Logos are not just cute images designed to lure people into buying more. Though this is one of the reasons but it is not the only reason. A logo represents the organization behind it and most organizations who start out with just an idea to develop a brand, later on fall in love with their own logo. This usually happens when they start thinking about how this logo helped them grow and how it reflects the kind of organization they are.
Each day an average citizen of a reasonably modern city goes through looking at hundreds of logos. Some of them more memorable than others, some are so common that they need not to be noticed and some are just too awful to look at and it is better to forget them as soon as possible. We usually do not think about how these logos were designed the way they are now. What the business behind this logo is trying to tell us. Well actually sometimes we do, though not with the popular logos or brand images those are part of our normal daily routine.
For example if you work in an office the logos of courier companies might be a common sight for you. You might receive mail and deliveries from FedEX, DHL, UPS, or some other courier company each day. Your brain would chalk that package up labeled “FedEx Package for XYZ” with the FedEx here the image imprinted on the package gets stored into your brain. You recall this image when you think of the package. In this post we will look at some popular logo designs for courier companies and try to see how these organizations present themselves in their logo design.
UPS is probably the world’s largest parcel service. It was founded in 1907 so it has been almost 103 years for them in the business. That’s enough time to be number one in any field of business, and also enough to establish a brand identity. The brown and golden logo looks good the golden color represents a shield which represents Security and Safety. The curves in the brown color represent swift smooth delivery. Typography also uses golden colored letters embossed on the shield. Typeface is elegant and condensed to show efficiency. It is simple, elegant and charming. Please note that UPS is probably the only globally operating courier company that has “security” as an element in their logo. May be it’s because UPS was founded way back when people worried too much about the safe delivery of their packages.
Deutshe Post DHL, commonly known as DHL represents it self with a red and yellow logo design. Recognized all over the world this logo is one of the most popular brand identities in the world. If you look at it or ask any designer what they think of it they would tell you how scary this logo is. Using red on a yellow background is a very bold step in terms of brand design. DHL took it and pulled it off with their hardwork and dedication. This logo again represents swiftness and speed. Unlike UPS logo DHL’s logo ignores the element of Security.
Not popular in the US much TNT is one of the major courier and logistics delivery companies in the world. Their logo design uses three circles which represent three modes of transportation land, sea and air. These circles also represent the three continents where TNT has strong presence Europe, Asia and Africa. These circles also represent the globe and if you notice how they are joined together you get the message of TNT bring world closer.
FedEx’s logo represents speed, reliability, trustworthiness and elegance. All of that with just three colors and cleverly put together typography. We have written a whole blog post on the Hidden Arrow in FedEx Logo.
A quick look at these logo designs tells us a lot about the business they are doing and how they promise excellence. The common elements of all these logos are speed, promptness, confidence and trustworthiness. Of course these are the things one might expect from a courier company. Or may be the huge marketing of the above mentioned brands has taught us to look for these specific qualities in a courier company.
