2. THE POWER A logo helps establish the name and define the character of a company. They are instantly recognized by millions of people, and help convey a message about the brands for which they stand. Nike, McDonald's and Coca- Cola logos are some of the most globally recognized logos.

3. Carolyn Davidson created the first Nike logo in 1971 and was paid $35.

7. FedEx “Federal Express” By creating a much stronger, shorter brand name, they reduced the amount of color used on vehicles (planes, trucks) and saved hundreds of thousands of dollars in paint costs. Created in SF by Lindon Leader. It cost millions to create.

8. Walmart * The new logo introduces the following changes: The name Wal-Mart is now one word Walmart with softer font. The Star in the middle has moved to the right, but is shown as a sunburst in a bright yellow. The tag line - Save Money. Live Better is at the bottom of the logo. 1962-1964 1964-1981 1968-1981 1981-1992 1992-2008 2008-Present

11. PEPSI Pepsi Cola was originally called Brad's Drink after its creator, Caleb Bradham, a pharmacist from North Carolina. Pepsi was a carbonated soft drink he created to serve his drugstore's customers. Pepsi has changed its logo and its slogans a number of times since its introduction in 1898.

12. The first Coca-Cola logo was created by bookkeeper, Frank Mason Robinson, in 1885. Coca-Cola is the world’s most popular soft drink. Sold in more than 200 countries and is often simply referred as Coke. Originally intended as a ‘patent medicine’ when it was invented in the late 19th century by pharmacist John S. Pemberton as a ‘coca wine’

15. 1. Simple A simple logo design allows for easy recognition and allows the logo to be versatile & memorable. Good logos feature something unique without being overdrawn.

16. 2. Memorable Following closely behind the principle of simplicity, is that of memorability. An effective logo design should be memorable and this is achieved by having a simple, yet, appropriate logo. Surprising to many, the subject matter of a logo is of relatively little importance, and even appropriateness of content does not always play a significant role. This does not imply that appropriateness is undesirable. It merely indicates that a one-to-one relationship between a symbol and what it symbolized is very often impossible to achieve and, under certain conditions, objectionable. Ultimately, the only mandate in the design of logos, it seems, is that they be distinctive, memorable, and clear. ~ Paul Rand, IBM, UPS, ENRON, ABC

18. 3. Timeless An effective logo should be timeless – that is, it will endure the ages. Will the logo still be effective in 10, 20, 50 years?

19. 4. Versatile An effective logo should be able to work across a variety of mediums and applications. The logo should be functional. The logo should be able to work both in horizontal and vertical formats. Ask yourself; is a logo still effective if: -Printed in one colour? -Printed on the something the size of a postage stamp? -Printed on something as large as a billboard? -Printed in reverse (ie. light logo on dark background) One way around creating a versatile logo is to begin designing in black and white only. This allows one to focus on the concept and shape, rather than the subjective nature of color. One must also remember printing costs – the more colors used, the more expensive it will be for the business over the long term.

20. 5. Appropriate How you position the logo should be appropriate for its intended purpose. For example, if you are designing a logo for children’s toys store, it would be appropriate to use a childish font & color scheme. This would not be so appropriate for a law firm. It is also important to state that that a logo doesn’t need to show what a business sells or offers as a service. i.e.. Car logos don’t need to show cars, computer logos don’t need to show computers. The Harley Davidson logo isn’t a motorcycle, nor is the Nokia logo a mobile phone. A logo is purely for identification.