What do the logos stand for. Logo or brand name? Did you like the post? support, click like

In a nutshell, an emblem (from Old Greek ἔμβλημα "insert") is an image that expresses a certain idea. Historically, the emblem originated in the ancient Greek city-states as an insert-decoration on the shield or helmet of warriors. In Rome, she already indicated the status and social position or belonging to one or another legion. Today, emblems are commonly used for two purposes, namely designation and protection. Emblems are widely used in the designation of power structures, as well as in.

Sometimes graphic image emblems are called a logo, this is accepted in cases where the emblem also acts as a trademark registered for profit. The designers design the emblem itself, not the emblem logo. The essence of an emblem as a concept is always an idea. For example, a simple Red Cross emblem shows that people in this organization are Christian and help all people, regardless of worldview, religion or skin color.

There are certain rules governing the emblems of international organizations such as the Red Cross. During armed conflicts, the protective emblem should be only red and only on a white background.

During the escalation of any conflict, the Red Cross helps the victims of both warring parties. Some Islamic countries found the international red cross offensive. This is how the emblem of the Red Crescent was born.

The difference between a logo and a brand name

Often the logo is completely identified with the brand (trade) mark, which is not entirely true. A trademark is legally certified and registered in the relevant government bodies a mark to which the owner has exclusive intellectual and other rights.

V Russian legislation there is no such thing as a "trademark", but only a "trademark", by which is meant, among other things, its graphic image, that is, the logo itself.

The logo is a graphic image of a trademark (from ancient Greek λόγος - word + τύπος - imprint). It is usually depicted as a stylized image of letters or as an ideogram. It would be more correct to say this: "our design firm has developed a logo for the company's trademark", - "has developed a logo for the company." That is, if we summarize the logo from a brand name, we can say this: a brand (trade) mark is a legal concept, and a logo is more of a design one. Therefore, a lawyer can register a trademark, and a designer can develop a good logo.

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Correct selection names and logos in the automotive business are one of the most important tasks. Throughout the history of the automotive industry, a huge number of car brands have appeared in the world - there are at least a thousand of them; at the same time, no more than a hundred names are heard by motorists. Without knowing the emblems, it is not easy to understand such a variety. Each manufacturer tries to reflect the unique features of the product in its logo, while in the total mass of symbols it is easy to see general principles... What do the emblems of famous car brands look like and what do they mean? How were the names of common cars born?

This Japanese brand appeared quite recently - in 1986. The Honda division has chosen the image of a caliper in a circle as its symbol. This tool is intended to emphasize the consistent Japanese precision when creating cars - it should be clear at first glance that the car is not flawed. This can be seen in the name - Acura is consonant with the English word accuracy - accuracy, accuracy.
In addition, the logo resembles the first letter of the brand name and a slightly modified first letter of the name of the parent company - H. The drawing is very simple, due to the complexity of selecting a unique image at the end of the 20th century, but it has many possible meanings.

Alfa romeo

Italian company took part of its logo from the coat of arms hometown- Milan. The left half of the round icon is a red cross on a white background. The right half - a green snake eating a man - is the coat of arms of the Italian Visconti dynasty, which ruled the country in the Middle Ages.

Aston martin

The modern Aston Martin logo appeared in 1927. It represents the spread eagle's wings - a symbol of speed and pride. This choice of the emblem is connected with the fact that the company was going to produce fast sports cars. Because of this old badge- the intertwined letters A and M - have been replaced with a stylized image of a bird.

Even a person far from the automotive world recognizes at first glance the four rings, the symbol of the German company Audi. The closed circles mark the merger of the founding companies in 1932: Audi, Horch, Wanderer and Dampf Kraft Wagen. The last three disappeared after the war, while Audi rose from the ashes in 1965 and borrowed the old logo.

There are three variations of the winged Bentley logo: the letter B on a green background is for sports cars, on a red one for elite cars, and a black background is a symbol of power. The eagle wings, borrowed by the Italians, mean, like those of Aston Martin, speed and majesty.

The circle with blue and white sectors in a black ring with BMW letters is as familiar to everyone as Audi rings. The meaning of the symbol is twofold: on the one hand, the circle resembles a rotating airplane propeller - this reminds of both the speed and the history of BMW associated with the production of aircraft engines. On the other hand, the white and blue colors are a tribute to the flag of Bavaria, where the company is located. In general, the logo has remained practically unchanged since its appearance in 1920 - only the font of the letters changed in the middle of the 20th century.

Brilliance

Brilliance translated from English means brilliance, brightness. It is these machines that the Chinese company produces, despite their low cost. The logo of the brand is quite simple - it means the same thing, only in the form of Chinese characters.

The red oval of the emblem is bordered with pearls - it immediately becomes clear that this is due to the luxury of the cars produced by the company. The name of the company is the name of its founder, Ettore Bugatti.

Buick is a division of the American company General Motors, founded by the Scots. Like other proud British families, David Buick, the founder of Buick, had his family crest - three shields in red, white and blue - which was taken as the logo of the car brand.

In the BYD logo, the naked eye can see the purest rip-off from BMW. The emblem is noticeably simplified - there is no volume, the circle is divided into only two parts. History, of course, has nothing to do with this. The distortion of the popular brand did not affect the fame of the Chinese company in any way - its cars are among the most common in Europe.

Cadillac

American cars Cadillac are known throughout the world as an elite class vehicle. Cadillacs are produced in Detroit - the industrial capital of the United States. This city was founded in 1701 by the Frenchman Antoine de la Mothe Cadillac, whose family coat of arms was taken as the emblem of the automobile brand.

Chery is not a misspelling of the word cherry, as one might think; the company name is the Chinese word for prosperity. The logo is again ambiguous. You can see two letters C surrounding the letter A - this is an abbreviation for the full name of the corporation, Chery Automobile Corporation. If you look closely, you can see the clasped hands, symbolizing strength and strength. Another option - the letter A in the center of the logo means a road going into the distance.

Chevrolet

The brand name is simple - it was named after the French racer Louis Chevrolet, who agreed to use his name in the name of the American corporation in 1911.
The meaning of the General Motors division logo is more difficult to determine. There are several versions. According to the official history, the golden cross symbolizes a bow tie associated with wealth, high society. It is also rumored that the founder of the company, William Durant, saw a similar cross on the wallpaper in the hotel. Another opinion expressed by his wife is that Durant adapted someone else's logo he liked, which he saw in the morning newspaper.

Chrysler

Chrysler has a very standard for luxury cars badge in the form of wings, symbolizing speed, dynamism. The name of the firm is the surname of its founder, Walter Chrysler, one of the iconic figures in the automotive world. He created a company that brought together many famous car brands and became vice president of General Motors. Chrysler enjoyed the greatest popularity at the beginning of the 20th century - one of the most famous skyscrapers in New York, the Chrysler Building, was even built for the company. Today, the company has lost some ground and produces family cars, being a division of the Fiat plant.

The two inverted Vs are symbols that are fairly common in heraldry. But in this case, the emblem has a special historical significance. The founder of the company, André Citroën, began his career in a workshop producing parts for steam locomotives. Soon he began production of gear wheels, a schematic representation of which was used as the logo of the automobile company founded by the engineer.

Dacia is one of the oldest names on our list. Dacia in ancient times was the name of the territory on which Romania is located today. The Romanian automobile plant borrowed this name from the ancient Romans, who called the lands of the Dacian tribes Dacia. This people worshiped the totems of animals - the wolf and the dragon, and their warriors wore scale armor. The scale also became the emblem of the car, also resembling an inverted letter D. The silver shade was chosen in honor of the parent company - Renault.

According to the main version, the Koreans chose a seashell as the Daewoo logo. However, with the name of the company, which translates from Korean as "great universe", the version that the auto badge symbolizes the opened lily flower fits better. Lily has always been associated with purity, majesty, beauty.

Daihatsu

The company badge is the elongated initial of the brand name, reminiscent of a bullet - a symbol of speed. You can also see an airplane wing in this figure. In general, elongation is associated with acceleration as well as compactness.
The name is more difficult to figure out, since it is associated with the peculiarities of the Japanese language. The company is located in Osaka, which is reflected in the name, which consists of two hieroglyphs - dai and hatsu. The first is taken from the name of the city, and the second - from the phrase "car production". Thus, literally Daihatsu can be adapted into Russian, like the banal "Osaka Automobile Plant".

Dodge is known for its massive muscle cars. It is not surprising that the head of a mountain goat with huge horns was chosen as the emblem of the brand. However, in 2010 the logo changed - it is now the simple name of the company founded by the Dodge brothers in 1900, embellished with red oblique lines... Because red goes faster.

FAW stands for First Automotive Corporation. It can be seen that the Chinese did not bother too much not only with the name, but also with the logo - it shows the number 1. Eagle's wings are also called upon to represent the company as a leader - like a bird, FAW spreads its huge wings and shows its superiority.

In the case of Ferrari, the associative array when looking at the emblem is simple: stallion - gallop - speed - racing cars. So? But no. The horse on the logo does not mean that at all.
Enzo Ferrari, the founder of the company, was a fan of, so to speak, the military pilot of the First World War, Francesco Barak. He was an ace, and, like all professionals in his field, he had his own identification mark - a black horse painted on the body of the plane. This horse was depicted by Ferrari on the logo of his car, taking as a background the yellow color associated with Enzo's hometown of Modena. The top of the emblem is decorated with stripes of the Italian flag.

The Fiat brand name is an abbreviation for the location of the factory. Italian automobile factory in the city of Turin - this is how it stands and is translated into Russian. It was decided to shorten the name to fit it into the emblem in 1901. The shape of the logo has changed constantly over the last century. Today the badge is made in the spirit of previous versions - a round chrome edging with a crimson rounded trapezoid in the center. Pride in its history distinguishes this Italian company.

The Ford emblem is one of the simplest on our list. Last name of the founding father of the company and the legislator automotive production in general, it is written in a beautiful font and is inscribed in a blue oval. Minimalistic, practical, impossible not to recognize - ideal.

The Polish passenger car factory went on easy way and took his abbreviation as the name. Until 2010, the plant produced cars under the Daewoo brand, but in recent years it has acquired its own production line.
The company emblem is simple and elegant - in the center of the white letter O on a red background letters F and S merged. Red is a symbol of power, challenge.

The Chinese company Geely did not fail to associate itself with grandeur. The white element of the emblem can be associated with a bird's wing, but still it means a mountain (possibly Everest itself) against the background of a piercingly clear sky. The name of the company is translated from Chinese as "happiness".

And again the abbreviation. Behind three simple letters hides not someone there, but General Motors - the largest automotive corporation not only in the United States, but until 2008 throughout the world. The company was created by the ambitious Grabowski brothers, who began with the creation of one truck, and united the small car factories of the whole state of Michigan under a single umbrella.

Great wall

"Great Wall" - from the name it immediately becomes clear where this brand of cars comes from. The logo is a schematic representation of the battlements of that great wall. The emblem has been used since 2007 and is intended to remind of patriotism, combined with majesty and unshakable grace.

The name of the company is the surname of its founder, Japanese Soichiro Honda. The emblem is a straight letter H. Not to be confused with an oblique H - this is already Hyundai!

Hummer cars are no longer in production - since 2010 the conveyor has stopped working. But it will be possible to meet them for a long time. The name of the brand is the abbreviation HMMWV adapted for better euphony - multipurpose wheeled vehicle of increased mobility, model 998. It is immediately clear that the vehicle is of military origin - indeed, Hummers are widely used by the US Army in ground operations. They became available to civilians in 1979. The car emblem is simply the name of the brand; there is no need to expect anything more stylish from the military.

Hyundai, Hyundai, Hyundai - as soon as they do not call these cars. In fact, the Korean word Hyundai reads "handi". The company embodies the whole spirit of South Korea - the desire for modernity, high technology, and its name is translated this way - "new time". The emblem is a graceful oblique letter H. It looks like Russian And it is similar because it should symbolize the shaking of hands, which, in the opinion of Koreans, looks exactly like that.

Infiniti

Infinity is infinity, into which the road depicted on the brand's logo goes. It was decided to abandon the original version - the infinity sign familiar to everyone in the form of an inverted eight, it was decided to abandon it. And in vain - so the emblem would be more unique; the road stretching beyond the horizon is found in at least three more brands, as we have already seen.

Isuzu is an ancient company, even by the standards of the automotive industry, founded in 1889. The construction of cars began only in 1916, when diesel engines began to be used in cars. The company received its modern name in 1934 - it was named after the Japanese river Isuzu. The emblem is reminiscent of the letter I, growing skyward, like a ceaselessly expanding company.

When Jaguar Cars was founded in Britain, there was obviously no question of logo selection. The stylized wild cat, symbolizing grace, speed, grace, was created by the artist Gordon Crosby. The jaguar-shaped nameplate, however, is rarely seen for safety reasons, but the brand name can be found on the hood of any Jaguar.

The Jeep emblem is simple - it represents the company's name in the most unremarkable style. But the name is very interesting, at least because it has become a household name. Initially, this word was simply consonant with the abbreviation GP - general purpose machine.

The KIA emblem is an abbreviation on a cherry background with a chrome oval edging. This shape is a symbol of the globe, which speaks of the company's goals to become a leader in the global automotive market. And the name speaks about it - it stands for “to go out into the world from Asia”.

Koenigsegg

Probably few have met on Russian roads Swedish cars Koenigsegg. The plant produces sports cars in small quantities, exclusively on order in exclusive versions. The company is young, founded in 1994 by Christian von Königsegg, who used his family coat of arms in the company logo - gold and orange rhombuses in blue edging.

Lamborghini

Lamborghini is a division of Audi AG, part of the Volkswagen concern. The company is engaged in the production of elite supercars, which everyone dreams of, but saw in real life just a couple of times.
The name is the surname of Feruccio Lamborghini, who became a car manufacturer, starting with the creation of tractors. The bull on the emblem is easy to associate with this story - tractors have just replaced these strong animals. In addition, Taurus is the constellation under which the founder of the company was born. Lamborghini's passion for bulls is also emphasized by the names of the lineup - Diablo, Murcielago, Gallardo and other famous supercars are named after bulls participating in bullfights.

Land rover

Legendary SUVs Land Rover and Range Rover are the brainchild of the British car manufacturer, a division of the American company Ford. The name speaks for itself: land - land and rover - all-terrain vehicle. The last word is also associated with lunar rovers, rovers and other "moves" - it becomes clear that any land will be conquered to the owner of the car.
The logo of the brand is simple - the name on a dark green background in a silver oval edging, which also evokes the associations of rough terrain, through which Land Rover can easily navigate.

Lexus is Toyota's premium car subsidiary. The name was not chosen by chance - it is consonant with the English luxury - luxury, luxury. A truly luxurious car does not need an overly pretentious emblem - it is a smoothed L, inscribed in a circle. Elegance in every line is the hallmark of these cars.

The Chinese firm Lifan produces a wide range of Vehicle- from light scooters to huge buses. On our roads, however, you can only find cars.
The name of the company is translated from Chinese as "to go full sail." It is logical that the emblem also depicts sails - three pieces of blue. Ironically, sailing ships actually move at the speed of a walking person.

Lincoln cars are very prestigious, and the goal of the company's founders was worldwide recognition. The brand's emblem says exactly that - it is a stylized compass with arrows pointing in all 4 directions. The firm is part of the Ford plant and is named after Abraham Lincoln, the American president for whom the founder gave his first vote.

Maserati

The premium sports car company was founded by the Maserati brothers. The logo is based on the coat of arms of their hometown, Bologna, which is colored red and blue. Neptune's trident was taken in honor of the statue of this god in the central square of the city.

The full face of a flying bird with spread wings is an obvious symbol of speed and freedom. An open flower can also be seen in the Mazda logo. Perhaps the fluid and flexible letter M is taken from the coat of arms of Hiroshima. However, it is actually just the stylized first letter of the Japanese company name.

German Wilhelm Maybach founded a luxury car company in 1909 and named it after himself. Initially, the cars were made to order, each of them was unique, but today no company can survive without mass production.
The two intertwined M letters in the logo are the names of Wilhelm Maybach and his son Karl, and the abbreviation for Maybach-Manufactura (yes, Maybach cars were originally assembled by hand).

Mercedes-Benz

Mercedes produces almost all types of land vehicles - trucks, buses, premium cars. The company is named in honor of the daughter of an Austrian industrial tycoon, who ordered 10 cars from its founders (a fabulous sum at that time) on the condition that the cars bear this name.
The three-pointed star logo commemorates the three founders of the company - Gottlieb Daimler, Wilhelm Maybach and Karl Benz, whose production facilities were merged into a single corporation. In addition, the star symbolizes the presence of Mercedes products in all three areas - on earth, in the sky and at sea - since the company's predecessor, Daimler, originally produced motors for aircraft and ships. The emblem was created by Daimler himself.

Mitsubishi

The Mitsubishi logo was created by merging the coats of arms of the founders of the company - three diamonds and three oak leaves. The name of the company is translated as “three diamonds”, it is the precious stones of red color that are reflected on the emblem of cars, which has not changed throughout the history of the company.

Initially, the logo of the Japanese automaker was traditionally Japanese - it was a red rising sun with a blue stripe on which the name of the company flaunted. Today, they got rid of such brightness for the sake of modernity. The Nissan emblem is now a silver ring with a chrome stripe in the center, on which the word Nissan is written in black.

Opel is named after its founder, Adam Opel. What this company did not do - it started with the production of sewing machines, then switched to bicycles. During the war, military trucks rolled off the assembly lines. Today Opel brand family minivans and cars.
The Opel badge is a silver lightning bolt inscribed in a ring. The symbolism is not difficult to understand - it means lightning speed, speed.

The Italian corporation Pagani produces such elite cars that even the word "supercar" is too small for them - only hypercars come off the assembly lines. The company is known for producing the fastest car in the world - the Zonda F. The plant is named after Horatio Pagani, the founder of the company.

At the beginning of its existence, the French company also paid attention to bicycles, and later the production of Peugeot cars began. The company logo has changed many times, but it has always retained the traditional lion taken from the flag of the French province in which the Peugeot factory was located. Today, the lion is depicted very schematically and with a touch of three-dimensionality.

At first glance, the Porsche brand logo resembles the coat of arms of some ancient and proud country. In general, this is true - the main part of the emblem is the coat of arms of the state of Baden-Württemberg, in which the sports car manufacturer is located. Specifically, the company is located in Stuttgart, as evidenced by the city's name in the center of the logo and the city's symbol in the form of a black horse.

Renault's logo changed even more often than Peugeot's - over more than a century of history, 12 variants of the emblem have changed. In the beginning, the logo featured the ornate initials of the Renault brothers; at one point, the company switched to tank production, and the formidable war machine found its place on the Renault emblem. Today the mark is a three-dimensional silver-colored diamond shape. It is easy to notice the unreality of its shape - by this the logo designer hints that Renault is ready to realize impossible ideas.

Rolls-royce

The company is named after its founders, Frederick Royce and Charles Rolls. Its emblem is minimalistic and ascetic - simple letters R, superimposed on each other and framed by a black rectangle. Do not forget the nameplate that adorns the hoods of premium cars - a flying woman with her arms thrown back. This woman is a symbol of speed. Both emblems were bought by BMW, under the auspices of which Rolls-Royces are produced today.

The logo of the Swedish company Saab is a red crowned griffin, taken from the family coat of arms of the local Count von Skane, the ruler of the province in which the company was founded. Today old firm does not exist - cars under this brand are produced by the Swedish concern, and the owners of the Saab name do not have the rights to the logo.

What happened to the Saab logo? The mythical winged beast migrated to trucks, the brand of which is named after the same province of Scana.

Seat is a Spanish brand whose logo is made in the form of a square cut S. The emblem contains mixed silver and red colors, which speaks at once about the status of the cars and inspires the confidence of buyers.

The logo of the Czech company is a green arrow with a huge bird's wing, inscribed in a black ring. It is difficult to unravel the artist's idea, but we can say that the arrow symbolizes the speed and swiftness of flight. Green can represent a company's commitment to creating environmentally friendly vehicles. The eye on the wing is a symbol of looking into the future, striving to develop and introduce new technologies in the production of cars.

Subaru is a huge Japanese concern that brings together six major companies in their heavy industry. The name refers precisely to this - translated from Japanese it means “to put together”. The first cars of the plant were assembled on the basis of Renault.
The logo - six silver stars on a blue background - is the image of the Pleiades constellation, familiar to all Japanese. Six companies - six stars, everything is logical.

Suzuki is not only a passenger car manufacturer - it is much better known as a manufacturer of motorcycles and ATVs. The company is named after Michio Suzuki, its founder. Its logo has a red Latin letter S, stylized as a Japanese hieroglyph.

Tesla, named after Nikola Tesla, has started serial production of electric vehicles since 2008. Its emblem looks like a chrome shield with a name applied to it, made in a somewhat futuristic font. An additional symbol is a stylized letter T.

Toyota did not immediately start making cars. Initially, it was the production of looms and sewing machines, which is reflected in the company's emblem - it symbolizes a thread passed through the eye of a needle. Here you can also see secondary meanings - for example, the driver's hands holding the steering wheel.

Volkswagen

Volkswagen is a German name that literally means "people's car". It is these machines, available to the general population, that are produced by the German corporation, which has united many smaller manufacturers under its name. The brand's logo - interwoven V and W in a ring - was created through an open competition won by a Porsche employee. During the reign of Hitler, the letters were intertwined in the form of a swastika - this sign was changed immediately after the defeat of Germany in the war. The factories of the company were then transferred to Britain.

The arrow and circle represent the shield and spear. This is the sign of Mars, the Roman god of war, the symbol of iron and the emblem of the entire masculine gender. There are many meanings, but it was the second - the connection with metal - that justified the appearance of this sign on the emblem of the Swedish car brand. When the company was founded, Sweden produced the highest quality steel in the world, and this is the quality that cars should have been associated with. The chrome symbol is crossed by a blue stripe with the Volvo name.

Gorky Automobile Plant is known for its minibuses and light trucks, as well as a series of passenger cars "Volga". Initially, the plant copied American cars of the Ford brand, and even in the emblem it could be seen - a blue oval was used, and the letter G was a copy of the letter F. A graceful deer added the plant's symbolism in 1950, and the shape of the shield was taken from the coat of arms of Nizhny Novgorod, where GAZ is located ...

In the past, a dam was depicted on the emblem of the Zaporozhye Automobile Plant, above which there was a stylized abbreviation ZAZ. The background was dark red, the image was golden - execution in the spirit of the flag of the USSR. Today, the logo is a chrome oval with an inscribed Z letter with flowing lines.

For a long time, the Likhachev plant did not have an emblem - only in 1944 the ZIL-114 designer proposed a logo that is still used today. It represents the abbreviation ZIL against the background of a rounded rectangle.

IzhAvto

Izhevsk Automobile Plant has not produced cars under its own logo since 2005. Today Lada Granta rolls off its conveyors. But you can still find the emblem on old cars. It looks very peculiar - the letters I and Ж are formed by narrow ovals, which are inscribed in a black figure.

KamAZ

Thanks to the Paris-Dakar races, KamAZ trucks are known not only in Russia and the CIS countries, but also in the West. They also recognize the emblem of the Kama Automobile Plant - a galloping horse. The horse is a symbol of great strength and power, and this is what many associate with KamAZ trucks.

Lada

The leader of the domestic auto industry is AvtoVAZ, or the Volzhsky Automobile Plant. It has a voluminous silver-blue logo, which depicts a floating rook inscribed in an oval ring. The emblem hints at the location of the plant on the banks of the Volga, along which merchant ships sailed in the past. In the outlines of the VAZ symbol, you can see the first letter of the abbreviation.

Perhaps only residents of the countries of the former Soviet Union... Lviv buses in the past traveled along the roads of every Soviet city. The Ukrainian Automobile Plant produced cars under a very simple emblem - a bold letter L, inscribed in a circular ring.

Moskvich

The emblem of this brand of cars produced at the plant of the same name, which went bankrupt in 2010, is red and represents the stylized battlements of the Kremlin walls. Both the name and the logo are associated with the capital of Russia.

The masterpiece of military and industrial style, the UAZ-469, was decorated with an emblem representing a bird inscribed in a ring. In 1981, the Ural Automobile Plant acquired a new logo - the image of a live seagull and a pentagon around it. Today, UAZ hoods are marked with a dark green emblem with the plant's abbreviation in Latin letters.

Thus, there are several basic concepts among automotive logos:
the main element most often fits into the ring;
European companies use the coats of arms of their lands;
the main trend is the association of the brand with speed and luxury;
the names of companies most often use the names of their founders.

There are a great many car emblems in the world, all manufacturers try to reflect their history, philosophy and values ​​in the logo. Symbols change, old companies disappear, new manufacturers rise to the automobile Olympus - how many more interesting emblems will we learn in the future?

2016-09-13 (62 Votes, on average: 5,00 out of 5)

Logo is a graphic representation of a trade mark. It is created for easy recognition of the company's brand among consumers.
The logo should be unique and of high quality, to attract the attention of the buyer. Logos were created to distinguish products from manufacturers from the same industry.

The KOLORO company is engaged in the development of one-of-a-kind logos.

There are several types of logos:

1. Letter logo - one or more letters are used.
2. Logo "Symbol" - is depicted in the form of graphic or letter symbols.
3. The "Emblem" logo is a graphic element of the image and text.
4. Logoslovo logo - consists only of letters.
5. Abstract Sign Logo - Creates the visual form of a company concept using a symbol.

The first logo in the world

The first logo in the world was a picture of a dog listening to a gramophone. The dog's name was Nipper.
One of the brothers of the Barro family saw how the dog loves to listen to the Edison-Bell phonograph and decided to capture this moment by drawing a picture "Dog listening to the phonograph".

In 1900, Mark Barro's brother, Francis, took Nipper's drawing to a disc gramophone company. The owners of the company really liked the drawing and decided to release their goods with this image. But the original version of the drawing, which depicted a drum gramophone, was replaced by a disk one. The drawing became the first trademark of the companies: HMV music stores, RCA, Victor and HMV records. The company also began releasing records with Nipper's artwork.
Now the logo is used by the music channel of the HWV store.

Evolution of logos of global brands

The logos of world brands did not always look stylish and laconic. Some companies, even though popular with consumers, have redrawn their logos. Main reasons:

• change of direction of activity;
• following new trends.

Let's take a look at a few examples of the evolution of company logos.

• Global Apple Corporation

The first company logo was an engraving of Isaac Newton under an apple tree, which was wrapped around a large ribbon with the signature "Apple Computer Co" (1976-1977). The designer of this logo was one of the founders of the company, Ronald Wayne. After Ronald left, the logo was changed.

The second Apple logo was designed by Rob Yanov. Nothing remained of the old company logo, except, perhaps, the idea with a fruit falling on Newton's head. Apple's new brand name is the Rainbow Bitten Apple (1977-1998).

The logo that we see now on Apple products was changed in 2007. "Apple" has become metallic with reflections, but the shape remains the same.

• Samsung

Samsung means "three stars" in Korean. The company was established in South Korea... The first three logos used the stars and the Samsung name.

In 1993 the company decided to create a new logo for its 55th anniversary. It exists before today... It is a blue ellipse in the center of which “SAMSUNG” is written in stylized white letters.

• Twix bars

The first bars were produced in 1967 in Britain. They were called Raider. But a few years later, in 1979, the name was changed. Raider became Twix. After the name change, the products began to be exported to the United States.

The name Twix is ​​made up of two words, double and biscuit. Twix bars are very popular all over the world. They are still marketed in Ireland under the original Raider name.

• Coca-Cola

Coca-Cola has the most recognizable corporate identity in the logo that is over 117 years old. The company was founded in 1886 and the logo in 1893. The company logo is written in Spencer calligraphy. It was created by Frank Robinson, an accountant and friend of the owner of the company.

In the early 1980s, due to competition from Pepsi products, it was decided to change the company's logo to New Coke. After making this marketing ploy, the company began to lose sales. Consumers didn't like the new name for the drink. After some time, the drink was returned to its former name Coca-Cola, thereby the company improved its sales.

• Pepsi

In 1903, the Pepsi-Cola trademark was created. Agree, the first logo of the company is not very pretty. We can say - a failure.
To prevent this from happening to your brand, you need to turn to the KOLORO team of professionals who will help you make the logo perfect.

After the Great Depression of the 1930s, Pepsi-Cola was able to prove to the Coca-Cola Company that it could compete with it on the same level.

In 1962, the company changed its logo to a tricolor ball and also removed the Cola prefix. Now it is called only Pepsi. Nevertheless, the company logo changes very often. What this is connected with is unknown.

• McDonald's

In 1940, the McDonald's company was founded. The first company logo - the image of the Speedee chef . Later, the Speedee logo was redrawn. In the 60s, Jim Spindler changed the company logo to the one we know today. And that's the letter M.

Fashion industry logos (famous fashion brands)

Almost every one of us can recognize and name brand monograms. For fashion houses, the logo is very important because most of the fashion houses are named after the founding designers.

• Louis vuitton

The fashion house was founded in 1854. Corporate logo companies - LV monograms. The color of the monograms and the canvas could change, but the logo of this brand itself has not changed to this day, except that it was slightly simplified in the 2000s.
The brand's clothes are made from very high quality materials and therefore the products are expensive.

Louis Vuitton brand products are copied the most. But it is very easy to recognize a fake - in the original the brand logo is always located symmetrically.

• Chanel

For the first time, the Chanel logo appeared in 1921. He was depicted on the bottle of Chanel perfume No. 5. The company's logo is a double letter C. It resembles two wedding rings that are not closed together. The letter C is the initials of Coco Chanel.

• Fendi

The Fendi logo was created in 1972 by the company's new designer, Karl Lagerfeld. The brand logo is a large F that is mirrored.

• Versace

The Versace house logo is very extravagant and extraordinary. It was designed in 1978 by Gianni Versace. The logo represents the head of the representative of ancient Greek mythology - Medusa the Gorgon. The designer explained why he chose this character: "It is a synthesis of beauty and simplicity, which is capable of mesmerizing anyone, just like the clothes produced by the brand."

• Givenchy

In 1952, Givenchy began to produce high quality apparel, jewelry and perfumes. The brand logo is very simple and concise. The four-fold letter G is placed in a square. It looks like Celtic jewelry.

Car brand logos

"Winged" cars:

Bentley- British luxury car. The characteristics of the car can be described in just two words - aristocratic luxury. The car's logo is the letter "B" enclosed in the wings. The emblem indicates the power, speed, elegance of Bentley limousines.

Aston martin- the car logo was created in 1927. These are the eagle wings that frame the Aston Martin lettering. The owners of the company compared their car to an eagle. Because the eagle is a fast, agile and predatory bird.

Chrysler- The first American car logo was a pentagonal star created in 1923. After joining the company to the German concern Daimler AG in 1998, the logo was changed to “wings wide open”. They demonstrate the virtuosity and uniqueness of Chrysler vehicles.

Cars with animal logo

Jaguar- whose emblem was originally SS - Swallow Sidecar. From English "swallow" means "swallow". After the Second World War, most Europeans had negative associations with the SS emblem (association with the fascists), so the owners of the company decided to change the name of the brand. Swallow Sidecar replaced with Jaguar. You must admit that strength, elegance and grace are very suitable for modern cars of the Jaguar brand.

Lamborghini- At first, the Italian company was engaged in the production of tractors. Therefore, the bull became the emblem of the company. This animal is very hardy and strong. Nowadays, Lamborghini cars are powerful, expensive supercars, and the golden bull emblem suits them very well.

Ferrari- the car logo of this brand is familiar to everyone. Its main attributes are a prancing black stallion on a yellow-gold background with a painted Italian flag at the top of the logo.

The original Ferrari emblem was on the plane of the pilot Francesco Baracca during the First World War. Enzo Ferrari, asked Francesco to give him this logo. The pilot agreed and gave Enzo the right to use the logo.

The best logos of the music industry

Virgin Is a British record label. Created in 1972 by Richard Branson and Simon Draper. The name of the label is very interesting. Virgin translated from English means "virgin".

Created a logo Virgin records(first company), English illustrator Roger Dean.

Over the years, the Virgin brand has become very popular with English performers. After Virgin signed with the punk rock band The Sex Pistols, Branson decided that their company lacked insolence. Therefore, it was decided to change the company logo.

Legend has it that one of the artists painted the new logo we now know on a napkin. Branson loved it. Richard associated the new logo with his company. “Simplicity, attitude and energy are about us,” Branson said.

Sony Music Entertainment- established in 1988 and owned by Sony. It is included in the "Big Four" of record companies in the world. Sony Music covers almost all show business.

The first logo of the company is multi-colored, small triangles in the middle of which were the letters SMV. The company logo has changed very often. In 2009, Sony Music decided to make the logo completely different. The new logo looks like this: on a white background, a simple red brush effect and the text "SONY MUSIC" appears in the appropriate Sony font.

AC / DC Is a world famous rock band. Most people may not know the band's work, but everyone will recognize the AC / DC logo.

Creative director Bob Defrin helped create the logo for the rock band. The font was chosen from the Gutenberg Bible, the first ever printed book.

Huert's intention was to create the logo in line with the biblical imagery of AC / DC's song "Let There Be Rock." Of course, the lightning bolt and blood red coloration suggests the presence of less angelic influences.

The Rolling Stones are a famous British rock band. Designer John Pasha helped create the logo for the group. For his work, he received 50 pounds. The designer was inspired by Mick Jagger's expressive lips and tongue. He was also inspired by the Hindu goddess Kali.

Queen Is a British rock band from the mid-1970s. She filled the hearts of many listeners. The logo was created by the band's lead singer Freddie Mercury. He depicted the letter Q (the name of the group), which is surrounded by the zodiac signs of the musicians of the group.

Logo design trends 2017

Design trends change almost every season. This applies not only to clothing, makeup and style, but also to trends in graphic design logos.
2017 logo trends

Minimalism

Many companies resort to this style, because minimalism is simplicity and conciseness. In minimalism, very few colors are used. Everything should be simple and performed in the same style, without unnecessary additions.

For example, the well-known application Instagram used this style.

The company's first logo was a black and white image of a Polaroid OneStep camera. In May 2016, the company decided to rebrand not only the logo, but also change the design of the application. Now it's a camera and a rainbow with a gradient effect.

Color gradient

Creating a logo with a gradient color is a very good move for many companies, because this trend will continue to be at its peak for a long time. A striking example is the international payment system MasterCard. The company's designers have simplified the design and used geometric fill for the logo.

Black and white trend

Black and white design will always be in trend. The brevity and simplicity of two colors is always a win-win option.

The best example is the world famous Nike brand.

Carolyn Davidson helped create the logo for the brand. The logo features an abstract wing of the goddess Nike.

Geometric figures

To create a unique but at the same time simple logo, designers use geometric shapes that are very easy to perceive and remember.

Example - logo YouTube - a service providing video hosting services. The brand logo is a “bubble” in the middle of which there is a “play” icon.

Lettering

Pretty simple style. The letters are selected specifically for a specific name or text and are used only once.

Lettering includes a company logo Google... The first company logo was created in a graphic editor by co-founder Sergey Brin. A new style designer google logo, became Ruth Kedar. It was she who came up with the logo design that we know now.

Hand drawn

The hand-drawn logos look clear and popular. A lot of world famous companies use this style.

Johnson & Johnson — good example new trend of 2017. The company logo is very simple - handwritten in red text on a white background.

Web Animated Logos

Animated web logos are the trend of 2017. They look very bright, extraordinary. With the help of Gif logos, you can attract the attention of consumers.

Disney has been using this trend for a long time. Back in 1985, Tinker Bell began flying over the Sleeping Beauty Castle.

The KOLORO company will develop for you a unique design of your logo, because our specialists are always in the subject of new trends in world design.

It often happens that some things are not called by their proper names. A full-fledged photograph is called a "picture", and a composition is easily renamed "perspective". I no longer take into account when such concepts as contrast, saturation, brightness are mixed with each other ...

Well, God bless them, with compositions and brightness. I admit that people who are not engaged in design or graphics, in general, do not need it and are not interested. But the trouble is that our dearly beloved customers and, even worse, so-called “colleagues” belong to this category of “uninitiated”.

Customers, by and large, ignorance is forgivable. But really, why should a customer know what a "modular grid" is and what trajectory your mouse should describe on the mat in order to ultimately get an attractive and interesting design. The customer is also indifferent to what you call the thing that you draw for him - an original layout or something else. He doesn't have to know. He pays you money. And he pays part of the money to you precisely for the fact that you know the correct name of this or that thing.

WITH ordinary people(read, customers) everything is clear. But here's what to do with those who, by virtue of their profession or responsibilities, are simply obliged to know "who is who" and call everything by their proper names.

Unfortunately, among us (designers) there are people who try to design without knowing elementary concepts and replacing the original concepts with their own conjectures. Yes, it's understandable - beginners, it's understandable - they just started to master the basics of the craft. But, before you sit down to Photoshop and Illustrator, you still need to first sit down at smart books. I just want to exclaim:
Gentlemen "designers", an urgent request - learn mat. part!

Let's further, together we will try to figure out "xy xy" and derive precise definitions for the following concepts, which are so often and often misused in the identity. Today we will sort out what it is:
Logo
Sign (Brand name)
Emblem
Trademark ( Trademark, Trade mark)
Brand block

As it turned out, the task is not so simple as it might seem at first glance. Initially, I turned to official sources (so that later I would not be accused of substituting my own conjectures for the original concepts) and began to delve into the legislation. And immediately the first failure - in the patent laws of at least two countries (Russia and Ukraine), there are no definitions for some concepts at all. My next step was to shovel through encyclopedias and search for precise definitions of these concepts in them. And it seems that the second approach to the question turned out to be more successful, but, in the course of the search, one nuance emerged that cast doubt on the reliability and "weight" of the data obtained from these very encyclopedias. Namely: in encyclopedias, the concepts "Brand mark", "Trade mark" and "Trade mark" are simply recorded under the same definition. And if for the concepts "Trademark" and "Trademark" such an identity is very likely, then the concept of "Trademark" falls out of this series somewhat.

After we analyze in detail each of the above concepts and deduce their decoding, it will become clear how the “Brand mark” and “Trade mark” differ and why, in principle, these two concepts cannot be substituted for each other.

So let's start from the very beginning.
Logo

We are used to calling everything that is not hit by a logo. As soon as a certain graphic element is used in the main symbols of a company (organization, structure, foundation, association - hereinafter referred to as "Company"), everything is a logo. Although this is far from the case.

Word "Logo"(English Logotype) comes from the Greek language: logos (word) and typos (imprint). There are no other options. And, accordingly, there are no decryption variations:
"The logo is the original graphic design of the name."

Everything! No signs, pictograms, symbols - the outline of the name. And whether short or full, classic typography or exquisite calligraphy - these are all nuances.
All other formulations are from the evil one.

Compaq (Figure 1) is a classic example of a logo that uses original lettering to emphasize the uniqueness of the logo. The Axeda logo (Figure 2) also uses the original style, with the addition of a separate graphic element (parallelogram above the letter "e"). The Microsoft Corporation symbolism is a textbook example of a logo (Figure 3). An original typeface without the use of "alien" graphic symbols, slightly "diluted" with a graphic element (in the letter pair "os"), which only emphasizes the originality of the logo design. As an example, the Samsung corporation logo is very interesting (Figure 4). In addition to the original typeface, the logo uses a graphic element (oval). Nevertheless, this element is so correctly connected with the text part itself that it is, as it were, an organic continuation of it.

Sign (Brand name)

Quite often, one logo is not always enough for the original graphic identification of a company. Agree that only a graphical outline of the name (albeit in original performance), can not always convey (convey) necessary information about the company to the end consumer. It is for these purposes that the sign is used.

In other words, a trademark is an additional graphic identifier of a company, designed to enhance the impact of a logo or convey additional information about a company, which, ultimately, should improve the effect of identifying a given company among its peers.

So it turns out that: a brand name is a unique graphic element used to identify a company and containing encoded additional information about the company (merits, areas of activity, etc.).

So we came up with a formulation for the concept of "Trademark". The only thing is that it came out quite long and indigestible, and therefore, let's try to unify it and shorten it a little:
"A trademark is a unique identification graphic element."

As a rule, the trademark is used together with the logo, but this is not a dogma, and in some cases, when it is expedient and justified, it can be used as an independent element of identification. A striking example of this is the Nike brand name.

Nike's world famous slash is a classic example of a brand name (Figure 5). The synonyms "dynamism" and "activity" are applied to the sign, which directly reflects the sports direction of the company. The nVidia trademark (Figure 6) is a stylistic image of the eye, which also deciphers the company's core business - the production of graphics chipsets. Highly interesting example represents the trademark of the General Electric Corporation (Figure 7). The main element of the sign is the abbreviation of the corporation name, two capital letters "G" and "E". The sign is made in a refined style, which emphasizes the "elite" and "uniqueness". With the decoding of the Mitsubishi corporate name (Figure 8), everything is simple and logical. Translated from Japanese, Mitsu (three) and Bishi (diamond). Which, in fact, is clearly reflected in the company's logo - three diamonds.

Abbreviations are also worth mentioning. Often, both the logo and the sign can either consist of an abbreviation or contain an abbreviation. But at the same time, the abbreviation is not an independent element of graphic identification.

Figures 9-10 show examples of the use of abbreviations in the logos of the IBM computer corporation (International Business Machines) and the CNN (Cable News Network) media holding. Actually, the logos themselves consist of abbreviations. Figures 11 and 12 show the trademarks of Premier Magnetics and Baltic Line Advertising, which are abbreviated.

And a few more nuances that are not a dogma, but which you should know about the logo and brand name:
In the bundle "Logo + Trademark" - the logo, as a rule, is primary. The logo can be used without the brand name. The brand name can also be used separately from the logo. But, in most cases, the logo and the sign are parts of one whole.
The logo and the brand name are separate, independent elements. Sometimes there are variants of symbols, where the mark is "sewn" into the logo, but, as a rule, these are not the best examples of the logo and sign-structure. Such "logos" often do not fully work for their owners.
A distinctive feature of both the logo and the brand name is originality. They should differ as much as possible from the symbols of other companies (at least from the symbols of direct competitors).
Also, in most cases, the synonym "simplicity" is applied to the logo and sign. A good logo (sign) is a graphically simple symbol that should be easy to read, remember, and reproduce.
Simplicity is also desirable in color schemes. The fewer colors, the better. The minimum number of colors in the symbolism simplifies its reproduction and raises memorability. There is no reason to do multi-color or full-color symbols, if it is not justified ideologically, logically or conceptually.

Emblem

The word "Emblem" comes from the Greek language: emblema (embossed decoration). The definition goes like this:
"An emblem is a conditional or symbolic image of a concept or idea."

Everything seems to be clear, but in fact nothing is clear. The definition is so vague and generalized that it is impossible to draw a clear conclusion from it about what the emblem should be. Let's try to figure it out together.

We can draw the first conclusion from the deciphering of the concept itself: an emblem is a relief decoration.

The second point is that the definition does not express clear restrictions on the graphic appearance of the emblem. From this we conclude that the emblem may contain a variety of graphic elements of identification. Sometimes, even very complex and rich in details.

And the third point - from the same definition, we come to the conclusion that the emblem is used in the designation of global "concepts" or "ideas", and not for the "graphic design of the name" (as is the case with the logo), and not in the form of a "unique graphic element »(As in the case of the brand name).

Typically, emblems are used to identify branches of the military, football and hockey clubs, schools, universities, etc.

An example of the emblem of one football team in Tunisia (Figure 13). The emblem of the Ukrainian football club "Dynamo Kiev" (Figure 14). Imperial Security Directorate emblem (Figure 15). An example of a college emblem (Figure 16).

In the light of all of the above, there was one interesting observation... Figure 17a shows the logo of the Ford automobile concern. On the right, in Figure 17b, the same logo, but with the implementation of the volume of some elements of the logo. Logically, it turns out that on the left we see a classic logo that meets all the requirements of this concept, and on the right we have an emblem, which, nevertheless, does not cease to be the original logo.

All three concepts mean the same thing, therefore, for convenience, we will operate with only one of them, namely the Trademark.

Everything is simple here - in patent law there is a clear designation of the Trademark:
« Trademark- a designation capable of distinguishing, respectively, the goods and services of some legal or individuals, from similar goods and services of other legal entities or individuals ”.

"Law on Trademarks, Service Marks and Appellations of Origin" ( Russian Federation). The same definition, formulated in a slightly different way, is available in Ukrainian legislation.

In fact, the Trademark has no restrictions in terms of graphic style, typography, saturation with graphic elements, color scheme, etc.

As a Trademark, both an emblem (logo, trademark) and other graphic symbols that do not fall under the definitions of the above identification elements can be used.

It makes no sense to give examples of Trademarks - go to any supermarket and you will be able to contemplate them on the shelves in huge quantities.
Brand block

We have already analyzed the main elements of identification, it remains only to complete the picture. So - the corporate block. Everything is simple here:
"Brand block - the original location of the logo and brand name, relative to each other."

There is nothing more to say here. Figures 18 and 19 show examples of horizontal and vertical arrangement of elements in the brand block. Naturally, there are innumerable options for location - here are two of them, the most common.

Atelier - horizontal placement of brand block elements, relative to each other. Backplane - vertical placement of elements.

So we figured out the basic elements of identity. Of course, this essay cannot be considered flawless and complete, but I did not try to delve into all the nuances, trying to derive only fundamental principles formation of identity elements.

Also, beyond the field of our gaze there are other, no less important elements of visual identification, but they will be discussed some other time ...

What does the BMW logo stand for? What is the meaning of these 3 letters?

1. propeller bavarian motor worker ....
2. Factory name.
   Bavarian Motor Werke
   And the logo is a propeller. They once made aircraft engines.
3. BMW was founded in 1916 as an aircraft engine factory in Munich. Hence the spinning blue and white propeller logo that appeared on BMW airplanes in 1917. In 1919, after the Treaty of Versailles, Germany was banned from building aircraft and the owners of BMW had to change their profile.

   Abbreviation for Bayrische Motorenwerke (with German as Bavarian Motor Factory.)

4. Bayerische MotorenWerke (Bavarian Motor Works). Initially, BMW only produced aircraft engines. That is why a rotating propeller is depicted on the BMW logo.
5. Damn, I don't remember how in German letters, but in Russian: Bovariche Motor Werke
6. Bayerische Motoren Werke. And the Logo and its color is a piece of the Bavarian flag enclosed in a circle, contrary to the prevailing opinion about the propeller of the aircraft.
7. BMW logo

   BMW is a brand whose aviation origins are carefully disguised. The circle, divided into four sectors, is nothing more than a rotating propeller: the company originally made aircraft motors.
   That. BMW logo - blue and white parts symbolize the sky seen through the moving propeller blades.

   BMW is an abbreviation for Bayrische Motorenwerke (with German as Bavarian Motor Factory.)

   BMW (Germany) has been produced from 1916 to the present.

   The history of this brand begins in 1916, when the Munich factory began to produce engines for aircraft. Bayerische Motoren Werke AG was founded in Munich by the merger of two small businesses, Rapp-Flugmotoren Werke and Otto-Werke, which have been producing aircraft engines since 1913. With the outbreak of the First World War, the number of orders for aircraft engines increased dramatically, and the companies decided to merge.
   Subsequently, the factory began manufacturing motorcycle and truck engines. Since 1923, the company has organized the production of motorcycles and, after 1928, automobiles. Karl Friedrich Rapp, engineer, founder of the company, worked as a subcontractor for the aircraft concern of Gustav Otto (Bayerische FlugZeugwerke).

   1919 Franz Zeno Diemer established
   set the first world record in
   BMW history reaching heights
   9760 meters by plane, equipped
   schennom engine BMW IV.

   The first emblem, adopted in 1917, featured a rotating propeller. However, the emblem seemed too complex and shallow, and by 1920 the propeller was heavily stylized. The circle from the propeller was divided into four quarters, the silvery-white sectors inside the black rim began to alternate with sky blue. It was also taken into account that blue and white are the national colors of the land of Bavaria.
   The logo turned out to be simple and easy to remember, and blue, gray and black are still the corporate colors of the concern.

   1920s. Car release
   Austin put on the conveyor

   The two-color BMW logo has not undergone major changes over the entire twentieth century. The last one, which touched only the font of the BMW letters, dates back to 1963. The emblems that have appeared on all motorcycles and cars of the company since that moment are identical.

8. In my opinion: the Bavarian Motor Plant. The logo symbolizes the propeller of the aircraft (blue and white - the sky and the propeller blades), because initially the plant would be focused on the production of engines for aircraft, then it would produce motorcycles, and later it would start manufacturing cars.
9. From English: Bavarian Motor Works, or from German Bayerische Motoren Werke, which means Bavarian Automobile Works.
10. BMW (Bayerisch Motoren Werke AG) began its development in 1913, when the two companies Rapp Motorenwerke and Otto Flugzeugwerke were merged. In 1916, after the merger, the company was named Bayerische Flugzeugwerke AG (BFV). The current BMW logo was approved in 1917 to represent the spinning propeller. From this year on, the logo and the BMW brand itself began. The Munich headquarters was built in 1922, where it is located to this day.
11. Answer for category Humor:
    BMW is a subsidiary of three giants - Benz, Mercedes and Volsvagen
12. I don’t know how the first word is spelled in German, but it sounds like "Bayrische motor werke" (Bavarian motor plant or motor works)

    by the way, I love this car brand =)

 

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