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11 Famous Logos and their Successful Case study

In everyday life when we see so many brand logos, we appreciate few and others vanish from our mind. Have you wondered what makes a logo creative that will stay in the minds of people and doesn’t vanish?

In this blog, LogoPeople will take you behind the scenes and discover what it takes to design a successful logo. Some eye-opening logo design case studies below will help you make an overview of successful logo designing. 

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Google logo represents all the positive, energetic, and young forces. It’s simple, brief, and powerful.

The very first impression of the Google logo is that it is simple and colourful!

Brands collect all information from data online, sorts and display them to the users of Google results. Irrespective of colour, race and area it treats users equally.

If we ignore all colours, only the simple word” G” is visible, which is its theme. In real life also we are bombarded with much information, but we urgently need a convenient service to sort data and provide what we need most. That’s what Google does! Google doesn’t use any art fonts that are hard to read. Instead, all Google logo fonts are straightforward.

It all started with a fruit Apple, the falling fruit that led Isaac Newton to discover the gravity concept. The main idea behind Apple is bringing simplicity to the public, with the most sophisticated way. It was simple but strong and with changing, the evolution of logo’s from 1976 till today thought it brought variations in its colours, but the shape of the logo remained untouched.

When Apple came up with its first-ever iMac, the Bond Blue, the logo was modified and its rainbow colours disregarded. They thought that the rainbow-coloured logo would have looked childish, silly, and out of place on the sky-blue compute.

The logo then took designed with a luxurious metallic look with embossing. The “Glass” themed logo design was the next evolution for the logo. Now the company uses a more modernized flat “Millennial” Apple logo.

The logo matches the personality of the brand when we think of Apple’s products; we think of words like accessible, sleek, and intelligent. The logo conveys just that.

The brand Nike “swoosh” has one of the most recognizable and iconic brand logos. The recent advertisements let go the Nike name and use only the logo, combined with their tagline “Just do it.” Graphic design student Carolyn Davidson created the logo. Despite being a famously simple logo, it has evolved and changed since it was initially conceived.

The line reflects the goddess Nike wing, who gave the brand a name. Nike means the victory in ancient Greece and patronized the athletes. The Swoosh is known to the whole world and transmits sound at high speed. It is a symbol of eternal and constant movement.

The wing shape was designed as a reflection to stimulate athletes to achievements and actions such as the tagline “Just do it” that appeared later.

In 1971 a logo featured the full company name “Federal Express” inside a rectangle which was divided in two by a diagonal line. The corporate colour palette included three hues (blue, red, and white) that portrayed the ideas of power and professionalism.

Such as colour orange stands for FedEx Express, red is a direct indication at FedEx Freight and green is the corporate colour of FedEx Ground.

FedEx emblem is simple if you look between letters E and X, you will spot a white arrow which stands for accuracy speed, strive for perfection, and perseverance in achieving goals. It looks stylish and relevant even decades after its last re-designing.

The FedEx logo is a textbook example of how to use negative space; for the iconic hidden arrow, designer Lindon Leader paired the Universe 67 and Futura Bold fonts

It consists of a thick black ring encircled by a silver lining where the word ‘BMW’ is inscribed in a non-serif typeface in the top half of the black ring. The ring was partitioned into four equal alternative colours of blue and white quarters which are known as “roundel”, which was created and registered in the year 1917.

It is remarkably simple and projects an identity that is smart, clear, sporty and image-conscious.

The white and blue colour of logo has many variations such as:

Sky blue and white fields other are interpretation to a rotating propeller and BMW logo to Bavaria where the products are produced”.

On 3rd march new logo is revealed to match their new release i4 car concept. The circle shape is still the same along with the blue and white colour. The lighting and 3D effect replaced the thick black ring with a transparent one to develop a more straightforward and minimal logo.

6. Coca-Cola 

Over the year 1886 there were many changes in the logo, but there was never a dramatic change, aside from the addition of the “white wave” that we commonly see underneath the text or classic, and script lettering that has largely remained the same.

The logo represents originality and classiness; the cursive and fashionable lettering is truly unique and personifies the stylish class of its brand. The brand has created red and white colour as the anthem of cold drink. It is the most desired logo all around the world due to its emotional connect and nostalgic feel.

Red displays energy, appetizing, passion and excitement. The logo is very simplistic, and hence it stayed in the minds of customers. In fact, people recognize the logo with just colour and font style also.

7. Mc Donalds 

McDonald’s iconic logo has gone through a lot of changes during its history. The logo was just a simple sketch of a chef in the 1940s. Now it has been transformed into one of the most recognized logos, eliminating its unnecessary elements over the years.

The McDonald’s brand logo looks similar to two of the restaurant’s golden brown French fries bent into the shape of an “M”.

It is a subtle message that advertises one of McDonald’s most popular menu items without the viewer, even realizing it. The brand chose to incorporate the slogan “I’m lovin’ it” into their logo. In this slogan, the company purposefully uses lower case letters and abbreviation to convey a calm and informal tone.

The packaging design of the Pepsi label has contributed in a massive way to the victory of the brand. The Design of Pepsi Logo is simple, attractive, instantly visible and helps in catching the attention of people towards the beverage.

Pepsi Globe shape logo that we see today has gone several changes over the years. The new Pepsi brand logo is now a simple circular design without the company name, which simplified version of the logo that act as excellent on all promotional campaigns. Started with almost same typography and colour as their competitor brand Coca-Cola, but now brand logo uses blue and red as these are contrasting colours.

The middle white strip increases the contrast more for producing tantalizing spectacle. The word Pepsi are typecast at the side of the globe this time in the lower case. The centre white space gives a smiling face to the logo. Current Pepsi logo has a patriotic palette of the year 40s, minimalistic design of the years 70s and script-like curves from the brand logos original look.

Shell from 1891 has gone many changes with its brand logo, but the picture of the shell has never disappeared.

The company wanted to align the colours of the Spanish flag, where many early California settlers were born to try and form an emotional bond with their customers. The shell represents a mollusk, which reflects the company’s trading roots, and part of the eco-cycle of oil exploration.

Bold and robust font lines indicate a bold company with a strong standing in the business world. Shell’s colours remind us of the company’s heritage.

10. Microsoft

Microsoft started with a soft coloured graphic which carried a suggestion to data structures. The ‘times’ family moved a crossed ‘W and this logo had a professional and sophisticated look.

Over the years it added more colours to its logo such as red, green, blue, yellow along with bolder sans type. The later logo acquired cleaner, 3D that presented as the plastic look and hence after two generations the logo came up as flatter ad cleaner design.

These few changes were aligned with the evolution of digital screens. As the resolutions get better, the type gets thinner.

Finally, the present logo, with the arrival of Windows 8 was a time when the whole design philosophy of Microsoft products was changing- when the entire design world was realizing the utility of flatter designs.

11. Walmart

The company played around with various designs, mostly flip-flopping on whether to hyphenate the company name in the logo to read “Wal-Mart” the company eventually settled on the latter in 2008.

“Walmart” which was spelt out in all lowercase letters accented on end by a yellow sunburst, the brand refers as “the spark”. The logo marks the 6th version of the brand logo design and said that the design was to make shopping more attractive to higher-income families.

The soft blue and yellow colour is an attempt to be more welcoming and inviting to their customers across the world. The spark is a symbol of inspiration and innovation, both things that have driven the company forward over the years.

The new logo didn’t have to be completely innovative and original; it just had to be different from their old one—something that would represent a fresh start and a new direction for the company.

Some other famous and successful brand logo:

Conclusion:

After going through the above beautiful and iconic brand logo case studies, there are also many other famous and successful brand logo such as Adidas, Honda, Starbucks, Rolex, Mercedes, Google, Chanel, Mickey mouse, Sony, Toyota, Dell, ford, ebay, Disney, Harley Davidson, Burger king, Dominos, Jeep, Amazon, Costa coffee, Android, CNN, Nestle and many more in list.  We are sure you have enriched your knowledge. Case studies make us realize that these giant companies have also once faced issues. Their logo today, we see their famous and most recognized logo all around the world, but now we know they have even gone through a journey of modifications and alterations to get that one perfect logo. Though changing time and market makes us keep updated with logo design, it is essential to approach a professional logo design agency who understands your requirement and then work. The agency that thinks for your future expansion and aligns such relevant elements in your logo design is significant. You can connect us if you are confused or ready to change your old logo and take a new direction, we will make you achieve your vision.

Being a strategist’s head and a long term visionary personality aims to achieve excellence in branding, packaging and digital marketing field. My 15 years of design experience and masters degree ais my strength which keeps me motivated and keep me going positively. I have participated in extensive branding design conquests in India, USA, Australia and New Zealand with winning zeal. My objective is to encourage start-ups and hence involves actively in the articles which will act as a productive intake of knowledge for them. Do connect me personally via my LinkedIn and I love to share my expertise with you.

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Disclaimer: The ownership and copyright of the listed designs rest with their respective companies who have full worldwide ownership of the designs.Our blog is just presenting different creative design without any claim of ownership or rights. We are just showcasing the information for design inspiration and creativity.

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30 In-Depth Logo Design Case Studies

Last Updated on March 7, 2024

Table of Contents

Ever wondered what it takes to create a logo? Well if you have you’re in luck, because today we have some eye opening logo design case studies.

You get to go behind the scenes and discover what it takes to design a successful logo. The case studies  below provide an overview of logo redesign/design by talented designers.

We hope you will enjoy this article and hopefully get inspired to create your own logo. Please feel free to comment below and tell us what you thought.

2. Just Creative Design

3. A-List Blogging Bootcamps

4. butterfield photography.

6. Ultimate Potential

7. Rockable Press

8. Vivid Ways

9. MyNiteLife

10. the bounty bev.

13. Latitudesouth

15. Directededge

16. Mindberry

17. Grooveshark

18. Dachelogo

19. Brokers

20. Siahdesign

21. Peter Hylenski Sound Design

22. Undersea Productions

23. Keyboard Kahuna

24. Tamara Kauffman

25. Apple & Eve

26. Orb Web Solutions

27. Foehn & Hirsch

28. Smashing Network Badge Development

29. Botanica

30. Homespun Chili

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Igor is an SEO specialist, designer, photographer, writer and music producer. He believes that knowledge can change the world and be used to inspire and empower young people to build the life of their dreams. When he is not writing in his favorite coffee shop, Igor spends most of his time reading books, taking photos, producing house music, and learning about cinematography. He is a sucker for good coffee, Indian food, and video games.

Logo Design Case Studies: Deconstructing Successful Logos

Your brand’s first impression is crucial in a crowded marketplace. The key to making a lasting impact lies in your logo, which serves as the visual ambassador. It’s like a firm handshake, a warm smile, or a catchy tune that instantly captures attention and stays in people’s minds.

A skilled logo design agency crafts a well-designed logo that goes beyond being a pretty picture; it silently ensures trust, quality, and connection. It speaks volumes about your brand’s personality, stirs emotions, and creates a strong bond with loyal customers.

Logo design case studies help us reveal the design choices, target audience insights, and marketing strategies that shaped these iconic symbols. By deconstructing these real-world examples, we learn the secrets of memorability, emotional connection, and brand differentiation.

It’s like discovering a treasure chest of inspiration that guides us in crafting logos that truly make an impact in the constantly evolving brand industry.

Logo Design: Case Studies and Fundamentals

Logo design is the process of creating a visual symbol that represents a company or brand. It involves combining colors, shapes, and text strategically to convey a distinctive and memorable identity. The key to a successful logo lies in its simplicity, memorability, and versatility. It should have a distinct look, be easily recognizable, and work well in different sizes and formats.

The colors and shapes are carefully selected to convey the brand’s essence. A successful logo stands out, making a lasting impression and effectively representing the brand’s identity and values. Join us in unraveling the elements contributing to their success and gaining valuable insights into the art of deconstructing impactful logos.

Logo Design Case Study 1: Spotify

Spotify is a Swedish audio streaming platform that has revolutionized the music industry by offering a legal and convenient alternative to music piracy. Spotify’s logo is a simple, user-friendly design with a groovy sound wave and circular badge. It symbolizes growth, harmony, and freshness.

Spotify’s logo features a sound wave at its heart, showcasing the platform’s diverse range of sounds and reinforcing its comprehensive audio experience. Spotify’s logo is a true reflection of its modern and dynamic brand identity. It perfectly aligns with their innovative music streaming approach and their constant strive to be at the cutting edge of technology.

Logo Design Case Study 2: Pinterest

Pinterest is a social media platform that helps users discover and save ideas for various interests. Its goal is to ignite creativity and preserve ideas. Pinterest’s logo is a combination of a “P” and a pin, with a clean and recognizable design and a bold red color representing passion and excitement.

The pin element emphasizes curating and organizing ideas. The stylized “P” represents the brand’s initial and resembles a pin, representing the act of pinning or saving visual content on the platform. Pinterest’s logo promotes creativity and accessibility. Its simplicity adds to its user-friendliness. The logo combines the letter “P” with a pin for instant recognition and reinforces the brand’s identity.

Logo Design Case Study 3: Chanel

Chanel is a prestigious fashion brand known for sophistication and style, offering clothing, accessories, perfumes, and beauty products. Established in 1910. You’ve probably seen those interlocked, mirrored double “C” letters before, right?

That’s the Chanel logo or “Coco Chanel monogram.” It’s a really clean and stylish design. Fun fact: those interlocking Cs stand for Coco Chanel’s initials. This logo has become a symbol of pure luxury, sophistication, and that classic Chanel vibe.

Among luxury fashion users, 89% recognize the Chanel logo

The logo design features interlocking “C” letters for balance and timelessness, with a clean and bold typeface for a modern look. The Chanel logo represents elegance and luxury, embodying the brand’s dedication to sophistication and opulence. It has become a symbol of high fashion and impeccable style.

The logo exudes simplicity and balance, making it relevant and captivating throughout various periods. It is instantly recognizable and stands as a prestigious symbol of excellence and superior craftsmanship.

Logo Design Case Study 4: SpaceX

Elon Musk founded SpaceX in 2002, intending to make space travel more affordable and pave the way for humans to settle on Mars. The logo of SpaceX showcases a cool octagonal star with a swoosh that goes beyond it. It’s a super modern and forward-thinking design. With its sleek lines and futuristic look, it perfectly represents the company’s dedication to innovation and exploring space.

SpaceX’s logo features an octagonal star and swoosh, symbolizing the company’s focus on space exploration and technology, with clean and sleek lines. SpaceX’s logo represents their dedication to space exploration and their influential position in the industry, with a sleek and modern design appealing to younger audiences.

Logo Design Case Study 5: Ferrari

Enzo Ferrari founded Ferrari in 1939 as a luxury sports car manufacturer known for its high-performance vehicles and distinctive red hues. The logo of Ferrari features a horse in a yellow shield, drawing inspiration from an Italian pilot’s emblem. It represents good luck and pays homage to Modena.

The design of Ferrari’s high-performance vehicles features a horse, symbolizing power, speed, and grace. The yellow shield represents Italian heritage and Modena. With its clean and sleek lines, the design adds a modern touch to the classic look, showcasing Ferrari’s dedication to blending tradition with innovation.

Logo Design Case Study 6: Starbucks

Starbucks, which was founded in 1971 in Seattle, Washington, is a coffeehouse chain that is renowned worldwide. It is famous for its high-quality coffee and cozy environment, making it one of the most recognized and influential coffee brands globally. Drawing inspiration from a 16th-century Norse woodcut, Starbucks’ logo presents a siren with two tails enclosed within a green circle.

Starbucks’ logo is crucial to its brand identity. Its simple design resonates globally and symbolizes its strong brand recognition. The use of green colors and ethical practices highlight their dedication to social responsibility and sustainability. Starbucks’ twin-tailed siren symbolizes the charm and quality of their coffee, enclosed in a green circle to promote eco-friendliness and ethical sourcing.

Logo Design Case Study 7: FedEx

Frederick W. Smith founded FedEx in 1971, establishing it as a renowned courier delivery service company headquartered in Memphis, Tennessee. It has built a strong reputation for its reliable and efficient express shipping services, catering to both international and domestic delivery needs.

The FedEx logo has remained unchanged since its creation in 1994

The FedEx logo showcases the company’s name in a vibrant combination of purple and orange. Purple signifies sophistication and reliability, while orange represents energy and enthusiasm. The space between “E” and “x” creates an arrow, symbolizing the company’s fast and precise nature, improving legibility, and strengthening the brand’s reputation. The logo’s simplicity and cleverness also make it highly recognizable on a global scale, contributing to FedEx’s strong brand recognition.

Logo Design Case Study 8: Coca Cola

Coca-Cola, established in 1886 by John Stith Pemberton, is a global beverage company headquartered in Atlanta, Georgia. It’s famous for being one of the most renowned and easily identifiable brands worldwide, particularly for its leading product, Coca-Cola, a fizzy soda.

When you see the scripted letters of “Coca-Cola,” you can’t help but feel a warm and friendly connection. The bold red color not only catches your eye but also represents the lively and thrilling nature of the Coca-Cola brand. And of course, the contour bottle silhouette is an essential part of the logo, giving the brand its unmistakable visual identity.

The Coca-Cola logo is recognized by a staggering 94% of the world’s population

The Coca-Cola logo is an iconic symbol that everyone knows, regardless of their culture or language. Its timeless design evokes feelings of joy, refreshment, and the shared enjoyment of a Coca-Cola beverage. By using this logo consistently over the years, Coca-Cola has created a strong and enduring brand identity.

Logo Design Case Study 9: Nike

Back in 1964, Nike started its journey as Blue Ribbon Sports before rebranding itself in 1971. Now headquartered in Beaverton, Oregon, Nike has become a major player in the athletic footwear and apparel market. The company’s catchy slogan, “Just Do It,” and the iconic swoosh logo have become symbols of its success and recognition worldwide.

In 1971, a graphic design student named Carolyn Davidson created Nike’s famous swoosh, a cool checkmark-like design that serves as the brand’s logo. This swoosh symbolizes speed, movement, and the wing of Nike, the Greek goddess of victory. It perfectly captures the essence of the brand, representing athleticism, determination, and triumph. Nike’s swoosh symbolizes movement and greatness, with the brand name displayed in a bold font.

Nike paid just $35 for its first “swoosh” logo

When you see the Nike logo, you immediately think of excellence in sports and the determination to reach your goals. It’s famous everywhere and plays a big part in making Nike a global leader in sportswear. The logo gets even more attention because famous athletes support it, showing that it’s connected to achievements in various sports.

Logo Design Case Study 10: Lacoste

Lacoste, a French brand established in 1933 by René Lacoste, a tennis player and André Gillier, is famous for its top-notch apparel, shoes, and accessories. Their iconic polo shirts, adorned with the legendary crocodile logo, are particularly renowned.

Paying tribute to René Lacoste’s media-given nickname, “The Crocodile,” Lacoste’s logo prominently features the green crocodile. This iconic logo was one of the pioneers in the fashion industry, instantly recognizable worldwide. It represents sophistication, opulence, and a strong association with the game of tennis.

Lacoste’s products have a recognizable green crocodile embroidered logo and clean, bold lettering, adding to their minimalist and sophisticated design.

The crocodile logo is a symbol of Lacoste’s tennis and sportsmanship, representing style, luxury, and high standards. It’s a globally recognized emblem that upholds the brand’s reputation as timeless and iconic. It symbolizes athletic grace and excellence.

Identifying Common Elements among Successful Logos

• Simplicity : Most of these logos are simple, with clean and uncluttered designs that make them easy to recognize.
• Iconic Imagery : Many logos have famous symbols or images, like the crocodile in Lacoste or the swoosh in Nike, which helps people remember the brand right away.
• Distinctive Color Palette : These logos have a consistent and unique color scheme that helps people easily recognize the brand. For instance, Coca-Cola is known for its iconic red color, while FedEx stands out with its combination of purple and orange.

Trends in Contemporary Logo Design

• Minimalism : Many brands, like Spotify and Chanel, have adopted a minimalist approach to their logos. This design choice reflects the current trend of embracing simplicity and clarity.
• Versatility : Nike and Starbucks logos are incredibly versatile, effortlessly adapting to different contexts and highlighting a contemporary approach to logo design.
• Hidden Elements : The clever utilization of negative space, like the hidden arrow in the FedEx logo, showcases a modern design trend.

The Role of Innovation and Uniqueness

• Innovative Concepts : SpaceX’s sleek and modern logo represents innovation in the aerospace industry, aligning with the company’s cutting-edge technology.
• Brand Storytelling : The Chanel logo is like a tale, showcasing intertwined double “C”s that represent grace, refinement, and everlasting style.
• Unique Symbols : Ferrari’s iconic prancing horse and Starbucks’ famous mermaid are special symbols that add to the individuality of their brands.

The Bottom Line

Looking back, when we think about the importance of logo design and the process of breaking it down, it becomes evident that logos have a crucial role in defining and expressing brand identities. As we wrap up this journey, it becomes apparent that logos go beyond just being visual elements—they are influential messengers of brand values and narratives.

The process of deconstruction offers valuable lessons on simplicity, symbolism, and adaptability, giving businesses a roadmap to create impactful logos that connect with their target audience. Essentially, a thoughtfully designed logo is a foundation for brand recognition, leaving a memorable mark on consumers and playing a crucial role in the overall success and identity of a business.

At Logowhistle , we offer tailored logo design services that meet customer’s requirements. Take a look at our logo design packages for more options and details. Curious about how to choose the right design tools for your logo creation? Visit our LogoWhistle FAQ section for expert guidance. The logo design journey is a creative one, and we’d love to be a part of it. If you have any questions, ideas or need professional design services, please contact us at +1 (201).918.4295. Let’s create a remarkable logo that truly represents your brand.

Disclaimer: All the images used in the article were taken from the internet. None of the above images are owned by LogoWhistle.

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20 Brilliant Design Case Studies That Neatly Present Brand Identity Concepts

• Articles & Inspiration
• 13 November 2017

21 Comments

Developing a brand identity involves more than just making a logo design. Research into the company’s values is necessary to collect inspiration from which to draw ideas. Concept sketches are then developed into a visual identity that represents the brand, which consists of not just the logomark, but also a complementary colour scheme and typography that provide consistency across the entire brand image. Rather than presenting just the final logo graphic in their portfolios, the designers featured in today’s showcase have produced thorough case studies that completely breakdown their brand designs. See how they neatly present the concept alongside stationery mockups and examples of real life usage.

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interastar by Necon

BEUNIT by Ollestudio

Validbox by Motyf Studio

Fortune Step by Sheen Young

BKK Logos by Hidden Characters

Worken Identity by Paola Flores

4Decision by Joy Intermedia

Costella Empreendimentos by Estudio Alice

Wyre Branding by Ramotion

Volusion Brand Identity by Ramotion

Veranda by Marka Network

Annecy by Grapheine

Gaia by Marka Network

Neostalgia by Marka Network

Jalan Surabaya Antique Market

Charly Gusto by Mubien Studio

Palm House by The Seventh Art

Aracely Melendrez Arquitecto by Roberto Melendrez

Extrajet by Alphabet

Origami by Mohammed Mirza

Semet Identity by Mohd Almousa

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that’s all cool am,azing design process and very talented designer i’ve ever seen.. I hope you to upload tutorial on Youtube about logo process design and brainstorming idea for logo project ? ,. Hope you answer… Thanks :)

Thanks for your feedback/request!

Amazing cases.. Thanks for sharing!!

Glad you liked the examples. Thanks Eduardo

Such amazing talent! Thank you for sharing Chris : )

Thanks for your comment Leandi

They all look fantastic!

Glad you liked the post

Wow! Nice work! I really like it! Keep it up :)

Thank you tauhedul

This goes to show the amount of thought and dedication that is put into designing logos. They’re not just logos but rather the birthchild of a creator.

I like that concept

Amazing, thanks for sharing! I always in a search for something new for my site and sites of my clients

Thanks for your comment Betty

Great examples Chris. The first one, Interastar, reminds me of the E-trade logo.

Glad you liked the examples Michael!

This is one fine article worth bookmarking as a brand design resource. Great designs with fantastic color schemes and top class typography. Thanks a lot for sharing :)

Glad you like the article Davo!

ThanQ for presenting these examples, they helped allot

Ohhh MG you are amazing !! Wonderful, fantastic and beautiful works. Where you studied? Im from Puerto Rico and I did my Master Degree in Pratt institute, my favorite designs are Corporate Identity but a long time I dont work, I really like a lot your Corporate Identity works, my works are junk next to yours. I wich to meet you and see your other works. Continue like that, you’re going to get far away. GOD BLESS YOU.

that is Awesome…! a true brand identity is such like that. This makes your costumes really amazed at your creativity. By the way, who is the mighty designer behind all this,. thanks

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Creating Great Logos: Real-World Examples and Expert Advice

Table of content.

The Power of Logos: Crafting Brand Identity and the Role of Case Studies

The essence of logos in branding.

Logos – they’re not just symbols. They’re the heartbeats of brands, the visual whisper that tells a story without a single word. In the bustling bazaar of businesses, logos stand as beacons, guiding customers to their desired destinations. They are the silent spokespersons of brands, embodying the essence, values, and uniqueness of a company. A well-designed logo can elevate a brand, making it memorable and distinct. It’s the first impression, often the lasting one, and the bridge between a business and its audience.

The Value of Logo Design Case Studies

For those who craft these vital brand symbols and for businesses seeking to reinvent or establish their identity, logo design case studies are invaluable treasures. These case studies are not just portfolios; they are narratives that reveal the journey of a logo from a mere concept to a brand identifier. They offer insights into the creative process, the challenges encountered, and the strategies employed to overcome them. For aspiring designers, these case studies are a rich source of inspiration and learning. For businesses, they provide a glimpse into the transformative power of effective logo design in building a strong, recognizable brand.

Delving Deep: Understanding the Client and Brand in Logo Design

Understanding the client and brand, facing the design challenges.

In the realm of logo design, understanding a client’s needs and brand essence is akin to deciphering a complex puzzle. Each client brings unique challenges, often steeped in the need to stand out while embodying their core values and message. These challenges range from creating a design that resonates with their target audience to ensuring the logo is versatile across various platforms. It’s a delicate balance between innovation and familiarity, where the logo must be distinctive yet relatable, modern yet timeless.

Embracing Brand Values

Peeling back the layers of a brand reveals its heart – its values. These values are the guiding stars that shape the brand’s identity. Whether it’s about innovation, sustainability, luxury, or reliability, these values must be intricately woven into the logo’s design. The target audience plays a pivotal role here. A logo for a youthful, tech-savvy crowd will vastly differ from one aimed at a more mature, luxury-oriented demographic. The desired brand personality – be it playful, professional, or avant-garde – also steers the design direction.

The Research Odyssey

Embarking on the research journey is crucial in logo design. This odyssey involves delving into the brand’s market, understanding its position, and scrutinizing the competition. It’s about spotting trends, acknowledging cultural nuances, and identifying gaps that the logo can fill. This research is not just about looking outward; it also involves an introspective view of the brand’s history and potential future trajectory. It’s a blend of market analysis, consumer psychology, and creative forecasting that shapes a logo capable of standing the test of time and competition.

Navigating Creativity: The Journey of Logo Design Exploration and Refinement

Design exploration and refinement, the birth of initial concepts.

The genesis of a logo begins with a burst of creativity – the initial concepts. Each concept is a window into a different interpretation of the brand’s essence. For instance, one concept might emphasize the brand’s heritage through a classic serif font, while another might focus on the brand’s innovation with abstract geometric shapes. Each design is backed by a rationale, whether it’s a color choice representing the brand’s energy or a symbol capturing its ethos. These initial concepts are more than just sketches; they’re potential brand identities waiting to be explored.

The Feedback and Iteration Loop

Crafting the perfect logo is a collaborative dance between the designer and the client. Feedback is the rhythm that guides this dance. It’s an iterative process where each round of feedback sharpens the focus, refining the concepts closer to the brand’s heart. This feedback loop is crucial, as it ensures the logo resonates not just with the designer’s vision but also with the client’s expectations and the target audience’s perceptions.

Unveiling the Final Design

The culmination of this journey is the final logo design – a design that encapsulates the brand’s identity. This logo isn’t just a visually appealing symbol; it’s a distilled essence of the brand’s story, values, and aspirations. It stands as a testament to the journey of exploration and refinement, a symbol that proudly represents the brand in the global marketplace.

Bringing the Logo to Life: Implementation and Its Impact

Implementation and impact, the logo in action: brand application.

Once the logo is finalized, it’s time to see it come to life across various brand touchpoints. This is where the logo starts its journey, from being a digital file to becoming an integral part of the brand’s identity. The application ranges from the digital realm like websites and social media platforms to the physical world of packaging, storefronts, and merchandise. Each application is a test of the logo’s versatility and adaptability, ensuring it maintains its integrity and impact across different mediums. It’s a showcase of how a logo can transform a brand’s presence and perception in the market.

Reflecting on Client Impact

The true measure of a logo’s success is reflected in the client’s feedback and its impact on their brand. Clients often express how the new logo has rejuvenated their brand, giving it a more contemporary, relevant, and professional look. They share stories of increased brand recognition, customer engagement, and even market growth. This feedback is a testament to the power of effective logo design in shaping a brand’s future and cementing its place in a competitive market.

Beyond the Surface: Exploring Diverse Logo Design Case Studies

Deeper dives – additional case studies, contrast & comparison: divergent design approaches.

In the world of logo design, approaches can vary dramatically, leading to distinct outcomes. Let’s analyze two contrasting logo designs. On one hand, we have a minimalist design that uses simple lines and limited color palettes, emphasizing clarity and modernity. On the other, a complex, detailed logo rich in colors and intricate elements, projecting tradition and richness. The minimalist logo thrives in digital contexts, offering clear visibility even at small sizes. In contrast, the detailed logo resonates in luxury markets, where its complexity conveys exclusivity. Both approaches have their effectiveness, tailored to meet specific brand needs and audience expectations.

Evolution of a Logo: The Journey of a Brand

Exploring the evolution of a well-known brand’s logo offers a window into the brand’s history and its adaptation to changing times. Take, for instance, a global technology company. Initially, their logo may have been text-heavy, reflecting the brand’s focus on information and reliability. Over the years, as the brand expanded and technology evolved, their logo transformed into a simpler, more abstract symbol. This evolution signifies the brand’s shift towards innovation and its aim to appeal to a broader, more diverse global audience. The changing logo not only reflects the company’s growth but also the changing trends and consumer perceptions in the technology industry.

Solidifying Success: Key Principles and Pitfalls in Logo Design

Takeaways and tips for success, essential design principles from case studies.

Reflecting on the case studies, several key principles emerge for effective logo design:

• Simplicity is King: A simple design ensures versatility and memorability. It’s easier to recognize and works well across various mediums.
• Relevance to the Brand: The logo must align with the brand’s values, message, and target audience. It should tell the brand’s story at a glance.
• Timelessness Over Trends: While staying contemporary is important, a logo should also withstand the test of time and not just be a fleeting trend.
• Balance in Design: Paying attention to balance in color, typography, and composition is crucial. A well-balanced logo is aesthetically pleasing and effective.
• Scalability Matters: A great logo retains its impact whether it’s on a billboard or a business card. Scalability is a non-negotiable aspect.

Navigating Common Pitfalls

Avoiding common mistakes can greatly enhance the logo design process:

• Overcomplication: Keep it simple. Overly complex designs can confuse the message and lose impact, especially in small sizes.
• Following Fads Blindly: While it’s important to be contemporary, relying too much on current trends can make your logo feel dated quickly.
• Neglecting Client Input: The client’s vision and feedback are crucial. Ignoring them can lead to a logo that doesn’t resonate with the brand.
• Inconsistent Branding: The logo should be consistent with the overall branding strategy. Inconsistencies can dilute brand identity.
• Forgetting the Target Audience: The logo must appeal to the brand’s target audience. Losing sight of this can result in a disconnect with the market.

As we conclude this exploration of logo design, the enduring value of case studies stands out. These real-life examples are not just showcases of creativity; they are reservoirs of knowledge. They offer a unique window into the strategic thinking, creative challenges, and problem-solving skills involved in crafting memorable logos. By studying these case studies, designers and brands can gain invaluable insights into what makes a logo not just good, but great.

Now, armed with the knowledge from these case studies and the principles of effective logo design, it’s your turn to put this wisdom into practice. Whether you’re a budding designer or a brand looking to revamp your identity, let these insights guide your creative journey.

Remember, a logo is more than an artistic creation; it’s the visual embodiment of a brand’s story, values, and aspirations. Approach your logo design endeavor with clarity, creativity, and a deep understanding of your brand, and watch as your logo leaves a lasting impression in the world of branding.

Craft a brand identity that stands out with our Logo Designing Services

Further Reading

• Incorporating Symbols and Icons in Logos
• Working with Logo Design Clients
• Intellectual Property Rights in Logo Design
• Sustainable and Eco-Friendly Logo Design
• The Impact of Cultural Differences on Logo Design
• Animated Logos: Usage and Benefits

Table of Contents

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Keep Learning

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Your Guide to Brand Identity: Creating an Eye-Catching Logo

17 Logo Design Case Studies

Although there are a lot of quality tutorials available for designing logos, case studies from real-world projects can prove to be even more valuable as a learning resource. Case studies are excellent for showing more of the entire process, the steps that are involved, and putting it into the context of a specific client.

In this post we’ll point you towards 17 logo design case studies that will give you an in-depth look at the process of logo or identity design.

Logo Design Process and Walkthrough for Vivid Ways

Henri Ehrhart Brand Identity Design

Logo Design Project Step-by-Step Walkthrough

Vissumo Brand Identity Design

Giacom Brand Identity Design

Logo Design Process for Just Creative Design’s Award Winning Logo

Logo Design Case Study – JMR Insurance Group

Berthier Associates Brand Identity Design

Logo Design Case Study – Victory Marketing Agency

Hilcon Brand Identity Design

A-List Blogging Bootcamps Identity Design

Tammy Lenski Brand Identity Design

Identity Design Process for Butterfield Photography

The Philadelphia History Museum

Komplett Fitness Brand Identity Design

Logo Design Case Study – Bayfront Bistro

Logo Design Process for FITUCCI

For more on logos please see:

• Top 10 Sources of Logo Design Inspiration
• Logo Design Toolbox: 60+ Resources for Logo Design
• 50 Clever, Creative Logos
• 35 Type Based Logos
• Showcase of Logos with Folds

35 Portfolio Websites that are Sure to Inspire

Showcase of double-sided business cards.

Very insightful post. It’s amazing how much work is put into a single element. That’s why I get so frustrated when a client tells me to “whip up a logo” in an hour or two. sigh…

Excellent article. Logo design has always been something I wanted to really work on – this is just another great article to add to the toolbox. myNiteLife Rocks…

Great list guys…I always love case studies b/c they let you the behind the scenes stuff that goes into creating something. I will definitely be checking these out!

Great post! I love to see the published logo case studies but don’t always catch each one that crops up via twitter etc so it’s good to have a collection. I’ll be looking through these. I’m not brave enough to post one of my own from start to finish!

Always nice to see how other designers work. An additional resource for logo design processes is Processed Identity, (processedidentity.com) a community driven site dedicated to the creative process.

Thanks Steven

Thanks for these. I really like these posts showing the process of people create logos. Always interesting.

Thanks for including my logo in the list! I’m thrilled with the logo David Airey designed for me and get constant positive feedback about it.

These provide an interesting perspective into the design process. Nice post.

some of the great logo designs with case studies. you can take many inspiration and how the other designer work. excellent post

Great perspective into the design and logo process.

Great article. I’ve never been good at logo design but these case studies are definitely going to be a good read and give me a better idea about the process of designing a logo. Thanks for sharing.

Really nice list, guys! I’m doing my final project at college about brading, and the post was really useful 😀 Congratulations for the site!

Perfect work.

The persons that create this designs are just EXPERTS 🙂

Logo design is so difficult, you need to put a lot of effort in whilst making the design seem like its effortless. The devil is in the detail, if you look closely at any of these great logos there are many small subtle details making up the designs, there is much to learn by taking a closer look!

These are really sleek and simple looking logos which have been well thought out and the target audience and brand have been considered.

Thanks for these resources. So many great logos, and it’s always good to see some thought processes.

nice article, thanks for sharing

These are great examples for inspiration. The liquid illustration for Vividways is great.

they are good ideas all.

I just required to thank you for an awesome internet site about a topic We have had an curiosity in for any extended time now. I are actually lurking and examining the feedback avidly so just desired to express my thanks for offering me with some quite very good examining materials.

These are very interesting studies. I will keep these in mind if i ever change my logo, or work on creating a logo for someone else.

Thank you for providing this logos. It is SOOOOOOO difficult to find a good logo. A friend of mine just is working on a new logo for a new project. Hard work!

Nice Case-Study … we will see what kind of results we can took of it for our company

Thank for the logos, great help for logo designers.

Well written article, well investigated and useful for me in the future.I am so glad you took the time and effort to write this posting. Will be back soon.

Some of those logos are not good at all.

Tasty like a spoonful of honey… I agree with Mark though some are a bit whack. The top three are my top three.

your article was great.the quality of tutorials for designing logos are very necessary. the studies case from real-world projects can prove to more valuable as a learning resource.

Wow – just perfect place to find really good inspirations. I’m impressed.

Great collection of logo design inspiration. The liquid illustration for Vividways is I think the best looking logo. But I’ve noticed most of the company logos have white backgrounds, maybe it’s more effective? I’m not really sure, there must be reason behind it, or maybe just plain coincidence.

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Rebrand Case Study: More Than Just a New Logo

When a simple logo refresh turned into a full-scale rebrand process, Toptal designer Rehan Saiyed took inspiration from ancient concepts of the number three—and a colorful parrot.

By Rehan Saiyed

Rehan is a multidisciplinary designer who specializes in branding, UX, and customer experience design. Past clients include Target, Volkswagen, and the Commercial Bank of Qatar. He’s won more than 45 awards, and his work has appeared in international design publications.

Previous Role

PREVIOUSLY AT

When I was invited to discuss a logo refresh with the leadership of the Victoria branch of the Institute of Public Administration Australia (IPAA), we didn’t know it at the time, but a much bigger transformation was in store. What began as a discussion about designing a single asset for one division led to a comprehensive rebranding framework for the entire organization.

IPAA is Australia’s professional association for civil servants and others working toward the public good in the nonprofit and academic sectors. The parent organization has one branch for each of Australia’s eight territorial divisions. IPAA’s core mission requires communicating effectively about events and services that support their members’ work in civil service.

One of my favorite parts of any project is digging in to discover what is and isn’t working. It’s always enlightening to learn about challenges from those who interact with the brand every day. In this case, taking the time to acquire a deep understanding of the brand enabled me to bring IPAA’s entire visual identity into the future.

How a Logo Refresh Led to a Full Rebrand

When I first met with IPAA leaders, there was no question that the organization needed a new logo. The existing one was dated and didn’t make the dynamic, forward-thinking impression that IPAA leadership wanted. There were functional issues as well: For instance, the logotype became illegible when sized for smaller applications such as favicons and social media avatars.

However, my initial meeting about modernizing the logo led to wider discussions about brand architecture and cohesion across eight territorial divisions. Subsequent brand discovery workshops with leaders at the other branches revealed significant inconsistencies in IPAA’s visual identity and brand positioning.

The branches worked independently of each other, and each had come to use different typefaces, colors, and communication styles across their respective platforms. This resulted in poor visual cohesion and made it impossible for IPAA to define its subbrands and offerings in a clear, intuitive way.

I realized that simply updating IPAA Victoria’s logo would only exacerbate the confusion. What IPAA needed was a new brand ecosystem—an integrated framework of names, symbols, colors, and typography, and a visual vocabulary for the master brand and its subbrands to provide a consistent look and feel for all print, digital, and physical touchpoints. IPAA leadership agreed. Ultimately our collaboration resulted in a cohesive brand identity for the entire organization, for everything from business cards to interior design.

A Meaningful Logo

A logo is typically the most recognizable brand asset for an organization, so it was essential that I bring IPAA’s up to standard. I created a bespoke logotype (the acronym IPAA) that conveyed strength, unity, and longevity. I wanted it to be inherently powerful and serve as a master brand on which the entire visual identity would be anchored.

The two capital A’s in the logotype were designed to mimic triangles. I built horizontal and vertical iterations for digital and print deliverables as well as an icon iteration (the triangulated “A” with the acronym beneath it) for platforms that require a subtle brand presence, like a mobile app.

The triangle nods to progress in a number of ways. Early philosophers and scientists recognized the number three as an expression of a complete cycle—past, present, and future. An upward-pointing triangle visually signals a positive, upward trajectory and a solid foundation. The three points of the triangle are also a subtle homage to the three points in IPAA’s mission statement: to promote good governance; encourage excellence in the provision of public services across Australia; and contribute to the development of public policy and management practices that will enhance the performance of the public sector.

While some may not read this much into it, I firmly believe incorporating such symbolism is integral to great design.

The Right Typeface

While few will consciously notice a great typeface, they will certainly notice a bad one. Choosing the right typeface is among the key identifiers for a brand, and it helps build familiarity and trust.

I selected the Open Sans family for digital communications and Frutiger Next Pro and Futura STD as the primary typeface for print products. Prior to the rebrand, IPAA had used an inconsistent mix of Arial and Times New Roman. I chose the new typefaces because they provide good readability and gray value , which make the text more pleasing to look at and legible at different sizes across all touchpoints.

Territorial Distinctions Inspired by Nature

IPAA has eight territory divisions from the Northern Territory to Tasmania. To establish a visual identity for each, I developed a color palette that reflects the diversity and beauty of Australia. I spent considerable time looking at nature, plants and animals for inspiration, and ultimately settled on the rosella, a type of parrot native to Australia.

The rosella’s feather formations of vibrant red and gold, vivid blues and greens, and shades of gray, white, and black are quite stunning to see up close, inspiring a striking yet balanced color palette. Each territory was assigned its own color and signature secondary accent color.

Brand Architecture and Hierarchy

IPAA’s brand architecture enables the organization to segment messaging and services so that each target audience hears what it needs to hear. It was vital to follow a clear brand hierarchy when presenting IPAA alongside its products and services so the master brand was never compromised.

Each tier represents a level in the hierarchy. The pictured logo lockup—a standardized combination of a logo with other brand elements—shows the partitions for the master IPAA brand, the territorial branch acronym (ACT), the service category (soft gold, for conferences), the conference’s main headline (“Thinking Differently”), and the conference’s subhead (“Building Trust”). Hewing to this template keeps the visual identity intuitive and coherent.

Strict guidelines were set to maintain the integrity of the tiers in the hierarchy across all events and services.

A Clear, Friendly Voice

A uniform brand voice was also instituted to ensure that messaging was disseminated consistently. IPAA’s house style requires all communications to be straightforward and accessible; motivational and imaginative; relatable and engaging; and reflective of its dedication to its members. These principles boiled down to four overarching qualities: clear, inspiring, human, and committed.

In practice, that means all copy should be structured in a hierarchical way, with the most important information prioritized and additional detail disclosed as needed. It should be distinctive—free of clichés and timeworn jargon. It should also be approachable, using everyday language instead of formal legal or academic prose.

For example, the preview text for a story on the IPAA website reads: “The vast majority of public servants behave respectfully and civilly to their colleagues. But surveys show bullying is significantly more widespread than codes of conduct or workers’ compensation claims suggest. Dr. Gordon de Brouwer explores bullying and harassment in public sector workplaces across Australia.” While research communications can take on a dry tone, this text signals that the article will clarify a thorny issue that is likely to impact the majority of IPAA’s members.

Bold Black-and-white Photography

I chose a black-and-white photographic style for digital and print communications that is simple, bold, and iconic. The monochromatic images contrast nicely against the color palette, creating visual balance and hierarchy on the page or screen. The images themselves relate symbolically to the content and reflect IPAA’s dynamic but reliable brand personality.

Together with the typeface, color palette, and logomark, the photographic style provides a cohesive and compelling aesthetic that is not only beautiful but effective in its mission to communicate and inspire. This visual effect is used across digital and print platforms as well as in headers for social media accounts.

Workspaces That Inspire and Promote Brand Identity

The IPAA’s Victoria office is a significant touchpoint not only for members and visitors, but also for employees. The visual aesthetic of an office space sends a message about your brand identity to anyone who enters. As a multidisciplinary designer, I also have experience in architectural design , and this allowed me to create a new space that communicates the organization’s values to visitors while meeting the needs of employees.

Because the existing space was relatively small for the number of employees using it, it was a challenge to make it look spacious, organized, and uncluttered. I opted for an open-office arrangement with most of the employees seated in two central pods to make the space feel lighter and less cramped, while still promoting collaboration.

The walls are painted white to make the space appear larger. To reflect the brand’s forward-looking positioning, the furniture is modern in style, with clean, simple lines in shades of white and gray. Some of the surfaces are textured to create a subtle contrast.

The brand’s primary and secondary territorial colors appear on accent walls, soft furnishings, and tabletop accessories. These colors are used sparingly to keep the space feeling modern and light, but not sterile.

Bold environmental graphics reinforce IPAA’s brand to employees and foster greater connection to the mission. Some visuals feature signature IPAA slogans and concepts, including “The Cultural Instigator,” “Leadership with IPAA,” and “Innovate with IPAA.” Other graphics feature black-and-white photography of work by emerging Aboriginal artists.

Protecting the Brand

I created a style guide to maintain the integrity of logos and wordmarks for all uses. It was my role as a designer to define what deliverables IPAA would need across all customer journey touchpoints. The style guide included examples of every deliverable, from grid comps to final comps.

I even designed a bespoke 3D trophy to replace the simple etched plaques the organization used to present for achievement awards. I created the mockups using 3D software—namely, Cinema 4D and Adobe Dimensions with Adobe Illustrator using the Origami plugin.

A Rebranding Success

After eight months of working closely with IPAA leadership, program managers, and marketing teams, the project was complete. My work received great feedback from IPAA’s territorial divisions, and executives were excited about the energy this redesign brought to their work. The process of collaborating to develop the rebrand —all the thought, analysis, and experimentation that went into it—was a powerful team-building exercise for IPAA leadership as well. They emerged from the experience more focused on their mission and better equipped to serve and empower members.

Building a brand ecosystem requires creativity, logic, and persistence. It can be a maddening and complex experience, but also a rewarding one. There were times it took a bit of persuading to get stakeholder buy-in, and there were many late nights spent grappling with how to make all the pieces fit. But at one of our final meetings, an IPAA executive said, “This is a great legacy Rehan is leaving behind.” I was humbled, and it was hard to believe it all started with the simple idea of redesigning a logo.

Further Reading on the Toptal Blog:

• The Dos and Don’ts of a Rebranding Strategy
• How to Define a Brand Voice for Maximum Impact
• Millennial Branding for a Boomer Product: A Branding Case Study
• Brands Still Matter: Brandless Boom to Bust
• Branding Is Dead, CX Design Is King

Understanding the basics

What is the purpose of a rebrand.

A rebrand is a way of reintroducing an organization through its visual identity. In some cases it may be necessary to rebrand a company in order to update an older design that no longer connects with the intended audience. In others, a rebrand may reflect a significant change in a company or product.

What is involved in a rebrand?

The rebrand process is an extensive overhaul of an organization or a product’s entire visual identity. While a new logo may be the most prominent change, a rebranding project touches nearly every part of the business’s physical and virtual presence, including typeface, color, and graphic design.

What makes rebranding successful?

Rebranding success depends on a clear, well-defined strategy that all stakeholders understand. It can be measured by quantitative and qualitative metrics, including brand awareness, digital performance, sales performance, and more.

Rehan Saiyed

Melbourne, Victoria, Australia

Member since May 24, 2019

About the author

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A Study of 597 Logos Shows Which Kind Is Most Effective

• Jonathan Luffarelli,
• Mudra Mukesh,
• Ammara Mahmood

Is your logo too simple for its own good?

Great logos help sell products. But what kind of logo is right for your brand? Researchers analyzed 597 companies to answer this question. They discovered descriptive logos (those that include visual design elements that communicate the type of product) more favorably affect consumers’ brand perceptions than nondescriptive ones (logos that are not indicative of the type of product). They also found that descriptive logos are more likely to improve brand performance — unless consumers associate your product with sad or unpleasant things, in which case a nondescriptive logo is probably better.

Imagine you are a marketing manager about to launch a brand called Noxu, which markets jigsaw puzzles. You just received an email from your CEO, asking you to choose between two logos. Your goal is to choose the one that will make the launch more successful. Which logo should you choose: the one on the right or the one on the left?

• JL Jonathan Luffarelli is an Assistant Professor of Marketing at Montpellier Business School (France). He studies brand aesthetics, logo design, and brand personality. His work has appeared in premier journals such as the Journal of Marketing Research and Journal of Business Venturing .
• MM Mudra Mukesh is an Assistant Professor of Marketing at Westminster Business School in England. Her main research interests are in the area of consumer well-being and social media. Her work has been published in leading journals such as the Journal of Marketing Research and the Journal of Business Venturing .
• AM Ammara Mahmood is an Assistant Professor of Marketing at Lazaridis School of Business and Economics in Canada. Her main research interests include exploring the impact of social media marketing and platforms on online content consumption. Her work has been published in leading journals such as  Management Science , the Journal of Marketing Research , and the Journal of Business Venturing.

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Best Brand Identity Examples and Case Studies in 2023

Your business's brand identity is one of its most vital components. It's how you convey your values, personality, and sense of style to the world, and it's what separates you from the competition. However, developing a successful brand identity is not a simple task. It requires extensive research, planning, and imagination to create a design that accurately represents your business.

In this article, we will provide brand identity case studies and examples from a variety of industries, highlighting their strategies and best practises. Whether you own a small business, a startup, or an established brand, these examples can help you gain inspiration and learn from the successes of others.

Airbnb is a well-known online marketplace connecting travellers with local hosts. Its brand identity revolves around the concept of "belonging," and its logo consists of a heart and an inverted letter "A." Here are some of Airbnb's most important brand elements:

• Logo: Simple, memorable, and versatile
• Colors: coral, blue, and white evoke warmth, trust, and receptivity
• Typeface: Custom-made, contemporary, and approachable
• Imagery: High-quality photographs of unique travel experiences and native cultures

Airbnb's brand identity is successful because it resonates with its target audience of intrepid, inquisitive, and social travellers and conveys the business's core values of community, inclusivity, and authenticity.

Apple is a global technology corporation that designs and sells consumer electronics, computer software, and online services. Its brand identity is distinguished by its minimalist and sleek design, and its logo is an apple that has been bit. Here are a few of the most important components of Apple's brand identity:

• Logo: Simple, iconic, and recognisable
• Colors: Black, white, and grey are colors that evoke elegance, sophistication, and simplicity
• Typeface: Custom-designed, clean, and contemporary font
• Imagery: High-quality product images and videos that highlight the aesthetic and functional qualities of Apple's products

Apple's brand identity is effective because it conveys the business's dedication to innovation, quality, and user experience, and it fosters a sense of belonging and customer loyalty.

Nike is an international business that designs and sells athletic footwear, apparel, and accessories. Its logo is a swoosh, and its brand identity revolves around the phrase "just do it." Here are some of the defining characteristics of the Nike brand:

• Logo: Simple, iconic, and dynamic
• Colors: Black and white colors evoke strength, power, and simplicity
• Typeface: Custom-designed, bold, and confident typeface
• Imagery: Inspiring and motivating photographs and videos of athletes and sporting events

Nike's brand identity is effective because it resonates with its target market of active, competitive, and ambitious individuals and reinforces the business's core values of performance, innovation, and excellence.

4. Coca-Cola

Coca-Cola is a multinational beverage business that manufactures and distributes nonalcoholic beverages. Its brand identity is characterised by a timeless and classic design, and its logo is a script lettering. Here are some of the defining characteristics of the Coca-Cola brand:

• Logo: Instantly recognisable through it's nostalgic script lettering
• Colors: Red and white elicit feelings of joy, vigour, and nostalgia
• Typeface: Custom-designed, script, and classic fonts are utilised
• Imagery: Iconic campaigns and advertisements that celebrate joy and community

Coca-brand Cola's identity is successful because it establishes an emotional connection with its consumers and reflects the business's core values of joy, positivity, and tradition.

How Logobean Can Assist You in Developing a Memorable Brand Identity

Creating a memorable brand identity can be challenging, but with Logobean , you can design a custom logo and branded graphics in minutes, for free. Our Logo Maker is a free, online application that allows you to generate and customise logos for any business instantly.

Here's how you can create a memorable brand identity with Logobean :

1. Add Your Brand Name and Industry

Enter your brand name and select your industry or theme. This will serve as a starting point for our Logo Maker to generate millions of logos suitable to your business.

2. Explore Logo Design Ideas and Inspiration

You are able to filter results by color, font, icon, layout, and more. You can also peruse our logo ideas page, which contains logo and brand design examples for over 35 industries and categories!

3. Customize Your Logo and Brand Until it's Perfect

Once you've found a logo that you like, you can further customise it by modifying any of its elements. You can also view a live preview of your logo and brand in our cutting-edge contextual mockups, which display how your logo will appear on various marketing materials, websites, and social media platforms.

4. Download & Launch in Minutes!

When you love your logo design, you can download it in several file formats, including JPG, PNG, and SVG. Additionally, you can purchase our premium logo package, which consists of a high-resolution logo, vector files, and brand guidelines.

Logobean is committed to assisting you in developing a memorable brand identity that best represents your business. We also provide helpful articles and resources on our blog , which covers numerous business and design-related topics, including articles about starting a business, developing a brand identity, and designing a logo, among others.

Developing a successful brand identity is a continuous process requiring research, planning, and imagination. By examining brand identity examples and case studies from diverse industries, you can gain inspiration and learn from the successes of others.

At Logobean , we're here to assist you in designing a logo and branded graphics that represent your business and resonate with your target audience. Our Logo Maker is an online, free-to-use service that allows users to instantly generate and customise logos for any business, and our experts are always available to offer guidance and support.

Visit our website today for more information on our Logo Maker , logo ideas , and blog . We are committed to assisting you in developing an enduring brand identity that reflects your values and objectives.

Get Started For Free. No Signup Ever.

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Case Studies

A deep dive into all the world’s most famous logos; how they started, changed, and where they are today.

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• Melanie Lang
• Jul 19, 2013

75 Instructive Design Case Studies

• 20 min read
• Inspiration , Web Design , Graphic Design , Case Studies
• Share on Twitter ,  LinkedIn

About The Author

Former Smashing Editor Melanie completed her degree in Philosophy, Politics and Economics at Otago University, and is now freelancer and part-time politician. … More about Melanie ↬

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Not only are case studies a great way to explain the design process of an agency, but they also help designers and developers to learn from each other. Seeing how designers work, create, build and play is great, and furthermore, you can learn how to write a great case study yourself and how to use one to spice up your portfolio .

In this overview of useful case studies, we’ve featured studies that have recounted decisions made about particular design elements, as well as studies of full overhauls and their accompanying technical challenges. Most of them provide interesting insights into failures and successes , stories, workflows and design decisions made and rejected.

We must admit that this post is quite a long one, so we’ve decided to divide it into two parts to make it easier for you to navigate. Now you should be well prepared for a couple of late reading sessions over the next weekends!

Illustration, Graphics And Logo Design

“ Illustrator Full Spectrum Spirograph ,” Veerle Pieters Pieters talks about her experimentation process with spirographs, inspired by the work of Andy Gilmore.

“ The Design Process of my Infographic About Women Cycling for Grinta! ,” Veerle Pieters Pieters shares her experience of the design process behind the infographic on women’s cycling that she produced for Grinta magazine.

“ A Systematic Approach to Logo Design ,” Adham Dannaway Icon design can be time-consuming. Dannaway shows how to systematically approach a new logo design.

“ (Re)building a Simplified Firefox Logo ,” Sean Martell Learn how Firefox’s logo was simplified to better fit its extended usage beyond a desktop web browser.

“ Five Details ,” Jon Hicks Jon Hicks shares the design process behind the Five Details Logo, including the design and choice of typography.

“ Iconfinder Logo ,” SoftFacade SoftFacade completely reimagined Iconfinder’s existing identity and came up with a shiny and modern robot character. View the detailed design process.

“The Great Gatsby” Like Minded Studio collaborated on the branding of “The Great Gatsby“. The aim was to develop a bespoke Deco styled logo reflective of the roaring 20s and Fitzgerald’s masterpiece. They also created a display typeface to acompany the main branding. Additionally read more about it following this link.

“ Whitney Graphic Identity ,” Experimental Jetset In this case study of the Whitney Museum of Art’s logo, Experimental Jetset discusses the impact that a responsive logo can have on branding.

“My ‘Tour de France’ posters,” Veerle Pieters Pieters created posters for the 100th edition of the Tour of France. She mainly used the French landscape which she had used for the ‘Tour de France Infographic’ as a starting point.

“ Designing Type Systems ,” Peter Bil’ak To create truly useful designs, typographers need to examine not only how characters relate to each other within a style, but also how different styles relate to each other within a family. Peter Bil’ak discusses how to achieve this.

“ Novel Constructions: The Making of a Typeface ,” Christopher Dunst Dunst shares the process behind the creation of the “Novel” typeface.

“ The Development of the Signage Typeface Wayfinding Sans Pro ,” Ralf Herrmann Herrmann describes the development of the Wayfinding Sans Pro, a signage typeface that can be read from a long distance.

“ The Making of FF Tundra ,” Ludwig Übele Übele shares the process behing making the FF Tundra typeface, which was highly inspired by nature.

“ The Making of Magasin ,” Laura Meseguer Meseguer writes how she created Magasin, a typefaces inspired by fluid handwriting.

“Type Study” series, Adobe Typekit Typekit features a whole series of case studies of typography:

• “ Hi-DPI Web Typography ,” David Demaree
• “ Typographic Hierarchy ,” Frank Chimero
• “ Pairing Typefaces ,” Aura Seltzer
• “ Sizing the Legible Letter ,” Ethan Marcotte
• “ Stereo-Typography ,” Dan Mall
• “ Choosing Fallback Fonts ,” Josh Brewer
• “ Techniques for Using Novelty Fonts ,” Meagan Fisher

“ Social Login Buttons Aren’t Worth It ,” MailChimp Social login buttons are used by many apps today. MailChimp shares its own experience and considerations in using social login buttons.

“Usability in Icons,” Peter Steen Høgenhaug Icons are used to illustrate a particular function, anything from information to actions. This article explains what needs to be considered when designing them.

“iOS Icon Design: A Designer’s Exploration,” iOS icon design is not only difficult, but requires a lot of experimentation. David Killoy shares his experience of designing the icon for his note-taking app Notorious.

“ The Making of Octicons ,” GitHub Octicons is a icon font made by GitHub. Five designers collaborated on the project, and they share how they built Octicons and what they learned along the way.

“ Designing Facebook Home ,” Julie Zhuo On May 8th, the designers behind Facebook Home (Justin Stahl, Francis Luu, Joey Flynn and Mac Tyler) presented a behind-the-scenes look at their work at the Bluxome Street Winery for a small crowd.

Advertising, Promotion And E-Commerce

“ How to Make Your Own App Promo Cards ,” Mike Swanson Swanson was inspired by Starbuck’s promo cards for giving away free apps and decided to make his own for an upcoming event. Learn how you can do one, too!

“ The Art of Launching an App ,” John Casey You’ve made your first app! Now what? This study covers some tactics and lessons learned during one process of launching an app.

“ How to Launch Anything ,” Nathan Barry Barry has launched five products in fewer than nine months. Read about the strategy that helped him generate over $200,000 in revenue from online products, starting from scratch.

“ Selling My E-Book on Amazon ,” Jonathan Snook Several people predicted that 2013 would be the year of self-publishing. Snook shares insight into his eBook sales on Amazon.

“ Increase Online Sales on Your Ecommerce Website ,” Headscape increased sales on Wiltshire Farmfoods’ e-commerce website by over 10,000% in only five years. What makes it even more special, the target audience is over 50 years old. Paul Boag shares his experience.

“ Twitter Promoted Tweets ,” MailChimp MailChimp has made use of Twitter’s promoted tweets and shares insight into this experience.

Redesigning Elements And Features

“ Visual Exploration Behind Signal vs. Noise ,” Mig Reyes 37signals share the process behind making its blog special. This study is about how the company visualized noise and styled its blog categories in a unique way.

“ Reinventing Our Default Profile Pictures ,” Jamie Jamie talks about the process of finding the right default profile pictures for the 37signals website. It’s a great new approach to a very basic element.

“ Login Screen Design: Behind the Scenes ,” Simon Tabor Good UX is not just about the main content, but also about little details such as log-in (and error) pages. GoSquared shares how it made its log-in experience exceptional.

“ Save for Later ,” Brian Groudan All browsers support two functions: searching and revisiting. Groudan worked closely with Mozilla’s user experience researchers and designers to rethink how Firefox could better offer “saving for later” functionality in the browser.

“A Closer Look at Zoom,” FiftyThree FiftyThree shares the design process behind the new zoom feature in its Paper app.

“Reinventing the Investment Calculator ,” Alex Bendiken Drawing from the book Money for Something , Alex Bendiken built a tool that lets users experiment and create a unique investment plan. It’s a UX study in turning a boring financial calculator into something you’d actually want to use.

“ Getting Down to Business ,” Teenhan+Lax The Globe and Mail is Canada’s national newspaper of record. It serves millions of readers everyday with in-depth journalism and informed comment. Learn how Teenhan+Lax helped refresh and enrich the way users experience and engage with the news today.

“ Olympics: User Experience and Design ,” Nick Haley Nick Haley shares the BBC’s design process of delivering the Olympics across desktop, tablet, mobile and connected TV.

“ How We Built the Responsive Olympics Site ,” Matt Clark Matt Clark writes about MSN UK’s approach to delivering the Olympics digitally, from the brief to the finished design.

“ The Anatomy Of A Successful Logo Redesign ,” Belinda Lanks Lanks summarizes how Jessica Hische had freshened up the new logo for MailChimp with a slight facelift. The new logo now looks new and fresh — more refined but just as playful.

“ What I Want Out of Facebook ,” Keenan Cummings Cummings explains why Facebook fails him and what he wants to get out of it that would make it useful for his personal life.

“ In Praise of Lost Time ,” Dan Hill Dan Hill talks about Facebook’s Timeline as an exemplary bit of interaction design that does little to advance the timeline formally. Yet it might alter the nature of human memory itself.

“Designing the new, fully responsive Wired.co.uk article pages,” Javier Ghaemi This article is about redesigning the Wired.co.uk article website to provide a more content-first and immersive experience.

Complete (Re)branding And (Re)design

“How to Approach a Responsive Design,” Tito Bottitta This article shows the design process behind The Boston Globe’s website, one of the most famous examples of responsive designs. Read about how Upstatement approached its first responsive design.

“Responsive Design Case Study,” Matt Berridge This case study outlines the entire process of constructing the South Tees Hospitals’ website, a large responsive design containing over a thousand pages.

“ Rebuilding a University Homepage to Be Responsive. Twice. In Less Than a Year ,” Erik Runyon This slideshow discusses how and why Notre Dame University’s home page was rebuilt twice in less than a year. You will find a recording of the talk below the slides.

“Yes, You Really Can Make Complex Web Apps Responsive,” Daniel Wearne Wearne shares his experience in creating Adioso’s web app, a complex yet accessible project. He covers the framework, responsive mixins, tables and future challenges.

“Designing a New Playground Brand,” Ryan Bannon This case study shows the design process of Playground’s new brand. It covers the logo, overall website and vector animation process, as well as the core values and personality of the company. The extensive study comes in three parts.

“ How House Parties Helped Us Design Potluck ,” Cemre Güngör The team at Potluck describes how it took inspiration from reality to design a “house party on the Internet.”

“ Colorado Identity ,” Berger & Föhr Imagine someone hiring you to define your own identity. Berger & Föhr was hired to help create the new identity and visual brand of Colorado, the place they call home. Have a look at the work and logo they came up with.

“ Building the New Financial Times Web App ,” Wilson Page Page talks about building the Financial Times’ new app, a challenge that many on his team believed to be impossible. He covers device support, fixed-height layouts, truncation, modularization, reusable components, Retina support, native-like scrolling, offline support and the topic of ever-evolving apps.

“ Google Treasure Maps ,” Alex Griendling Griendling writes about the design process behind Google Maps’ treasure mode.

“ Find Your Way to Oz ,” HTML5 Rocks This very detailed case study looks at the “Find Your Way to Oz” demo, a Google Chrome experiment by Disney. It covers sprite sheets, Retina support, 3-D content and more.

“ The Making of the Moscow Metro Map 2.0 ,” Art Lebedev Studio This study is about the design process behind the Moscow Metro map, a complex project that needed to meet the requirements of both Web and print.

“ Skinny Ties and Responsive eCommerce ,” Brendan Falkowski Read and learn how GravDept redesigned Skinny Ties’ creative and technical direction to propel shopping on every device.

“ The Design Thinking Behind the New Disney.com ,” Bobby Solomon Solomon shares the process of creating a Disney website that is flexible enough to showcase the widest range of offerings imaginable — in other words, a website that can do everything.

“Say Hello to the New ISO,” Andy Clarke Clarke and David Roessli redesigned the website of the ISO (International Organization for Standardization) and share their experience.

“ A Responsive Design Case Study ,” David Bushell The redesign of Passenger Focus takes advantage of the Web as an unique medium.

“ BBC News: Responsive Web Design and Mustard ,” Kaelig Deloumeau-Prigent These slides address the core principles and the “cutting the mustard” technique behind the BBC News’ responsive website.

“The Trello Tech Stack,” Brett Kiefer Read the process behind the Trello app, from initial mockup to a solid server and maintainable client.

“ Responsibly Responsive: Developing the Greenbelt Website ,” Rachel Andrew Andrew writes about her front-end design decisions in rebuilding the Greenbelt Festival’s website.

“ The Digital-Physical: On Building Flipboard for iPhone and Finding the Edges of Our Digital Narratives ,” Craig Mod Mod walks through the process of building the Flipboard app for iPhone and of finding the edges of its digital narratives.

“ Page-Flip Effect From 20 Things I Learned ,” Hakim El Hattab This study shows how this team found the best way to achieve the feeling of a real-world book, while leveraging the benefits of the digital realm in areas such as navigation.

“ Six Key Lessons From a Design Legend ,” Kapil Kale The GiftRocket team eventually recruited Mike Kus as a designer. This article shows why that decision took their website to the next level.

“ Breaking The Rules: A UX Case Study ,” Laura Klein Klein shows how she broke all rules to create the great UX for Outright.

“ 7 UX Considerations When Designing Lens Hawk ,” Christian Holst Lens Hawk is a massive DSLR lens database. This article shares seven UX considerations that were made in its design process.

“ The Story of the New Microsoft.com ,” Nishant Kothary Kothary shares his insight into making Microsoft’s new website. Also, check out Trent Walton’s perspective on the redesign .

“Behind the Scenes of the New Kippt,” Gannon Burgett This interview about the work behind the new Kippt app covers the redesign process, the design principles and problems that the team faced, insights into the new era of web app design, and where Kippt will head in the future.

“ Crayola: Free the ‘What If’ ,” Daniel Mall Dan Mall has put together a case study of the creation of the new Crayola application for kids.

“Campus Quad iPhone App,” Soft Facade Soft Facade covers every aspects of the design process behind its Campus Quad app.

“How to Make a Vesper: Design,” Vesper Learn how the Vesper app was designed and made.

“ Betting on a Fully Responsive Web Application ,” 14islands Read about how 14islands took the web app for Kambi, a sports-betting service, to the next level.

“AMMO Rack App Design Critique,” Alexander Komarov An interesting study of the feedback process that improved the AMMO Rack app.

“ Walking Through the Design Process ,” Ian Storm Taylor Taylor walks you through the design process of Segment.io, including the progression of mockups in Photoshop.

“ Music Video ‘Lights’: The Latest WebGL Sensation ,” Carlos Ulloa Interactive studio HelloEnjoy built a mind-blowing 3-D music video for Ellie Goulding’s song “Lights.” Creative director Carlos Ulloa explains why the team chose WebGL and how it created various immersive graphic effects.

“Designing for Designers,” Kyle Meyer Designing for other designers is different than working for regular clients. Kyle Meyer shares his experience.

“ Adapting to a Responsive Design ,” Matt Gibson Cyber-Duck abandoned its separate mobile website and created a new responsive design.

“ Grids, Flexibility and Responsiveness ,” Laura Kalbag Kalbag shares her thoughts on the redesign of her own website, including her choice of typefaces.

“ Making of Typespiration ,” Rafal Tomal Rafal Tomal built Typespiration as a side project. Learn about the process from initial idea to finished WordPress website.

“ Case Studies ,” Fi Design firm Fi has integrated case studies into its portfolio. The studies are very interactive and beautifully designed. Here are four of them:

• “Is This The Future of The Airline Website?”
• “The Story of Ramayana: Brought to Life by Google Chrome”
• “Sony: Connected World”
• “USAToday.com: Redesigning One of America’s Most Popular News Sites”

Content And Storytelling

“ Step-By-Step Landing Page Copywriting ,” Nathan Barry The process of writing great copy for a landing page is covered step by step.

“ The Art Of Storytelling Around An App ,” John Casey This case study is about the art of storytelling in the app “The House That Went on Strike.”

“Rethinking the Case Study,” Christopher Butler Butler explains what case studies are for and what a great one looks like, and he lays out a practical plan for writing one.

“ Retiring The Portfolio Screenshot ,” James Young You’ve probably noticed that portfolios nowadays are packed with detailed analysis, rather than screenshots. Take yours to the next level and learn how to create an amazing portfolio (such as the ones featured in this post).

“Responsibly Leveraging Advanced Web Features,” Ryan Heap Heap tells us about his full responsive redesign of Travois, a consulting firm focused on housing and economic development. The study includes topics such as progressive enhancement, responsive and responsible Web design, SVG, and the HTML5 History API.

“ My Notes on Writing an E-Book ,” Jonathan Snook Several people have suggested that 2013 is the year of self-publishing. Jonathan Snook shares his process of writing and digital publishing.

Technical Challenges And Solutions

“ Beating Borders: The Bane of Responsive Layout ,” Joshua Johnson Responsive design often requires setting widths in percentages. This is easy enough, until borders are thrown into the mix.

“ How We Improved Page Speed by Cleaning CSS, HTML and Images ,” Lara Swanson Page-loading time is a big part of the user experience. Dyn shows how it improved it simply by cleaning up the CSS, HTML and images.

“ Mein Honig – Brand Identity ,” Thomas Lichtblau “My Honey makes people and bees happy. And if they are happy, nature is happy too.” This simple yet beautiful statement belongs to Mein Honig (My Honey), a personal project of Thomas Lichtblau from Austria. Thomas shares fascinating insights about a production, banding and packaging process in which he only used colorless, organic and traditional tools and materials.

“Front-End Performance Case Study: GitHub,” JP Castro Castro analyzes the front-end performance of GitHub and shares his findings.

“ iPad to Windows Store App ,” Bart Claeys and Qixing Zheng This case study helps designers and developers who are familiar with iOS to reimagine their apps using design principles for Windows Store apps. Translate common UI and UX patterns found in iPad apps to Windows 8 apps.

“ Behind the Scenes of Mad Manimation ,” Anthony Calzadilla Here is the process behing the Mad Manimation, an HTML- and CSS-based animation of the introduction to the Mad Men TV show.

“ Embedding Canvas and SVG Charts in Emails ,” Thomas Fuchs Learn how to use embedded canvas and SVG charts in email.

“ Scaling Pinterest From 0 to 10s of Billions of Page Views a Month in Two Years ,” Todd Hoff This case study traces the evolution of Pinterest’s architecture, which was scaling fast, with a lot of incorrect choices made along the way

“ How We Built a Photoshop Extension With HTML, CSS and JS ,” Brian Reavis Creative Market’s extension is a Backbone.js Web app that lives inside of Photoshop. The team can update it without the user having to install an update. How does that work? Read up on it!

“ Batch Processing Millions and Millions of Images ,” Mike Brittain Etsy wanted to redesign a few of its major sections and had to rescale over 135 million images in order to do it.

“ Making 100,000 Stars ,” Michael Chang Chang writes about 100,000 Stars, an experience for Chrome that was built with Three.js and CSS3D.

“ Mastering the Application Cache Manifest for Offline Web Apps and Performance ,” Julien Nicault Nicault, who work on Cinémur, a new social film app, describes how to use AppCache to improve performance and enable offline usage of Web apps

“ Harvey: A Second Face for Your JavaScript ,” Joschka Kintscher Responsive design often requires drastic UI changes. This study shows how to execute parts of your JavaScript depending on the device’s type and screen size.

“ Our First Node.js App: Backbone on the Client and Server ,” Spike Brehm The team at Airbnb has been curious about Node.js for a long time, but used it only for odds and ends. See how they used it on a production-scale project.

“ Making a 60fps Mobile App ,” Paul Lewis Paul Lewis shows you how to make a mobile app that has 60fps at all times, does one thing really well, has offline support and a flat UI.

“ The Making of the Interactive Treehouse Ad ,” Chris Coyier Treehouse is the primary sponsor of CSS-Tricks, and this case study looks at its interactive ad using jQuery.

“ Improve Mobile Support With Server-Side-Enhanced Responsive Design ,” Jon Arne Sæterås This is an analysis of the process of finding the right mix between server-side and client-side logic for adaptive Web design.

“Designing an Instant Interface,” Luke Wroblewski Wroblewski shows how to design the instant interface used for the real-time views, real-time notifications and real-time comments on Bagcheck’s website.

“ Lessons in Website Security Anti-Patterns by Tesco ,” Troy Hunt Hunt looks closely at the many simple security errors Tesco makes, analyzing how he would apply basic security principles to remedy them.

“ Refactoring >14,000 Lines of CSS Into Sass ,” Eugene Fedorenko Beanstalk is a mature product whose CSS grew accordingly to 5 files, 14,211 lines and 290 KB of code. Learn how the team rebuilt its style sheets into something cleaner and easier to maintain.

“Refinder: Test-Driven Development,” Maciej Pasternacki These slides show how test-driven development enabled Gnowsis to reimplement Refinder’s basic data model.

“Managing JavaScript on Responsive Websites,” Jeremy Fields Jeremy Fields of Viget talks about how to manage JavaScript on a website whose interface and functionality changes at different breakpoints.

“ Trimming the Fat ,” Paul Robert Lloyd Lloyd walks through the performance optimizations he made for his website, trimming the page load from 383 to 100 KB. He also shows graphs.

Workflow And Optimization

“ Visual Design Explorations ,” Paul Lloyd Lloyd of Clearleft talks about how to maintain knowledge-sharing and collaboration on a growing team.

“ The Anatomy of an Experience Map ,” Chris Risdon Experience maps are becoming increasingly useful for gaining insight in order to orchestrate service touch points over time and space. This study explains what they are and how to create them.

“The design process of my infographic for the ‘Tour of France’ for Grinta!,” Veerle Pieters Pieters designed an infographic about the Tour of France, and focused mainly on the question, “What does a pro cycling team take with them to the Tour of France?”

“ Turning Small Projects Into Big Profit ,” Jon Savage and Simon Birky Hartmann Ace of Spade discusses how it overhauled its operations and started making a living off of small projects.

“What We’ve Learned About Responsive Design,” Christopher Butler Butler shares what his agency has learned about responsive design, which is to overcome initial fears and focus on what is important.

“The Modular Canvas: A Pragmatic Workflow for Designing Applications,” by Gabriel O’Flaherty-Chan There are some gaps in the way we work; the bigger the project, the more glaring the gaps become. O’Flaherty-Chan looks at a better workflow for designing apps.

“ How We Reduced Our Cancellation Rate by 87.5% ,” Kareem Mayan Kareem Mayan tackles the issue of user cancellations by using a cohort analysis. Learn how he did it.

“ How I Run a Membership Site ,” Justin Tadlock This study looks at how Theme Hybrid handles memberships after registration and payment.

“Post-Implementation, Pre-Launch: A Crucial Checkpoint,” Mindy Wagner Wagner of Viget discusses how to approach the time of post-implementation and pre-launch, a crucial checkpoint that can create a lot of stress for a team.

“ A New Make Mantra: A Statement of Design Intent ,” Mark Boulton Mark Boulton used the CERN redesign project as an occasion to define a new “make” mantra that would help him tackle projects. This single, actionable sentence would guide him through projects.

“ 100 Conversion Optimization Case Studies ,” KISSmetrics Lots of techniques and tactics to optimize your website for better conversions shared by marketers.

Responsive Design

“ Responsive Design and ROI: Observations From the Coalface ,” Chris Berridge Working on the frontline, Berridge share his insights on responsive design and returns on investment.

“ Making Your Site Responsive: Mastering Real-World Constraints ,” Alex Fedorov Listen to how agency Fresh Tilled Soil addressed real-world constraints, such as resources, time and budget, in its responsive design process.

“ Goals, Constraints, and Concept in a Redesign ,” Steven Bradley Some thoughts on the redesign of Vanseo Design.

“ How a Simple Redesign Increased Customer Feedback by 65% ,” James Santilli Customer feedback is the backbone of many Web services. Campaign Monitor analyzed the process behind a simple redesign that increased customer feedback by 65%.

“ More on Apples: Mobile Optimization in Ecommerce ,” Electric Pulp This study analyzes how both mobile and non-mobile conversions went up when Electric Pulp redesigned a website to be responsive.

“How I’m Implementing Responsive Web Design,” Jeff Croft Croft is finally at the point where responsive design feels worth the extra effort. Read about how he got there.

“ Mentoring: The Evaluation ,” Laura Kalbag Freelancers are often offered projects whose budget is below their rate. Laura Kalbag had a fantastic idea on how to transform these kind of projects into a win-win: She decided to mentor a group of students. Such a project would give the students an opportunity to gain valuable experience and help them transition into freelancing, and the client would get good quality work, despite the modest budget. This series of posts describes her experience, from initial idea to launched project.

Further Reading

• Showcase of Case Studies in Design Portfolios
• 15 Impressive Case Studies from Behance
• Improving Smashing Magazine’s Performance: A Case Study
• Powerful Workflow Tips, Tools And Tricks For Web Designers

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Enhancing Website Performance at Spread Agency with Elementor’s Image Optimizer

• on Elementor Case Studies WordPress

Spread Agency dramatically improved website performance by implementing Elementor’s Image Optimizer, reducing loading times and enhancing user experience. The load times decreased remarkably—from 3.76 seconds to just 1.12 seconds on a London server test, and from 1.91 seconds to 897 milliseconds on a Frankfurt server test.

Introduction to Spread Agency

Nikica Kovacevic leads the web development team at Spread Agency based in Zagreb, Croatia.

Specializing in a full spectrum of marketing services like branding, graphic design, and photo/video production, Spread Agency prides itself on staying ahead in the fast-paced tech industry. For them, a robust online presence is crucial, serving as a digital portfolio to showcase their capabilities and attract clients.

The Challenge: Boosting Site Performance

At Spread Agency, the team recognized a pressing need to optimize their website’s performance to enhance user experience and maintain credibility. With a heavy load of unoptimized images slowing down their site, Nikica and his team were on the lookout for a solution that could streamline their website’s load times and improve overall functionality.

The Solution: Elementor’s Image Optimizer

The journey to finding the perfect tool led them to Elementor’s Image Optimizer , recommended by a trusted source in the industry. This plugin stood out due to its effective optimization capabilities, user-friendly interface, and additional features like bulk optimization and WebP conversion. The ability to create backups of original images provided an extra layer of security and confidence to experiment without risks.

Implementation: A Seamless Integration

Setting up the Image Optimizer was straightforward. Nikica found the integration process intuitive, appreciating the well-designed user interface and the ease of configuration. The bulk optimization feature allowed for efficient processing of images, significantly reducing manual effort and allowing the team more time to focus on other critical tasks.

Post-implementation, Spread Agency observed a dramatic improvement in their website’s performance metrics. The load times decreased remarkably—from 3.76 seconds to just 1.12 seconds on a London server test, 

and from 1.91 seconds to 897 milliseconds on a Frankfurt server test. 

This improvement not only enhanced the user experience but also lifted their overall performance grade from C to B.

Behind the scenes, we can observe a total reduction in website image size from 1.85GB to 760MB.

Future Outlook and Recommendations

Nikica highly recommends the Image Optimizer to other businesses facing similar challenges, citing its ease of use and effectiveness. Looking forward, he anticipates advancements in image optimization tools, including potential developments in AI and deeper integration with CMS platforms, which could further simplify and enhance the web optimization process.

For Spread Agency, Elementor’s Image Optimizer has proven to be a game-changer, enabling them to deliver a faster, more engaging online experience. This success story not only underscores the importance of image optimization in today’s digital landscape but also highlights Spread Agency’s commitment to leveraging cutting-edge technology to serve their clients better.

Learn more about Image Optimizer

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Neuromarketing — Predicting Consumer Behavior to Drive Purchasing Decisions 

Buying decisions can be driven by unconscious choices. Learn about how neuromarketing uncovers what drives decisions to increase conversions and revenue.

Valerie Kirk

What drives a person to not only buy something, but to choose one product or service over the other? The usual answers that come to a marketer’s mind when asked that question include need, price, availability, and brand familiarity.

But what if it goes deeper than that? What if consumer decision-making is driven by biology — specifically neural activity in the brain?

This idea is the basis of neuromarketing — sometimes known as consumer neuroscience — a field of study that incorporates biology and brain activity to predict and even influence consumer behavior and purchase decisions.

The Science Behind Neuromarketing

While the term neuromarketing was first introduced in the early 2000s, consumer neuroscience began to emerge in the 1990s, when measuring brain activity using functional magnetic resonance imaging (fMRI) machines became more accessible. 

Consumer neuroscience examines fMRI scans and electroencephalogram measurements of people’s brain activity when they are given or shown stimuli, such as an advertisement, product packaging, or something to drink. It could also include verbal prompts to monitor reactions. The brain activity seen on the scans shows what a person is feeling in that moment. 

Consumer neuroscience also includes physiological tracking — measuring facial expressions, eye movements, pupil dilation, heart rate, or other physical reactions people experience when given the stimuli. With eye tracking software, marketers can use heat maps to see what consumers are most drawn to in ad campaigns or websites and the journey they take to ultimately purchase something or disengage with digital assets. 

Examples of neuromarketing research include: 

• Serving Coca-Cola and Pepsi to subjects in an fMRI machine. When the drinks weren’t identified, the researchers noted a consistent neural response. But when subjects could see the brand, the part of their brains associated with emotions, memories, and unconscious processing showed enhanced activity, demonstrating that knowledge of the brand altered how the brain perceived the beverage. 
• Scanning the brains of test subjects while they tasted three wines, each labeled with a different price. Their brains registered the wines differently, with neural signatures indicating a preference for the most expensive wine. In actuality, all three wines were the same. 

Why is Neuromarketing Important?

By understanding what people react to based on biology and not conscious choices, marketers can essentially predict consumer behavior. When marketers can predict behavior, they can take steps to market their products — from the price to packaging to product marketing campaigns — in ways that elicit emotional responses and compel consumers to buy, thus increasing sales and revenue. 

There is a truth to neuromarketing that can’t be replicated by traditional marketing research tactics like focus groups. People may not always tell the truth in focus groups, or they say things they think others want to hear. 

Neuromarketing techniques remove the human choice element in market research and expose a person’s real and unfiltered responses. This helps marketers gain a more complete understanding of consumer motivation and buying behavior, which drives marketing decisions and budget spending.

How is Neuromarketing Used in Business Today?

Businesses are turning to neuromarketing to guide critical marketing decisions. In many cases, neuromarketing techniques are replacing traditional marketing research tactics. 

Here are five ways businesses are using neuromarketing to improve their marketing efforts and drive sales. 

1. Testing Ads 

Marketers can get true, unbiased responses to ad campaigns by showing different ads to test subjects and scanning their brain activity or tracking their eye movement while they view the ads. Based on the scans and other physiological and emotional reactions, they can determine which campaign — or which campaign elements — resonate more with consumers.  

2. Improving Packaging Design

When test subjects are given early prototypes of a product packaging, brain scans can help marketing and design teams gain insights into which version people are more likely to pick up and buy. Package design includes color, images, and size and shape. 

3. Enhancing Website and App Design 

Neuromarketing can help guide website and app design. Brain scans can show which design elements are more likely to engage users and drive clicks and purchases. Facial coding can also show how people view websites and apps, which can inform where to put different pieces of content. 

4. Informing Rebranding

From start to finish, neuromarketing can guide decisions on rebranding. This includes whether a rebrand is needed, which visual elements and messages work better for the new brand, and how to use the new identity in marketing tools and other brand assets. 

5. Optimizing Conversion Rates 

It’s estimated that 95 percent of decision-making is made unconsciously. Neuromarketing can help marketers understand what drives a person to make those unconscious choices to buy or not buy a product. Brands can then adapt their marketing materials and tactics to enhance elements that inspire people to buy.

DCE Professional & Executive Development Consumer Behavior Course:

Using Neuromarketing to Predict and Influence Customers

Examples of Neuromarketing in Action

• Through neuromarketing techniques, Frito-Lay learned that matte bags with pictures of potatoes did not trigger a negative consumer response, whereas shiny bags with pictures did. Based on those insights, they changed their chip packaging design. 
• The National Cancer Institute used fMRI scans to test three anti-smoking commercials that included a telephone hotline. The subjects were heavy smokers who indicated they wanted to quit. The National Cancer Institute ran all three ads, but the ad to which the test group reacted favorably corresponded to an increased hotline call volume when it ran.
• IKEA has designed their stores in a way that showcases everything they sell before a consumer can actually leave the store, thus increasing the likelihood of a purchase. The layout was developed using neuromarketing research.
• Neuromarketing research has shown that people react favorably to movement and speed. This knowledge guided FedEx to include a hidden arrow in its logo that represents quickness, which garners favorable reactions — and subconscious brand trust — among consumers.
• People also react favorably to color. Through research on brain activity, businesses know that the color red signifies strength. It’s easy to see why red is the favored logo color of so many iconic brands, including Coca-Cola, Target, McDonald’s, and Netflix.  

The Ethics of Neuromarketing

In general, people like to think that they make purchasing decisions — and really any decision — consciously after considering all of the options and facts. Neuromarketing exposes the fact that people can be influenced on an unconscious level. This realization can lead not only to privacy concerns but also to people feeling like they are being manipulated by brands they trust, which could make them avoid those brands entirely. 

For example , in 2015, one of the main political parties in Mexico used neuromarketing to learn more about voters’ interests and reactions to campaign ads. When the information leaked, there was a backlash from Mexican citizens. The candidate apologized, but the revelation likely cost him votes. 

Since the very first advertisement, businesses have been trying to persuade people to buy products. Neuromarketing uses the technology of the time to help marketers understand their customers better and deliver a more favorable experience. Currently, brain scans and physiological responses are being performed on test subjects who all have likely signed an informed consent document.

While it may seem like a logical progression of the marketing and advertising discipline, companies that use neuromarketing techniques should have robust and ethical protocols and a crisis communication plan in place in case of public backlash.

How to Study Neuromarketing

People working across marketing disciplines could benefit from understanding what drives consumer behavior. Harvard Division of Continuing Education Professional & Executive Development offers a 2-day Consumer Behavior Course: Using Neuromarketing to Predict and Influence Customers.

The course covers a wide range of topics to help participants understand the psychology of consumer behavior and how to apply it. Participants will come away with a new set of tools for creating marketing campaigns that effectively resonate with the consumer base, capture market share, and ultimately drive profits and sales.

The program includes a discussion on corporate responsibility, marketing ethics, and specific guidelines for utilizing psychological techniques while safeguarding consumer and societal well-being.

Marketing Analytics Online Course: Strategies for Driving Business Results

Digital Marketing Strategy

Behavioral Decision Making

About the Author

Valerie Kirk is a freelance writer and corporate storyteller specializing in customer and community outreach and topics and trends in education, technology, and healthcare. Based in Maryland near the Chesapeake Bay, she spends her free time exploring nature by bike, paddle board, or on long hikes with her family.

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Case Study: Ribbet. Logo Design for Online Photo Editor

Case study on logo design. designing logo and branding elements for the online photo editor ribbet by tubik studio. from sketches to final lettering and image..

You could already read our previous case study , in which we told about UX/UI design for the Echo project. This time we are going to show the other case of design: issues and peculiarities of the design process of logo creation.

Being a symbolic sign, the logo is one of the most important parts of a company or project identity. It should combine lots of magic ingredients of success: pure and distinctive shapes and colors as well as the overall image being both original and meaningful. A designer assigned to create the logo gets a very responsible job and has to get through lots of ideas and updates before the creation of the final version satisfying the customer.

The designer for Tubik Studio Arthur Avakyan is already experienced in such things so he always considers lots of those issues and he did the same working on a logo for the Ribbet project .

Pencil sketching, markers, Adobe Illustrator

Designing the logo for the online photo editor with a wide set of tools.

The designer started working out the idea of lettering compositions that could be used for logo style.

First sketch variants of new lettering

Lettering processed in Adobe Illustrator

However, the customer wanted to use the visual elements that would be associated with the mascot of the company. The word used as the name of the company —  Ribbet  — is one of the variants to express the sound made by a frog or a toad, so the image of a frog has been originally the mascot of the company. They wanted to preserve it in the logo in order to support consistency with other visual elements of branding as well as the name of the company. Having analyzed the experience of the other competitors on the market, they came to the conclusion that it would work efficiently and would create better web-presence. Being widely functional, the service lacked in the style which would distinguish it from the competitors. So, it was agreed to create the variants combining lettering with the visual elements reflecting the mascot.

It should be said that the logo was created in a tight and deep connection with the whole concept of the Ribbet website design. Tubik has been working with this customer on the general design of the site and that was the reason why the company decided on creating the logo which would correspond with the general conception. By the way, that was a very efficient decision as the designer creating the logo was able to work together with designers developing the overall redesign of the site at all the stages of the project. Very soon the users will see an absolutely new version of the Ribbet site style.

Originally the company didn’t have a visualized logo using any image — they used only a lettering composition reflecting the name of the site. So, the task was to create a unique logo which the company could use in all its products and social network profiles.

Therefore, as the online graphic editor already had the general style of the site developed and it included mostly dark colors and shades with some blue color accents and was quite strict, elegant and serious, the concept of the logo had to correspond to it. The website was totally redesigned and the lettering used for the logo needed a fully new concept too.

Trying to get away from the previous idea, the author offered a neat geometric originally made lettering composition.

Trying new versions of lettering in the redesigned style of the site

When the customer asked to develop the idea of the visual element showing the mascot , the first variants of visualizing the frog were based on the image of a frog’s pad, but they didn’t seem really clear to make necessary associations with a frog in different sizes, so the designer decided to try other variants.

The variant of visualizing the mascot with the image of a frog’s pad

All first versions were created by means of traditional pencil sketching aiming to keep elegant and serious stylistic features. At the same time, the designer worked on the other version of lettering, more gentle and rounded than the previous.

First sketches visualizing the company mascot for the logo

The combination of new visual elements with a new style of lettering

The collaboration with the customer was kept first of all through revision of the sketches and afterward if those sketches had been approved, they were processed in Adobe Illustrator.

The first version of the frog seemed to be a bit complicated for the customer so they asked to simplify it by eliminating some details and making the image clearly perceived. There was created the variant with the half-head of a frog, which was not clearly associated with the frog so it wasn’t accepted.

The simplified version of a half-head frog image

Combinations and versions of lettering and images of a frog with different details and shaping

The customer asked to add a little fun and joy to the image so that they could see if the character will work. Taking this into account and meeting the customer’s wish, the author added some details, trying to play out a smiling mouth.

The emotionally marked character of the mascot in combination with various lettering styles

The version was rather stylish; however, it didn’t match with the whole stylistics of the site, so this variant was put aside on the agreement of both the customer and the designer. The task became more distinct: to create a more natural image of the frog adding some details, as the practice showed that the oversimplified version could confuse a user and prevent the customers from achieving their aims.

The customer has selected and shown the samples of real logos which they liked and thought appropriate at the perspective of brand identification. Those samples showed that the main accent should be still put on lettering. After creating and reviewing numerous variants of lettering the customer and the designer agreed on one as the best version.

Working out sophisticated lettering versions

Then there was a long and thorough process of specifying the details to the approved version, such as lengthening/shortening or moving some strokes and elements. There were tons of tiny but really numerous corrections and alterations in order to get the most harmonic version. It is natural as the logo was based at purely original and uniquely created lettering. At last, the final version was agreed upon.

Thorough work on details in the final version of the lettering

Nevertheless, the designer didn’t forget about the customer’s desire to visualize the frog as the mascot of the site. So, the designers of Tubik Studio got together at a brainstorming session and developed the idea of using previous images of a frog and animating them in a functional feature of the preloader .

Brainstorming session in Tubik Studio

The final image of a frog animated for a preloader on the site

In addition, there was created a simple and rounded variant of a frog image that could be used together with the lettering or independently.

New versions of visualizing the mascot for logo

Various combinations of lettering with the image of the mascot

So, it can be seen, that the designer has made great efforts to meet all the needs and wishes of the customer, that is why his work was highly appreciated by the customer. In a while, all the work on the site redesign by Tubik Studio together with the new logo will be presented to the users of the Ribbet service.

The final version of the Ribbet logo

This case has become one more example showing how many attempts should typically be made in the process of logo creation. The designer has to do his best and be always ready to listen carefully to the customer. In addition, it is vital to be ready for research and deep analysis of existing products in the sphere in order to create original and highly competitive product satisfying customers, increasing brand identity, and attracting users.

Useful Case Studies

For those, who are interested to see more practical case studies with creative flows for the logo and identity design, here is the set of them.

AppShack. Logo Design for a Digital Agency

LunnScape. Identity Design for a Landscape Company

Binned. Brand Identity Design for Cleaning Service

Reborn. Identity Design for a Restaurant

Andre. Logo Redesign for Landscape Firm

Andre. Corporate Identity Design for Landscape Firm

SwiftyBeaver. Logo for Mac Application

PassFold. Logo for a Mobile App

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Welcome to check designs by Tubik on Dribbble and Behance ; explore the gallery of 2D and 3D art by Tubik Arts on Dribbble

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Case Study: Winter Olympics Illustration. Step-by-Step Process

Tubik graphic designer unveils a step-by-step creative process for a complex digital illustration devoted to Winter Olympic Games: check the workflow and useful tips.

Case Study: LunnScape. Identity Design for a Landscape Company

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Ad Net Zero Shares Emissions Best Practices and Case Studies from Sustainable Advertising Book

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In this session, the authors of the new book "Sustainable Advertising" shared practical case studies and examples of how and where marketers can make a sustainable advertising a reality through their influence in the ecosystem and by growing demand for sustainable products, services, and behaviors.

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Nasa releases new high-quality, near real-time air quality data.

Charles G. Hatfield

Earth science public affairs officer, nasa langley research center.

NASA has made new data available that can provide air pollution observations at unprecedented resolutions – down to the scale of individual neighborhoods. The near real-time data comes from the agency’s TEMPO (Tropospheric Emissions: Monitoring of Pollution) instrument, which launched last year to improve life on Earth by revolutionizing the way scientists observe air quality from space. This new data is available from the Atmospheric Science Data Center at NASA’s Langley Research Center in Hampton, Virginia.

“TEMPO is one of NASA’s Earth observing instruments making giant leaps to improve life on our home planet,” said NASA Administrator Bill Nelson. “NASA and the Biden-Harris Administration are committed to addressing the climate crisis and making climate data more open and available to all. The air we breathe affects everyone, and this new data is revolutionizing the way we track air quality for the benefit of humanity.”

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The TEMPO mission gathers hourly daytime scans of the atmosphere over North America from the Atlantic Ocean to the Pacific Coast, and from Mexico City to central Canada. The instrument detects pollution by observing how sunlight is absorbed and scattered by gases and particles in the troposphere, the lowest layer of Earth’s atmosphere.

“All the pollutants that TEMPO is measuring cause health issues,” said Hazem Mahmoud, science lead at NASA Langley’s Atmospheric Science Data Center. “We have more than 500 early adopters using these datasets right away. We expect to see epidemiologists and health experts using this data in the near future. Researchers studying the respiratory system and the impact of these pollutants on people’s health will find TEMPO’s measurements invaluable.”

An early adopter program has allowed policymakers and other air quality stakeholders to understand the capabilities and benefits of TEMPO’s measurements . Since October 2023, the TEMPO calibration and validation team has been working to evaluate and improve TEMPO data products. 

We have more than 500 early adopters that will be using these datasets right away.

hazem mahmoud

NASA Data Scientist

“Data gathered by TEMPO will play an important role in the scientific analysis of pollution,” said Xiong Liu, senior physicist at the Smithsonian Astrophysical Observatory and principal investigator for the mission. “For example, we will be able to conduct studies of rush hour pollution, linkages of diseases and health issues to acute exposure of air pollution, how air pollution disproportionately impacts underserved communities, the potential for improved air quality alerts, the effects of lightning on ozone, and the movement of pollution from forest fires and volcanoes.” 

Measurements by TEMPO include air pollutants such as nitrogen dioxide, formaldehyde, and total column ozone.

“Poor air quality exacerbates pre-existing health issues, which leads to more hospitalizations,” said Jesse Bell, executive director at the University of Nebraska Medical Center’s Water, Climate, and Health Program. Bell is an early adopter of TEMPO’s data.

Bell noted that there is a lack of air quality data in rural areas since monitoring stations are often hundreds of miles apart. There is also an observable disparity in air quality from neighborhood to neighborhood.

“Low-income communities, on average, have poorer air quality than more affluent communities,” said Bell. “For example, we’ve conducted studies and found that in Douglas County, which surrounds Omaha, the eastern side of the county has higher rates of pediatric asthma hospitalizations. When we identify what populations are going to the hospital at a higher rate than others, it’s communities of color and people with indicators of poverty. Data gathered by TEMPO is going to be incredibly important because you can get better spatial and temporal resolution of air quality across places like Douglas County.”

Determining sources of air pollution can be difficult as smoke from wildfires or pollutants from industry and traffic congestion drift on winds. The TEMPO instrument will make it easier to trace the origin of some pollutants.

“The National Park Service is using TEMPO data to gain new insight into emerging air quality issues at parks in southeast New Mexico,” explained National Park Service chemist, Barkley Sive. “Oil and gas emissions from the Permian Basin have affected air quality at Carlsbad Caverns and other parks and their surrounding communities. While pollution control strategies have successfully decreased ozone levels across most of the United States, the data helps us understand degrading air quality in the region.” 

The TEMPO instrument was built by BAE Systems, Inc., Space & Mission Systems (formerly Ball Aerospace) and flies aboard the Intelsat 40e satellite built by Maxar Technologies. The TEMPO Ground System, including the Instrument Operations Center and the Science Data Processing Center, are operated by the Smithsonian Astrophysical Organization, part of the Center for Astrophysics | Harvard & Smithsonian.

To learn more about TEMPO visit: https://nasa.gov/tempo

Related Terms

• Tropospheric Emissions: Monitoring of Pollution (TEMPO)
• Langley Research Center

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