The History of Logo Design: Afterthought to Cornerstone
by: Phillip E. Honstein
Hiring a professional logo designer is an important step in forming your business—but you already know that. What you may not realize is that the growth of logos from a simple craftsperson's signature to the basis for relationships between companies and customers is a new development. Here we will look at how we have become the "branded society," in order to better understand the role of a custom logo in the success of your company.
Pre-Industrial Society
Before the Industrial Revolution, people purchased goods directly from the craftsperson, the grocer, and the farmer. Pottery, woodwork, stonework and even bread carried a stamp of the craftsperson—a signature of someone you could shake the hand of.
Industrial Revolution
With the arrival of the Industrial Revolution in the late 1800s, the customer's connection to the manufacturer became something of the past. Purchasers lost contact with manufacturers, products became increasingly similar, and mass packaging made indistinguishable the products that had been purchased in bulk. Creating a logo became an important step in differentiating products. On the legal side, trademark law became an important protection from logo copycats.
Brand as Lifestyle
From the 1940s to the present, logos have become the expression of "corporate identity" and "brand essence." Companies such as Apple® Computer, Starbucks®, and Nike® promote not a product, but a lifestyle.
Your Logo, Your Brand
Today, the logo is the main expression of a company's brand. Designed and promoted well, your custom logo will represent your company in the minds of each customer, and serve as an umbrella for new products. It will even represent your "corporate ideals" and focus the efforts of your staff. If you intend for your company to reach its full potential, you need a professional logo design. Fortunately, online logo design services such as LogoWorks® (http://www.logoworks.com/) puts a custom logo and branding within everyone's reach.
Designated trademarks and brands are the property of their respective owners. LogoWorks is a registered trademark of Arteis Inc. All other brands listed in this article do not sponsor, affiliate, or endorse the products or services herein. Apple and iPod are registered trademarks of Apple Computer, Inc. Nike is a registered trademark of Nike, Inc. Starbucks is a registered trademark of Starbucks U. S. Brands. LLC.
