logo design and brand identity

How important is it for a company to have a great logo?

From Nike's "swoosh" symbol to Starbucks' twin-tailed mermaid or siren, the world's largest companies take great care of their logos.

For most people the logos of such firms immediately connect our minds to the business in question, without the need to see its name.

Think of the golden arches of a popular fast-food chain, or the apple with a bite taken out of it representing a certain computer company.

This type of instant recognition is the holy grail for a business.

Which is why the world's multinational companies can spend millions on their logos - like UK oil group BP, which back in 2000 spent £136m introducing its current sunflower design.

Other firms of a similar size, whose logo is simply their name written out in a stylised way, can spend hundreds of thousands on a new font, or a different colour.
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