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75 Logo Statistics You Can’t Ignore: 2024 Data Analysis & Market Share - Financesonline.com
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# 75 Logo Statistics You Can’t Ignore: 2024 Data Analysis & Market Share

A business logo is more than just an assembly of symbols, letters, shapes, and colors. It’s not simply a graphic and/or typographic mark that identifies your organization. As this selection of logo statistics shows, logos will always have the same storied existence as the organizations they represent.

The brand identity of a business that typically “resides” in a logo will resonate with consumers the most. Having a distinct design will allow your consumers to recognize your brand even when you alter it over time as many brands did during the COVID-19 pandemic. This is why it’s important to have the right logo design, whether your business is large or small.

We’ve gathered these critical logo statistics to offer valuable insights on branding. Perhaps this logo report has some unsolicited logo and graphic design inputs you’ve been waiting for.

key logo statistics

#### Logo Statistics Table of Contents

### General Logo Statistics

A logo is a company’s most powerful symbol of what it stands for. It is capable of penetrating through language and cultural barriers. Here’s an awesome selection of logo data:

#### What are the most popular logos?

- As of 2021, top-ranked company logos are Apple (2839 votes), Nike (2418 votes), Coca-Cola (2275 votes), Mercedes-Benz (1658 votes), and Adidas (1507 votes) (Ranker).
- Over 90% of the global population recognize the iconic Coca-Cola logo (Creative Bloq, 2017).
- Apple, Amazon, Google, Microsoft, and Samsung are the five most valuable brands in the world (Brand Finance, 2021).
- Founded in 1914, Universal Studios had changed logos a total of 12 times, the latest in 2012 (Closing Logos, 2020).
- The earliest iteration of the Apple logo came in 1976, which depicts Isaac Newton reading a book beneath an apple tree (1000logos, 2021).
- Established in 1924, the Metro-Goldwyn-Mayer (MGM) had used a total of six different lions in their film logos (DesignHill, 2019).
- FedEx’s logo design has won over 40 awards. Rolling Stones magazine ranked it as among the 8 best over the last 35 years (CNBC, 2015).
- Playboy earns the bulk of its revenue from licensing its logo, originally created in 1953. Their licensing revenue reached about $45 million in 2017 (Forbes, 2018).

#### General Logo Features

- 78% of consumers believe that logos are works of art (Study Finds, 2020).
- The human brain can process images 60,000X faster than words. This is why most businesses select visual branded logos (Nuanced Media, 2014).
- More than 60% of Fortune 500 companies use a logo that features a combination of designs (Website Planet, 2021).
- As far as text capitalization of Fortune 500 company logos is concerned, all caps leads the pack at 43%, followed by title case (33%), combination (12%), and all lowercase (7%) (Website Planet, 2021).
- 57% of small businesses are willing to pay $500 for their company logo (Website Planet, 2021).
- 18% of small businesses will shell out up to $1,000 for their company logo while 14% are willing to spend more than $1,000 (Website Planet, 2021).
- 78% of consumers believe that logos are works of art (Study Finds, 2020).
- A total of 10 to 20 principles of design exists when it comes to logo design (Canva, nd).
- There are a total of 7 types of logo designs today. These are abstract, mascot, combination mark, emblem, letter mark, pictorial mark, and wordmark logo designs (99designs, 2019).
- Consumers need around 5-7 impressions before they recognize a business logo (Pam Moore, 2014).
- There are more than 300,000 freelance logo designers on Upwork, over 118,000 on Freelancer.com, and over 134,000 on Fiverr (Website Planet, 2021).
- 9% of global brands didn’t include their business name in their logos (iMeet Central, 2015).

#### Most durable company logos

- Made in 1366, Belgian brewer  Stella Artois’s logo is perhaps the oldest logo still in use today (MSN, 2019).
- It was 1850 when Peugeot’s logo was first used (Peugeot, nd).
- Heinz first used its logo in 1869 (Heinz, nd).
- Founded in 1778, popular beer brand Bass Ale’s logo created in 1876 is still in use today (Logoworks, 2013).
- 1886 was the year Levi Strauss & Co.’s logo was made (Levi Strauss & Co, 2019).

### How Much Small Businesses Spend on Their Corporate Logos in 2021

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Source: Website Planet 2021

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With these logo importance statistics, can you say that you’re satisfied with your company logo? In case you’re planning to do some redesign, there’s plenty of help available online. You have great freelance platforms at your service.

### Costs of Logo Statistics

A brand logo visually represents a brand or a business. It provides the most effective means of communication with customers and the world at large.

#### How much does it cost to get a logo designed?

- Google spent nothing to make its original logo in 1998. Co-founded Sergey Brin just used the free graphics app Gimp to create it (Fast Company, 2012).
- In 1886, Frank Robinson, Coca-Cola’s founder’s partner and bookkeeper, created its iconic logo. It costs $0 to make it (Coca-Cola, 2018).
- Twitter’s old logo only cost the then-upcoming social media giant a measly $15 (Busines Insider, 2013).
- In 1971, Nike co-founder Phil Knight purchased the famous swoosh logo from Carolyn Davidson, a graphic design student, for $35. That would be around $217 today (Oregonlive, 2019).
- Made by Paul Rand, the defunct Enron logo cost $33, 000 in the 1990s (Busines Insider, 2013).
- Arnell Group redesigned Pepsi’s logo to the tune of $1 million in 2008 (AdAge, 2009).
- Accenture’s logo, which included rebranding procedures, cost $$100 million (Time, 2010).
- British Petroleum (BP) spent $211 million on its logo design in 2008 (New York Times, 2006).
- The Australia & New Zealand Banking Group (ANZ) logo costs $15,000,000. This hefty figure includes a two-year rebranding campaign from 2010 to 2012 (Think Marketing, 2015).
- $1,800,000 was the cost of the British Broadcasting Corporation’s (BBC) logo (Simplio, 2014).

cost of log

Communicating within and outside your company will always be a core business activity. Only trust the most reliable business communication solutions. Effective communication is key to business success.

### Colors & Logo Statistics

The human brain naturally responds to colors. With red we stop. Green tells us to go. We mourn in black. Let’s see how brands use colors in promoting their organizational image through their logos.

#### How many colors should a logo have?

- 76% of the leading brands’ designs only use mono or two color tones in their logos (DesignCrowd, 2020).
- 40% of Fortune 500 companies use the color blue in their logo (Website Planet, 2021).
- The most popular number of logo colors of Fortune 500 companies is two (43%), followed by one (37%), three (14%), and four (5%) (Website Planet, 2021).
- The top colors used by brands in their logos are blue (35%), red (30%), and grayscale (23%) (Venngage, 2019).
- An 80% increase in brand recognition is achieved using a colored logo design (Ragan, 2015).
- 95% of the top 100 brands use only one or two colors in their logo (iMeet Central. 2015).
- When people make a subconscious judgment about a product, 60% to 90% of that evaluation is based on color alone (Singh, 2006).

#### What colors are best for logos?

- Colored ads attract attention 42% more than similar ads in black and white (Ragan, 2015).
- Many big brand logos use the color red. Coca Cola uses red to encourage appetite and happiness. YouTube has a red logo to build the excitement of watching online videos (Oberlo, 2019).
- Green, used by Starbucks and Garnier Fructis in their logos, signifies the environment, Mother Earth, and universal love (Karen Haller, nd).
- 40% of Fortune 500 companies use the color blue in their logo (Website Planet, 2021).
- Men prefer bold colors; women favor softer hues (Ragan, 2015).
- Logo color makes up to 90% of a consumer’s first impression (Website Planet, 2021).

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### Top Colors Used by Global Brands in Their Company Logos

Top Colors Used by Global Brands in Their Company Logos

Blue: 35

Blue

%

Top Colors Used by Global Brands in Their Company Logos

Red: 30

Red

%

Top Colors Used by Global Brands in Their Company Logos

Grayscale: 23

Grayscale

%

Top Colors Used by Global Brands in Their Company Logos

Yellow: 20

Yellow

%

Top Colors Used by Global Brands in Their Company Logos

Green: 7

Green

%

Top Colors Used by Global Brands in Their Company Logos

Purple: 1

Purple

%

Source: Venngage

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If you’re a small business owner, there’s no need to fret about how expensive logo designs are today. Why not do your own design (or ask a creative staff)? You only need the help of a trusty graphic design tool for this.

### Leading Graphic Design Software

1. Pixlr. Create and edit images and graphics using this suite of web-based image editing applications. See how its features like brushes, wands, filters, and many more matches other top on-premise editing and design software here in our Pixlr review.
2. Inkscape. Draw freely with this open-source vector graphics editor. Learn about its unique native format and other features such as z-order transformations, node editing, and boolean operations here in our detailed Inscape review.
3. Autodesk SketchBook. This drawing and painting solution for professionals packs a comprehensive list of features like predictive stroke technology, customizable brushes, camera scanning, Copic Color Library, and many more. Read our Autodesk SketchBook review for more information.
4. Piktochart. Use this to create unique and eye-catching infographics for your company or customers. In this Piktochart review, you can learn of its many features such as maps, charts, and ready-to-use graphics among many.
5. PaintShop Pro. This graphics and editing software is great for novices and learners. Read about how its features like face detection technology, media sharing, and tutorials make it easy for anyone to design their own graphics here in our PaintShop Pro review.

### Brand Marketing & Logo Statistics

The age-old brand vs. logo debate had been ongoing for years. Rather than continuing this argument, why not explore ways on how these two can more effectively help a business? Our logo research offers some valuable insights on this.

#### What is the importance of branding?

- 89% of marketers say that brand awareness is their top business objective (Review42, 2020).
- 84% of B2B marketers say brand awareness is a major content marketing objective for their business (Invesp, 2020).
- 42% of consumers say that a logo effectively conveys a company’s personality (Study Finds, 2020).
- Logos are the most recognizable brand identifiers at 75%, followed by visual style (60%), brand color (45%), and unique voice (25%) (Renderforest, 2021).
- 50% of consumers are more likely to patronize a brand with a logo that they recognize (Study Finds, 2020).
- Conversely, 60% of consumers avoid brands that have odd, unattractive, or unappealing logos, regardless if they received good reviews (Study Finds, 2020).
- There will be 5-7 brand interactions before people remember a brand (Pam Moore, 2014).
- 59% of consumers prefer buying new products from brands that they already know (Invesp, 2020).
- 31% of consumers say trustworthiness is the most important brand quality (Invesp, 2020).
- 37% of consumers love a brand because of product/service quality. This is followed by excellent communication with representatives (19%) and positive buying experience (11%). (Upland Software, 2020).
- Brand loyalty is worth 10X more than a single purchase (Venngage, 2019).

#### What makes a power brand?

- 86% of consumers cite authenticity as a key factor when choosing to support a brand (Stackla, 2019).
- 77% of marketing leaders say a strong brand is critical to their growth plans (Content Marketing Institute, 2015).
- 82% of investors want the companies they invest in to have a robust brand (Big Presence, 2016).
- 53% of people say they feel connected with a brand. (Sprout Social, 2018)
- 57% of consumers say they will up their spending with a brand they feel connected to. (Sprout Social, 2018)
- 21% say they bought a new product since it was from a brand they like (Invesp, 2015).

brand loyalty

These logo importance statistics clearly show the unparalleled value of a great logo. It’s no wonder businesses go to great lengths just to have that perfect business logo.

Why not elevate the possibilities of your brand marketing to the next level? It’s actually easy when you’re using some of today’s best marketing solutions.

### Hidden Messages & Logo Statistics

Who doesn’t love great stories, especially about people and things that we adore? In this day and age, almost everything is easy to know something about. However, there are actually some things that remain secret, especially when they’re hiding in plain sight.

These logo recognition statistics offer some things you just might not know about your favorite brands:

- The space between “K” and “i” in the Hershey’s Kisses logo resembles a chocolate “kiss” (Inkbot Design, 2020).
- The Picasa logo forms a house at the center since “casa” means home in Spanish (Inkbot Design, 2020).
- The mountain in the Toblerone logo has a white bear in the middle, in reference to Bern, the home of Toblerone and the City of Bears (99designs, 2020).
- The Quiksilver logo is a nod to the famous Japanese wood print The Great Wave Off Kanagawa (99designs, 2020).
- FedEx’s logo has a hidden arrow in-between letters ‘E’ and ‘X,’ which connotes precision, acceleration, and forward direction (CNBC, 2015).
- Wendy’s logo, whose brand highlights a “home-cooked” feeling, has the word “mom” written on Wendy’s collar (Business Insider, 2013).
- Baskin-Robbins has “31” flavors and a pink and blue logo. The letters “BR” doubles as the number “31″ (Baskin Robbins, nd).
- The Yellow arrow in Amazon’s logo is NOT just a smile. It indicates that Amazon just sells everything, from A to Z (Logomyway, 2017).
- Tostitos’s logo-name has two letters “T’s” that look like people. They’re actually dipping a tortilla chip into the bowl of salsa on top of the letter ‘I’ (CNBC, 2015).
- Cisco Systems’s logo comprises its name with electromagnetic waves on top. These waves actually represent the shape of the Golden Gate Bridge, its birthplace (Cisco, 2018).

### Optimize your Logo Strategy to Make your Brand Stand Out

There you have it, our collection of today’s best logo statistics. This selection offers a host of valuable information that business owners can consider when revisiting their logo and branding strategies.

There’s no need to debate the importance of logo statistics. For one, business logos, when created and used correctly, can offer so much advantage over competitors. If used properly, a logo can be the most powerful instrument in communicating your brand image.

Additionally, the effectiveness of a logo does not reside entirely on its cost. Crucial to an effective logo design is the creativity in capturing the key messages and value proposition of a brand. Further, using the most appropriate color for your logo may spell the difference between a successful and a mediocre brand.

Ultimately, the real essence of a logo comes from the quality of your products or services. It also emanates from how you operate and connect with the world. Lastly, a company logo is a part of your overall marketing mix. Make sure to optimize the power of your logo in your campaigns.

### Key Insights

- Importance of Logos: Logos are powerful symbols that transcend language and cultural barriers, making them vital for brand recognition and communication.
- Recognition and Value: Top logos like those of Apple, Nike, and Coca-Cola are instantly recognizable, contributing significantly to their brands’ global value and consumer trust.
- Design Preferences: Most leading brands use simple logos with one or two colors, primarily blue, red, and grayscale, to ensure clear and effective visual communication.
- Cost Variations: The cost of logo design varies widely, from $0 for iconic logos like Coca-Cola to millions of dollars for comprehensive rebranding efforts by companies like BP and Accenture.
- Consumer Perceptions: Logos significantly impact consumer perceptions, with 60% avoiding brands with unattractive logos, while 50% are more likely to patronize brands with familiar logos.
- Hidden Messages: Many logos contain hidden elements and messages that add depth and meaning, such as the arrow in FedEx and the hidden bear in Toblerone.

### FAQ

1. Why is a logo important for a business? A logo serves as a powerful visual representation of a brand, helping to communicate its identity, values, and offerings. It aids in building brand recognition, loyalty, and trust among consumers.
2. How much should a small business expect to pay for a logo design? Costs can vary significantly, but many small businesses spend up to $500. Some may spend up to $1,000 or more, depending on the complexity and requirements of the design.
3. What colors are most effective for logos? Blue, red, and grayscale are the most popular colors used by leading brands. These colors are associated with trust, excitement, and neutrality, respectively, and can significantly enhance brand recognition and consumer trust.
4. How many impressions does it take for consumers to recognize a logo? Consumers typically need around 5-7 impressions before they start recognizing a business logo. Consistent use of the logo across various marketing channels helps in achieving this recognition.
5. What are some examples of hidden messages in logos? Logos like FedEx have hidden arrows between the “E” and “X” symbolizing precision and forward movement. Toblerone’s logo features a hidden bear in the mountain, referencing Bern, Switzerland, known as the City of Bears.
6. Can a logo impact consumer purchasing decisions? Yes, a well-designed logo can significantly influence consumer behavior. About 50% of consumers are more likely to choose a brand with a recognizable logo, while 60% may avoid brands with unattractive logos.
7. Are expensive logos always better? Not necessarily. The effectiveness of a logo depends more on its design and how well it communicates the brand’s message rather than its cost. Some iconic logos were created at minimal expense but have achieved significant recognition and value.

References:

1. 1000Logos (2021). APPLE LOGO. Retrieved from 1000Logos
2. Anderer, J. (2020). Brand Awareness: Survey Ranks Top 30 Most Recognizable Logos In The U.S.. Retrieved from Study Finds
3. Appleton, N. (2014). The 10 Most Expensive Logo Designs and Rebranding Campaigns of All Times… And A Few That Cost Surprisingly Little. Retrieved from Simplio
4. Baker, C. (2013). Behind the Red Triangle: The Bass Pale Ale Brand and Logo. Retrieved from Logoworks
5. Baskin Robbins (n.d.). Baskin Robbins Fun Facts. Retrieved from Baskin Robbins
6. Berr, J. (2018). Playboy’s Latest Turnaround Plan Sounds Awfully Familiar. Retrieved from Forbes
7. Business Insider (2013). There is a Hidden Message in the New Wendy’s Logo. Retrieved from Business Insider
8. Business Insider (2013). Here’s How Much the World’s Most Iconic Logos Cost Companies. Retrieved from Business Insider
9. Chan, S. (2018). How Cisco’s Golden Gate Bridge logo changed over the years. Retrieved from Cisco
10. Closing Logos (2020). Universal Studios. Retrieved from Closing Logos
11. Coca-Cola (2018). Trace the 130-Year Evolution of the Coca-Cola Logo. Retrieved from Coca-Cola
12. Content Marketing Institute (2015). B2B Manufacturing Content Marketing: 2015 Benchmarks, Budgets, and Trends – North America. Retrieved from Content Marketing Institute
13. DesignCrowd (2020). 100 Famous Brand Logos From The Most Valuable Companies of 2020. Retrieved from DesignCrowd
14. Dobrilova, T. (2021). Branding Statistics and Tips to Improve Your Brand Awareness in 2020. Retrieved from Review42
15. Drengberg, C. (2016). The 4 Most Likely Ways Your Business is Failing. Retrieved from Big Presence
16. Ferreira, N.M. (2019). COLOR PSYCHOLOGY: HOW COLOR MEANINGS AFFECT YOUR BRAND. Retrieved from Oberlo
17. Frohlich, T.C. & Sauter, M.B. (2019). The oldest corporate logos in the world. Retrieved from MSN
18. Giuliano, K. (2015). 13 Famous logos with hidden messages. Retrieved from CNBC
19. Heinz (n.d.). The Complete History of Heinz. Retrieved from Heinz
20. iMeet Central (2015). The Top 5 Branding Colors (And What This Says About Us). Retrieved from iMeet Central
21. Inkbot Design (2020). 20 Hidden Messages in Logos That Prove Companies Are Pretty Clever. Retrieved from Inkbot Design
22. Invesp (2020). How Branding Influences Purchase Decisions [Infographic]. Retrieved from Invesp
23. Jackson, A. (2019). 30 Of The Most Creative Film Company Logos. Retrieved from DesignHill
24. Karren Haller (n.d.). 10 Myths that Limit You using Colour Effectively. Retrieved from Karren Haller
25. Kramer, L. (2020). 27 logos with hidden meanings that will make you look twice. Retrieved from 99designs
26. Levi Strauss & Co (n.d.). Levi’s History. Retrieved from Levi Strauss & Co
27. Logomyway (2017). Amazon Logo and its History. Retrieved from Logomyway
28. Long, K. (2015). Infographic: Color increases brand recognition by 80 percent. Retrieved from Ragan
29. May, T. (2017). The top 10 big-brand logos. Retrieved from Creative Bloq
30. McCready, R. (2019). 80+ Branding Statistics You Should Know For 2020. Retrieved from Venngage
31. Morr, K. (2019). The 7 types of logos (and how to use them). Retrieved from 99designs
32. Nocera, J. (2006). Green Logo, but BP is Old Oil. Retrieved from New York Times
33. Pam Moore (2014). 10 Reasons Why Personal Branding is a Requirement for Marketers & Business Leaders. Retrieved from Pam Moore
34. Parekh, R. (2009). ‘BREATHTAKING’ IS ONE WORD FOR PURPORTED ARNELL PEPSI DOC. Retrieved from AdAge
35. Peugeot (n.d.). PEUGEOT HISTORY. Retrieved from Peugeot
36. Pokrant, S. (2014). Brand Identity Importance in Business. Retrieved from Nuanced Media
37. Ranker (2018). The Best Logos in the World. Retrieved from Ranker
38. Schlottman, A. (2021). 60+ Logo Stats and Facts – New Fortune 500 List Research [2021]. Retrieved from Website Planet
39. Singh, S. (2006). Impact of color on marketing. Retrieved from Emerald Insight
40. Sprout Social (2018). #BrandsGetReal: What consumers want from brands in a divided society. Retrieved from Sprout Social
41. Stackla (2019). The Consumer Content Report: Influence in the Digital Age. Retrieved from Stackla
42. Time (2010). Top 10 Worst Corporate Name Changes. Retrieved from Time
43. Upland Software (2020). Upland Localytics Study Reveals Why Consumers Fall in Love with a Brand. Retrieved from Upland Software
44. Wilson, M. (2012). Infographic: The Cost of a Famous Logo from $0 to $211 Million. Retrieved from Fast Company

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James Anthony

#### By James Anthony

A senior FinancesOnline writer on SaaS and B2B topics, James Anthony passion is keeping abreast of the industry’s cutting-edge practices (other than writing personal blog posts on why Firefly needs to be renewed). He has written extensively on these two subjects, being a firm believer in SaaS to PaaS migration and how this inevitable transition would impact economies of scale. With reviews and analyses spanning a breadth of topics from software to learning models, James is one of FinancesOnline’s most creative resources on and off the office.

Page last modified 2024-08-01

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