Saul Bass, a highly renowned logo designer of all times, once said “Design is thinking made visual. Symbolize and then summarize.” 

Logos are EVERYWHERE – on the clothes we wear, on the drinks we drink, on the gadgets we use. Some logos are easy to recognize for its simple design while some are difficult to recognize for its complex design. It is quite certain when one envisions a design, creativity and imagination needs no bounds to bring it to reality. When you symbolize a brand with a logo, the whole essence of a brand is confined in a minimalistic design.  Let’s begin with what does a logo mean?

What does a logo mean?

The logo is a company’s visual identity simplified into an icon. A logo categorizes a company or product via the use of a mark, flag, symbol or signature. A logo is not created to sell the company directly nor is it created to describe your brand wholly. It is only created as a ‘signature’ of your brand. It is very important to understand what your logo means. The significance of a brand should be clearly defined by a logo. Hence, the significance of creating it is more important than its visual appearance.

Brands have become the norm for the new era. There are many who swear by one brand to the next. That’s why logos are important so we can distinguish between different products. While a logo is not the most important part of branding (as we all know there are many facades to the whole idea of branding), you know that your logo is doing well when it’s recognizable. You have to add an element of ‘newness’ and ‘experimentalism’ in creating recognizable logos.

Logos are for identification

To illustrate this concept, think of logos like people. Sachin Tendulkar was first recognized by his batting skills and then by his name or country. A magician is first known for his unique tricks and then by his profession or name. In this same way, a logo should not literally describe what the business does but rather, but it should identify the business in a way that is recognizable, memorable and should set you apart. It is also important to note that only after a logo becomes familiar, does it function the way it is intended to do much like how we identify people with their name.

Give a meaning to your logo

Let’s get this straight… Many of us don’t even bother to know what a logo means. Every logo is created keeping the purpose of creating the brand in mind. Some logos are the easiest pictorial representation of the product while some complex logos have a deep-rooted meaning hidden in it. Let’s have a look at some of the most iconic logos and their significance.


This powerhouse of online shopping has an arrow starting from letter ‘a’ to letter ‘z’. It implies that they sell everything from a to z. The arrow also represents a smile to indicate happiness of smile after shopping with them.


As simple as it seems and yet it is, the half bitten apple beholds several mysteries and theories of its origination. Based on the famous story of Adam and Eve, Apple was considered as a fruit of knowledge. Without a bite on the apple design, the fruit might be mistaken with a cherry. That is why; apple with a bite was finalized.


Sony Vaio, aka Visual Audio Intelligent Organizer, is famous for its advanced technology. Vaio represents the integration of both analog and digital technologies in its products. The letters ‘va’ is made to look like an analog wave, while the ‘io’ resemble the numbers 1 and 0, representing a digital signal or binary code.


Picasa is Google’s image organizer and editor. It has an interesting logo with an equally interesting depiction of it. At first glance, it looks like a simple camera shutter but the empty space in the center of the shutter forms a house. This is because Picasa is considered home for all of your pictures, where pi stands for ‘pictures’ and casa in Spanish means ‘home’.

BMW, particularly known as Bavarian Motor Works, has a logo that represents white propeller blades against a blue sky. It reflects the origins of BMW as a manufacturer of the military aircraft engines. The logo also has its blue and white cases because of its Bavarian origin – the colors of the Bavarian flag are blue and white.


The Lucky GoldStar Corporation was renamed as LG in 1995. What is hidden in the letters L and G is a smiling face. The ‘L’ makes the nose and the ‘G’ makes up the rest of the face. This gives the brand a human element and makes it more welcoming and approachable.


FedEx is an exceedingly popular shipping company, and its logo splashes on trucks and planes all over. Nothing about the logo is extraordinary or appealing to the eye. There is one important hidden sign in its logo – an arrow between E and X. The arrow represents the idea of moving forward with speed and precision, which is very much expected from a shipment brand like FedEx.


This utterly famous sports apparel brand has a logo with three stripes that are staggered to look like a mountain. The mountain represents the challenges and obstacles athletes will face and overcome.

Haven’t these designs given an identity to the brands they belong to? What does your logo design mean? Does it signify anything or does it justify your brand?

To have a look at the work done on designs by Startup Farms, please click on the link: