Medium and Message Level two. Visual Communication. Logos

The Orange logo is immediately recognisable and works as a great visual representation of the company. The particular shade of orange is trademarked to Orange so is instantly associated with the company. Even without the word, orange, the logo is merely more than a square orange box, yet most people would instantly associate it with the mobile phone company. This is a sign of a great logo as its logged in peoples brains with very little effort.

Piz Buin specialises in sun protection and fake tan creams. The logo for their brand represents this in a simplistic way. It uses only its name as its logo, but the choice of colours are no accident. The varying shades of warm browns represent the stages of the tanning process. It also makes you think of chocolate and many of their tanning products have a chocolate scent to them, this cleverly introduces smell into the association equation. The font is very informal giving an association with holidays and relaxation. However it is a clean, unfussy design which also gives a sense of quality.


Instantly, the ‘tick,’ that is the Nike logo, gives the impression of something being right, this is due to the association humans have with the symbol meaning well done, passed or correct. This immediately gives the impression that Nike is the correct brand to buy. The rounded edges of the tick has movement, pace, speed and agility. This gives association to what the sport brand is recognised for. The action of speed is evoked in the logo in a way which could not be conveyed using words alone. The use of black and white gives the impression of professionalism. The simplicity of the logo is memorable at first glance.


The MacDonald’s 'golden arches' logo is effective through its use of bright colours associated with Ronald MacDonald, mascot to the fast-food giant. The logo is simplistic in style and design, and although has no direct association with what the company offers, is immediately recognisable worldwide as a global representation of the brand identity.



This colourful and playful logo would would not work as a representation for many companies other than Disney. However, for them it works perfectly to encompass what the true meaning of Disney is; childlike fun. It is also timeless, the Disney symbol is now 52 years old and has changed very little since it was first used. The above logo shows the one produced in colour but it is as often used in black and white. The loose, almost handwritten use of the Disney font is playful and child-like which sums up what the brand stands for. It is in fact the free style of the Disney logo that makes it distinguishable. It`s illustrative style ties in well with the animated Disney productions that the company was originally known for, long before the days of Disneyland.


Most logos work with primary colours as they are more easily identifiable. They also tend to be designed this way to compliment other brand material. That said, if chosen correctly logos which stand out in a striking way can sometimes be more effective in reaching audiences. However, sometimes that stance can go horribly wrong.

The 2012 Olympics logo loved by few, hated by many.

" We`ve had a huge reaction to the launch of the new logo-most of it negative."
Interactive Olympics editor Claire Stocks.

I feel the logo, which is suppose to attract young people, doesn't work on various levels. One, I pose the question, why would pink and yellow attract young people unless its being aimed at five year olds? There is no baring in the logo on what the Olympics are about. The five rings, which has for the past 100 years symbolized the Olympic games are completely lost in the new logo. The logo is not easy on the eye. I also don't feel it sums up the culture and history of the Olympic games, but more importantly the pride of the games being held in London.

A great logo needs to be easily recognisable and instantly memorable to be considered successful. Shut your eyes and try to draw the Starbucks logo and there aren`t many who will be able to achieve this, unless you had a hand in designing it. Its actually fairly intricate in design but unless I am not looking deep enough, bares little resemblance to what the company represents,that is, bitter coffee.