Fashion Logos: The importance of branding

Written by Marc | 27/11/2013


How To


The significance of great logos and what makes them great

We see logos every day, and everywhere; on shop fronts, on products, on food and on clothes.  They are probably the most important part of a brand’s identity. What makes a really great logo? A great logo or the ones we recognize are responsible for making that particular company or brand unforgettable.

Logos are not just an artistic representation of a company but have functionality aspects also. A logo is probably the most important representation of a company’s image and what it stands for. World-renowned graphic designer Paul Rand once stated “Simplicity is not the goal. It is the by-product of a good idea and modest expectations.” This statement can be applied to many logos. It’s not about how much detail you can cram in, it’s about the message you want your logo to portray. Will it be easily remembered?


The importance of logos in fashion

When it comes to fashion, a logo is more than just important, its role within the brand/company is imperative as lots of brands actually rely on the logo to sell products in more ways than one. People recognize a brand logo and associate it with good things, quality garments and reputation. Some even buy branded items just to proudly walk around in an item of clothing with the well-known logo on it. Wearing a recognized logo can make the wearer feel confident.

Karl Lagerfeld, German fashion designer and creative director at Chanel when discussing the importance of fashion logos states ‘“Logos and branding are so important. In a big part of the world, people cannot read French or English–but are great in remembering signs”  which truly emphasises the universal importance of a good logo.


Distinguishing against the competition

Although some fashion brands can offer very similar products to one another, it’s vital for them to adopt distinct logos. For example, after the Lacoste polo shirts came out with their crocodile logo, Ralph Lauren brought out a series of polo shirts very similar, but their logo of a man on a horse playing polo is what set them apart.


Let’s take a look at some of the most widely recognised and enjoyed logos in fashion

Be distinct. Those interlocking Cs are recognized all over the world by just about everyone! The inspiration for them actually came from stained glass windows in Aubazine Chapel which contained interlocking curves. When we see the Chanel logo we immediately associate the 2 C’s with the elegance, luxury and superiority that is Chanel.

Be memorable. Next up, we have the little familiar crocodile. This green critter is recognised globally and is the logo to be wearing if you are into your polo shirts! This very simple but quirky logo came from Rene Lacoste’s nickname on the tennis court which was ‘Le Crocodile’, feeling as though it would be a perfect logo for wearers to identify with, Rene had hit the nail right on the head.

Keep it simple. Everyone knows what the 2 letters CK stand for, and anyone who is anyone with any credibility within the underwear department is only ever seen with the famous CK on the waistband! The Calvin Klein logo is simplicity at its best.

Be daring. Vivienne Westwood is of course known for her daring and punk-inspired styles. Her ‘orb’ logo is widely recognised and was originally inspired by the British crown jewels. The orb is more significant as it perfectly symbolises taking tradition into the future.

Simplicity at its best. Now everyone is familiar with those 3 famous lines from the Adidas logo. But do you know what the 3 lines mean? They actually represent a mountain, reaching out to the challenges yet to be overcome. And of course, the achievements which are to follow.


In conclusion…


Logos make a statement about the company they represent, as simple as some may look they are cleverly constructed to give a true representation of the brand. As you can see from the logos above, simplicity is also the key and has been for hundreds of years, even Leonardo da Vinci once said “Simplicity is the ultimate form of sophistication”.

Logos are like the shop front of the brand, they should invite you into the product, or in some cases can actually have the reverse effect and put you off. Nicely ending this interesting discussion, we will leave you with what is probably, without a doubt the most famous, yet simplest logo of all time, there’s no need to say its name or even give it an introduction.

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