Visual identity is the main tool by which the necessary success of any business is achieved in today’s economic conditions. Given the speed of development and expansion of enterprises, as well as the growth in income of the population with a huge turnover, which leads to a sharp decrease in the ability of the consumer to easily and make the right choice, a variety of ways are being sought to ensure recognition and visibility of products, goods, services. This problem is solved with the help of various visualization methods. One of its important elements is the corporate identity and logo, making it easier to identify the product from the right manufacturer in the total mass of goods on the market. These elements help the client remember the company or firm not only on a conscious but also on a subconscious emotional level.
To do this, each logo is created as unique, in no way repeating existing visual compositions. They are completely different not only in graphic design but also in the way of presenting the information. Depending on the brand’s characteristics and the goals pursued by it, emblems can be deeply informational, providing maximum transmission of the necessary and accurate information about the brand. Others, on the contrary, are created with an emphasis on attractiveness, which can be formed using abstract visual systems that make visualization effective and easy to remember.
Hermes
Hermes International S.A. is another example of how visualization works effectively and usefully to benefit your brand. As a French luxury fashion house, the brand, with a history of one hundred and eighty-five years, remains the leader in its field of activity on the world market. This is facilitated, among other things, by the original, memorable visual display – its logo, which pays tribute to the company’s well-deserved past. Deliberately avoiding simplifications, regular geometric shapes, simple fonts, scalability, and design adaptability in its visualization, the brand has ensured its uniqueness and recognition. Its logo, as it were, declares that it “knows everything about luxury, sophistication, and quality,” completely ignoring and taking out of its essence everything simple, primitive, and “unworthy” of the attention of such an elite brand and its customers. The company’s emblem refers to the viewer not to the features of the products but to the history that began with the production of elite and sought-after carriage accessories for the aristocracy, which gave rise to the direction of all products manufactured by the company in the future.
Chanel
The world-famous perfume company Chanel built its logo in a modern minimalist style. Throughout the years of its existence, the brand had always demonstrated the simplicity and unobtrusiveness of its visualization at all times, even when intricate patterns with a huge amount of detail were popular. The brand has been looking to the future for a long time, which did not require it to make a radical change in its identity, which most businesses have recently faced, changing their style in a minimalist direction. The company’s logo – the interlacing of the letters “C” is entirely consistent with modern design trends. At the same time, the brand is considered a pioneer in using such a graphic combination – a symmetrical interlacing of letters.
Bulgari
It would seem that the Italian manufacturer of luxury goods brand Bulgari S.p.A., founded back in 1884, does not need special advertising. However, even such a developed business with a deep history and unique products also requires a mandatory update, taking into account modern features and changes within it. In addition, each brand that has existed for a long time should periodically remind itself of itself, increasing its presence in its market. When forming its own identity, the company used a visual “lure” – it beat the letter U and V in its name, consonants in Greek pronunciation. Thus, the founder (Greek by nationality) managed to reflect his national identity while at the same time finding a particularly attractive solution for the logo.
Louis Vuitton
One clear example of how a properly constructed and beautifully executed logo effectively serves its brand is the Louis Vuitton logo. Today, the world-famous French fashion house began with the usual production of travel bags and suitcases designed by the future founder – of Louis Vuitton. He gave his name to his enterprise. Today, the brand, founded in 1854, is the largest manufacturer of luxury products in the form of accessories, clothing, perfumes, suitcases, etc. His logo is distinguished by a rare type of execution – a minimalist style and, at the same time, luxury. The graphics of the image are somewhat tricky. The use of serifs and a complex pattern of interlacing letters give the logo elegance and high class. Despite such a classic performance, it always looks modern. This is due to the absence of unnecessary graphic elements, which ensures its visual purity and contributes to easing its perception and memorization. All this works for the benefit of constant recognition.
Nike
The global sportswear manufacturer Nike has such wide popularity that it has allowed the brand to give its name to its emblem – Swoosh. This visual rendition has become the most successful of the brand’s various contemporary designs. It is distinguished by dynamism, simplicity, error-free transmission of the necessary information, and reflection of the important characteristics of the brand. Following the requirements of modernity, the company removed its name – Nike – from the logo image, thereby ensuring compliance with the minimalist style. This option was a clear example of how graphics, mistakenly rejected initially, became significant and especially popular in the advertising environment after a few years.
