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Key Principles When Designing Corporate Logos

Designing a corporate logo is an important part of establishing a brand identity. A well-designed logo can help a company stand out from the competition and convey the company’s values and personality. Here are some key principles to keep in mind when designing a corporate logo.



One of the most important principles in logo design is simplicity. A simple logo is easier to recognize and remember than a complex one. A simple logo also looks better when scaled down to smaller sizes, making it easier to use on different platforms and media.


A logo should be relevant to the company and the industry it operates in. The logo should reflect the company’s values, personality, and mission. For example, a logo for a financial institution should convey trust, stability, and professionalism.


A memorable logo is one that sticks in people’s minds. It should be distinctive and unique so that it stands out from the competition. The logo should also be easy to recognize and remember, even after just one exposure.


A good logo should be versatile and work in different formats and sizes. It should look good on a website, business card, billboard, or any other medium. The logo should also be easy to reproduce in different colors and on different backgrounds.

The Starbucks Logo

One example of a successful corporate logo is the Starbucks logo. The current version of the Starbucks logo is a simplified, stylized image of a siren, a mermaid-like creature from Greek mythology. The siren is depicted in green, which is associated with growth, freshness, and nature. The logo is simple, memorable, and versatile, and has become instantly recognizable to millions of customers worldwide.

Over the years, the Starbucks logo has undergone several revisions. The original logo, introduced in 1971, featured a more detailed image of the siren, with the company name surrounding it. In 1987, the company introduced a new logo that featured a simplified image of the siren in green, without the company name. The current version of the logo, introduced in 2011, features an even simpler image of the siren, with a focus on the green color and the company’s name in bold letters.

The Starbucks logo has become a symbol of the company’s values and personality. It reflects the company’s commitment to quality, sustainability, and customer experience. The logo has also evolved with the company, reflecting its changing priorities and vision.

The Nike Logo

The Nike logo, also known as the “Swoosh,” is one of the most recognized logos in the world. The logo has evolved over time, reflecting changes in the company’s branding and design strategies. Here’s a brief overview of the Nike logo’s evolution:

  1. The Original Swoosh (1971): The Nike logo was created in 1971 by graphic design student Carolyn Davidson. The original logo featured a simple Swoosh, a curved line that resembled a checkmark, with the word “Nike” in all-caps next to it. The Swoosh was meant to symbolize movement and speed.
  2. The Bold Swoosh (1978): In 1978, Nike made a minor update to the Swoosh, making it bolder and more prominent. The “Nike” text was also moved below the Swoosh.
  3. The “Just Do It” Era (1988): In 1988, Nike introduced its famous “Just Do It” slogan, which became a central part of the company’s branding. The Swoosh was made even bolder and placed above the “Just Do It” text.
  4. The Futuristic Swoosh (1995): In 1995, Nike redesigned its logo with a more futuristic look. The Swoosh was made even bolder and given a metallic, 3D effect. The “Nike” text was also changed to a more modern, sans-serif font.
  5. The Modern Swoosh (2019): In 2019, Nike made a subtle update to its logo, simplifying the Swoosh and removing the word “Nike” entirely. The new logo is designed to be more flexible and adaptable across different media and platforms.

Overall, the Nike logo has evolved over time to reflect changes in the company’s branding and design strategies. Despite these changes, the Swoosh remains one of the most iconic and recognizable logos in the world.



In conclusion, designing a corporate logo is an important part of building a brand identity. A well-designed logo should be simple, relevant, memorable, and versatile. The Starbucks logo is an excellent example of a successful corporate logo that embodies these principles. By keeping these principles in mind, companies can create logos that stand the test of time and become an integral part of their brand identity.