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1. Logo Research
Elliot Daroczy

2. Researching Into Existing Logos
• How can I tell if a logo already exists?
• To search the USPTO's trademark database, go to
TES and choose a search option. If you are
searching for a name, you can use the trademark
name search. If you are searching a design mark,
such as a logo, you will first need to look up your
design code using the USPTO's Design Search
Code Manual.
• Can two companies have same logo?
• Yes, both companies can USE the same
trademark to brand the two companies but only
ONE company can own that trademark.

3. Famous Logos
• Here are some of the world most famous and
recognizable logos. One thing you will notice
is that all of these logos are simple and
effective. Making a simple logo makes your
logo more memorable and people don't need
to go into depth to understand your logo.
Sometimes a logo can impact on a company's
success, If your logo is offensive chances are
people will be drawn away from your product.
On the flip side of that if people like your logo,
they are more likely to be drawn to your
product. People often see logos as a first
impression of your brand, so you must make it
good.

4. Why do logos evolve?
Companies large and small inevitably change their identity over time. Those branding changes can be inspired by changes of
personnel, changes in the cultural landscape, evolution of competitors, and most commonly a change in the company's
focus.
Here is the evolution of the Google logo. Despite some changes in font, Google has chosen to stick with the bright
colours and the Google name, sometimes using a G. The only real drastic change was 1997 to 1998, where they
ditched the letters being 3d and facing up, to the letters facing straight forward. A format they've stuck with ever
since. Other than that Google's logo has changed gradually since 2000 with some of the changes being
unnoticeable.
Here is a more drastic example of how a logo can change, as well as example of a rebrand. This is the very
popular clothing brand Nike. As you can see Nike used to be called Blue Ribbon Sports and used BRS as their
logo. This is very different to the iconic Nike swoosh and you wouldn't know that they where the same company
if no one told you.
Why is a logo important for a company?
A well-designed logo builds trust by validating your professionalism and gets' people to stick
around. It tells potential clients who you are, what you do, and how that benefits them. It
communicates to people with no prior knowledge or experience with your business that you
do great work.

5. What Is The Meaning Of The
McDonalds's Logo
• Adapt or Die. Attracting the Customers. The logo for McDonald's is the golden arches of the letter M on a
red background. The M stands for McDonald's, but the rounded m represents mummy's mammaries,
according the design consultant and psychologist Louis Cheskin.
• What is the hidden image in McDonalds logo?
• McDonald's. Even though those famous golden arches make up a beautiful "M" to symbolize the first letter
in the famous McDonald's name, the actual reasoning behind using that giant M is a bit more seductive
than you may originally have thought.
• What do the golden arches represent?
• The first thing you notice when you pull up to a McDonald's restaurant are those big, strong golden arches.
These arches symbolize stability, a place where customers can relax and enjoy a burger after a blistering
day at work.
• Why did McDonald's choose red and yellow?
• The colours red and yellow were chosen for a specific reason—and no, it wasn't because they looked nice
with Ronald McDonald's clown-like face. It actually has to do with science. The color red is stimulating and
is associated with being active. It also increases heart rate, which helps to jumpstart your appetite.
• Here is an example of one of the worlds most iconic logos, McDonalds. The simple, yet bright golden arch
design, makes this logo look super clean. This logo suits McDonalds perfectly, with arches making a giant
M, the M looking like one of their iconic French fries and the arches are very easy to spot when people are
looking for a place to eat.

6. Who Invented Logos?
• Where did the idea of the logos come from?
• A principle originating in classical Greek thought
which refers to a universal divine reason,
immanent in nature, yet transcending all
oppositions and imperfections in the cosmos and
humanity.
• Who defined logos?
• philosopher Aristotle
• Greek philosopher Aristotle provided a definition
of logos in his work Rhetoric, where he used logos
to mean “reasoned discourse”, specifically in the
realm of public speaking. Aristotle considered
logos one of the three main modes of persuasion
alongside ethos and pathos
Aristotle was a Greek philosopher and polymath during the Classical
period in Ancient Greece. Taught by Plato, he was the founder of the
Lyceum, the Peripatetic school of philosophy, and the Aristotelian
tradition. He was seen as one of the greatest philosophers that ever
lived.

7. What was the first
ever trademarked
logo?
• The first logo ever trademarked was in 1876 for Bass Brewery.
It was a red triangle with the “Bass” text beneath, in a sweeping
cursive text not dissimilar to Coca Cola's instantly recognizable
scrawl.
Frank Mason Robinson designed the
Coca-Cola logo in 1885, starting the
modern era of logo design.
Frank Mason Robinson was an important
early marketer and advertiser of what
became known as Coca-Cola.
Born: 12 September 1845, Corinth,
Maine, United States
Died: 8 July 1923, Atlanta, Georgia,
United States

8. Top 10 Logo Design Tips & Tricks
• A picture paints a thousand words.
• Use empty space to keep your logo design
clean.
• Use shapes to think inside the box.
• Imagine your logo in situ.
• Colour is key for good design.
• Be literal with your logo.
• Be authoritative with your logo.
• Create visual salience with a pop of colour.

9. The Publics Opinions On Logos
• Why do people choose logos?
• Because it grabs attention, makes a strong first impression, is the foundation of your
brand identity, is memorable, separates you from competition, fosters brand loyalty,
and is expected by your audience
• What is good about logos?
• A good logo is distinctive, appropriate, practical, graphic and simple in form, and it
conveys the owner's intended message. A concept or “meaning” is usually behind an
effective logo, and it communicates the intended message.
• Does a logo really matter why?
• First impressions matter, which makes your logo an absolutely critical part of your
brand. If your logo is simply “good enough,” it really isn't. A great logo sets you apart,
it's more memorable, and it's more likely to help your business gain a real following.
• What a logo should represent?
• An effective logo should represent a brands identity and focus. They should use
distinctive, logos and colours.

10. How Do Companies
Design Logos?
• Some designers use a sketchbook while others
start right away on the computer, but most
professional logo designers sketch logos by
hand, using pen on paper. This is because
sketching by hand gives you an immediacy of
artistic expression and I believe that very logo
designer should absolutely start this way.
• What do graphic designers use to make logos?
• Adobe Illustrator. The best logo designer
software for professional creatives.
• Affinity Designer. The best logo designer
software that's subscription-free.
• Canva Logo Maker.
• Tailor Brands Logo Maker.
• Looka.
• Designhill Logo Maker.
• ICONA logo maker.
• Logo Design Studio Pro Online.

11. How long does it take to design a logo?
• Granted, some steps can be reduced or even eliminated,
but in general, a solid logo can take anywhere between 10
and 30+ hours. Most of the logos I personally do fall in the
15-20 hour range.
• How much does a freelance logo cost?
• Experienced freelancers typically charge $1,000 to $5,000
for a custom logo design. Well known freelancers and small
design studios will often charge $5,000 to $15,000 for
custom logo design. Mid-size agencies will typically charge
$5,000 to $50,000+ for custom logo design.

12. 5 steps to trademark your logo!
• 1) Firstly, think about what it is you want to protect. You can trademark your logo, a combination of words, images, phrases, shapes or corporate
colours under protection law. In fact, any unique symbol or design that distinguishes your business is eligible for trademarking with the UK Intellectual
Property Office. You cannot simply register a word featuring in the dictionary word, or words, that are generally used to describe the service you are
offering. You must make sure your trademark is distinctive, and not merely descriptive of the product or service that you offer.
• 2) Trademark infringement may require legal action, even if accidental. To avoid this, before you decide to trademark your logo, you need to make sure
the mark has not been recorded by another company.
• There are three types of valid trademark in the UK, and all need to be searched.
• 3) If your mark is distinctive and you have checked the trademark registers to ensure there is no chance of infringement, then you are ready to proceed
with trademarking your logo.
• It is possible to trademark your logo yourself online, however, the legalities of trademarking can be intricate. If you begin to trademark your logo and
later encounter an issue, it may cost you more time and money in the long run, than if you had received advice along the way.
• If you choose to use a trademark attorney in the UK, make sure they are listed by the trade body at the Institute of Trademark Attorneys.
• 4) Once you're ready to fill out your application, the next step is to decide how wide geographically you want to protect your logo. There are two
options: a UK trademark or a community trademark (which will protect you in all 27 companies of the EU). The two differ greatly in terms of cost and
the length of the process.
• 5) After your application has been processed – an estimated four to five months for a UK mark or nine to twelve months for a community mark – your
logo will be fully protected as your intellectual property. You can then use your logo design secure in the knowledge that you are protected should a
third party decide to imitate it.

13. 5 fascinating stories behind unusual logo designs
• Nestlé : Have you ever pondered the connection between a multinational food
and drink company and a bird's nest? It all comes down to the founder's heritage.
• Henri Nestlé was one of the first Swiss manufacturers to develop a logo for his
business, and turned to his family coat of arms for inspiration. Nestlé means
'nest' in German, so perhaps unsurprisingly, his crest featured a bird on its nest.
• Given the company's range of products included cereal for infants, Nestlé
adapted the otherwise fairly random symbol back in 1868 to gave it a nurturing
twist, swapping the solitary bird for three baby birds being fed by their mother to
create the ideal fusion between its name and its purpose.
• Over time, the logo was progressively simplified. And in 1988 the three baby
birds were reduced to just two, in an attempt to represent the 'average modern
family' - albeit in bird form.

14. NBC
• NBC : It may be a stretch to associate a peacock with a TV broadcaster in the modern era. But back in
1956 NBC wanted a visual metaphor that expressed the excitement of the recent innovations in
colour televisions, and positioned the channel at the forefront.
• Early versions showed a fairly literal line drawing of a peacock, with a graphic rainbow tail fanned out.
Each of the 11 'feathers' featured a different coloured droplet, creating a vibrant explosion of colours
designed to encourage black-and-white TV owners to make the switch to enjoy the full experience.
• Besides its famously vibrant tail, the tagline 'proud as a peacock' used the well-known phrase to help
express the network's pride in its colour system. Although during the 70s and early 80s – until
Chermayeff & Geismar was brought on board to overhaul the brand in 1986, it was used alongside a
graphic 'N' device.
• Chermayeff & Geismar recognized the brand collateral in the peacock, even at a time when colour
televisions came as standard rather than being any particular selling point for a network. The agency
pared the feathers back to six, to represent NBCs different divisions. But the master stroke was the
subtle notch that simply hints at the peacock's head - a much more elegant solution than its 1950s
predecessor.

15. Dominos
• Dominos : It may now be the world's most ubiquitous pizza chain, but
Domino's had humble beginnings as a small, independent restaurant
called DomiNicks, after its owner Dominick DiVarti. Tom Monaghan
acquired the business with his brother James in 1960, but had bought
him out within a year in exchange for the old Volkswagen Beetle they
used for their deliveries.
• By 1965, Monaghan had opened two more stores, but was unable to
franchise the 'DomiNicks' name without DiVarti's permission, and it
wasn't granted. An employee suggested changing it to 'Domino's', and
Monaghan instantly loved it: besides the phonetic similarity and visual
branding potential, he was also excited about how his franchising
ambitions could be represented in the logo.
• The three dots in the logo represent the three original Domino's
locations: the plan was to add a dot for every subsequent store that
opened. It was a neat idea, except the chain was vastly more
successful than he could ever have imagined - had Monaghan stuck to
his guns, there would now be over 10,000 dots to fit on.

16. MGM
• MGM : There are few things that'll make you sit up and take notice quite like a roaring lion. In
the film industry at least, that symbol - and the accompanying noise - belongs conclusively to
Metro-Goldwyn-Mayer, better known as MGM.
• Generations of movie-goers were met with the roaring big cat, framed by an unravelling roll of
film as part of the MGM crest. But the association with film was purely coincidental: the king of
beasts was originally used as part of the 1916 trademark for Goldwyn Pictures Corporation, as
a tribute to ad executive Howard Dietz's alma mater, Columbia University - and specifically its
athletic team, nicknamed The Lions.
• When Goldwyn Pictures merged with Metro Pictures and Louis B. Mayer Pictures in 1924, the
lion - an actual animal, named Slats - remained as the MGM brand's official mascot. While he
didn't roar at first, he was first heard, via gramophone, at the 1928 premiere of the silent
movie White Shadows in the South Seas.
• After Slats died in 1928, he was succeeded by a whole parade of MGM lions, including Jackie,
Telly, Coffee, Tanner and George, before the best-known and longest-serving lion, Leo, took
over in 1957. It's a rich branding heritage, and it all sprung from the fact that an executive went
to a certain university.

17. Toblerone
• Toblerone : Any brands draw on the history and heritage of the city or
country they hail from, rather than the products they make. Toblerone is a
great example: rather than depicting anything to do with the chocolate
itself, the brand chose a geographical landmark - the nearby Matterhorn -
as its emblem.
• That distinctive mountain shape is echoed in the triangular chunks of the
chocolate bar itself, but the references don't stop there. Hidden within the
snowy patterns on the sheer face of the mountain is the outline of a bear -
the official symbol of Bern, the Swiss city where Toblerone was founded in
1908.
• Where the symbols used by Nestlé and MGM are closely tied to a
particular individual involved with the business - the founder's name,
where a particular exec studied - Toblerone's symbol demonstrates pride
in its origins, and gives a little-known regional emblem global significance.

18. Testing Out Some Logo
Templates
• My first template, has a very professional
feel. It is the type of logo you would use for
a fashion brand. As you can see, there is a
cut in the middle of the D, this is purely for
design purposes, however I think it adds
further enthesis to my surname. The white
circle in the middle of the black background,
makes the logo catch your eye. Back to the
split D, in my opinion weird little things like
that tend to grab people's attention. I made
this logo on Canva.com, and I made sure to
pick a co-operative colour scheme, so my
logo would look slick, and not sickly.

19. My 2nd Template
• This next template, has that serious
organization feel, even a secret agent
vibe. The colour scheme of gold and
cream makes the company seem grand,
as well as important. The diamond also
infers that the company is rich. The
black text on the cream background,
makes the logo stand out, and catch the
eye, of people who may be interested. I
think this is a logo that represents great
importance, and shows a real sign of
authority.

20. My 3rd Template
• Here is a logo I made for a barber shop, I used
gold and black as my colour scheme, and I even
added some faded silhouettes, in the corner to
add some extra detail. I made sure to translate
the name 'Grand Locks' to Turkish. I then used a
barber poll as the image and changed the
colours, to gold and black. I love gold and black,
because it is a very clean and grand colour
scheme. I made the barber shop logo, looked
like a logo for a high end barber shop. I really
like how this logo has turned out, and I think it
would really draw people to the barber shop. I
made all of these logos on Canva.com, and I
made them as a way to gain a bit more
experience on making logos. I think digital
templates are a great place to start, and I would
recommend Canva.com to anyone who is
looking to create their very own logo. This has
helped develop my technical skill.

21. Drawing Concept
Logos
So after I tried some free logo templates, I found on Canva.com, I decided that I wanted to also try drawing my own
logo concepts. I simply used a pencil, rubber and a white piece of paper. I thought this activity would help me
develop my technical skills, ideas and art skills. It will also give me a wider variety of ideas, of the different types of
logos I could make for my final product. I created these concepts as a way to show my client, I am committed to
improving my design skills and that I am willing to work hard and create more posts. Allow me to go into greater
depth about them.
Here is a logo I sketched called, Anonymous Studios. This logo is for a media company, hence the use of the word
studios. I drew a huge question mark, as a way to draw the audience's attention, and draw people to the company. I
made sure to put some squiggly lines inside of the question mark, as a way to make it more eye catching. I personally
think weird little details, are what catch your attention, and draw you to a product. I then wrote the word
anonymous, in block capitals, because it shows people the name of your company, in a quick and efficient way. I
then put the word studious below, as well as integrating the bottom of the question mark with the letter O, as a nice
little design perk. Obviously this is just some concept art, so the design would look a lot smoother.
This logo is a sketch, called Dark Hound Records. This logo is for a record label, and the label would specialize in
producing rock music, I went with the emo dog as the logo, as a way to engage people, and give the company a
mascot. I picked the name Dark Hound, because I think it sounds edgy, and fits the cause. I put a semiquaver on his
face, as a way to show that this is a music company. I think logos that stand out are the best, so I wanted a logo that
you don't see everyday. This would bring on the Two-Step flow theory where you will have people discussing what
they have seen, and potentially influencing others to check it out themselves. The very rough edgy feel to the font,
further emphasizes the companies, aim and direction. This company strives to find young up and coming artists,
hidden in areas you may not expect (Diamonds In The Rough) and make them into big and relatable stars.
The final logo I sketched, was a fast food burger company called, Patty Master. For PM I went with a very similar vibe
to Burger King, with the name being wedged between 2 burger buns. I think this gives you a clear idea of what this
company is, and what it produces. It is very easy to digest. The simple text, is a way to suggest, that this company
makes simple food. This logo will stand out when you are walking down, the high street looking for something to
eat.
So here are a few logos I sketched, I did them to further my information and understanding of logos and the science
and thoughts behind them. I did get hooked on the aims of the companies, so I did elaborate on the companies, but
it was useful never the less. I aspire to further my understanding on logos, so any feedback would be much
appreciated.