Logo Facts

Have you ever seen the Starbucks logo without experiencing coffee cravings? If the answer is no, rest assured, that’s perfectly normal. Logos are more than just images. They are the heart of a brand, and the best ones invoke powerful associations, images, and, yes, even cravings. That’s why we prepared some important logo facts to demonstrate the importance of logos, along with the hows and whys they can make or break a business. So, get that coffee you’ve been craving, sit back, and read on.

Logo Facts (Editor’s Choice)

• A signature logo color can boost brand recognition by 80%. (Reboot Online)
• 34% of the top 100 brands have black color in their logo. (Reboot Online)
• 75% of people recognize a brand by its logo. (Renderforest)
• 67% of small businesses would pay up to $500 for a logo. (Red Website Design)
• Coca-Cola and Google paid $0 for their original logos. (Think Marketing Magazine)
• The estimated logo design market size in the US is $3 billion. (Logo Arena)
• 94% of the global population recognizes Coca-Cola’s logo. (Strategic Factory)
• The FedEx logo design has won 40 awards. (Creative Bloq)

Historical Logo Design Statistics

1. Between 2125 and 1991 BC, Egyptians used grids in their hieroglyphic designs.

Aside from developing pictorial representations of things and using them as a formal writing system, Egyptians also contributed to logo design. The development of grids enabled artists to maintain ratios and proportions and recreate the same design.

(99designs)

2. The invention of the printing press in 1440 by Johannes Gutenberg set the foundation for modern logo designs.

After the printing press enabled wide-spread printing of materials, the stage was ready for modern logo designs. Authors and printers began mass-producing their work, while by the end of the 15th century, many printers used logos to differentiate their work.

(99designs)

3. In 1885, Frank Mason Robinson designed the famous Coca-Cola logo.

This marks the start of the modern logo design age. Interesting logo facts further show that the first abstract logo was the Bass design with the red triangle, which emerged in the 1870s. Finally, between 1910, and 1913, commercial logos started popping up across the US and Europe.

(ZillionDesigns)

4. The design of the iconic IBM logo in 1956 marked a turning point for the industry.

The logo, designed by Paul Rand, included a human eye and a bee and started a revolution in design. Logo facts show that the 1950s reinvented how people thought about logos. Companies started understanding their value and putting effort into creating a true brand value, branding statistics indicate.

(99designs)

5. Adobe brought sophisticated digital graphic design tools to the masses in the early 2000s.

After the development of computer-generated imagery and drawing (CGI and CAD), logo design switched to another level. Adobe drove a major change by introducing InDesign and Photoshop. People started consuming media on digital channels, so designers started being creative with logos. The best example of this trend is the MTV logo, where designers used animations, and different changes on the basic logo, delivering the dynamic brand story.

(99designs)

Essential Logo Statistics & Facts

6. Using a signature color in logo design increases brand recognition by 80%.

Research conducted by showing different made-up companies’ logos to consumers demonstrates that 78% of them were able to recognize the primary color of the logo. This compares to 43% who managed to remember the name.

(Reboot Online)

7. 34% of the top 100 brands have black color in their logo.

Black (34%), blue (30%), and red (30%) are the most used colors in logos among the top 100 brands. Next on the list are yellow with 9%, green with 7%, gray/silver (6%), and orange with 5%. Finally, only 2% use brown. Some colors are associated with a particular industry, like blue is with tech. Red often represents the automotive industry, while black is present in popular luxury brands, logo statistics show.

(Reboot Online)

8. 43% of Fortune 500 companies combine two colors in their logos.

Research suggests that two colors are the most common combination for Fortune 500 companies, with 217 featuring this exact number. Next, 186 logos contain one color (37%). Much fewer (68) use three colors (14%), and 23 feature four colors (5%). Ultimately, only six logos (less than 1%) include five or more colors.

(Website Planet)

9. The human brain processes a logo’s visual elements in 400 milliseconds.

Logo design facts show that our brain is wired to perceive and recall logos in just 400 milliseconds, which impacts the decision-making process. So, when a person sees a logo, the eye sends a signal to the primary visual cortex, which then perceives the color, shape, or form of the logo.

(GORILLA)

10. There are seven different types of logos.

First, there is a monogram (or a lettermark), typically consisting of a brand’s initials (think NASA, HBO, CNN). Then comes the wordmark, which is a font-based logo of the whole business name (Coca-Cola and Google are the most notable examples). Next, brand logo facts point to a pictorial mark, which is usually an icon or a graphic symbol depicted on a logo as in the iconic Apple logo. An abstract mark is a different version of a pictorial logo, where designers use abstract geometric shapes (think Nike and Adidas). Mascot logos meanwhile include an illustrated type of character (like KFC). Finally, there are combination marks and emblem logos. The former is a combination of word or letter marks and pictorial marks (Doritos, Burger King), while the latter refers to a font inside a symbol (like Starbucks).

(99designs)

11. Logo stats show that 60% of Fortune 500 companies use the combination mark logo.

A combination of the name or initials and pictorial symbols seems to be the best choice for 307 Fortune 500 companies. 155 companies use wordmark logos, 24 companies bet on letter marks, and 12 favor emblems. Lastly, only one organization (Nike) uses an abstract icon and one pictorial (Apple).

(Website Planet)

12. It takes five to seven impressions of the brand so that the consumer remembers it.

Brand logo facts show that consistency plays a vital role in branding. The logo needs to be memorable, and employees need to live the brand story every day. As ambassadors of the brand, they should not have to think about what it stands for.

(Pam Marketing Nut)

13. 45% of respondents in a survey forgot that the Starbucks logo mermaid wears a crown.

In a recent study, 156 Americans drew logos of 10 iconic brands. The results of this research conducted by Branded in Memory show that the most recognizable logos in the world (although not always precise) exist as visions in participants’ minds. Starbucks’ logo was the least accurately remembered due to its complexity, with only 6% drawing a near-perfect version.

(Signs)

14. Creating a solid logo typically takes between 10 and 30 hours, logo facts show.

Although the duration of the logo designing process depends on many factors like the experience of the branding agencies or designers, a typical logo takes up to 30 hours to design. While it may sound too long for something as simple as a logo, given its importance, the time it takes is usually warranted.

(Apex Creative)

15. 75% of people recognize a particular brand by its logo.

Aside from the logo, 60% recognize brands by their visual style, 45% by signature colors, and 25% by their unique voice.

(Renderforest)

16. The shelf life of a logo’s trademark in the US is 10 years.

To protect their visual brand identity, companies trademark their logo. This process can last 10 months or even more, logo statistics suggest. The submission of the logo trademark applications costs around $325, and the trademark lasts 10 years. One fun fact is that until the 1980s, US law didn’t recognize a single color as a brand.

(ZillionDesigns)

17. 78% of respondents to a survey said that logos are works of art.

Research conducted on 2,000 Americans showed that the majority of people consider logos a work of art, while 42% believe the logo speaks best about the company’s personality. Over one-third believes that a nice logo translates into a high-quality business.

(Study Finds)

18. Half of the consumers are more likely to support a brand whose logo they recognize, logo statistics show.

The logo is a key instrument in obtaining support from consumers. Alternatively, 60% of people say they find it hardly likely to follow brands with unattractive and strange logos, even if they have good reviews.

(FinancesOnline)

19. Apple is the most valuable brand globally, with a value of $263.4 billion.

Logo creates a brand value along with other things. The five most valuable brands with the most recognizable logos in the world include Apple, Amazon, Google, Microsoft, and Samsung. The value of Amazon’s brand, second on the list, is $254.2 billion. Next, Google’s brand is worth $191.22 billion, while Microsoft’s brand value is estimated to be $140.44 billion. Finally, Samsung’s brand value hovers around $102.62 billion.

(Statista)

Logo Stats: Industry and Costs

20. 67% of small businesses would pay up to $500 for a logo.

Even smaller companies are eager to have their logo done by professional designers, graphic design statistics show. However, limited budgets mean that over two-thirds can pay up to $500. 18%, however, would go as high as $1,000.

(Red Website Design)

21. The average cost of logo design for small businesses is $300-$1,300.

Logo design prices depend on multiple factors, including quality, designer, and who it’s for. Prices, therefore, can go from $0 to tens of thousands of dollars. Online logo makers could cost the company $10-50. On the other hand, freelancer designers charge between $300 and $2,500, depending on the level of experience and quality. Finally, design agencies could charge $2,500 and over for logo making.

(99designs)

22. Using less ink in logos lowers production costs by 10-40%.

Speaking of interesting facts about logos, the Ecobranding organization has devised an experiment to aid brands in making their visual image more eco-friendly. The transformation of logos to use less ink without changing their cores makes them greener and cheaper.

(Indiatimes)

23. Coca-Cola and Google paid $0 for their original logos.

In 1885, John Pemberton’s bookkeeper Frank Mason Robinson designed the famous Coca-Cola logo at no cost. Sergey Brin, one of Google’s founders, is behind the company’s famous logo.

(Think Marketing Magazine)

24. Twitter’s first logo cost the company only $15 back in 2006.

Twitter’s blue bird wasn’t always as chunky as it’s today, interesting facts about logos show. Back in 2006, the microblogging platform purchased its first logo of a blue bird on a branch for around $15 on iStock from the British designer Simon Oxley. In 2009, Twitter changed its logo because companies aren’t supposed to keep something bought on iStock as an official logo.

(Business Insider)

25. The estimated logo design market size in the US is $3 billion.

The logo design industry is booming, with over $10 billion spent annually on logo design services. The market consists of three segments — well-established businesses, start-ups, and nonprofits.

(Logo Arena)

Interesting Facts About Logos

26. 94% of the global population recognizes Coca-Cola’s logo.

‘Coca-Cola’ is second only to ‘okay’ as the most understood term worldwide. The company’s powerful branding gives it an edge over its main rival Pepsi since, in blind tastings, Pepsi usually wins but once people know what they’re drinking, Coke emerges victorious, making this known as the Pepsi Paradox.

(Strategic Factory)

27. Metro Goldwyn Mayer’s lion in the logo changed seven times in 40 years.

Probably one of the most famous logos in Hollywood, MGM's lion has been an inspiration to many throughout the years. But not many know one of the most interesting logo facts surrounding this brand. The lion in the logo has changed several times. The first one was Slats (1917-1924). Following in its paws were Jackie (1928-1956), Telly (1928-1932), Coffee (1932-1935), Tanner (1934-1956), George (1956-1957), and Leo (1957-present).

(Metaflix)

28. The FedEx logo design has won 40 awards since it was presented in 1994.

The original logo for Federal Express goes back to 1974. With the rebranding, the logo became much simpler with a cleaner feel. The brand color purple stayed, with the addition of the orange. Over 600 aircraft and more than 30,000 ground vehicles proudly carry this work of art. The famous logo contains a small arrow between the E and X representing the core business of the company, logo fun facts show.

(Creative Bloq)

29. BP’s logo is one of the most expensive logos in the world, designed for a staggering $211,000,000.

BP has used the shield logo for nearly 70 years. In 2010, the company paid this amount of money to design this logo to represent its brand. The new ‘Helios’ logo contains the old logo’s yellow and green colors, which stand for energy and growth.

(Geek Designs)

30. Chupa Chups logo was designed in 1969 by Salvador Dali himself.

One of the often-overlooked logo fun facts is that the logo for the famous Spanish lollipop company comes from none other than Salvador Dali. The famous artist chose the bright color design to attract the attention of future customers. He even suggested its placement in the center of the package.

(Wix)

31. The International Olympic Committee sued Audi for its rings logo in 1995 and lost.

Audi’s famous logo incorporates four interconnected rings, each representing one of the companies making up this auto union, Audi, August Horsch, Wanderer, and DKW. Because of the similarity to the famed Olympic rings, the IOC sued the company in 1995 but lost the legal battle, logo facts show.

(Wix)

32. The Baskin Robbins logo contains 31, the number of its ice cream flavors.

The popular company Baskin Robbins is famed for its seemingly limitless number of ice cream flavors. However, there are exactly 31 in total, which is clearly indicated in their logo. The number 31 acts as part of the B’s curve and a stem of the R. The logo is supposed to be fun and energetic, similar to how customers feel when eating their ice cream flavors.

(Canva)

The Bottom Line

These more and less popular logo facts show how much brand images matter and will hopefully inspire you to devise your own signature mark. One thing is for sure, the logo is the basis for creating a brand identity and story that will impact your audience and hopefully convert them.

Logo FAQ

What qualities make a good logo, or what are the 5 characteristics of a good logo?

Those are as follows:

• Simplicity. Customer focus is short-lived, so the logo must grab attention in that span.
• Relevance. Logos must communicate the brand and speak to the right market.
• Memorability. A memorable logo creates a faster and better connection with the customer.
• Timeless. This means quality over quantity, following trends but not relying solely on them.
• Versatility. It needs to possess the ability to adapt to any way and shape.

(Tailor Brands)

What is a bad logo?

Logo design facts show that bad logos are those that are not professionally done, use inappropriate fonts and colors, try to communicate too much, don’t take the customer/target audience into account, and are too similar to rival logos.

(Bplans)

How many colors should be in a logo?

Logos should be simple but with strict attention to colors and details. Most designers agree that it’s not good to have over three colors on your logo. The entire logo’s appearance depends on the perfect mixture of colors.

(Vexels)

What are the 4 types of logos?

Some logo statistics point to four logo types. First, there is a letter mark, a typography-based logo made up of the company/brand’s initials. Next, there is a wordmark type, which is also typography-based and focuses on the full name of the business or brand. Third, the brand mark drops the text completely, leaving just a pictogram. Finally, a combination mark uses both brandmark and word or lettermarks.

(Moirae)

What is the most expensive logo?

Logo facts suggest that this is Symantec’s logo since the company spent a massive $1,280,000,000 during its rebranding campaign. The new black tick in the logo symbolizes the acquisition of VeriSign and also represents the company’s authenticity in making its customers more secure.

(The Logo Creative)