A good logo can differentiate a company or product from the millions of others out there today. A great logo, though, can make people pay thousands of dollars just to have them on their car, handbag, sunglasses or coat. Such logos represent the epitome of luxury and can give anyone high-class status.
But what makes a luxury brand logo so effective? Surely, a hefty price tag isn’t the only thing that makes a logo sought after. In its core, a logo is used to represent the company that owns it. It should generate brand-recall as soon as the customer’s eyes land on it. With the assurance of quality, these premium brands make their products wanted by placing a mark to indicate that a certain product is at the top of its class. Some brands even refuse to enter a market to ensure their brands do not dilute.
In an effort to find out what makes a premium brand logo different from the rest, let’s take a look at some main similarities found in most well known brand logos. Reference: Jacob Madison Branding.
Simplicity Is Key
Most premium brands stick with the basics when it comes to their logos. They don’t overdesign in fear of losing the brand’s name within all the decoration. A minimalist approach to logos is the aesthetic of choice for these brands. This helps emphasize the name of the brand and eliminates unnecessary distractions from it. Doing this makes their logos recognizable from an adequate distance away.
- Short Names. The brand names themselves are quite short. This makes it easy to create a logo around the name and maintain a manageable size. If the name of the company is too long, chances are it would be typed in a smaller font within the logo. This makes it harder to read. For brands like Prada, Chanel and Dior a shorter name makes for a simpler logo. In the case for brands with a longer name, abbreviations are used to condense their names and make it more viable to use in their logo: LV for Louis Vuitton, RR for Rolls Royce and CK for Calvin Klein. Of course you have to be careful not to make it too generic.
- No Fancy Decoration. A lot of premium brand logos also steer clear from fancy decorations. Most of them only use their names or their initials. As much as possible, they do not make use of borders or trimmings. They also capitalize on using contrast to further enhance the readability of their logo. This is the reason why a lot of premium brands only have black and white logos. Some brands play with color to create brand recognition. Tiffany and Co. use their signature Tiffany blue color as the background for their logo.
- Crisp, Clear Font. For the logos that have only their brand’s name on display, they make sure that the letters are all legible by utilizing crisp lines and utilitarian font. Curvy and ostentatious fonts are rarely used, even if these are associated with luxury and royalty. It’s because they are harder to read and would distract from the name of the brand. The more minimalistic the font, the better for these premium brand logos.
- Minimal Images. A lot of premium logos also use minimal images, if any. One central image should enough to convey their brand. Lacoste uses its ever-popular crocodile while BMW uses a simple circle with blue and white panels. Sometimes, the image itself can stand alone without the name.
Has a Strong Connection with Their Product
It’s also important for logos to give a taste of what the brand is promising. This also helps the consumer to associate a certain characteristic, like speed or royalty, with the brand.
- Luxury Car Brands. A lot of luxury cars make use of their logos as hood ornaments to proclaim that this automobile is made by a specific brand. The instantly recognizable Jaguar on the hood of a car can symbolize speed, something the Jaguar cars promise to its owners. The Ferrari’s horse alludes to an engine’s horsepower, the amount of power an engine can sustain. For cars, speed and power are their most desirable traits. That is why these are often what the logos wish to portray to the customer.
- Incorporating Logos into Design. It also helps that most luxury fashion labels incorporate their brand into the design of their products, thus making the logo more sought after. Louis Vuitton and Fendi both use their Initials as the inspiration in many of their luxury bags. Customers know that as long as there is the LV or double F on their bags that they have a high-end product in their hands.