In our modern understanding, a logo is an emblem, a symbol designed to make a brand recognizable and help promote public identification. But how exactly did people appoint these images to be the identification of their brands at times where ‘brands’ didn’t even exist?
The Power Of Symbols
First of all let’s establish what is the main fundamental of any logo, drawn from the logo design history.
Over the centuries of our existence, people have been appointing special meaning to different symbols: religious, cultural, or based on experience. That is exactly why today’s symbolism lays on the basis of any logo design. However subjective symbols can be to a particular culture, there is a system of mutual experience that is visually represented by the same elements all over the world.
The Ancient World of Logos
It’s important to understand that humans have been identifying themselves using stamps, symbols, or signatures for thousands of years.
Ancient Egypt is considered to be the most developed civilization in the ancient world, and it becomes apparent even in the context of the early logotypes. Their writing system was highly symbolic: the images were representing words or phenomena. Just as with today’s logo design, their logo design history had specific color appointed to different meanings as well.
However, the Egyptians were not the only ones to use early signatures and symbolic images.
At the same time, in China the first hieroglyphics were developed, where symbols represented ideas, words, signatures.
Signatures all over the world were used to identify a human, brand cattle, or even identify a manufacturer of goods – there is evidence of Ancient Greek and Romans doing that.
Medieval Logo Design History
There is no person in the world who hasn’t seen a medieval coat of arms. Starting from the 12th century heraldic designs were used to identify the status and property of the nobility.
Initially created as a means to identify the knights of different parties on the battlefield, by the 13th century CE heraldry had spread to nobles and knights who began to take pride in bearing the colours and arms of their family predecessors.
At this point in time, the progress has led people to move to cities, where they couldn’t sustain themselves by only farming and cattle breeding. As the demand grew, more and more ‘shops’ were appearing. In order to attract customers, they have started to hang out signs that identified the shop and the goods they were providing.
The Printing Era
Yet another significant point in time for the logo design history is the beginning of the paper making and printing. After Johannes Gutenberg invented the printing press in 1440 the mass adoption of printing materials has caused authors and publishers to create logos in order to claim ownership of their work.
Industrial Revolution of a logo design & the 20th Century
By the time of the industrial revolution and with the introduction of printing in colors, advertisements were commonplace. The industrial revolution in its turn has introduced the middle class – another societal group that had money to spare. New businesses appeared and grew, branding became a necessity.
Note: Symbolic logo design language of those times included national, nautical, heraldic, and agricultural images. National and heraldic symbols (crowns, flags, and coats of arms) meant dignity and status while nautical, natural, and agricultural symbols (seascapes, birds, wheat stalks, and farm animals) represented purity and freshness.
An astonishing example of corporate identity creation is a manufacturing and marketing enterprise founded in Vienna in 1903, called the Wiener Werkstätte.
Four group’s identity elements were used to design everything that had to do with the company, like invoices or wrapping paper: the Werkstätte’s red rose symbol plus the monogram marks of the Werkstätte, the designer, and the producer.
This is exactly the time when visual elements have become more powerful in establishing a business’s image and reputation than ever before.
The Television Era
Before the general introduction of television, the general rule for the logos was that they should be always presented in a consistent, static form. However, that changed following the appearance of the new format. Logo design history went one step further. New, dynamically moving images have allowed designers and brands to get creative in their works.
Here we cannot avoid mentioning the iconic MTV logo, that changed the graphic identity format once and for all.
This logo has been regularly redesigned, animated, adapted, establishing MTV’s ultimate edgy, and modern image.
The 21th Century – A Branding Era
In this day and age, there are no simple companies, selling goods. There are brands, with their mission, vision, and identity. Brands are personalities speaking to people’s hearts; wearing Nike shoes has now become a statement, a representation of sports achievements, motivation, and moving forward.
Branding has become so big, that even people can become brands. Remember Gordon Ramsy, Oprah or Ellen Degeneres? Having successfully turned themselves into brands, even a single mention of their name in any goods make them sell out like hot buns.
Visual identity – including developing logos – is crucial, helping to establish the needed brand associations in the people’s minds. Nowadays, a creation of the logotype is not simply using symbolic images – like using a picture of a shoe and calling it a branded shoe manufacturer. Nowadays, as a designer you need to take into account a brand’s personality and how to make it more appealing to their target demographic. You cannot ignore the trends, and the evolution of design either, reflecting culturally significant events into your designs.
Bonus: The Logo Design History. From Complexity to Simplicity.
The last century was a busy one, but over time our lives become even more complex. The more information-packed our lives become, the simpler the logo designs are. This is happening, as people are consuming more data than ever before, and the simpler the design among other things, the easier it is to remember.
The Bottom Line
Today, Branding is still sometimes considered somewhat redundant. As if introduced a few years ago, to some people it looks like an unnecessary whim. In reality, though, it has been present for years – in one form or another it helped businesses and people identify themselves, and their services: from hieroglyphs to coats of arms, from cattle branding to tavern signs, as shown in a logo design history.
In the modern world, you need to try harder to stand out in the line of other companies with similar services: branding is the way to do it. By giving your brand a personality, an aura if you will, you let people more to cling on to, except for the goods you sell.
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