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Famous Brands, Logos and Slogans

June 24, 2013
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I came across this website listing what they see as the world’s most famous logos and it made me think about what makes a recognisable brand and ask the questions of how much of a powerful brand lies in its logo and slogan?

What does a logo have to be to make it successful?

  1. Keep it Simple!
  2. Engage your Audience
  3. Logo Longevity – Think Ahead!
  4. Vector is Better
  5. Adaptability – Be Ready for Change
  6. Make it Memorable
  7. Relevance – Keep your Products and Services in Mind
  8. Choose your Colors Wisely
  9. Keep it Unique
  10. Versatility Pays Dividends

It is interesting how many of these attributes are also on the list of the top 8 things expected from a slogan. Matt Symonds quotes Frank Goedertier’s eight keys to successful branding in an article on www.forbes.com

  1. Memorable
  2. Meaningful
  3. Likeable
  4. Transferability
  5. Protectability
  6. Authenticity
  7. Simplicity
  8. Adaptability

To see the correspondence between the most powerful brands in the world and what is regarded as the top slogans and logo’s in the world, please see the below lists.

25 Most Powerful Brands in the World according to Forbes.com

  1. Apple (also one of the most recognisable slogans and logos)
  2. Microsoft (also one of the most recognisable logos)
  3. Coca Cola (also one of the most recognisable slogans and logos)
  4. IBM (also one of the most recognisable logos)
  5. Google (also one of the most recognisable logos)
  6. Intel (also one of the most recognisable logos)
  7. McDonalds (also one of the most recognisable logos)
  8. GE
  9. BMW (also one of the most recognisable slogans and logos)
  10. Cisco
  11. Oracle
  12. Samsung
  13. Disney (also one of the most recognisable logos)
  14. Toyota
  15. hp
  16. Mercedes Benz (also one of the most recognisable logos)
  17. Louis Vuitton
  18. Gillett
  19. Honda
  20. Nescafé
  21. at&t (also one of the most recognisable logos)
  22. Nokia (also one of the most recognisable slogan)
  23. Budweiser
  24. Walmart
  25. L’Oreal

The Top 10 most iconic slogans

  • De Beers – “A Diamond is Forever”
  • Nike – “Just Do It“
  • Kingfisher Airlines – “Fly the Good times“
  • Nokia – “Connecting People”
  • MasterCard – “There are some things that money can’t buy, for everything else there is MasterCard“
  • Apple – “Think Different“
  • Red Bull – “It gives you wings”
  • BMW – “The ultimate driving machine”
  • Adidas – “Impossible is nothing”
  • KFC – “It’s finger licking good”
  • FedEx – “When it Absolutely, Positively has to be there overnight”
  • Coca-Cola – “It’s the real thing“

Companies that get it right on all fronts – powerful, recognisable slogan and iconic logo:

  • Apple
  • Coca Cola
  • BMW

Perhaps there is something that we in the wine industry can learn from these giants. Next week I will have a look at successful wine brands and what they have in common with these other successful brands.

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