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Who doesn’t want to have luxury brands? They’re a lifestyle symbol and a social marker of what you have achieved in terms of wealth. Luxury brands are also associated with quality craftsmanship and value.
Some people buy luxury products as homage to the legend behind the brand or the story associated with it. Some people buy Aston Martin, for instance, because of its James Bond reference.
The emphasis nowadays, however, is positive social value. After John Galliano was accused of anti-Semitic rant, Natalie Portman refused to wear a Dior gown at the Oscars. Associating herself with Dior after Galliano’s behavior would say something about her, and she didn’t want that. By not wearing Dior, she made a statement about her own personal values.
Most people nowadays actually buy expensive products not because of the story behind the brand, but to communicate a differentiation and stratification. It’s a social marker; if you have a Hermes bag, then you must be one of the moneyed ones. Many teenagers in Europe, for instance, buy Louis Vuitton bags not for the legend behind the creation, but to create an impression of wealth among friends.
Luxury services are associated with long-lasting value. The emphasis is on quality – rather than buying many lower costing items, people invest in precious items.
Because of the values offered by elite brands, people want to become a part of them. Here are some of the world’s most recognizable product logos that people want to have.
Chanel logo design.
When it comes to elite products, Chanel is the first thing that springs to mind of many. The house of Chanel began as a small shop selling ladies hats in Paris. Soon, Chanel expanded to other fashion wear, and Chanel became associated with casual elegance, and the Chanel logo design that Coco Chanel designed herself in 1925 very much reflected this. The logo design featured two interlocking Cs – one C facing forward, and the other C facing backward – like broken jewelry chains. Legend actually says that this design originally belonged to Chateau de Cremat, a winery in Paris. Coco asked permission to use and trademark the logo.
Ferrari logo design.
The Ferrari logo features a prancing horse against a yellow background. Below the horse are the letters SF, which stand for Scudeira Ferrari. This logo symbolizes the speed and power of Ferrari sports cars as well as our feelings towards sports cars and speed. The prancing horse image was originally used by Count Francesco Baracca, an ace fighter pilot for the Italian Army during the World War I. It was Baracca’s mother who suggested to Enzo Ferrari to use the prancing horse symbol for good luck in 1923. However, it wasn’t until 1940 that Ferrari used the horse image. It has then become one of the most recognizable product logos in the world.
Gucci design logo.
According to Forbes, Gucci tops the list of the world’s most desirable brands. Gucci features two interlocking Gs. Unlike the Chanel logo, however, the two Gs face each other. The two Gs stand for Guccio Gucci, who founded the house in 1921.
Mercedes-Benz Logo Design.
The Mercedes-Benz logo is a simple three-pointed star. It was designed by Gottlieb Daimler to symbolize his motor’s ability to run on land, air, and sea. The logo first appeared on a Daimler in 1909. A circle was added in 1926 to symbolize exclusivity and a Benz laurel wreath to symbolize the merger of the two companies. The current version looks like a car’s steering wheel. Mercedes-Benz is the world’s oldest automobile manufacturer, and the car logo has become an emblem of quality and long-lasting value.
Fendi logo design.
The House of Fendi began as a small leather shop and fur workshop in via del Plebescito. The shop’s reputation for producing quality fur and leather products soon grew, and Fendi opened more shops and expanded to other areas of fashion. In 1965, the Fendi logo was created. While most logos use circle to communicate exclusivity, Fendi used two Fs. The Fs are facing each other, although one F is upside down. The Fs form a rectangle, communicating edgy style as well as tradition.
One can learn many things to learn about the correlation between branding and logos by studying powerful company logo designs. These brands use logos to connect to customers and sell a story, a strategy that any business can use to gain their own success.