A logo is arguably the most critical marketing component for any company. It is defined as a symbol or other design adopted by an organization to identify its brand, products, vehicles, etc. It is used on storefronts and websites, letterhead and business cards, and on advertisements of all kinds. A logo is a tool to generate favorable thoughts about a product or service. And the best logos have been proven to stand the test of time.
Think about some of the most recognizable brands of all times. Coca-Cola, Apple, Chevrolet, CNN, 7-Eleven… the list goes on. These brands, and many more like them, may not always be well-received by the public, but their logos certainly have staying power. Their corporate identities are known nationally and in many cases, internationally, within or without the context of an advertisement. They “live” on their own.
It’s said that the very first logo ever developed was for the Dutch East India Trading Company – VOC (Vereenigde Oostindische Compagnie). Established in 1602, the VOC is often considered to have been the first multinational corporation in the world.
However, long before the VOC brand was established came, in my opinion, the most iconic and influential logo of all time. A logo that has endured for thousands of years and is arguably the most recognized throughout the world. It’s the logo that represents the brand of Christianity – the Christian Cross.
No – this isn’t a religious post but merely an observation about a logo standing the test of time. A symbol, that came into use at least as early as the second century. I’m Catholic, and while navigating my way through Lent, I began to think about just how incredibly long the brand of Christianity has been around. Christianity is not the oldest religion, I’m well aware of that. And it’s not the only religion with symbols, icons or logos. For example, there is the Islamic Crescent and Star, the Jewish Star of David, the Hindu Om, the Buddhist Dharmacakra, and more.
However, strictly speaking from a brand awareness standpoint, I’d argue that the most recognizable logo of all time is the Cross. Like many brands (and religions), Christianity has gone through bright days, dark days, successes and failures. But for a brand that is thousands of years old, and is immediately identified by the sight of a simple cross-like image, it certainly takes the crown as the brand identity with the most staying power.
Times have changed since the early days of Christianity, and even the beginning days of the VOC. Nowadays, whether you are doing a search online, using an app on your phone, or simply out and about in the city, you are constantly bombarded with brands. I enjoy that. Brands are a critical part of every consumer’s purchasing decisions, from the cereal they eat to the car they own, and everything in between. Your logo, while it may not drive a customer to initially purchase a product, is the simplest way to identify your company. The more recognizable your logo and the more it’s seen in the marketplace, the more likely it will encourage product trial. So, make sure you have taken the time to build a logo that best represents your brand promise, is memorable, and will stand the test of time.
Contact Loaded Creative to help you build a logo with staying power.
By Mark Dello Stritto
President and Creative Director, Loaded Creative