong> – Mondelēz International</li> </ul> <table style="width: 100%; border: none;"> <tbody> <tr style="height: 200px; border: none;"> <td style="vertical-align: middle; border: none;"><span class="ll-img-wrapper " style="padding:31.464174454829% 0 0; max-width: 810px;"><noscript><img src="https://dt2sdf0db8zob.cloudfront.net/wp-content/uploads/2019/11/30-Logo-Stats-and-Facts-Every-Business-Owner-Needs-to-Know-image22.png" width="1284" height="404" alt="AutoNation logo" /></noscript><img data-src="https://dt2sdf0db8zob.cloudfront.net/wp-content/uploads/2019/11/30-Logo-Stats-and-Facts-Every-Business-Owner-Needs-to-Know-image22.png" width="1284" height="404" alt="AutoNation logo" class="aligncenter wp-image-1201600 size-full ll-img"/></span></td> <td style="vertical-align: middle; border: none;"><span class="ll-img-wrapper " style="padding:44.979079497908% 0 0; max-width: 810px;"><noscript><img src="https://dt2sdf0db8zob.cloudfront.net/wp-content/uploads/2019/11/30-Logo-Stats-and-Facts-Every-Business-Owner-Needs-to-Know-image23.png" width="956" height="430" alt="FedEx logo" /></noscript><img data-src="https://dt2sdf0db8zob.cloudfront.net/wp-content/uploads/2019/11/30-Logo-Stats-and-Facts-Every-Business-Owner-Needs-to-Know-image23.png" width="956" height="430" alt="FedEx logo" class="aligncenter wp-image-1201716 size-full ll-img"/></span></td> </tr> </tbody> </table> <table style="width: 100%; border: none;"> <tbody> <tr style="height: 200px; border: none;"> <td style="vertical-align: middle; border: none;"><span class="ll-img-wrapper " style="padding:92.582159624413% 0 0; max-width: 810px;"><noscript><img src="https://dt2sdf0db8zob.cloudfront.net/wp-content/uploads/2019/12/30-Logo-Stats-and-Facts-Every-Business-Owner-Needs-to-Know-image24-1.png" width="1065" height="986" alt="US Foods logo" /></noscript><img data-src="https://dt2sdf0db8zob.cloudfront.net/wp-content/uploads/2019/12/30-Logo-Stats-and-Facts-Every-Business-Owner-Needs-to-Know-image24-1.png" width="1065" height="986" alt="US Foods logo" class="aligncenter size-full wp-image-1267309 ll-img"/></span></td> <td style="vertical-align: middle; border: none;"><span class="ll-smallimg-wrapper " style="max-width: 788px"><span class="ll-img-wrapper " style="padding:97.969543147208% 0 0; max-width: 810px;"><noscript><img src="https://dt2sdf0db8zob.cloudfront.net/wp-content/uploads/2019/11/30-Logo-Stats-and-Facts-Every-Business-Owner-Needs-to-Know-image25.png" width="788" height="772" alt="The Home Depot logo" /></noscript><img data-src="https://dt2sdf0db8zob.cloudfront.net/wp-content/uploads/2019/11/30-Logo-Stats-and-Facts-Every-Business-Owner-Needs-to-Know-image25.png" width="788" height="772" alt="The Home Depot logo" class="aligncenter wp-image-1201835 size-full ll-img"/></span></span></td> <td style="vertical-align: middle; border: none;"><span class="ll-img-wrapper " style="padding:40.774487471526% 0 0; max-width: 810px;"><noscript><img src="https://dt2sdf0db8zob.cloudfront.net/wp-content/uploads/2019/11/30-Logo-Stats-and-Facts-Every-Business-Owner-Needs-to-Know-image26.png" width="878" height="358" alt="Mondelez International logo" /></noscript><img data-src="https://dt2sdf0db8zob.cloudfront.net/wp-content/uploads/2019/11/30-Logo-Stats-and-Facts-Every-Business-Owner-Needs-to-Know-image26.png" width="878" height="358" alt="Mondelez International logo" class="aligncenter wp-image-1201866 size-full ll-img"/></span></td> </tr> </tbody> </table> *Pink is a very uncommon choice for logos, especially within the traditionally masculine automotive industry. However, AutoNation has used pale pink to create a brand identity built around its breast cancer charity work. Pretty remarkable!</p> ᐩCan you spot the hidden image in the FedEx logo? (Hint: Look between the “E” and the “x.”) Once you’ve seen the arrow pointing forward, you’ll never forget it! For a brand that’s always moving things forward, this clever design is exactly on-point – showing how white space can matter just as much as color!</p> <h3><strong>6. What About Gradients?</strong></h3> Across the web and in print, <a href="https://www.websiteplanet.com/?p=398136" target="_blank" rel="noopener"><strong>gradients are super on-trend for 2021</strong></a>… but they haven’t caught on for too many of these Fortune 500 logos. Of these 500 global companies, just <strong>34 logos incorporate gradients.</strong></p> The five top-ranking companies with gradients in their logos are:<ul> <li>Chevron (#11)</li> <li>Ford Motor Company (#12)</li> <li>General Motors (#13)</li> <li>United Parcel Service (#41)</li> <li>Procter & Gamble (#45)</li> </ul> <table style="width: 100%; border: none;"> <tbody> <tr style="height: 200px; border: none;"> <td style="vertical-align: middle; border: none;"><span class="ll-smallimg-wrapper " style="max-width: 610px"><span class="ll-img-wrapper " style="padding:98.032786885246% 0 0; max-width: 810px;"><noscript><img src="https://dt2sdf0db8zob.cloudfront.net/wp-content/uploads/2019/11/30-Logo-Stats-and-Facts-Every-Business-Owner-Needs-to-Know-image27.png" width="610" height="598" alt="Chevron logo" /></noscript><img data-src="https://dt2sdf0db8zob.cloudfront.net/wp-content/uploads/2019/11/30-Logo-Stats-and-Facts-Every-Business-Owner-Needs-to-Know-image27.png" width="610" height="598" alt="Chevron logo" class="aligncenter wp-image-1201899 size-full ll-img"/></span></span></td> <td style="vertical-align: middle; border: none;"><span class="ll-img-wrapper " style="padding:37.169517884914% 0 0; max-width: 810px;"><noscript><img src="https://dt2sdf0db8zob.cloudfront.net/wp-content/uploads/2019/11/30-Logo-Stats-and-Facts-Every-Business-Owner-Needs-to-Know-image28.png" width="1286" height="478" alt="Ford logo" /></noscript><img data-src="https://dt2sdf0db8zob.cloudfront.net/wp-content/uploads/2019/11/30-Logo-Stats-and-Facts-Every-Business-Owner-Needs-to-Know-image28.png" width="1286" height="478" alt="Ford logo" class="aligncenter wp-image-1201930 size-full ll-img"/></span></td> <td style="vertical-align: middle; border: none;"><span class="ll-smallimg-wrapper " style="max-width: 674px"><span class="ll-img-wrapper " style="padding:99.406528189911% 0 0; max-width: 810px;"><noscript><img src="https://dt2sdf0db8zob.cloudfront.net/wp-content/uploads/2019/11/30-Logo-Stats-and-Facts-Every-Business-Owner-Needs-to-Know-image29.png" width="674" height="670" alt="GM logo" /></noscript><img data-src="https://dt2sdf0db8zob.cloudfront.net/wp-content/uploads/2019/11/30-Logo-Stats-and-Facts-Every-Business-Owner-Needs-to-Know-image29.png" width="674" height="670" alt="GM logo" class="aligncenter wp-image-1201965 size-full ll-img"/></span></span></td> </tr> </tbody> </table> <table style="width: 100%; border: none;"> <tbody> <tr style="height: 200px; border: none;"> <td style="vertical-align: middle; border: none;"><span class="ll-smallimg-wrapper " style="max-width: 482px"><span class="ll-img-wrapper " style="padding:111.20331950207% 0 0; max-width: 810px;"><noscript><img src="https://dt2sdf0db8zob.cloudfront.net/wp-content/uploads/2019/11/30-Logo-Stats-and-Facts-Every-Business-Owner-Needs-to-Know-image30.png" width="482" height="536" alt="UPS logo" /></noscript><img data-src="https://dt2sdf0db8zob.cloudfront.net/wp-content/uploads/2019/11/30-Logo-Stats-and-Facts-Every-Business-Owner-Needs-to-Know-image30.png" width="482" height="536" alt="UPS logo" class="aligncenter wp-image-1201995 size-full ll-img"/></span></span></td> <td style="vertical-align: middle; border: none;"><span class="ll-img-wrapper " style="padding:77.803738317757% 0 0; max-width: 810px;"><noscript><img src="https://dt2sdf0db8zob.cloudfront.net/wp-content/uploads/2019/11/30-Logo-Stats-and-Facts-Every-Business-Owner-Needs-to-Know-image31.png" width="856" height="666" alt="P&G logo" /></noscript><img data-src="https://dt2sdf0db8zob.cloudfront.net/wp-content/uploads/2019/11/30-Logo-Stats-and-Facts-Every-Business-Owner-Needs-to-Know-image31.png" width="856" height="666" alt="P&G logo" class="aligncenter wp-image-1202024 size-full ll-img"/></span></td> </tr> </tbody> </table> Gradients are also what transforms a normal beige-y brown into a shiny metallic gold, demonstrated in the Markel and MGM logos above.</p> <h3><strong>7. Sans Serif Fonts Are In</strong></h3> Among these 500 logos, <strong>the most popular font style is sans serif</strong>. And we really mean popular! Take a look for yourself at just how common sans serif fonts are:<ul> <li>367 logos use sans serif fonts only (73%)</li> <li>90 logos use serif fonts only (18%)</li> <li>32 logos use some combination of sans serif and serif fonts (6%)</li> <li>11 logos use some other font style, such as handwritten or script (2%)</li> </ul> <span class="ll-img-wrapper " style="padding:51.807228915663% 0 0; max-width: 810px;"><noscript><img src="https://dt2sdf0db8zob.cloudfront.net/wp-content/uploads/2019/11/30-Logo-Stats-and-Facts-Every-Business-Owner-Needs-to-Know-image32.png" width="830" height="430" alt="Which Font Style Is The Most Popular?" /></noscript><img data-src="https://dt2sdf0db8zob.cloudfront.net/wp-content/uploads/2019/11/30-Logo-Stats-and-Facts-Every-Business-Owner-Needs-to-Know-image32.png" width="830" height="430" alt="Which Font Style Is The Most Popular?" class="aligncenter wp-image-1202054 size-full ll-img"/></span></p> That means that <strong>three-quarters of all Fortune 500 logos use sans serif fonts</strong>! A few of the biggest names include:</p> <table style="width: 100%; border: none;"> <tbody> <tr style="height: 200px; border: none;"> <td style="vertical-align: middle; border: none;"><span class="ll-img-wrapper " style="padding:45.454545454545% 0 0; max-width: 810px;"><noscript><img src="https://dt2sdf0db8zob.cloudfront.net/wp-content/uploads/2019/11/30-Logo-Stats-and-Facts-Every-Business-Owner-Needs-to-Know-image33.png" width="1188" height="540" alt="Lowe's logo" /></noscript><img data-src="https://dt2sdf0db8zob.cloudfront.net/wp-content/uploads/2019/11/30-Logo-Stats-and-Facts-Every-Business-Owner-Needs-to-Know-image33.png" width="1188" height="540" alt="Lowe's logo" class="aligncenter wp-image-1202176 size-full ll-img"/></span></td> <td style="vertical-align: middle; border: none;"><span class="ll-img-wrapper " style="padding:36.332179930796% 0 0; max-width: 810px;"><noscript><img src="https://dt2sdf0db8zob.cloudfront.net/wp-content/uploads/2019/11/30-Logo-Stats-and-Facts-Every-Business-Owner-Needs-to-Know-image34.png" width="1156" height="420" alt="Amazon logo" /></noscript><img data-src="https://dt2sdf0db8zob.cloudfront.net/wp-content/uploads/2019/11/30-Logo-Stats-and-Facts-Every-Business-Owner-Needs-to-Know-image34.png" width="1156" height="420" alt="Amazon logo" class="aligncenter wp-image-1202212 size-full ll-img"/></span></td> <td style="vertical-align: middle; border: none;"><span class="ll-img-wrapper " style="padding:31.107205623902% 0 0; max-width: 810px;"><noscript><img src="https://dt2sdf0db8zob.cloudfront.net/wp-content/uploads/2019/11/30-Logo-Stats-and-Facts-Every-Business-Owner-Needs-to-Know-image35.png" width="1138" height="354" alt="ExxonMobil logo" /></noscript><img data-src="https://dt2sdf0db8zob.cloudfront.net/wp-content/uploads/2019/11/30-Logo-Stats-and-Facts-Every-Business-Owner-Needs-to-Know-image35.png" width="1138" height="354" alt="ExxonMobil logo" class="aligncenter wp-image-1202241 size-full ll-img"/></span></td> </tr> </tbody> </table> <table style="width: 100%; border: none;"> <tbody> <tr style="height: 200px; border: none;"> <td style="vertical-align: middle; border: none;"><span class="ll-smallimg-wrapper " style="max-width: 407px"><span class="ll-img-wrapper " style="padding:30.46683046683% 0 0; max-width: 810px;"><noscript><img src="https://dt2sdf0db8zob.cloudfront.net/wp-content/uploads/2019/11/30-Logo-Stats-and-Facts-Every-Business-Owner-Needs-to-Know-image36.png" width="407" height="124" alt="Alphabet logo" /></noscript><img data-src="https://dt2sdf0db8zob.cloudfront.net/wp-content/uploads/2019/11/30-Logo-Stats-and-Facts-Every-Business-Owner-Needs-to-Know-image36.png" width="407" height="124" alt="Alphabet logo" class="aligncenter wp-image-1202270 size-full ll-img"/></span></span></td> <td style="vertical-align: middle; border: none;"><span class="ll-smallimg-wrapper " style="max-width: 597px"><span class="ll-img-wrapper " style="padding:20.100502512563% 0 0; max-width: 810px;"><noscript><img src="https://dt2sdf0db8zob.cloudfront.net/wp-content/uploads/2019/11/30-Logo-Stats-and-Facts-Every-Business-Owner-Needs-to-Know-image37.png" width="597" height="120" alt="Boeing logo" /></noscript><img data-src="https://dt2sdf0db8zob.cloudfront.net/wp-content/uploads/2019/11/30-Logo-Stats-and-Facts-Every-Business-Owner-Needs-to-Know-image37.png" width="597" height="120" alt="Boeing logo" class="aligncenter wp-image-1202300 ll-img"/></span></span></td> </tr> </tbody> </table> Although sans serif fonts have been around for centuries, they’ve exploded with the advent of computer technology.</p> <span class="ll-img-wrapper " style="padding:62.789243277048% 0 0; max-width: 810px;"><noscript><img src="https://dt2sdf0db8zob.cloudfront.net/wp-content/uploads/2019/11/30-Logo-Stats-and-Facts-Every-Business-Owner-Needs-to-Know-image38.jpg" width="1599" height="1004" alt="The first documented sans serif font" /></noscript><img data-src="https://dt2sdf0db8zob.cloudfront.net/wp-content/uploads/2019/11/30-Logo-Stats-and-Facts-Every-Business-Owner-Needs-to-Know-image38.jpg" width="1599" height="1004" alt="The first documented sans serif font" class="aligncenter wp-image-1202332 size-full ll-img"/></span></p> <p style="text-align: center;"><em>Fun fact: the first documented sans serif font was published by William Caslon IV in 1816.</em><br /> Why? Because <strong>sans serif fonts are historically easier to read on screens</strong>. Better screen resolutions are making this “fact” less true by the year, but many companies are still rebranding away from serif fonts and toward sans serif fonts just to stay current.</p> <h3><strong>8. To Capitalize or Not to Capitalize?</strong></h3> <strong>Some companies stylize their names differently in logos</strong> than they do in normal text. For instance, big-name companies such as Mastercard, eBay, and Intel have all chosen lowercase letters for their logos:</p> <table style="width: 100%; border: none;"> <tbody> <tr style="height: 200px; border: none;"> <td style="vertical-align: middle; border: none;"><span class="ll-img-wrapper " style="padding:56.867469879518% 0 0; max-width: 810px;"><noscript><img src="https://dt2sdf0db8zob.cloudfront.net/wp-content/uploads/2019/11/30-Logo-Stats-and-Facts-Every-Business-Owner-Needs-to-Know-image39.png" width="830" height="472" alt="Mastercard logo" /></noscript><img data-src="https://dt2sdf0db8zob.cloudfront.net/wp-content/uploads/2019/11/30-Logo-Stats-and-Facts-Every-Business-Owner-Needs-to-Know-image39.png" width="830" height="472" alt="Mastercard logo" class="aligncenter wp-image-1202363 size-full ll-img"/></span></td> <td style="vertical-align: middle; border: none;"><span class="ll-smallimg-wrapper " style="max-width: 662px"><span class="ll-img-wrapper " style="padding:43.202416918429% 0 0; max-width: 810px;"><noscript><img src="https://dt2sdf0db8zob.cloudfront.net/wp-content/uploads/2019/11/30-Logo-Stats-and-Facts-Every-Business-Owner-Needs-to-Know-image40.png" width="662" height="286" alt="eBay logo" /></noscript><img data-src="https://dt2sdf0db8zob.cloudfront.net/wp-content/uploads/2019/11/30-Logo-Stats-and-Facts-Every-Business-Owner-Needs-to-Know-image40.png" width="662" height="286" alt="eBay logo" class="aligncenter wp-image-1202392 size-full ll-img"/></span></span></td> <td style="vertical-align: middle; border: none;"><span class="ll-img-wrapper " style="padding:61.576354679803% 0 0; max-width: 810px;"><noscript><img src="https://dt2sdf0db8zob.cloudfront.net/wp-content/uploads/2019/11/30-Logo-Stats-and-Facts-Every-Business-Owner-Needs-to-Know-image41.png" width="812" height="500" alt="Intel logo" /></noscript><img data-src="https://dt2sdf0db8zob.cloudfront.net/wp-content/uploads/2019/11/30-Logo-Stats-and-Facts-Every-Business-Owner-Needs-to-Know-image41.png" width="812" height="500" alt="Intel logo" class="alignnone wp-image-1202423 size-full ll-img"/></span></td> </tr> </tbody> </table> These lowercase logos are definitely notable, but they’re actually the least popular text style of all Fortune 500 logos. Here’s the breakdown of <strong>capital vs lowercase letters in logos</strong>:<ul> <li><strong>All caps</strong> – 233 logos (47%)</li> <li><strong>Title case</strong> – 167 logos (33%)</li> <li><strong>Combination</strong> – 62 logos (12%)</li> <li><strong>All lowercase</strong> – 38 logos (7%)</li> </ul> <span class="ll-img-wrapper " style="padding:55.66265060241% 0 0; max-width: 810px;"><noscript><img src="https://dt2sdf0db8zob.cloudfront.net/wp-content/uploads/2019/11/30-Logo-Stats-and-Facts-Every-Business-Owner-Needs-to-Know-image42.png" width="830" height="462" alt="Which Capitalization Style Is The Most Popular?" /></noscript><img data-src="https://dt2sdf0db8zob.cloudfront.net/wp-content/uploads/2019/11/30-Logo-Stats-and-Facts-Every-Business-Owner-Needs-to-Know-image42.png" width="830" height="462" alt="Which Capitalization Style Is The Most Popular?" class="aligncenter wp-image-1202458 size-full ll-img"/></span></p> The choice to use lowercase, all-caps, or traditional title case depends on several factors, including brand identity, font choice, and even the length of the company name. If you’re trying to choose the best font and text style for a new logo, <a href="https://www.websiteplanet.com/blog/beginners-guide-wordmark-logo-design/" target="_blank" rel="noopener"><strong>get more tips on wordmark logo design here</strong></a>.</p> <h2 id="hselect--2"><strong>A Look at Rebranding and Logo Redesign</strong></h2> One fascinating aspect of logo design isn’t necessarily the first iteration, but rather the inevitable redesign. Below are some<strong> interesting facts about </strong><a href="https://www.websiteplanet.com/?p=281667" target="_blank" rel="noopener"><strong>rebranding and logo redesign</strong></a> – including when they work <em>and </em>when they don’t.</p> <h3><strong>1. Why Companies Rebrand</strong></h3> <strong>Companies often rebrand as part of a merger or acquisition</strong>. A Landor Associates study found that 74% of S&P 100 companies rebranded an acquired asset within the first seven years.</p> But mergers and acquisitions aren’t the only reason for rebranding. Many companies also rebrand <strong>to try to turn around a failing business. </strong></p> Take Apple, for instance.</p> When Steve Jobs returned to Apple in 1997, the company was on the verge of failure. But <strong>Apple’s logo redesign has been credited for at least part of its successful brand revival</strong>. That logo (1998) turned into a sleeker, single-color silhouette that looks just like the logo we all know today.</p> <span class="ll-img-wrapper " style="padding:27.564102564103% 0 0; max-width: 810px;"><noscript><img src="https://dt2sdf0db8zob.cloudfront.net/wp-content/uploads/2019/11/30-Logo-Stats-and-Facts-Every-Business-Owner-Needs-to-Know-image43.png" width="1560" height="430" alt="Apple logo history" /></noscript><img data-src="https://dt2sdf0db8zob.cloudfront.net/wp-content/uploads/2019/11/30-Logo-Stats-and-Facts-Every-Business-Owner-Needs-to-Know-image43.png" width="1560" height="430" alt="Apple logo history" class="aligncenter wp-image-1202489 size-full ll-img"/></span></p> <strong>Other common reasons for corporate rebranding include</strong>:<ul> <li>Change in leadership</li> <li>Outdated design trends that need to be modernized</li> <li>Growing portfolio of products and services</li> <li>Need to accommodate new platforms, such as digital spaces</li> <li>International expansion</li> <li>Attempted recovery from a scandal</li> </ul> <h3><strong>2. Famous Logo Rebrands</strong></h3> Apple isn’t the only world-renowned company to have redesigned its logo as part of a shift in brand identity. Just in the past decade or so, <strong>other famous logo rebrands</strong> have included:<ul> <li>Starbucks</li> <li>Microsoft</li> <li>Instagram</li> <li>eBay</li> </ul> <span class="ll-img-wrapper " style="padding:51.807228915663% 0 0; max-width: 810px;"><noscript><img src="https://dt2sdf0db8zob.cloudfront.net/wp-content/uploads/2019/11/30-Logo-Stats-and-Facts-Every-Business-Owner-Needs-to-Know-image44.png" width="830" height="430" alt="Famous Logo Rebrands" /></noscript><img data-src="https://dt2sdf0db8zob.cloudfront.net/wp-content/uploads/2019/11/30-Logo-Stats-and-Facts-Every-Business-Owner-Needs-to-Know-image44.png" width="830" height="430" alt="Famous Logo Rebrands" class="aligncenter wp-image-1202523 size-full ll-img"/></span></p> Not everyone was crazy about these new logos (especially when they first came out), but they weren’t a major PR disaster, either. Not like these next ones at least!</p> <h3><strong>3. <em>Infamous</em> Logo Rebrands</strong></h3> A poorly executed rebrand can generate negative publicity and make customers question their trust in the company. Perhaps the best example is <strong>Gap’s logo redesign in 2010.</strong></p> <span class="ll-img-wrapper " style="padding:55.432372505543% 0 0; max-width: 810px;"><noscript><img src="https://dt2sdf0db8zob.cloudfront.net/wp-content/uploads/2019/11/30-Logo-Stats-and-Facts-Every-Business-Owner-Needs-to-Know-image45.png" width="902" height="500" alt="Gap logo 2010 redesign" /></noscript><img data-src="https://dt2sdf0db8zob.cloudfront.net/wp-content/uploads/2019/11/30-Logo-Stats-and-Facts-Every-Business-Owner-Needs-to-Know-image45.png" width="902" height="500" alt="Gap logo 2010 redesign" class="aligncenter wp-image-1202553 size-full ll-img"/></span></p> When Gap’s new logo was released (shown at right), there were 2,000+ comments on Facebook and 5,000+ followers on Twitter protesting almost immediately. Within days,<strong> Gap decided to revert to the old logo </strong>– losing an estimated $100 million in the process!</p> Other companies have become infamous for their rebranding attempts, too:<ul> <li>New Coke (a failed drink recipe as well as failed branding)</li> <li>Kraft Foods</li> <li>British Petroleum (BP)</li> <li>The Metropolitan Museum of Art (the Met)</li> </ul> While Coke and Kraft eventually ditched their new logos, BP and the Met have stuck with them, for better or worse.</p> <span class="ll-img-wrapper " style="padding:51.807228915663% 0 0; max-width: 810px;"><noscript><img src="https://dt2sdf0db8zob.cloudfront.net/wp-content/uploads/2019/11/30-Logo-Stats-and-Facts-Every-Business-Owner-Needs-to-Know-image46.png" width="830" height="430" alt="Rebrand Fails" /></noscript><img data-src="https://dt2sdf0db8zob.cloudfront.net/wp-content/uploads/2019/11/30-Logo-Stats-and-Facts-Every-Business-Owner-Needs-to-Know-image46.png" width="830" height="430" alt="Rebrand Fails" class="aligncenter wp-image-1202584 size-full ll-img"/></span></p> <h3><strong>4. How Consumers React to Logo Redesigns</strong></h3> As those last two points demonstrate, rebranding can help cement a popular brand…or it can become a serious PR nightmare. And a University of Pittsburgh researcher may have found the difference!</p> According to this study,<strong> it is a consumer’s level of brand commitment that determines their reaction to redesigned logo shapes:</strong><ul> <li>Consumers who are strongly committed to a brand tend to react more negatively to a redesigned logo.</li> <li>Consumers who are <em>not</em> strongly committed to a brand tend to react more positively to the same rebrand.</li> </ul> The big takeaway? If you have raving fans already, you might want to reconsider that total logo makeover.</p> <h3><strong>5. No Redesign Here: Tried-and-True Logos</strong></h3> An adage for engineering and marketing alike: why fix something that isn’t broken? Sometimes the best move for a brand isn’t to rebrand at all.</p> Here are some of <strong>the oldest logos </strong>still in use today:<ul> <li><strong>Stella Artois</strong>: Logo first used in 1366</li> <li><strong>Bass Ale</strong>: Logo first used in 1876</li> <li><strong>Levi Strauss</strong>: Logo first used in1886</li> <li><strong>Twinings Tea</strong>: Logo first used in 1887</li> <li><strong>Sherwin-Williams</strong>: Logo first used in 1905</li> </ul> <span class="ll-img-wrapper " style="padding:51.807228915663% 0 0; max-width: 810px;"><noscript><img src="https://dt2sdf0db8zob.cloudfront.net/wp-content/uploads/2019/11/30-Logo-Stats-and-Facts-Every-Business-Owner-Needs-to-Know-image47.png" width="830" height="430" alt="The Oldest Logos Still in Use Today" /></noscript><img data-src="https://dt2sdf0db8zob.cloudfront.net/wp-content/uploads/2019/11/30-Logo-Stats-and-Facts-Every-Business-Owner-Needs-to-Know-image47.png" width="830" height="430" alt="The Oldest Logos Still in Use Today" class="aligncenter wp-image-1202614 size-full ll-img"/></span></p> Although these logos have certainly evolved with the times, they’ve retained their primary design components and have largely resisted over-modernization.</p> <h2 id="hselect--3"><strong>The Logo Design Industry</strong></h2> Many best practices of logo design (e.g., simplicity and legibility) haven’t changed over the years, but the industry definitely has. The facts below cover more about where and how logos are designed today.</p> <h3><strong>1. Agencies Are Still a Big Player</strong></h3> The days of <em>Mad Men</em> might be over, but <strong>many enterprise companies still rely on creative agencies</strong>. World-famous brands like L’Oréal, Unilever, FedEx, Nike, and Coca-Cola all turn to agencies for their branding and rebranding efforts.</p> One design agency in particular, Huge, is responsible for branding nearly 20% of the entire Fortune 100 list. Pretty impressive clientele, right?</p> <h3><strong>2. But Big Agencies Are Too Costly for Most Small Businesses</strong></h3> Curious about how much these big-name companies pay their creative agencies? Specific prices and packages vary so much that it’s hard to nail down a specific price. However, price ranges of $25,000 to $100,000+ aren’t out of the question for logo design and brand strategy from a large, well-known agency.</p> Needless to say, these costs are far greater than what most businesses would be able or willing to pay. A survey of 1,500 small business owners by <strong><a href="https://www.websiteplanet.com/logo-design-services/99designs/" target="_blank" >99designs</a></strong> found that <strong>just 14% would spend more than $1,000 on a new logo</strong> (57% would pay $500 and 18% would pay up to $1,000).</p> <h3><strong>3. In-House Design Happens, Too</strong></h3> Just because enterprise companies often work with dedicated creative agencies doesn’t mean that <em>all </em>of their branding is outsourced. <strong>Google’s latest logo (2015) was designed in-house</strong>, with input from logo designers across the country.</p> <span class="ll-img-wrapper " style="padding:42.039106145251% 0 0; max-width: 810px;"><noscript><img src="https://dt2sdf0db8zob.cloudfront.net/wp-content/uploads/2019/11/30-Logo-Stats-and-Facts-Every-Business-Owner-Needs-to-Know-image48.png" width="1432" height="602" alt="Google logo" /></noscript><img data-src="https://dt2sdf0db8zob.cloudfront.net/wp-content/uploads/2019/11/30-Logo-Stats-and-Facts-Every-Business-Owner-Needs-to-Know-image48.png" width="1432" height="602" alt="Google logo" class="aligncenter wp-image-1202645 size-full ll-img"/></span></p> <h3><strong>4. Freelancing Platforms Are Growing</strong></h3> It’s clear that creative agencies are still around…but thanks to the internet, they are no longer the only way to get professional branding. <strong>Online freelancing platforms have become a key tool for </strong><a href="https://www.websiteplanet.com/logo-design-services/" target="_blank" rel="noopener"><strong>more affordable logo design </strong><strong>services</strong></a>.</p> Calculated by the total number of users, the <strong>largest online freelancing platforms</strong> today are:<ol> <li><strong><a href="https://www.websiteplanet.com/freelance-websites/freelancer/" target="_blank" >Freelancer.com</a></strong>: More than 31 million users</li> <li><strong><a href="https://www.websiteplanet.com/freelance-websites/upwork/" target="_blank" >Upwork</a></strong>: More than 17 million users</li> <li><strong><a href="https://www.websiteplanet.com/logo-design-services/fiverr-logo-design/" target="_blank" >Fiverr</a></strong>: More than 7 million users</li> </ol> In terms of <strong>logo design specifically</strong>, here’s how these platforms stack up*:<ol> <li><strong>Freelancer.com</strong>: <span style="font-weight: 400;">Over 118,000 logo designers</span></li> <li><strong>Upwork</strong>: <span style="font-weight: 400;">Over 300,000 logo designers</span></li> <li><strong>Fiverr</strong>: <span style="font-weight: 400;">Over 134,000 logo designers</span></li> </ol> <em>*Based on a January 2021 search for logo design services</em></p> For more about freelancing in general, hop on over to our <a href="https://www.websiteplanet.com/blog/freelance-stats/" target="_blank" rel="noopener"><strong>45+ stats on freelancing</strong></a>.</p> <h3><strong>5. Crowdsourcing: Not New but Popular</strong></h3> Crowdsourcing is another avenue for logo design today. If you aren’t familiar with the term, “crowdsourcing” allows you to harness the creativity of multiple designers within the same project. You have many designers design logos for you and then choose the best one from the crowd.</p> Although crowdsourced graphic design has exploded along with online freelancing platforms, it’s not a new concept. In fact, famous vehicle manufacturer <strong>Toyota crowdsourced its very first company logo back in 1936</strong>.</p> <span class="ll-smallimg-wrapper " style="max-width: 764px"><span class="ll-img-wrapper " style="padding:78.534031413613% 0 0; max-width: 810px;"><noscript><img src="https://dt2sdf0db8zob.cloudfront.net/wp-content/uploads/2019/11/30-Logo-Stats-and-Facts-Every-Business-Owner-Needs-to-Know-image49.png" width="764" height="600" alt="Toyoda logo" /></noscript><img data-src="https://dt2sdf0db8zob.cloudfront.net/wp-content/uploads/2019/11/30-Logo-Stats-and-Facts-Every-Business-Owner-Needs-to-Know-image49.png" width="764" height="600" alt="Toyoda logo" class="aligncenter wp-image-1202927 size-full ll-img"/></span></span></p> Toyota’s original logo was chosen from around<strong> 27,000 entries to a public logo design contest</strong>. It was made before the company changed its name from Toyoda (the founder’s last name) to Toyota, a word that sounds more catchy and uses a lucky number of strokes in Japanese.</p> <h3><strong>6. Vector Graphics Software</strong></h3> Free and paid software like Adobe Illustrator, Adobe Photoshop, GIMP, Inkscape, and Sketch are the tools of choice for professional logo designers.</p> Technically, though, anyone can dive in and give the tools a try, even without any previous design background. For instance, <strong>Google’s first logo (1998) was made by its co-founder in GIMP</strong>, a free open-source program.</p> <span class="ll-img-wrapper " style="padding:37.728459530026% 0 0; max-width: 810px;"><noscript><img src="https://dt2sdf0db8zob.cloudfront.net/wp-content/uploads/2019/11/30-Logo-Stats-and-Facts-Every-Business-Owner-Needs-to-Know-image50.png" width="1532" height="578" alt="Google 1998 logo" /></noscript><img data-src="https://dt2sdf0db8zob.cloudfront.net/wp-content/uploads/2019/11/30-Logo-Stats-and-Facts-Every-Business-Owner-Needs-to-Know-image50.png" width="1532" height="578" alt="Google 1998 logo" class="aligncenter wp-image-1202960 size-full ll-img"/></span></p> <h3><strong>7. DIY Logo Makers Are Getting Better</strong></h3> Whereas vector graphics software can be expensive and difficult to master (even for professional designers), online logo makers are specifically designed to be affordable and beginner-friendly. On these websites, anyone can choose a logo template and then customize it through an in-browser editor.</p> The quality of logo templates, the number of customization options, and the price all vary a lot between these <a href="https://www.websiteplanet.com/blog/best-diy-logo-makers-free-try/" target="_blank" rel="noopener"><strong>DIY logo makers</strong></a>. Some use artificial intelligence (AI) to generate unique logo designs based on user input as well.</p> While there aren’t public stats on how many companies use these programs, the logo makers themselves advertise a large user base:<ul> <li><strong><a href="https://www.websiteplanet.com/logo-design-services/canva-logo-maker-review/" target="_blank" >Canva</a></strong> claims to have<strong> 200,000+ business users</strong> on its logo maker program.</li> <li>Another DIY logo maker, <strong><a href="https://www.websiteplanet.com/logo-design-services/looka/" target="_blank" >Looka</a></strong>, advertises more than <strong>3,241,627 business users</strong>‎.</li> </ul> These programs are pretty decent, but you should probably take those self-reported numbers with a grain of salt.</p> <h3><strong>8. What About Stock Photos?</strong></h3> Okay, first of all, don’t use stock photos in your logo. But funny enough, now-famous social media giant Twitter did just that!<strong> Twitter paid $15 for its first bird logo, an image that was also available on iStockPhoto. </strong></p> The company kept this stock photo bird as part of its brand until 2009.</p> <span class="ll-smallimg-wrapper " style="max-width: 250px"><span class="ll-img-wrapper " style="padding:98% 0 0; max-width: 810px;"><noscript><img src="https://dt2sdf0db8zob.cloudfront.net/wp-content/uploads/2019/11/30-Logo-Stats-and-Facts-Every-Business-Owner-Needs-to-Know-image51.png" width="250" height="245" alt="Twitter 2009 logo" /></noscript><img data-src="https://dt2sdf0db8zob.cloudfront.net/wp-content/uploads/2019/11/30-Logo-Stats-and-Facts-Every-Business-Owner-Needs-to-Know-image51.png" width="250" height="245" alt="Twitter 2009 logo" class="aligncenter wp-image-1202991 ll-img"/></span></span></p> <strong>Free stock photos</strong> can certainly have some great uses…but logo design isn’t one of them! After all, your business logo can hardly be unique if literally anyone in the world could buy the exact same image.</p> <h2 id="hselect--4"><strong>The Logo/Graphic Design Industry</strong></h2> <strong>Who are logo designers today? </strong>And what’s the future of the design industry? Those are the questions that this next section sets out to answer. Because most graphic designers work in many different areas (not only logo design), we focused on the industry as a whole.</p> <h3><strong>1. Self-Employment Is King</strong></h3> <span style="font-weight: 400;">An analysis of market trends shows there were an estimated <strong>273,000 graphic designers</strong> working in the United States in 2020. Here are the top five sources of employment for those designers:</span><ul> <li><strong>Self-employed – 20%</strong></li> <li>Specialized design services – 10%</li> <li>Advertising, public relations, and related services – 8%</li> <li>Printing and related support activities – 7%</li> <li>Newspaper, periodical, book, and directory publishers – 5%</li> </ul> <a href="https://www.websiteplanet.com/blog/logo-rebranding-evolution-nike-logo/" target="_blank" rel="noopener"><strong>Nike’s logo was actually </strong><strong>a freelance project</strong></a>, as Professor Phil Knight hired student Carolyn Davidson to create the now-iconic Nike swoosh. She spent a single day on the logo and was paid only $35! (Although she did later get 500 shares of Nike, which are now worth millions.)</p> <h3><strong>2. Agencies Are Going Flexible, Too</strong></h3> According to research from The Creative Group, <strong>76% of creative executives surveyed said that their companies offer some kind of flexible work program</strong>, such as:<ul> <li>Part-time working</li> <li>Flex scheduling</li> <li>Telecommuting</li> <li>Remote work</li> </ul> Such growing flexibility may be necessary to retain creatives who would otherwise join the growing freelance workforce.</p> <h3><strong>3. Job Growth Will Be Digital</strong></h3> <span style="font-weight: 400;">Between 2021 and 2028, it is estimated that the field of <strong>graphic design will grow 13%</strong>. This increase is largely due to a projected recovery following the COVID-19 pandemic, during which graphic design employment declined. </span> Digging a little deeper, we find an interesting pair of projections:<ul> <li>Graphic design jobs in newspapers, periodicals, and books are expected to decline by 22%.</li> <li>Graphic design jobs in computer systems and related services are expected to grow by 24%.</li> </ul> The lesson here? Print may not quite be dead…but it doesn’t hold much market potential, either.</p> <h3><strong>4. Formal Education vs. Skill-Based Training</strong></h3> <strong>Graphic designers are expected to face “strong competition” for jobs in the next ten years</strong>, which makes education and training even more important:<ul> <li><strong>Formal education</strong>: Graphic design jobs do not require a four-year degree, but many designers do have one. In the United States, there are around <strong>350 degree programs</strong> accredited by the National Association of Schools of Art and Design (NASAD).</li> <li><strong>Skill-based training: </strong>Since the highest percentage of designers are self-employed, it makes sense to look at freelancers’ opinions here, too. Of freelancers with a four-year degree, <strong>93% say that skill training is useful</strong>, compared to only 79% who say their college education is useful.</li> <li><strong>Self-taught:<span style="font-weight: 400;"> Around 17% of graphic designers surveyed in the most recent Design Census named “online learning” as part of their education.</span></strong> (Respondents could select more than one answer, though, so this does not necessarily preclude formal education, of which 32% selected “bachelor’s degree.”)</li> </ul> <strong>Skill training appears to be more important to employers, too</strong>. Around 45% of creative executives have said that it’s difficult to find highly skilled designers with diverse skill sets. Investing in new skills (e.g., copywriting, videography, UI/UX) can make logo designers much more hireable.</p> <h2 id="hselect--5" id="the-target-audience"><strong>The Target Audience</strong></h2> Ultimately, logos aren’t about the creative agencies or individual designers behind them; they’re all about the customers! So let’s dive deeper into the target audience and their perception of logo design and branding in general.</p> <h3><strong>1. First Impressions Happen Faster Than You Think</strong></h3> There are<em> tons</em> of numbers floating around the internet about how quickly first impressions are formed. While few of these studies have focused on logos alone, key findings point to the same fact: <strong>first impressions form in the blink of an eye</strong>.<ul> <li>Psychologists have demonstrated that it takes just <strong>one-tenth of a second</strong> to form a first impression of a new person.</li> <li>A Google study has shown that visitors need just<strong> 50 milliseconds</strong> – or one-twentieth of a second – to form an opinion about a website.</li> </ul> So that age-old advice you’ve heard about having “10 seconds” or “20 seconds” to make a good impression with your logo? That’s probably <em>way </em>too generous.</p> <h3><strong>2. Consistent Branding Matters</strong></h3> <strong>Sixty percent of millennials expect a consistent brand experience</strong> across all interactions with a company.</p> That means <strong>logos are now an even more prominent part of brand identity</strong> – in print, online, and especially on social media. (The small size of many social media profile images often makes logos the best, if not only, way to identify a company.)</p> A logo that looks poorly pasted onto a web page or thrown haphazardly onto ads won’t give that polished, consistent experience that customers expect today.</p> <h3><strong>3. Color, Color, Color!</strong></h3> You may have heard the famous fact that <strong>“a signature color increases brand recognition by 80%.” </strong>As far as internet digging has shown, though, this figure has been taken out of context and is not really true.</p> Nonetheless, there <em>are </em>reliable stats about color psychology out there. Academic researchers divide <strong>brand personality into five dimensions, each represented by certain colors</strong>:<ul> <li><strong>Competence</strong>: blue, black</li> <li><strong>Excitement</strong>: red, orange, yellow</li> <li><strong>Ruggedness</strong>: green, brown</li> <li><strong>Sincerity</strong>: yellow, pink, white</li> <li><strong>Sophistication</strong>: purple, white</li> </ul> If you think back to <a href="#logo-design-trends"><strong>our own Fortune 500 research at the top of this article</strong></a>, this insight into color psychology probably won’t surprise you. It makes sense that nearly 40% of the world’s most successful businesses have chosen to brand themselves with blue – the color of competence.</p> <strong>Here’s another quick example of color psychology in action</strong>, from two of our Fortune 500 companies. Exciting red is the perfect choice for vibrant fast-food chain Yum China Holdings, whereas soothing blue is more fitting for investment management firm Prudential Financial.</p> <table style="width: 100%; border: none;"> <tbody> <tr style="height: 200px; border: none;"> <td style="vertical-align: middle; border: none;" width="50%"><span class="ll-smallimg-wrapper " style="max-width: 333px"><span class="ll-img-wrapper " style="padding:62.762762762763% 0 0; max-width: 810px;"><noscript><img src="https://dt2sdf0db8zob.cloudfront.net/wp-content/uploads/2019/11/30-Logo-Stats-and-Facts-Every-Business-Owner-Needs-to-Know-image52.png" width="333" height="209" alt="Yum! logo" /></noscript><img data-src="https://dt2sdf0db8zob.cloudfront.net/wp-content/uploads/2019/11/30-Logo-Stats-and-Facts-Every-Business-Owner-Needs-to-Know-image52.png" width="333" height="209" alt="Yum! logo" class="aligncenter wp-image-1203021 ll-img"/></span></span></td> <td style="vertical-align: middle; border: none;"><span class="ll-smallimg-wrapper " style="max-width: 262px"><span class="ll-img-wrapper " style="padding:73.282442748092% 0 0; max-width: 810px;"><noscript><img src="https://dt2sdf0db8zob.cloudfront.net/wp-content/uploads/2019/11/30-Logo-Stats-and-Facts-Every-Business-Owner-Needs-to-Know-image53.png" width="262" height="192" alt="Prudential logo" /></noscript><img data-src="https://dt2sdf0db8zob.cloudfront.net/wp-content/uploads/2019/11/30-Logo-Stats-and-Facts-Every-Business-Owner-Needs-to-Know-image53.png" width="262" height="192" alt="Prudential logo" class="aligncenter wp-image-1203052 size-full ll-img"/></span></span></td> </tr> </tbody> </table> Other color psychology studies have taken these general dimensions even further, adding more detailed descriptors and personality traits to each color.</p> <span class="ll-img-wrapper " style="padding:62.409638554217% 0 0; max-width: 810px;"><noscript><img src="https://dt2sdf0db8zob.cloudfront.net/wp-content/uploads/2019/11/30-Logo-Stats-and-Facts-Every-Business-Owner-Needs-to-Know-image54.png" width="830" height="518" alt="What Emotions Do Colors Evoke?" /></noscript><img data-src="https://dt2sdf0db8zob.cloudfront.net/wp-content/uploads/2019/11/30-Logo-Stats-and-Facts-Every-Business-Owner-Needs-to-Know-image54.png" width="830" height="518" alt="What Emotions Do Colors Evoke?" class="aligncenter wp-image-1203081 size-full ll-img"/></span></p> <h3><strong>4. Shape Matters, Too</strong></h3> A team of international researchers has found that <strong>consumers judge a brand based solely on the shape of its logo</strong>:<ul> <li>An angular logo led viewers to rate a hypothetical pair of shoes as more durable.</li> <li>A circular logo for the same hypothetical pair of shoes led viewers to rate the product as more comfortable.</li> </ul> The idea of comfort extends far beyond physical hardness or softness, too. <strong><a href="https://www.websiteplanet.com/?p=1391822">Round logos</a> may suggest “softness” in terms of a company’s care, warmth, sensitivity, or friendliness.</strong></p> <h3><strong>5. Symmetrical vs. Asymmetrical Logos</strong></h3> Studies have shown that symmetry makes a difference in how consumers perceive logos, too. Several studies out of Carey Business School have found one significant trend: <strong>asymmetrical logos are perceived to be more exciting.</strong></p> Burger King’s rebrand from the 1990s demonstrates this principle pretty clearly, moving away from its front-view, symmetrical logo to one that’s rotated off-center with upward-tilting text (adding extra highlights and a deep blue border, too).</p> <span class="ll-img-wrapper " style="padding:52.248677248677% 0 0; max-width: 810px;"><noscript><img src="https://dt2sdf0db8zob.cloudfront.net/wp-content/uploads/2019/11/30-Logo-Stats-and-Facts-Every-Business-Owner-Needs-to-Know-image55.png" width="1512" height="790" alt="Burge King logo rebrand" /></noscript><img data-src="https://dt2sdf0db8zob.cloudfront.net/wp-content/uploads/2019/11/30-Logo-Stats-and-Facts-Every-Business-Owner-Needs-to-Know-image55.png" width="1512" height="790" alt="Burge King logo rebrand" class="aligncenter wp-image-1203113 size-full ll-img"/></span></p> If your brand wants to be seen as serious and formal, then symmetrical may be the way to go – for something more exciting, try tilting your logo’s text or shape.</p> <h3><strong>6. How Memorable Are Famous Logos?</strong></h3> One of the most important logo design principles is simplicity. In almost all cases, the simpler the logo design, the more memorable it will be – but just how memorable?</p> One unique study, Branded in Memory, tried to answer this question by asking <strong>150 Americans to draw 10 famous logos from memory</strong>. The table below shows their results.</p> <span class="ll-img-wrapper " style="padding:123.36448598131% 0 0; max-width: 810px;"><noscript><img src="https://dt2sdf0db8zob.cloudfront.net/wp-content/uploads/2019/11/30-Logo-Stats-and-Facts-Every-Business-Owner-Needs-to-Know-image56.png" width="1070" height="1320" alt="The Accuracy of Famous Logos Drawn from Memory" /></noscript><img data-src="https://dt2sdf0db8zob.cloudfront.net/wp-content/uploads/2019/11/30-Logo-Stats-and-Facts-Every-Business-Owner-Needs-to-Know-image56.png" width="1070" height="1320" alt="The Accuracy of Famous Logos Drawn from Memory" class="aligncenter wp-image-1203145 size-full ll-img"/></span></p> The takeaway from these hand-drawn results (which were often hilarious and <a href="https://www.signs.com/branded-in-memory/" target="_blank" rel="nofollow noopener noreferrer">can be viewed in their entirety here</a>) is pretty clear: <strong>the simpler the logo, the easier to remember</strong>. Bold wordmarks like IKEA and simple pictorial marks like Target ranked at the very top.</p> A pretty neat way to validate one of the most important logo design conventions!</p> <h3><strong>7. Consumers’ Memory of Color</strong></h3> It’s not too surprising that most people cannot accurately draw a logo from memory. What is surprising, though, is the fact that <strong>many people cannot accurately remember colors, either</strong>.</p> In a study where people were shown one color and then asked to correctly identify it from a selection of similar colors just five seconds later, <strong>they were correct only 40% of the time</strong>. By color, here’s how many participants got the color identification right:<ul> <li>Yellow – 73%</li> <li>Orange – 35%</li> <li>Green – 13%</li> <li>Purple – 40%</li> </ul> That’s not to say that color doesn’t matter to your logo, as it clearly does (demonstrated by the color psychology facts above). It just means that<strong> very minor color variations may not be noticeable</strong>, and thus not worth stressing over.</p> <h2 id="hselect--6"><strong>Future Projections: Logo Design Moving Forward</strong></h2> So far, we’ve explored a ton of facts about <a href="https://www.websiteplanet.com/?p=1326280">logo trends</a>, the graphic design industry, and even the consumers themselves. Now we’ll be diving into what’s next for logo design.</p> <h3><strong>1. Technology Will Drive Changes</strong></h3> Every step forward in technology has led to changes in logo design. For instance, <strong>the advent of color TV in the 1960s led news channel CBS to create a brand-new full-color version of its famous eye logo</strong>.</p> <table style="width: 100%; border: none;"> <tbody> <tr style="height: 200px; border: none;"> <td style="vertical-align: middle; border: none;"><span class="ll-img-wrapper " style="padding:74.433656957929% 0 0; max-width: 810px;"><noscript><img src="https://dt2sdf0db8zob.cloudfront.net/wp-content/uploads/2019/11/30-Logo-Stats-and-Facts-Every-Business-Owner-Needs-to-Know-image57.png" width="1236" height="920" alt="CBS logo - old" /></noscript><img data-src="https://dt2sdf0db8zob.cloudfront.net/wp-content/uploads/2019/11/30-Logo-Stats-and-Facts-Every-Business-Owner-Needs-to-Know-image57.png" width="1236" height="920" alt="CBS logo - old" class="aligncenter wp-image-1203176 size-full ll-img"/></span></td> <td style="vertical-align: middle; border: none;"><span class="ll-img-wrapper " style="padding:46.492659053834% 0 0; max-width: 810px;"><noscript><img src="https://dt2sdf0db8zob.cloudfront.net/wp-content/uploads/2019/11/30-Logo-Stats-and-Facts-Every-Business-Owner-Needs-to-Know-image58.png" width="1226" height="570" alt="CBS logo - new" /></noscript><img data-src="https://dt2sdf0db8zob.cloudfront.net/wp-content/uploads/2019/11/30-Logo-Stats-and-Facts-Every-Business-Owner-Needs-to-Know-image58.png" width="1226" height="570" alt="CBS logo - new" class="aligncenter wp-image-1203208 size-full ll-img"/></span></td> </tr> </tbody> </table> We’ve come a long way since 1965 and have now seen <strong>major logo design changes based on mobile technology.</strong> The US Open logo redesign (2019) is a good example of the shift toward minimal design and screen-friendly sans serif fonts.</p> <span class="ll-img-wrapper " style="padding:37.177914110429% 0 0; max-width: 810px;"><noscript><img src="https://dt2sdf0db8zob.cloudfront.net/wp-content/uploads/2019/11/30-Logo-Stats-and-Facts-Every-Business-Owner-Needs-to-Know-image59.png" width="1630" height="606" alt="US Open logo rebrand" /></noscript><img data-src="https://dt2sdf0db8zob.cloudfront.net/wp-content/uploads/2019/11/30-Logo-Stats-and-Facts-Every-Business-Owner-Needs-to-Know-image59.png" width="1630" height="606" alt="US Open logo rebrand" class="aligncenter wp-image-1203239 size-full ll-img"/></span></p> Another recent example is <strong>Snapchat’s bolded outline on its “Ghostface Chillah” logo (2019)</strong>. Many users have expressed hatred for the new design, but others note that the bolded line is designed to be higher-contrast – a change made based on the limitations of those tiny smartphone app badges.</p> <span class="ll-img-wrapper " style="padding:60.890302066773% 0 0; max-width: 810px;"><noscript><img src="https://dt2sdf0db8zob.cloudfront.net/wp-content/uploads/2019/11/30-Logo-Stats-and-Facts-Every-Business-Owner-Needs-to-Know-image60.png" width="1258" height="766" alt="Snapchat logo rebrand" /></noscript><img data-src="https://dt2sdf0db8zob.cloudfront.net/wp-content/uploads/2019/11/30-Logo-Stats-and-Facts-Every-Business-Owner-Needs-to-Know-image60.png" width="1258" height="766" alt="Snapchat logo rebrand" class="aligncenter wp-image-1203270 size-full ll-img"/></span></p> As touch technology, virtual reality (VR), and augmented reality (AR) become more prevalent in the future, logos will certainly reach new frontiers – many of which we can’t even guess at now.</p> <h3><strong>2. Rise of Animation</strong></h3> We’ve seen a shift toward more interactive logos already, as faster internet connections have allowed for more complex web animations.<strong> Companies like Google, Netflix, and Skype have led the way with creative animated logo design.</strong></p> <span class="ll-img-wrapper " style="padding:53.769300635786% 0 0; max-width: 810px;"><noscript><img src="https://dt2sdf0db8zob.cloudfront.net/wp-content/uploads/2019/11/30-Logo-Stats-and-Facts-Every-Business-Owner-Needs-to-Know-gif1.gif" width="1101" height="592" alt="Google logo animation" /></noscript><img data-src="https://dt2sdf0db8zob.cloudfront.net/wp-content/uploads/2019/11/30-Logo-Stats-and-Facts-Every-Business-Owner-Needs-to-Know-gif1.gif" width="1101" height="592" alt="Google logo animation" class="border aligncenter wp-image-1204121 size-full ll-img"/></span><br /> <span class="ll-smallimg-wrapper " style="max-width: 500px"><span class="ll-img-wrapper " style="padding:100% 0 0; max-width: 810px;"><noscript><img src="https://dt2sdf0db8zob.cloudfront.net/wp-content/uploads/2019/11/30-Logo-Stats-and-Facts-Every-Business-Owner-Needs-to-Know-gif2.gif" width="500" height="500" alt="Netflix logo animation" /></noscript><img data-src="https://dt2sdf0db8zob.cloudfront.net/wp-content/uploads/2019/11/30-Logo-Stats-and-Facts-Every-Business-Owner-Needs-to-Know-gif2.gif" width="500" height="500" alt="Netflix logo animation" class="border aligncenter wp-image-1204150 size-full ll-img"/></span></span></p> <strong>Here’s why animated logos are trending</strong>. Unlike a static logo design, they:<ul> <li>Catch and hold viewers’ attention</li> <li>Can be incorporated into the overall user experience (e.g., used as loading screens)</li> <li>Position companies as technologically savvy, thus more trustworthy for the modern consumer</li> </ul> Animated logos are definitely on the rise, but they’re not new, either! <strong>As early as 1928, MGM Studios pioneered the animated logo </strong>with their first real lion mascot, Jackie, roaring at the start of every movie.</p> <span class="ll-smallimg-wrapper " style="max-width: 500px"><span class="ll-img-wrapper " style="padding:66.6% 0 0; max-width: 810px;"><noscript><img src="https://dt2sdf0db8zob.cloudfront.net/wp-content/uploads/2019/11/30-Logo-Stats-and-Facts-Every-Business-Owner-Needs-to-Know-gif3.gif" width="500" height="333" alt="30+ Logo Stats and Facts Every Business Owner Needs to Know-gif3" /></noscript><img data-src="https://dt2sdf0db8zob.cloudfront.net/wp-content/uploads/2019/11/30-Logo-Stats-and-Facts-Every-Business-Owner-Needs-to-Know-gif3.gif" width="500" height="333" alt="30+ Logo Stats and Facts Every Business Owner Needs to Know-gif3" class="size-full wp-image-1204179 aligncenter ll-img"/></span></span></p> <h3><strong>3. Importance of Dynamic Logos</strong></h3> A similar concept is <strong>the rise of dynamic logos</strong>, or logo designs that can be easily adapted for different contexts and devices without losing the brand’s core identity.</p> We’ve mentioned Google a bunch already, but it’s worth noting that<strong> Google used a dynamic logo back in 1998</strong>, altering its homepage logo with a stick figure representing the iconic Burning Man festival.</p> <span class="ll-img-wrapper " style="padding:42.898550724638% 0 0; max-width: 810px;"><noscript><img src="https://dt2sdf0db8zob.cloudfront.net/wp-content/uploads/2019/11/30-Logo-Stats-and-Facts-Every-Business-Owner-Needs-to-Know-image61.png" width="1380" height="592" alt="The Original Google Doodle, 1998" /></noscript><img data-src="https://dt2sdf0db8zob.cloudfront.net/wp-content/uploads/2019/11/30-Logo-Stats-and-Facts-Every-Business-Owner-Needs-to-Know-image61.png" width="1380" height="592" alt="The Original Google Doodle, 1998" class="aligncenter wp-image-1203299 size-full ll-img"/></span></p> <p style="text-align: center;"><em>The original (1998) Google Doodle that started it all, showing a rough sketch of the famous Burning Man</em><br /> <span class="ll-img-wrapper " style="padding:37.687861271676% 0 0; max-width: 810px;"><noscript><img src="https://dt2sdf0db8zob.cloudfront.net/wp-content/uploads/2019/11/30-Logo-Stats-and-Facts-Every-Business-Owner-Needs-to-Know-image62.png" width="1730" height="652" alt="Google Doodle - Saul Bass" /></noscript><img data-src="https://dt2sdf0db8zob.cloudfront.net/wp-content/uploads/2019/11/30-Logo-Stats-and-Facts-Every-Business-Owner-Needs-to-Know-image62.png" width="1730" height="652" alt="Google Doodle - Saul Bass" class="aligncenter wp-image-1203335 size-full ll-img"/></span></p> <p style="text-align: center;"><em>This Doodle from May 2013 celebrates the 93rd birthday of Saul Bass, one of the world’s most famous graphic designers (who we highlight more below!)</em><br /> <span class="ll-img-wrapper " style="padding:50.574712643678% 0 0; max-width: 810px;"><noscript><img src="https://dt2sdf0db8zob.cloudfront.net/wp-content/uploads/2019/11/30-Logo-Stats-and-Facts-Every-Business-Owner-Needs-to-Know-image63.png" width="1218" height="616" alt="Google Doodle - London Underground" /></noscript><img data-src="https://dt2sdf0db8zob.cloudfront.net/wp-content/uploads/2019/11/30-Logo-Stats-and-Facts-Every-Business-Owner-Needs-to-Know-image63.png" width="1218" height="616" alt="Google Doodle - London Underground" class="aligncenter wp-image-1203364 size-full ll-img"/></span></p> <p style="text-align: center;"><em>This super-complex Doodle celebrates the 150th anniversary of London’s Tube in 2013.</em><br /> <span class="ll-img-wrapper " style="padding:41.237113402062% 0 0; max-width: 810px;"><noscript><img src="https://dt2sdf0db8zob.cloudfront.net/wp-content/uploads/2019/11/30-Logo-Stats-and-Facts-Every-Business-Owner-Needs-to-Know-image64.png" width="1552" height="640" alt="Google Doodle - Har Gobind Khorana" /></noscript><img data-src="https://dt2sdf0db8zob.cloudfront.net/wp-content/uploads/2019/11/30-Logo-Stats-and-Facts-Every-Business-Owner-Needs-to-Know-image64.png" width="1552" height="640" alt="Google Doodle - Har Gobind Khorana" class="aligncenter wp-image-1203396 size-full ll-img"/></span></p> <p style="text-align: center;"><em>Eliminating text altogether, this Doodle celebrates the 96th birthday of Har Gobind Khorana, a pioneer in DNA research.</em><br /> Fortunately, dynamic logos today look far less homemade than the first Burning Man doodle (sorry, Google). <strong>In recent years, three big brands stand out for their skillful execution of a dynamic logo:</strong><ul> <li><strong>Ikea </strong>– a new white logo (2019) with a transparent background that can be placed over virtually any GIF or still image</li> <li><strong>Spotify</strong> – a global rebrand (2015) that expanded the brand colors from two to 31 and introduced trend-setting duotone effects</li> <li><strong>City of Melbourne</strong> – dynamic letter forms created in different geometric styles and vibrant color palettes</li> </ul> <h2 id="hselect--7"><strong>More Fun Facts About Logos</strong></h2> Last but not least, let’s talk about some random fun facts and interesting trivia about logos and branding throughout history. Just had to share some fun before you go!</p> <h3><strong>1. Oldest Trademarked Logos</strong></h3> Curious about some of the <strong>oldest logos in the world</strong>? It’s hard to track exactly when famous logos first appeared, but a look at registered trademark records can give some insight:<ul> <li>1874 – Nestle’s Eagle Brand (first registered trademark in Hong Kong)</li> <li>1875 – Bass Ale (first registered trademark in the UK)</li> <li>1870 – Averill Chemical Paint Company (first registered trademark in the US)</li> </ul> <span class="ll-img-wrapper " style="padding:61.176470588235% 0 0; max-width: 810px;"><noscript><img src="https://dt2sdf0db8zob.cloudfront.net/wp-content/uploads/2019/11/30-Logo-Stats-and-Facts-Every-Business-Owner-Needs-to-Know-image65.png" width="850" height="520" alt="Averill Chemical Paint Co. logo, registered 1870" /></noscript><img data-src="https://dt2sdf0db8zob.cloudfront.net/wp-content/uploads/2019/11/30-Logo-Stats-and-Facts-Every-Business-Owner-Needs-to-Know-image65.png" width="850" height="520" alt="Averill Chemical Paint Co. logo, registered 1870" class="aligncenter wp-image-1203429 size-full ll-img"/></span></p> Read more about <a href="https://www.websiteplanet.com/?p=213299" target="_blank" rel="noopener"><strong>how and why to trademark a logo</strong></a>.</p> <h3><strong>2. Can You Trademark a Color?</strong></h3> You can unmistakably trademark the distinct blend of shape, text, layout, and color that constitutes a logo. However, what happens when considering the sole trademarking of a signature color?</p> That’s what high-end shoe designer Christian Louboutin tried to do. Instead of his logo alone, he sought to protect his famous red-soled stilettos by<strong> filing a trademark for exclusive use of Pantone color 18 1663TP.</strong></p> The case will likely be appealed, but <strong>Louboutin’s request to trademark a color was denied </strong>in 2018 under EU trademark law.</p> <h3><strong>3. Most Expensive Logos in the World</strong></h3> Let’s start by saying that <strong>it’s impossible to name the most expensive logo ever</strong>, since 1) most companies don’t publicly announce their branding costs and 2) most logo designs for enterprise companies come with a complete brand strategy and/or acquisition package.</p> With that in mind, though, here are some figures for <strong>some of the most expensive branding packages of all time</strong>:<ul> <li><strong>Symantec</strong> – paid $1.28 billion to acquire VeriSign, including the rights to VeriSign’s famous checkbox logo</li> <li><strong>British Petroleum (BP)</strong> – paid $211 million for rebranding, including a controversial logo redesign by agency Landor Associates (named as a rebrand failure above)</li> <li><strong>Accenture</strong> – paid $100 million to rebrand from Andersen Consulting to Accenture, including a brand-new logo design</li> </ul> <span class="ll-img-wrapper " style="padding:62.409638554217% 0 0; max-width: 810px;"><noscript><img src="https://dt2sdf0db8zob.cloudfront.net/wp-content/uploads/2019/11/30-Logo-Stats-and-Facts-Every-Business-Owner-Needs-to-Know-image66.png" width="830" height="518" alt="The Most Expensive Branding Packages of All Time" /></noscript><img data-src="https://dt2sdf0db8zob.cloudfront.net/wp-content/uploads/2019/11/30-Logo-Stats-and-Facts-Every-Business-Owner-Needs-to-Know-image66.png" width="830" height="518" alt="The Most Expensive Branding Packages of All Time" class="aligncenter wp-image-1203459 size-full ll-img"/></span></p> <h3><strong>4. Salvador Dali, Logo Designer?</strong></h3> He may be known for his surrealist paintings and wacky mustache, but <strong>Salvador Dali also designed one of the most well-known logos in the candy industry</strong>! In 1969, he created the logo for Spanish lollipop maker Chupa Chups, and a similar design is still in use today.</p> <table style="width: 100%; border: none;"> <tbody> <tr style="height: 200px; border: none;"> <td style="vertical-align: middle; border: none;"><span class="ll-smallimg-wrapper " style="max-width: 468px"><span class="ll-img-wrapper " style="padding:95.299145299145% 0 0; max-width: 810px;"><noscript><img src="https://dt2sdf0db8zob.cloudfront.net/wp-content/uploads/2019/11/30-Logo-Stats-and-Facts-Every-Business-Owner-Needs-to-Know-image67.png" width="468" height="446" alt="Chupa Chups log by Salvador Dali" /></noscript><img data-src="https://dt2sdf0db8zob.cloudfront.net/wp-content/uploads/2019/11/30-Logo-Stats-and-Facts-Every-Business-Owner-Needs-to-Know-image67.png" width="468" height="446" alt="Chupa Chups log by Salvador Dali" class="aligncenter wp-image-1203489 size-full ll-img"/></span></span></td> <td style="vertical-align: middle; border: none;"><span class="ll-smallimg-wrapper " style="max-width: 498px"><span class="ll-img-wrapper " style="padding:97.991967871486% 0 0; max-width: 810px;"><noscript><img src="https://dt2sdf0db8zob.cloudfront.net/wp-content/uploads/2019/11/30-Logo-Stats-and-Facts-Every-Business-Owner-Needs-to-Know-image68.png" width="498" height="488" alt="Chupa Chups logo - current" /></noscript><img data-src="https://dt2sdf0db8zob.cloudfront.net/wp-content/uploads/2019/11/30-Logo-Stats-and-Facts-Every-Business-Owner-Needs-to-Know-image68.png" width="498" height="488" alt="Chupa Chups logo - current" class="aligncenter wp-image-1203518 size-full ll-img"/></span></span></td> </tr> </tbody> </table> <h3><strong>5. Most Prolific Logo Designer</strong></h3> Salvador Dali could be considered a one-hit-wonder in terms of logo design, but <strong>Saul Bass</strong> is anything but. Probably the most influential graphic designer of the 20th century, Bass is known for both the quantity and quality of logos he created.</p> Across tons of industries, <strong>Saul Bass designed some of the most recognizable logos of all time</strong>:</p> <span class="ll-img-wrapper " style="padding:62.409638554217% 0 0; max-width: 810px;"><noscript><img src="https://dt2sdf0db8zob.cloudfront.net/wp-content/uploads/2019/11/30-Logo-Stats-and-Facts-Every-Business-Owner-Needs-to-Know-image69.png" width="830" height="518" alt="Logos designed by Saul Bass" /></noscript><img data-src="https://dt2sdf0db8zob.cloudfront.net/wp-content/uploads/2019/11/30-Logo-Stats-and-Facts-Every-Business-Owner-Needs-to-Know-image69.png" width="830" height="518" alt="Logos designed by Saul Bass" class="aligncenter wp-image-1203547 size-full ll-img"/></span></p> <h2 id="hselect--8">30 More Stats</h2> <ol> <li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">A colored logo design increases brand recognition by up to 80%</span></li> <li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">84% of B2B marketers believe brand awareness is a major objective for their business</span></li> <li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">Companies with poor branding and logo design pay 10% more on salaries</span></li> <li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">59% of shoppers prefer to buy from recognizable brands</span></li> <li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">Due to COVID-19, it’s estimated that the graphic design market shrunk by 14.8% in 2020</span></li> <li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">In 2021, the graphic design market was worth $12.7 billion in the US</span></li> <li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">There were over 400,000 US businesses working with graphic designers in 2020</span></li> <li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">The trademark for a logo lasts 10 years</span></li> <li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">It costs $325 to submit a basic logo trademark application</span></li> <li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">It takes an average of 5-7 impressions before someone recognizes a brand</span></li> <li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">The consistent presentation of a brand can increase sales by 23%</span></li> <li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">The Coca-Cola logo is recognizable by 94% of the world’s population</span></li> <li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">It takes 10 seconds for customers to form an opinion of a brand</span></li> <li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">600 design logos have been won by identity designer Jeff Fisher</span></li> <li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">The 5 most successful logos of 2020 are Amazon, Google, Apple, Microsoft, and Samsung</span></li> <li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">The majority of Millennials expect a consistent branding experience (60%)</span></li> <li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">A lawsuit was filed against Nike in 2010 for their logo, and its similarities with cigarette brand Newport</span></li> <li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">The 2016 Uber logo became the most hated logo of the decade</span></li> <li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">Female graphic designers earn 6% less than male graphic designers</span></li> <li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">On average, creative design-led companies obtain 1.5X greater market share</span></li> <li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">The Johnson & Johnson logo was first used in 1987</span></li> <li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">It takes an average of just 15 minutes to create a logo on a <a href="https://www.websiteplanet.com/logo-design-services/"><strong>free-to-use platform</strong></a></span></li> <li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">More than half of small businesses take logo design into their own hands</span></li> <li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">Over the last 100 years, MGM has changed its logo 12 times</span></li> <li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">Paul Rand’s IBM logo, created in 1972, hasn’t been changed to this date</span></li> <li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">Two most famed logo fonts, Helvetica and Univers, were created in 1957</span></li> <li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">400 milliseconds is all it takes for your brain to process a logo</span></li> <li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">SMBs account for 80% of all design crowdsourcing</span></li> <li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">The first apple logo was multicolored so as to advertise the Mac’s colored screen</span></li> <li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">Saul Bass logos last an average of 34 years</span></li> </ol> <h2 id="hselect--9"><strong>The Takeaway</strong></h2> Whether you’re a data geek with an eye for design or a new designer looking to expand your knowledge base, you’re hopefully more familiar with where the industry has been, where it is now, and where it’s headed in the future. Who knows? With this new knowledge and a little creativity, <em>you </em>may just be the highlight of our next <a href="https://www.websiteplanet.com/logo-design-services/" target="_blank" rel="noopener"><strong>logo design service list</strong></a>!</p> <h2 id="hselect--10">FAQ</h2> <strong></p> <h3 class="shortcode-faq-question-inline">What is the most popular logo type? </h3> </strong><span class="shortcode-faq-answer-inline">By analyzing data from Fortune 500 companies, we found that the most popular logo type is the combination logo, which includes both a wordmark and an icon. The most popular color is blue, while the most popular font style is sans serif. If you need tips on the best font and text style for a new logo, learn all the ins and outs of <a href="https://www.websiteplanet.com/blog/beginners-guide-wordmark-logo-design/" target="_blank" rel="noopener">wordmark logo design</a>. </span><strong></p> <h3 class="shortcode-faq-question-inline">How are logos designed today? </h3> </strong><span class="shortcode-faq-answer-inline">Although agencies are still big players, <a href="https://www.websiteplanet.com/goto.php?id=896777&lang=en&deep_id=0&deep_name=&btn_name=VendorExternalUrl_896777_post_1200871_603395&post_id=1200871&pageview_id=0&direct_link=&type=post&amp=0" rel="sponsored noopener noreferrer" data-id="896777" class="clickoutLink boldLink shortC" target="_blank" onclick="trackClickout('event', 'clickout', 'VendorExternalUrl_896777_post_1200871_603395', 'fiverr-logo-design', this, true );">freelancing platforms like Fiverr</a><strong> </strong>are growing thanks to their more affordable logo design options.</p> Also, online logo makers are constantly improving by offering high-quality designs and flexible customization options. <a href="https://www.websiteplanet.com/goto.php?id=177402&lang=en&deep_id=0&deep_name=&btn_name=VendorExternalUrl_177402_post_1200871_603396&post_id=1200871&pageview_id=0&direct_link=&type=post&amp=0" rel="sponsored noopener noreferrer" data-id="177402" class="clickoutLink boldLink shortC" target="_blank" onclick="trackClickout('event', 'clickout', 'VendorExternalUrl_177402_post_1200871_603396', 'looka', this, true );">DIY logo maker Looka</a>, for example, makes customizing designs easy even for beginners, and it has more than 3 million users. </span><strong></p> <h3 class="shortcode-faq-question-inline">Why do companies rebrand? </h3> </strong><span class="shortcode-faq-answer-inline">A <a href="https://www.websiteplanet.com/?p=281667" target="_blank" rel="noopener">logo redesign</a> may be necessary for various reasons – companies often rebrand as part of a merger or acquisition or try to turn around a failing business. You may choose to redesign your logo to revolutionize your business or stay in touch with recent trends.</p> Whatever the reason is, be sure to work out the demographics of your target audience – it will be essential for determining the style of your new logo. </span><strong></p> <h3 class="shortcode-faq-question-inline">How do I create a professional logo? </h3> </strong><span class="shortcode-faq-answer-inline">Online logo makers are a beginner-friendly way to create professional logos – an <a href="https://www.websiteplanet.com/goto.php?id=852837&lang=en&deep_id=0&deep_name=&btn_name=VendorExternalUrl_852837_post_1200871_603397&post_id=1200871&pageview_id=0&direct_link=&type=post&amp=0" rel="sponsored noopener noreferrer" data-id="852837" class="clickoutLink boldLink shortC" target="_blank" onclick="trackClickout('event', 'clickout', 'VendorExternalUrl_852837_post_1200871_603397', 'wix-logo-maker', this, true );">AI-powered tool like Wix</a> has an intuitive interface and an array of personalization options to help you show your unique brand personality. If Wix doesn’t work for you, take a look at our <a href="https://www.websiteplanet.com/logo-design-services/" target="_blank" rel="noopener">top logo maker recommendations for 2025</a> that offer powerful features for affordable prices. </span></p> <hr /> <p style="font-size: 10px;"><strong>Sources</strong></p> <p style="font-size: 10px;">https:// www.colorcom.com/research/why-color-matters<br /> https:// landor.com/news/landor-ma-brand-study-first-quantitative-ma-brand-benchmark<br /> https:// www.brandingstrategyinsider.com/2018/06/10-reasons-for-corporate-rebranding.html<br /> https:// www.theguardian.com/media/2010/oct/12/gap-logo-redesign<br /> https:// www.canny-creative.com/10-rebranding-failures-how-much-they-cost/<br /> https:// www.nytimes.com/2016/02/19/arts/the-met-and-a-new-logo.html<br /> http:// d-scholarship.pitt.edu/9746/1/mfwalsh_dissertation.pdf<br /> https:// www.msn.com/en-us/money/companies/the-oldest-corporate-logos-in-the-world/ar-BBVxDcH<br /> https:// penji.co/best-design-agencies/<br /> https:// designshack.net/articles/business-articles/how-much-does-logo-design-cost/<br /> https:// justcreative.com/2018/11/26/logo-design-cost/<br /> https:// visual.ly/community/infographic/business/does-design-matter-99designs-survey-1500-small-businesses-and<br /> https:// fci.nl/about-factoring/crowdsourcing_mikhail-treyvish.pdf<br /> https:// gizmodo.com/the-evolution-of-googles-iconic-logo-1582297667<br /> https:// www.entrepreneur.com/article/217730<br /> https:// web.archive.org/web/20071129012347/http://twitter.com/<br /> https:// www.bls.gov/ooh/arts-and-design/graphic-designers.htm<br /> https:// blog.designbro.com/ten-most-expensive-logos/<br /> https:// nasad.arts-accredit.org/directory-lists/accredited-institutions/search/?institutionname=&city=&state=&country=&search=true<br /> http:// gdusa.com/career/get-a-peek-into-the-job-market-for-designers-in-2018<br /> https:// conversionxl.com/blog/first-impressions-matter-the-importance-of-great-visual-design/<br /> https:// visual.ly/community/infographic/technology/branding-across-new-digital-environments<br /> https:// www.nickkolenda.com/color-psychology/#color-brand-personality<br /> https:// www.psychologicalscience.org/news/minds-business/the-shape-of-a-logo-has-a-powerful-impact-on-consumers120911.html<br /> https:// hub.jhu.edu/magazine/2019/spring/tilted-logos-consumer-psychology/<br /> https:// www.signs.com/branded-in-memory/<br /> https:// www.cbsnews.com/pictures/the-evolution-of-the-cbs-eye/5/<br /> https:// www.designboom.com/design/us-open-rebrand-tennis-chermayeff-geismar-haviv-03-20-2018/<br /> https:// www.fastcompany.com/90389667/the-real-reason-snap-changed-its-logo<br /> https:// www.logodesignlove.com<br /> https:// www.blog.google/inside-google/doodles/doodle-me-20-notable-doodles-google-history/<br /> https:// www.dossey.com/blog/2015/march/oldest-trademarks-in-the-world/<br /> http:// respectfortrademarks.org/wp/timeline/13.jpg<br /> https:// knowledge.wharton.upenn.edu/article/louboutin-red-soles/<br /> https:// www.brandsdesign.com/blog/most-expensive-logos/<br /> https:// designcensus.org/</p> </div> <div class="new-post-content-bg"><svg xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" viewBox="0 0 843 67" aria-label="bg" role="img"><path fill-rule="evenodd" fill="#f9f7fe" d="M1.000,39.000 C18.331,29.498 74.696,3.456 136.000,2.000 C197.112,0.548 207.884,35.407 260.000,38.000 C317.649,40.868 381.683,-23.116 444.000,11.000 C440.835,9.267 537.535,57.988 568.000,56.000 C596.933,54.112 654.721,21.068 705.000,22.000 C730.374,22.470 840.373,56.792 841.000,62.000 C842.036,70.611 842.000,64.000 842.000,64.000 L1.000,64.000 C1.000,64.000 0.306,39.380 1.000,39.000 Z"/></svg></div> </article> <div class="ftc-wrapper-footer "><div class="ftc-container"><div id="ftc-blockc" class="ftc-block">We rank vendors based on rigorous testing and research, but also take into account your feedback and our commercial agreements with providers. This page contains affiliate links. <a href="https://www.websiteplanet.com/disclosure/" target="_blank">Advertising Disclosure</a></div></div></div> <section class="new-post-row new-post-section-author"><a href="https://www.websiteplanet.com/author/andrea-schlottman/" target="_blank" class="new-post-section-author-img"><span class="ll-img-wrapper" style="padding:100% 0 0;"><noscript><img src="https://dt2sdf0db8zob.cloudfront.net/wp-content/uploads/2019/08/ANDREA-EDITED-smaller.jpg" width="80" height="80" loading="lazy"/></noscript><img data-src="https://dt2sdf0db8zob.cloudfront.net/wp-content/uploads/2019/08/ANDREA-EDITED-smaller.jpg" width="80" height="80" alt="Andrea Schlottman" class="ll-img new-post-header-block-author-img"/></span></a> <div class="new-post-section-author-data"><a href="https://www.websiteplanet.com/author/andrea-schlottman/" target="_blank" class="new-post-section-author-title">Andrea Schlottman</a> <div class="new-post-section-author-content"><span data-story-id="story_82c59393e3e24ad36e846f9df8d0aab8" data-room-id="room_5c32161e52c9cce9ad15278dc798206c" data-timestamp="1565698724355" data-text="Andrea is an experienced content writer, copywriter, and editor with special interests in graphic design, sustainable development, travel, and literature. Originally from Texas, she has lived around the world and makes frequent trips to explore new places and visit family in Japan." data-userid="613662954162917376" data-orgid="613662954167111681">Andrea is an experienced content writer, copywriter, and editor with special interests in graphic design, sustainable development, travel, and literature. 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</div> </div><div id="toc-wrapper"> <div id="toc-inner"> <div id="toc-title">Inside this Article</div> <div id="toc-box"> <ul id="toc-items"><li><a href="#hselect--1" class="toc-item" data-target="hselect--1">Current Logo Design Trends from Top Companies</a></li><li><a href="#hselect--2" class="toc-item" data-target="hselect--2">A Look at Rebranding and Logo Redesign</a></li><li><a href="#hselect--3" class="toc-item" data-target="hselect--3">The Logo Design Industry</a></li><li><a href="#hselect--4" class="toc-item" data-target="hselect--4">The Logo/Graphic Design Industry</a></li><li><a href="#hselect--5" class="toc-item" data-target="hselect--5">The Target Audience</a></li><li><a href="#hselect--6" class="toc-item" data-target="hselect--6">Future Projections: Logo Design Moving Forward</a></li><li><a href="#hselect--7" class="toc-item" data-target="hselect--7">More Fun Facts About Logos</a></li><li><a href="#hselect--8" class="toc-item" data-target="hselect--8">30 More Stats</a></li><li><a href="#hselect--9" class="toc-item" data-target="hselect--9">The Takeaway</a></li><li><a href="#hselect--10" class="toc-item" data-target="hselect--10">FAQ</a></li></ul> </div> <div id="bd-wrapper"> <div id="bd-container" class="top"></div> </div> </div> </div></main> <section class="new-post-row new-post-section-claps"> <div class="new-post-container new-post-section-stars"> <div class="new-post-section-stars-desc">Rate this Article</div> <div class="rating rating-article" id="new-post-stars-rating" data-tip1="Awful" data-tip2="Poor" data-tip3="Ok" data-tip4="Good" data-tip5="Great" data-vote="" data-val="4.7115384615385" data-message="Thanks for your feedback!" data-sorry="Sorry about that!"> <div id="new-post-stars-rating-tooltip"></div> </div> <div class="new-post-section-stars-count"> <span class="new-post-section-stars-count-rating" id="new-post-section-stars-count-rating">4.7</span> <span class="new-post-section-stars-count-with-text">Voted by <span 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If you need tips on the best font and text style for a new logo, learn all the ins and outs of <a href=\"https:\/\/www.websiteplanet.com\/blog\/beginners-guide-wordmark-logo-design\/\" target=\"_blank\" rel=\"noopener\">wordmark logo design<\/a>.\u00a0<\/span><\/p>\n"}},{"@type":"Question","name":"How are logos designed today?\u00a0","acceptedAnswer":{"@type":"Answer","text":"<p>Although agencies are still big players, <a href=\"https:\/\/www.websiteplanet.com\/goto.php?id=896777&lang=en&deep_id=0&deep_name=&btn_name=VendorExternalUrl_896777_post_1200871_603395&post_id=1200871&pageview_id=0&direct_link=&type=post&amp=0\" rel=\"sponsored noopener noreferrer\" data-id=\"896777\" class=\"clickoutLink boldLink shortC\" target=\"_blank\" onclick=\"trackClickout('event', 'clickout', 'VendorExternalUrl_896777_post_1200871_603395', 'fiverr-logo-design', this, true );\">freelancing platforms like Fiverr<\/a><strong>\u00a0<\/strong>are growing thanks to their more affordable logo design options. Also, online logo makers are constantly improving by offering high-quality designs and flexible customization options. <a href=\"https:\/\/www.websiteplanet.com\/goto.php?id=177402&lang=en&deep_id=0&deep_name=&btn_name=VendorExternalUrl_177402_post_1200871_603396&post_id=1200871&pageview_id=0&direct_link=&type=post&amp=0\" rel=\"sponsored noopener noreferrer\" data-id=\"177402\" class=\"clickoutLink boldLink shortC\" target=\"_blank\" onclick=\"trackClickout('event', 'clickout', 'VendorExternalUrl_177402_post_1200871_603396', 'looka', this, true );\">DIY logo maker Looka<\/a>, for example, makes customizing designs easy even for beginners, and it has more than 3 million users.\u00a0<\/span><\/p>\n"}},{"@type":"Question","name":"Why do companies rebrand?\u00a0","acceptedAnswer":{"@type":"Answer","text":"<p>A <a href=\"https:\/\/www.websiteplanet.com\/?p=281667\" target=\"_blank\" rel=\"noopener\">logo redesign<\/a> may be necessary for various reasons – companies often rebrand as part of a merger or acquisition or try to turn around a failing business. You may choose to redesign your logo to revolutionize your business or stay in touch with recent trends. Whatever the reason is, be sure to work out the demographics of your target audience – it will be essential for determining the style of your new logo.\u00a0<\/span><\/p>\n"}},{"@type":"Question","name":"How do I create a professional logo?\u00a0","acceptedAnswer":{"@type":"Answer","text":"<p>Online logo makers are a beginner-friendly way to create professional logos – an <a href=\"https:\/\/www.websiteplanet.com\/goto.php?id=852837&lang=en&deep_id=0&deep_name=&btn_name=VendorExternalUrl_852837_post_1200871_603397&post_id=1200871&pageview_id=0&direct_link=&type=post&amp=0\" rel=\"sponsored noopener noreferrer\" data-id=\"852837\" class=\"clickoutLink boldLink shortC\" target=\"_blank\" onclick=\"trackClickout('event', 'clickout', 'VendorExternalUrl_852837_post_1200871_603397', 'wix-logo-maker', this, true );\">AI-powered tool like Wix<\/a>\u00a0has an intuitive interface and an array of personalization options to help you show your unique brand personality. If Wix doesn\u2019t work for you, take a look at our <a href=\"https:\/\/www.websiteplanet.com\/logo-design-services\/\" target=\"_blank\" rel=\"noopener\">top logo maker recommendations for 2025<\/a> that offer powerful features for affordable prices.\u00a0<\/span><\/p>\n"}}]},{"@context":"http:\/\/schema.org","@type":"Organization","@id":"https:\/\/www.websiteplanet.com\/#organization","name":"WebsitePlanet","image":{"@type":"ImageObject","@id":"https:\/\/www.websiteplanet.com\/blog\/logo-design-stats\/#organizationlogo","url":"https:\/\/www.websiteplanet.com\/wp-content\/uploads\/2024\/06\/wsp-logo-schema-3.png","caption":"WebsitePlanet"},"logo":{"@type":"ImageObject","@id":"https:\/\/www.websiteplanet.com\/blog\/logo-design-stats\/#organizationlogo","url":"https:\/\/www.websiteplanet.com\/wp-content\/uploads\/2024\/06\/wsp-logo-schema-3.png","caption":"WebsitePlanet"}},{"@context":"http:\/\/schema.org","@type":"WebSite","@id":"https:\/\/www.websiteplanet.com\/#website","url":"https:\/\/www.websiteplanet.com\/","name":"WebsitePlanet","publisher":{"@id":"https:\/\/www.websiteplanet.com\/#organization"}},{"@context":"http:\/\/schema.org","@type":"Article","@id":"https:\/\/www.websiteplanet.com\/blog\/logo-design-stats\/#article","author":{"@type":"Person","name":"Andrea Schlottman","url":"https:\/\/www.websiteplanet.com\/author\/andrea-schlottman\/"},"publisher":{"@id":"https:\/\/www.websiteplanet.com\/#organization"},"headline":"60+ Logo Stats and Facts – New Fortune 500 List Research [2025]","datePublished":"2019-12-04","dateModified":"2023-08-25","mainEntityOfPage":"https:\/\/www.websiteplanet.com\/blog\/logo-design-stats\/#webpage","image":"https:\/\/dt2sdf0db8zob.cloudfront.net\/wp-content\/uploads\/2019\/12\/30-Logo-Stats-and-Facts-850x435.jpg","ThumbnailURL":"https:\/\/dt2sdf0db8zob.cloudfront.net\/wp-content\/uploads\/2019\/12\/30-Logo-Stats-and-Facts-850x435.jpg"},{"@context":"http:\/\/schema.org","@type":"WebPage","@id":"https:\/\/www.websiteplanet.com\/blog\/logo-design-stats\/#webpage","url":"https:\/\/www.websiteplanet.com\/blog\/logo-design-stats\/","inLanguage":"en_US","name":"60+ Logo Stats and Facts – New Fortune 500 List Research [2025]","image":{"@type":"ImageObject","@id":"https:\/\/www.websiteplanet.com\/blog\/logo-design-stats\/#primaryimage","url":"https:\/\/dt2sdf0db8zob.cloudfront.net\/wp-content\/uploads\/2019\/12\/30-Logo-Stats-and-Facts-850x435.jpg","caption":"60+ Logo Stats and Facts – New Fortune 500 List Research [2025]"},"primaryImageOfPage":{"@id":"https:\/\/www.websiteplanet.com\/blog\/logo-design-stats\/#primaryimage"},"datePublished":"2019-12-04","dateModified":"2023-08-25"},{"@context":"http:\/\/schema.org","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"item":{"@type":"WebPage","@id":"https:\/\/www.websiteplanet.com\/","url":"https:\/\/www.websiteplanet.com\/","name":"Website Planet"}},{"@type":"ListItem","position":2,"item":{"@type":"WebPage","@id":"https:\/\/www.websiteplanet.com\/blog\/","url":"https:\/\/www.websiteplanet.com\/blog\/","name":"Blog"}},{"@type":"ListItem","position":3,"item":{"@type":"WebPage","@id":"https:\/\/www.websiteplanet.com\/blog\/logo-design-stats\/","url":"https:\/\/www.websiteplanet.com\/blog\/logo-design-stats\/","name":"60+ Logo Stats and Facts – New Fortune 500 List Research [2025]"}}]}]</script> <script>var vm_js_erros = []; window.addEventListener("error", function(event) { console.log(event.error); vm_js_erros.push({message: event.error, file: event.filename, line: event.lineno}); }); (function(w,d) { var datadog_logger_inited = false; function datadog_logger_init() { if (datadog_logger_inited) { return; } datadog_logger_inited = !0; DD_LOGS.init({ clientToken: 'pubae90c910f262c6a56887a7ef8bb5c378', forwardErrorsToLogs: true, }); for (var N = 0; N < vm_js_erros.length; N++) { DD_LOGS.logger.error("JS: " + vm_js_erros[N].message + " in " + vm_js_erros[N].file + " : " + vm_js_erros[N].line, { status: "error", error: vm_js_erros[N] }); } } function load_datadog(e) { w.removeEventListener('scroll', load_datadog, !1); setTimeout(function() { if (datadog_logger_inited) { return; } var head = d.getElementsByTagName('head')[0]; var script = d.createElement('script'); script.async = !0; script.type = 'text/javascript'; script.src = "https://www.datadoghq-browser-agent.com/datadog-logs-us.js"; script.onreadystatechange = datadog_logger_init; script.onload = datadog_logger_init; head.appendChild(script); }, 800); } w.addEventListener('scroll', load_datadog, false); })(window, document);</script> <script>var _ab_nonce = "f10db9f5bf";</script> </body> </html>