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Logo Facts

Last updated: 17.07.2022
Author: Marija

Did you know that the Coca-Cola logo is recognizable by 94% of the world’s population and that 4-year-olds can easily spot and identify McDonald’s golden arches? Logo facts show that the right combination of shape and color takes milliseconds to make an impression. This is the power of successful branding and quality logo design. We’ve prepared some stats and facts that further underscore the power of logos and how they can make or break a business, so read on.

Logo Facts (Editor’s Choice) 

  • The oldest logo still in use is that of Stella Artois from 1366. (Finances Online)
  • A designer will make 20 to 30 sketches for a logo design. (Zillion Designs)
  • The brain processes a logo’s visual elements in 400 milliseconds. (Website Planet)
  • Apple was the most recognizable logo in the world in 2020. (Study Finds)
  • Over 60% of logos are a combination of an image and typography. (Website Planet)
  • The most frequently used logo color is blue. (JPG Designs)
  • It is best to stick to two colors when designing a logo. (Inkbot Design)
  • A logo MUST work in black and white. (Vandelay Design)
  • The color yellow is remembered correctly 73% of the time. (Website Planet)
  • The London Olympics logo is considered one of the worst quality and expensive logos. (The Logo Creative)

Logo Design Statistics

1. As many as 60% of millennials expect a consistent experience with a brand.

One of the easiest ways to ensure the consistency of your brand experience is a unified look across all platforms, which is where a good logo comes in. While this also means that rebranding can potentially hurt the venture, a Landor Associates study shows 74% of top companies rebrand the businesses they buy in the first seven years after acquisition. 

(Marketing Profs, Markables)

2. The oldest logo still in use was made in 1366.

Among the more interesting logo facts, we found out that it was the famous beer brewer Stella Artois that started using their logo back in 1366 making it the oldest logo that we still see around. Peugeot and Heinz followed, creating their logos in 1850 and 1869, respectively, and right behind them, the Levi Strauss logo came to life in 1886. 

(Finances Online)

3. The projected growth of the graphic design industry between 2021 and 2028 is 13%.

Looking at logo facts, this means graphic designers specializing in logo making and agencies overall will see some new jobs openings as the market recovers from the impact of the pandemic. This, however, comes at the expense of print media, with graphic design statistics pointing to a 22% fall in graphic design jobs in the sector, as opposed to a projected 24% rise for related jobs in digital media.   

(Website Planet)

4. Up to 93% of designers claim skill training is useful.

This compares to 79% who report that the college education they received is useful. Less than a fifth (17%) of graphic designers listed online learning as part of their training. This, however, can still go hand in hand with formal education as 32% of designers hold a bachelor’s degree. Then, logo facts about designers show that up to 45% of employers find hiring people with a broad skill set in design hard. 

(Website Planet)

5. A designer makes up to 30 sketches for one logo. 

A designer will work anywhere from two to five hours on the first draft of a logo and it will take them 20 to 30 sketches before they come up with a version they will present to a client. A client will see three concepts and decide on the final one.

(Zillion Designs)

6. It takes up to 400 milliseconds for the brain to process the visuals of a logo.

Logo facts suggest that the time in which our brain catches the flash of a logo visual and processes it to form an opinion hovers around 400 milliseconds. This underscores the importance of simplicity in logo design. 

(Website Planet)

7. Apple is the first among the most recognizable logos in the world.

The simple black-on-white bitten-off apple is instantly recognized by pretty much everyone. Branding statistics point to McDonald’s as the runner-up, followed by Coca-Cola, Nike, and Starbucks to round up the top five world’s most recognizable logos. 

(Study Finds)

Logo Design Facts

8. 76% of the top logo designs only use one or two colors for their logos.

Keeping it simple is the name of the game in logo design, with two colors being the sweet spot for the majority of top companies. Among the Fortune 500 company logos, 217 designs use a two-color scheme (43%), 186 feature one color (37%), 68 have three colors (14%), 23 bet on four colors (5%), and the remaining six logos, representing under 1%, have over five colors, according to logo stats.

(Finances OnlineWebsite Planet)

Distribution of Fortune 500 Company Logos by Number of Colors

9. 73% of consumers identify the color yellow correctly, yet it is underused.

Participants in a study that asked them to identify a specific color five seconds later from a selection of similar colors, correctly guessed it 40% of the time. Yellow emerged as the top most-recognizable color with 73% of participants identifying it correctly, followed by purple (40%), orange (35%), and green (13%). And yet, logo fun facts show that yellow is used only in 7% of Fortune 500 company logos, same as orange. Purple fares even worse, with 6%. 

(JPG Designs, Website Planet)

Most Memorable Logo Colors Among Consumers

10. Blue is used in nearly 40% of Fortune 500 logos.

In logo design, blue is the law, used by 198 by Fortune 500 companies. It’s followed by black used 128 times. Next comes red with 83 logos, followed by green with 35, and gray with 25. At the other end of the spectrum is metalling gold, with just two companies betting on that color, interesting logo facts show. 

(JPG Designs)

Distribution of Colors in Fortune 500 Company Logos

11. Ads in color attract 42% more attention than those done in black and white. 

What’s more, a colored logo increases brand recognition to an amazing 80%. Note, however, that the response of men and women varies, with men reacting to strong bold color and women preferring softer color schemes.

(Finances Online)

12. Over 60% of companies use combination logos.

After color comes to shape, the shape is determined by the type of logo. The combination of an image and a word sticks to the mind like glue which is why logo stats show that 307 of Fortune 500 companies bet on this type of logo. Then come watermarks with 155 companies, followed by lettermarks with 24, emblems with 12, and abstract and pictorial icons with one each (Nike and Apple, if you’re curious).

(Website Planet)

Distribution of Fortune 500 Company Logos Based on Logo Type

13. Sans serif logo fonts are used by 73% of companies.

Among these 500 logos, the most popular font style is sans serif. And we really mean popular, with some 367 logos using sans serif fonts only (73%). Logo statistics show that 90 use serif fonts only (18%), 32 use a combination of sans serif and serif (6%), 11 logos go with script. For capitalization, 233 logos use all caps (47%), 167 feature title case (33%), 62 bet on a combination (12%), and 38 logos (7%) use all lowercase.

(Website Planet)

Fonts and Capitalization Styles Among Fortune 500 Company Logos

14. The market size of the US logo industry is around $3 billion.

Up to 80% of design crowdsourcing meanwhile goes to small businesses and startups. So, what can you expect to pay for a logo? Depending on the choice you can get a price of under $10 with logo makers or at Fiverr, or opt for globally established branding agencies, which charge significantly more, even millions in some cases, as evidenced by logo statistics.

(Ebaqdesign, Zillion Designs)

15. Under a fifth of small companies will pay up to $1,000 for a logo.

Looking at the average cost of logo design, 67% of small companies usually pay up to $500 for logo design and just around 18% are willing to stretch the amount to $1,000, which puts them in the junior designer bracket. Senior designer work is valued at between $1,000 and $10,000, while small and mid-sized logo design agencies could ask from $10,000 to $1 million.

(Ebaqdesign, Zillion Designs)

16. Symantec Brand and Acquisition logo is the most expensive one to date, priced at $1,280,000,000.

Since we are talking money, interesting facts about logos point to these five as the most expensive logos out there:

  • Symantec Brand and Acquisition $1,280,000,000
  • BP Logo and Marketing $210,000,000
  • Accenture Logo Design $100,000,000
  • Posten Norge Rebrand $55,000,000
  • Australia and New Zealand Banking Group Logo $15,000,000.

(The Logo Creative)

The Most Expensive Logos to Date

17. The worst expensive logo was that of the London Olympic Games in 2012.

Among the highly paid logos, brand logo facts also reveal some fairly ugly designs that got the big bucks. The most notable example is the London 2012 Olympics Logo which is considered really not worth the $625,000 that was paid for it.

(The Logo Creative)

18. Twitter’s famous logo cost only $15.

The popular microblogging platform got a steal on its logo of a bird, buying it for as little as $15 on iStockphoto. Nike also got away pretty cheap, paying just $35 for its iconic logo back in 1971, logo fun facts show. 

(Zillion Designs)

19. Freelancer.com is the largest platform offering logo services with over 31 million users.

The most affordable way of getting a logo is through freelancing platforms. Here is the number of users of the three most successful such websites:

  • Freelancer — 31 million users
  • Upwork — over 17 million users
  • Fiverr — over 7 million users

(Website Planet)

20. There are over 118,000 designers on Freelancer.

A lot of designers are waiting to bid for your offer on every freelancer platform, logo design statistics show. Here are the numbers for the first three most populated with logo designers: 

  • Freelancer — over 118,000 
  • Upwork — over 300,000
  • Fiverr — over 134,000

(Website Planet)

21. Up to 20% of US designers are self-employed.

There were around 273,000 graphic designers employed in the US in 2020. The percentage of self-employed designers is the highest. Specialized design services are second with 10%, while advertising, public relations, and related services take the top three spot with 8%.

(Website Planet)

22. Canva for work was launched to four million users. 

Logo makers like Canva and Looka claim to have 200,000 and 3,241,627 business users respectively, logo statistics indicate. Other sources put Canva at four million professional users and 30 million user-created designs.

(Canva)

In Conclusion

The logo is what a customer sees first — it is the first point of contact between your business and your clients. It also unifies your presence across print and digital media. Logo statistics show that getting it wrong will cost you customers, salaries, and depending on how you go about it, rebranding investment. The mind is quicker than we imagine and it decides in a flash if something will be stored or tossed from memory. A good logo will stick so you need to get it just right, preferably on the first try.

Logo FAQ

What qualities make a good logo? 

A good logo allows the consumer to notice, remember, and recognize it easily. It creates a psychological response that triggers a memory of the company’s values, character, and image. It builds the trust between the brand and the consumer and makes the company easy to identify among others. Logo design facts show that a good logo must combine the following elements — shape, colors, typography, and size to deliver the right message.

(The Logo Creative, 99designs)

What is a bad logo?

A bad logo is overcomplicated, with too many elements and/or colors. It doesn’t represent the brand’s character or message it wishes to convey well, or it is not unique. But the main tests are whether the logo works well in black and white, if it scales well to smaller and bigger sizes, and if it is easy to remember.

(Logos by Nick, Vandelay Design)

How many colors should be in a logo?

Brand logo facts show that two colors are the sweet spot. Too many can make the design chaotic and unmemorable. Remember, it must also look good in black and white. Opting for doing a mono-color logo is a classic and a solid choice but then, the shape and other design elements need to be on point. The color’s effect on emotions is also crucial and must align with the brand.

(Inkbot Design, 48hours logo)

What are the 4 types of logos?

Interesting facts about logos show that those are lettermark, a logo made of typography brands initials; wordmark, a typography logo based on the brand’s name; brandmark or pictorial mark that consists of an image, and the fourth a combination mark that unites a pictorial with a wordmark or lettermark. 

(Moirae, Tailor Brands)

Why is a logo important, according to statistics?

The logo represents the main focal point of the brand identity and serves as a recognizable identifier in 75% of cases. The visual style and brand color follow with 60% and 45%. According to 42% of people, the logo shows the personality and image of the company.

(Daily Blogging, Tailor Brands)

What is the most expensive logo?

The most expensive logo is the bad one. It will cost one profit and clients, and will ultimately require redesign. Numerically speaking though, logo facts show that the most expensive logo is the Symantec Brand & Acquisition, which cost nearly $1.3 billion.

(The Logo Creative)

Sources: Marketing Profs, Markables, Finances Online, Website Planet, Zillion Designs, Study Finds, JPG Designs, Ebaqdesign, The Logo Creative, Canva, The Logo Creative, 99designs, Logos by Nick, Vandelay Design, Inkbot Design, 48hours logo, Moirae, Tailor Brands, Daily Blogging

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