How effective is a logo?
Logos are essential to a company’s brand as they are the first thing customers will associate with your company.
Research shows that logos act as the first brand identifier – most consumers will recognize a company just from its logo.
However, logos are much more than a graphic image that identifies your brand, as your brand identity and authenticity exist in your logo. Plus, your logo design can either help to draw in new customers or send them in the opposite direction.
A bad logo can impact your brand negatively, so you need to ensure that your logo is not unattractive and has your brand identity.
Also, recognition is important in the logo industry as it differentiates household names from others that no one recognizes.
Do you want your business logo to stand a chance of being recognizable? If yes, keep reading.
In this article, SEO Consultant Luca Tagliaferro will discuss the different logo statistics and design trends, offering you the information you need to make your logo draw in new customers.
So, let’s get right to it, shall we?
General Logo and Design Statistics
- Blue is the most common colour used in logos.
- It will take a customer 5 to 7 times of seeing a logo on average before they remember the brand.
- Small businesses would spend an average of $800 on their logo.
- About 40% of Fortune 500 companies have blue in their logo.
- Over 60% of Fortune 500 companies have a combination of designs in their logo.
- Over 90% of the world’s population recognizes the Coca-Cola logo.
- The first Twitter logo cost $15.
- The 2007 London Olympics logo, considered the worst design of the year, cost $625,000.
- The Apple logo is the most recognizable in the world.
- Carolyn Davidson charged $35 for the Nike logo in 1971.
- 29% of women and 23% of men are more likely to trust a business if the logo is familiar.
- Consumers in the 45-54-year-old age group often recognize the logo of global brands.
- Coca-Cola, Nike, Adidas, Mercedes-Benz, Google, and Microsoft have some of the most recognizable logos.
- Symantec spent over $1 billion on their logo, making it the most expensive.
- Universal Studios has changed logos 12 times since it was founded in 1914.
- The bulk of Playboy’s revenue comes from licensing its logo, created in 1953.
- The cheapest famous logos are Coca-Cola, Google, and Microsoft, created for free.
- 43% of fortune 500 company logos have all caps, while 33% have title case, 10% with combination, and 7% with all lowercase.
- The average logo lifespan is about ten years.
- Over 80% of adults recognize the Shell and McDonalds’s logos
- More than 70% of people recognize a brand by its logo.
- 50% of consumers are more likely to patronize a brand with a recognizable logo and prefer buying new products from the brands they know.
- Instagram is the most searched-for logo (1.2 million times per month), followed by YouTube, Facebook, Apple, WhatsApp, Nike, and Amazon.
- The Disney logo changes with every film they make.
- Stella Artois has had the same logo since it was founded in 1366 in Belgium.
- The Amazon logo indicates that they offer everything.
- The BBC spend over $ 1.5 million to develop its logo.
Logo Design Statistics
- Over 90% of leading companies use at most two colours in their logo.
The most popular logo colours are blue, red, black, and yellow, and only about 5% of companies use more than three of these colours in their logo. Also, brown is the least popular logo because people associate it with decay.
- Logos can take between a few minutes and weeks to design.
Professional designers typically take an average of 15 hours to complete a logo, but it can take a few weeks in some instances.
- The most popular logo type is the combination mark logo, which combines a brand symbol with a unique font outlining the business name.
Some examples of companies that use this type of logo include Burger King, Dove, MasterCard, and Sprint. Other popular logo types include icon logos that assign a symbol to the brand (Apple), letter mark logos showing the company name in a recognizable font (M & S), and an illustrative logo that depicts a scene (Laughing Cow).
- Serif, Sans serif, and Cursive are the most popular logo fonts.
Sans Serif is the most popular logo font, with over 300 large global companies using it, including Facebook, Netflix, Nestle, and Unilever. On the other hand, over 30 Fortune 500 companies use Serif and Cursive, like Rolex and Prada, use Serif, while Cadillac and Cartier use Cursive. Other popular logo fonts include Open Sans, Bodoni, and Helvetica.
- Over 40% of Fortune 500 companies use two logo colours.
37% use one colour, 14% use three, and 5% use four.
- The shape of a logo can affect consumer judgement.
The shape of your logo matters as it will affect how customers judge your brand. Most brands love using circles in their logo to signify integration, perfection, unity, and wholeness. Some examples of brands that use circles include Pepsi co, MasterCard, Mercedes Benz, and Target.
- Over 60% of logos are asymmetrical.
This shows a preference for asymmetry instead of the rule that symmetry is better. One reason for this design element preference is that asymmetry helps businesses to stand out as it communicates that they are exciting, as opposed to symmetry, which communicates reliability. Some examples of asymmetrical logos include Nike, Facebook, and Pepsi Co.
Logo and Consumer Statistics
- Over 70% of consumers recognize a brand by its logo.
The logo is the first brand identifier, followed by visual style, brand colour, and unique voice.
- More than 40% of consumers believe a logo communicates a brand’s persona.
Many consumers believe they understand a brand based on its logo. This is why 60% of them avoid a brand if its logo is odd or unappealing.
- Over 70% of consumer subconscious judgement is based on colour alone.
The logo colour makes up over 80% of a consumer’s first impression, and brands use different colours in their logos to attract attention and tell a story. Starbucks uses green to signify the environment, and Coca-Cola uses red to encourage happiness.
- Logo rebranding can affect your brand positively or negatively.
A successful example of a logo rebrand is Starbucks, which consumers loved. On the other hand, a brand that failed with its rebranding was Gap, as consumers didn’t like the rebrand, resulting in sales loss.
Logo Spending Statistics
- 65% of small businesses would pay up to $500 for a new logo
Research shows that 65% would pay up to $500 for a new logo, 20% would pay up to $1000, and 15% would pay over $1000.
- Symantec has the most expensive logo design in the world
Symantec paid $1,280,000,000 for their logo and branding, making them the most expensive logo design. The other top most expensive logos include British Petroleum, which costs $210,000,000; Accenture -$100,000,000; Posten Norge – $55,000,000; and Australia & New Zealand Banking Group – $15,000,000.
Design and Logo Trends
- There are over 500,000 freelance logo designers on Upwork, Fiverr, and Freelancer combined.
- A large number of companies use design agencies to create their logos
- Interactive logos are gaining popularity in the logo industry, with Netflix, Skype, and Google leading.
- 3D gradients are becoming popular in logo design
- Animated logos are still trendy.
- Many companies are leaning towards very simple logo designs.
- Minimalism is gaining momentum in the logo design industry.
- Oddities of typography in logos have become a great logo design trend.
Logo Statistics FAQ
- Who is the most famous logo designer in the world?
The most famous global logo designer is Ruth Kedar, who created the iconic Google logo design. Other famous logo designers include Paul Rand, who designed logos for UPS and IBM and Carolyn Davidson, who made the famous Nike logo.
- What is the most recognizable logo in the world?
The Apple logo is the most recognizable worldwide, followed by Coca-Cola and McDonalds.
- What are the characteristics of a good logo?
A good logo must be relevant to the company and be easy to recognize. A good logo should also have attractiveness, versatility, marketability, and relevance over time.
- How many logos should a company have?
A company should limit their logo variations to four to keep its brand consistent. However, some brands can have more than four variations of their logo.
- How many colours should a logo have?
A logo should have no more than three colours in their logo, enabling it to remain visually appealing. This is because more than three colours can overwhelm consumers, and it is always better to be simple with your logo designs.