The Art of Logo Design: Secrets Behind Famous Brands

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In today’s fast-paced market, a company’s logo is more than just a visual mark; it is the face of the brand and often the first point of engagement with potential customers. A well-designed logo not only grabs attention but also communicates the core values and vision of the company. In this blog, we delve into the art of logo design by examining some well-known company logos, exploring the hidden meanings behind their designs, their evolution over time, and the significance of their colour choices.

The Hidden Meanings in Famous Logos


The FedEx logo is renowned for its simplicity and the hidden arrow between the letters ‘E’ and ‘x’. This arrow represents speed and precision, reflecting the company’s commitment to swift and reliable delivery services. The use of purple and orange conveys professionalism and energy, appealing to a wide audience.

Apple Logo

Amazon’s logo features a subtle arrow from ‘A’ to ‘Z’, signifying the company’s extensive range of products, from A to Z. The arrow also resembles a smile, symbolising customer satisfaction and a positive shopping experience. The black and orange colour palette suggests sophistication and creativity.

Apple Logo

The Apple logo, with its minimalist design and missing bite, is iconic in its simplicity. The bite was included to ensure the apple was not mistaken for another round fruit. Over the years, the logo has evolved from a detailed, colourful illustration to the sleek, monochromatic apple we recognise today. The monochrome design exudes elegance and innovation.

Evolution of Logos


The Pepsi logo has undergone numerous transformations since its inception in 1898. Originally featuring a complex, ornate design, it has gradually evolved into a simpler, more modern look. The current logo, introduced in 2008, features a stylised globe with red, white, and blue waves, representing the brand’s dynamic and refreshing qualities.


Shell’s logo evolution is a testament to the power of simplification in design. The original logo, introduced in 1904, was a realistic depiction of a shell. Over the decades, it has been streamlined into a bold, yellow and red symbol that is instantly recognisable worldwide. The use of these colours reflects the brand’s energy and vibrancy.

The Power of Colour in Logos

Colours play a crucial role in logo design, influencing perceptions and emotions. Different colours convey different messages, making the choice of colour palette a vital aspect of branding.


Blue is often associated with trust, loyalty, and professionalism. It is a popular choice for technology companies like IBM and social media platforms like Facebook. The colour blue fosters a sense of security and reliability.


Red is a powerful colour that evokes excitement, passion, and urgency. Brands like Coca-Cola and Netflix use red to capture attention and stimulate strong emotional responses. It is a colour that can drive action and enthusiasm.


Green is synonymous with nature, growth, and health. It is commonly used by brands that promote sustainability and wellness, such as Whole Foods and Starbucks. Green represents freshness and environmental consciousness.

Why Companies Choose Certain Colours

Companies select their logo colours based on the emotions they want to evoke and the messages they want to convey. For instance, a financial institution might choose blue to communicate trustworthiness, while a fast-food chain might opt for red to stimulate appetite and excitement.

Understanding the psychology of colours can help businesses create logos that resonate with their target audience, enhance brand recall, and strengthen their market position.


The art of logo design is a delicate balance of creativity, strategy, and psychology. By analysing the hidden meanings, evolution, and colour choices of famous logos, we can gain valuable insights into what makes a logo truly effective. Whether you are rebranding or creating a new logo from scratch, consider these elements to craft a logo that not only stands out but also communicates your brand’s essence.

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