Visual identification is the main tool with the help of which the necessary success of any business is achieved in modern economic conditions. Taking into account the pace of development and expansion of enterprises, as well as the growth of income of the population with a huge turnover of goods, which leads to a sharp decline in the ability of the consumer to easily and simply make the right choice, there is a search for a variety of ways to ensure the recognizability and visibility of products, goods, services. This problem is solved with the help of various methods of visualization. One of its important elements is corporate identity and logo, facilitating the identification of the product of the right manufacturer in the general mass of goods on the market. These elements help the client to remember the company or firm not only on a conscious but also on a subconscious emotional level.
For this purpose, each logo is created as a unique, in no way repeating existing visual compositions. They are completely different not only in graphic design but also in the way of presenting information. Depending on the characteristics of the brand and the goals pursued, emblems can be deeply informational, maximizing the necessary and accurate information about the brand. Others, on the contrary, are created with an emphasis on attractiveness for the formation of abstract visual systems that can be used to make the visualization effective and easy to remember.
Hermes
Hermes International S.A. – is another example of how visualization works effectively and usefully for the benefit of your brand. As a French luxury fashion house, this brand, which has a history of one hundred and eighty-five years, remains a leader in its field of activity in the global market. This is facilitated, among other things, by the original, memorable visual representation – its logo, which pays tribute to the company’s honored past. By deliberately avoiding simplifications, regular geometric shapes, simple fonts, scalability, and adaptability of design in its visualization, the brand has ensured its uniqueness and recognizability. The company’s logo seems to declare that it “knows everything about luxury, sophistication and quality,” completely ignoring and taking everything simple, primitive, and “unworthy” of the attention of such an elitist brand and its customers. The emblem of the company refers to the viewer not to the features of the products but to the history, which 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-renowned perfume company Chanel built its logo in a modern minimalist style. Throughout the years of its existence, the brand has always demonstrated the simplicity and unobtrusiveness of its visualization, even when intricate patterns with a huge amount of detail were popular. The brand has been looking to the future for a long time now, which has not required it to make radical changes to its identity, which most companies that change their style in a minimalist direction have been facing lately. The company’s logo – an intertwining of the letters “C” is fully in line with current design trends. At the same time, the brand is considered a pioneer in using such a graphic combination – symmetrical interlacing of letters.
Bulgari
It would seem that the Italian manufacturer of luxury goods, Bulgari S.p.A., founded back in 1884, does not need special advertising. However, even such a well-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, every brand that has existed for a long time needs to remind itself periodically by strengthening its presence in the market. When forming its own identity, the company used a visual “bait” – it used the letters U and V, consonants in the Greek pronunciation, in its name. In this way, the company’s founder (a Greek national) managed to reflect his national identity and, at the same time, find a particularly attractive solution for the logo.
Louis Vuitton
One of the prime examples 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 – Louis Vuitton. He gave the name to his enterprise. Today, the brand, founded in 1854, is the largest manufacturer of luxury goods in the form of accessories, clothing, perfumes, suitcases, etc. Its logo is distinguished by a rare type of execution – minimalist style and, at the same time, luxury. The graphics of the image are somewhat intricate. The use of serifs and a complex pattern of intertwining letters give the logo elegance and high class. Despite such a classic execution, it always looks modern. This is due to the absence of unnecessary graphic elements, which ensures its visual purity and contributes to easier perception and memorization. All of this works in favor of constant recognizability.
Nike
The global sportswear manufacturer Nike has such wide popularity that it allowed the brand to name its emblem – Swoosh. This visual embodiment has become the most successful of all modern designs of the brand. It is characterized by dynamism, simplicity, unmistakable transfer of necessary information, and reflection of important characteristics of the brand. Following the requirements of modernity, the company removed its name – Nike – from the image of the logo, thus ensuring compliance with the minimalist style. This variant became a vivid example of how graphics, mistakenly rejected in the beginning, became significant and especially popular in the advertising environment in a few years.
