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Your business logo will make or break you

A survey by Small Business Logos interviewed small business owners and UK start-ups to discover which logos are most memorable by new business owners.

Company logos were put into different industry sectors like technology, retail, fashion, etc. The survey seeks to help new businesses fully understand how important it is to have the right logo to communicate a brand story.

"Creating a strong, memorable logo can really enhance the success of your business. Use the clues provided by the UK’s market leaders to make your company’s branding relevant, clear and on-target. And if I can give you one piece of advice, keep it simple," said Lucy Smith, marketing and eCommerce director for Small Business Logos.


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"Keeping it simple" seemed to work very well for Apple as its symbol of the fruit isn’t hard to recognise and is easy to reproduce.

The popular sports brand Nike came in at number three and also has a very simple brand logo. Brand logos that are simple, clean and a little obvious tend to fare well among consumers.

"We’ve taken a close look at what made our top ten to help businesses make informed choices when it comes to their own branding. Simplicity and the ability to reproduce in a range of different sizes, media and on products, is key," said Smith

Understanding how symbols and shapes can easily represent what your company does and the sector you work in is the first step towards creating a successful logo. A logo is in essence a shorthand that triggers the brand story, whenever you see it.

Lucy Smith says that over time Logos can create a marketing power all on their own. "Logos are a crucial part of a business’ identity, and, as our winners prove, over time they become important entities in their own right, instantly conjuring up the values and key messages of a particular brand."

Here are the top ten winners:

1. Apple: Clean, modern and extremely easy to reproduce

2. BBC: Simple, memorable and works well on TV, online and in-print

3. Nike: Suggestive of movement, ideal for a sports brand, and works well on the side of a trainer

4. Amazon: Embodying the company’s philosophy: everything from A to Z, delivered with a smile

5. Google: Strong primary colours, enhanced by ‘Google doodles’

6. London Underground: The capital’s most instantly recognised logo, the shape recalling the tube’s tunnels

7. UPS: Brown is symbolic of parcel paper, with the shield suggesting security

8. American Express: Squares and block lettering indicate strength and trust

9. Sky: A versatile logo that supports brand extension: SkyNews, SkyHD, SkyMovies etc

10. HSBC: The only logo in the top 10 to use a very traditional serif font, more commonly associated with business and
finance, suggesting authority.

Take a look at a video on logo interpretations from a 5 year old’s point of view. The video shows that simplicity in branding always works best.


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