There are some basic elements of logo design that all marketers should be aware of. What colors invokes positive associations? Pros and cons of text versus image logos? In this whitepaper, find out which logos have been successful in not only attracting customers, but impacting them over and over again. We'll also provide data on what companies are doing and what you should think about when building your brand.

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Table Of Contents
• 10 Logos Customers Can’t Resist. – Page 1
• McDonalds, Apple, Starbucks. – Page 2
• Red Bull, FedEx, Nike, Twitter, Pinterest – Page 3
• SoundCloud and LG. – Page 4
• How to Attract Customers with a Logo. – Page 4
• Fonts, Colors, and Images. – Page 5 & 6
• How to Impact Customers with a Logo. – Page 7
• Summary. – Page 8

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Attract then Impact: 10 Logos Consumers Can’t Resist
The average American is inundated with
3,000-10,000 visual choices each day. Be it
through the TV, social media sites, newspaper ads,
magazines, mobile apps, or billboards, we’re slowly
becoming desensitized. To capture attention,
brands need a logo that not only makes a strong
first impression, but one that also continues to
communicate and reinforce core principles.
Brand logos are the visual connecting links
between a company and its customers. They’re the
visual representation of a product or service, and
have the ability to communicate a brand’s core
values. Acting as “the face” of the company, a well
made logo can attract consumers at first sight, but
one with a poor message will leave consumers
confused and uninterested. The formula for an
engaging logo really boils down to a simple two-
step process: attract, then impact.
Here are 10 big brand logos that attract then
impact:
McDonalds
The heavenly, golden double-arched M can usually
be seen a mile away and is most likely a child’s
favorite letter of the alphabet. Not to mention no
fashionable person can don yellow and red
together again without being called Ronald
McDonald.
Using the first letter of the famous fast-food
establishment, designers and marketers continue
to reinforce the brand’s logo by repeatedly
incorporating the emblem into any word that contains
an M. The pairing of the red and yellow evokes
energy, positivity, and the happiness one feels when
opening a happy meal. Their tactics seem to work as
32,000 McDonald’s diners serve over 64 million
people every day, tempting people worldwide to hum
the catchy tune, “I’m Lovin’ It”.
Apple
At first assumption, one wouldn’t think this innovative
company is conveying the right message to
consumers with an Apple as their logo. However, the
slick and modernized apple symbol speaks to much
more than their well-designed products. When one
buys an Apple product, they buy into the culture and
lifestyle of an Apple user. Although a fruit and not a
piece of streamlined technology, the logo is simple
and sleek. The evolution from a rainbow filled outline
to a now silvered color speaks to the purity,
timelessness, and sophistication of the Apple product
line that gives consumers ease of use and a
simplified lifestyle.
Starbucks
This coffee-house giant didn’t complicate their logo
with many colors and instead focused on a clean
white and a prestigious green. The logo recently
underwent an evolution with the removal of the
“Starbucks” text surrounding the emerald Siren. But
who is this this sea-fearing maiden posted on the
cups of these deliciously hot beverages? She
originated from Seattle’s seaport roots and the
timeless taste of coffee.

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Attract then Impact: 10 Logos Consumers Can’t Resist
Red Bull
The two supercharged bulls draped in an
aggressive and passionate red, are facing off to
play upon the sense of power, speed, and risk-
taking that one feels when consuming their energy
beverage. Researchers found that being exposed
to Red Bull made consumers display
characteristics associated with the brand, being
primed to feelings of high energy and quickness.
The imagery of fiercely amped-up bulls, alongside
cliff-diving and extreme sports marketing
campaigns, gives rise to the feeling that “Red Bull
Gives You Wings” to take on any challenge.
FedEx
FedEx created the epitome of a well-designed logo.
By utilizing the orange-purple contrast, they
created a text that is eye-provoking and also
emphasizes the express feature of their mailing
services. The hidden arrow located between the
“E” and the “x” further solidifies the purpose of the
company. This shipment enterprise stands out
against competition by incorporating a double
meaning into the logo while underlining their value
proposition of quick and immediate delivery.
Twitter
Now 7 years old, this social media platform now
boasts over 500 million users. Again, this platform
is based on the sharing and communicating
between users with short 140-character messages.
These “tweets” mimic the little chirps of a bird: the
little blue bird the company has laid its foundation
upon.
Now worth over 10 billion, Twitter bought the logo for
the price of a hamburger ($2-$6) from iStockPhoto
and is now the communication hub for 400 million
tweets each day.
Nike
One of the most familiar labels for active wear,
shoes, and apparel, Nike finds origin in the Greek
goddess of victory. The “swoosh” logo encourages
people to “Just Do It” and implies a sensory appeal
to speed and movement. After shelling out $35
dollars for the simple design, the company has seen
the swoosh symbol become one of the most
recognized logos in the world. Actively promoting
their active footwear and apparel, the company stays
true to the lifestyle of their consumer with the simple
swoosh signal.
Pinterest
The ruby-red logo for this social network emphasizes
the sharing connectivity of the platform with its bold
Script Font and the cursive “P” replicating a push-pin.
The attention-grabbing red “P” is now recognized
across the Internet and communicates simplistically
the sole function of the site: to pin images and share
with others. At the sight of the “P” located at the top
of sidebar of a site page, the visitor instantly knows
they are able to “pin” the image and share with
others.

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SoundCloud
SoundCloud gets it right on every level. This social
audio platform is represented with a bright orange
cloud with vertical bars to represent sound waves.
The exuberant orange captures the attention of the
viewer and emits a sense of vibrancy, fun and
clarity of sound that can be found within the
platform.
LG
The designer of LG successfully put to use the
psychology phenomenon of associative
conditioning. Forming a smiling face with the letters
“L” and “G”, the logo arouses a sense of happiness.
Who hates a smiley face? This enterprise has
successfully created an association between
electronics, a seemingly neutral product, and the
optimistic notion that “Life’s Good”.
How Can Your Logo Attract then Impact?
First: attract. Mothers around the world have been
warning their children for centuries to “always make
a good first impression”. Marketers and branding
strategists are now taking their mother’s sage advice
into the construction of the visual image for their
company. To attract first-time consumers, brands
need to capture the essence of the brand with an
alluring yet simple package. The subtle nuances that
go into the design of the icon can make or break the
effectiveness of the brand’s identity. While working
with a professional designer is by far the most
advised route to take, make sure to enhance the
following aspects by close collaboration with your
designer:

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How Can Your Logo Attract then Impact?
Start with Your Brand
Always, always, always, have your mission
statement in mind. Know your target audience and
hone in on exactly what it is you want to
communicate with them. Your primary objectives
with your logo design should be communicating
your brand’s message, building consumer
awareness and brand recognition.
Text vs. Image
A logo can take many forms. 41% of companies
choose to the text only route using the brand name
as the identifying logo. The classic Disney text
symbol has been anything short of successful.
Others pair together text and a graphic symbol or
image, while 9% of well-established brands leave
text out entirely. Apple and the newly upgraded
Starbucks symbols are built on a solid consumer-
brand relationship that allows for the removal of text.
Color
Studies have shown that color influences 60-80% of
a customer’s purchasing decision. While this may
drive you to add every color of the rainbow to your
design, refrain and don’t go overboard. 95% of
successful brands use only one or two colors,
including Coca-Cola, McDonalds, and Facebook.
Although discouraged, Google and NBC have
established a thorough brand recall with their use of
a multicolored logo.
Color is the first thing consumers will remember
about your logo, so do your research and choose
wisely.
33% of companies use blue, while 29% use
red. Black or grayscale is used with 28% of
companies and 13% utilize yellow or gold.
• Start with Your Brand
• Text vs. Image
• Color
• Font
• Simplicity
Source:http://blog.123print.com/so-you-want-to-design-a-
company-logo-infographic/

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Color and the Emotional Response
Red - Evoke passion, energy, aggression, and
attention grabbing in a provocative way
Purple - Associated with royalty, sophistication,
nostalgia, mystery and spirituality
Blue - The most popular logo color, puts people at
ease, evoking peaceful images of the sky or the
ocean. It emits feelings of trustworthiness,
dependability, security, and responsibility
Green - Commonly associated with wealth,
freshness, serenity, and health
Yellow - Communicates hope, optimism, energy,
creativity, and warmth
Orange - shows playfulness, exuberance, and is
playful and fun
Brown is earthlike, natural, simplistic and durable
Black - Emits value, prestige, timelessness, classic
companies
White - Conveys purity and cleanliness, nobility
and softness1
Font
There are a plethora of font choices at your
disposal. If using text, make sure it’s legible to your
target audience. Sans fonts with solid or
rectangular accents, are used by 63% of
companies like AT&T. 12% of companies, like
Ford, use the more intimate calligraphy of Script
fonts. 12% use Slab Fonts, like Yahoo. Still 8% of
companies, like Google, use Serif Fronts which
take a more modern and sharp geometric form.
Simplicity
Less is always more, especially when it comes to a
compact visual icon that represents your business.
Although you want to communicate your brand
purpose to your consumers, the logo isn’t the entire
picture. Try to limiting the emblem to one or two
fonts, and choose solid colors. An image or text that
is lean and legible will be much more retentive than
something complex and too stimulating.
Think long-term
Although trends and fads speak to consumers today,
make sure your logo will be able to grow with your
scalable enterprise.
1. http://blog.marketo.com/blog/2012/06/true-colors-what-your-brand-colors-say-about-your-business.html
2. http://blog.smashcave.com/infographics/can-a-logo-make-or-break-a-brand/

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How to Attract Your Customers for Life
Next: impact.
To avoid falling into obscurity and anonymity
among the raging sea of other brands that exist
today, it’s imperative your logo is alluring. But your
logo must go beyond initial attraction and leave an
imprint on the minds of consumers, continually
communicating core values of the brand. According
to MIT, an easily identified logo leaves a minor
impact on customer commitment and barely alters
financial performance. However, when the logo
enhances the symbolic, functional, or aesthetic
aspects of the brand, logos can have a significant
effect on customers and benefit the bottom line.
Repeat. Repeat. Repeat.
It’s not the face alone that attracts a devotee. Once
you’ve crafted an alluring logo that will capture the
attention of viewers, you must then make sure your
logo will contribute to brand recognition. Repeated
exposure takes your beautifully manufactured logo
and produces brand awareness.
People are more apt to choose products when
paired with positive symbols. Research has shown
that when a neutral product was repeatedly paired
with a positive or negative image, the mind of the
viewer becomes affectively conditioned to
associate these two ideas. A controlled experiment
revealed 70-80% of viewers who underwent this
type of associative conditioning chose products
that have been associated with a positive idea or
image. The bottom line is that people like to feel
happy.
How do you create these positive associations? Give
your logo maximum exposure and repetition with the
basic elements of marketing. Positive messages, or
the core values of a company, can only strengthen
through marketing and all types of media advertising
channels. Once these links have been made, a cycle
ensues and further exposure to the logo simply
reinforces consumer feelings towards brand. If
managed right and the company is able to follow
through on the promises they are communicating, a
carefully crafted logo can build brand commitment
and scale profits.

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Attract, then Impact.
Thanks and come back soon.
In this digital age, your logo has the potential to be seen everywhere.
But a lot of work goes into crafting these small, impactful emblems.
Find out more at Business.com on creating a logo that attracts, then
impacts.