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.
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.
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.
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.
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.
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.
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.
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.
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 Online, Website Planet)
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)
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.
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.
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).
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.
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)
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)
Since we are talking money, interesting facts about logos point to these five as the most expensive logos out there:
(The Logo Creative)
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)
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.
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:
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:
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%.
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.
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.
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)
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)
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)
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)
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)
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: Finances Online, Zillion Designs, Website Planet, Study Finds, JPG Designs, Inkbot Design, Vandelay Design, The Logo Creative, Ebaqdesign, Canva, The Logo Creative, 99designs, Logos by Nick, 48hours logo, Moirae, Tailor brands, Daily Blogging