You have several things to think about when creating your logo. You need to choose the colors that represent your business and your products, try various fonts to find the one that is perfect for your logo, and promote your brand image. With all this, you probably want a logo that will withstand the test of time. Here are our tips for creating a timeless logo.
For starters, there are several reasons why you should take the time to create a timeless logo. One of the criteria for a good logo is that it is timeless–which means you don’t have costly redesigns to do every year. This will also allow you to have a strong brand image that will help you be recognized easily. It can be tempting to draw a lot of inspiration from the latest trends when designing your logo, however, we don't recommend it. The trends at the moment often age very badly. The proof, remember the first Airbnb logo that seemed straight out of the early 2000s, same for the original Amazon logo. If you plan on having the same logo for many years, it's best to have classic touches and simplicity. Timeless logos also have the advantage of giving credibility. If your logo reflects the experience of your company, people are more likely to easily trust you.
First, it's important to design a logo that looks just like you. It should not be a logo that represents values or products of another company. It should represent you. What do you think has made Apple's logo (a logo that is recognized around the world) a success after all these years? Despite some minor changes to modernize their image, the Californian company has kept it simple with the symbol of an apple. Just because you make a logo doesn't mean it has to be stuck in time. On the contrary, it should be adaptable so that you can use it for a long time and thus make your brand image timeless. If you have to modify your logo, try to include recognizable elements of your business such as colors or font. This will then create a common thread between different versions of your logo.
Have you ever thought about creating a coat of arms logo? This could be a good option if you want to draw attention to your company's age and experience. These shield-shaped logos are directly inspired by the coats of arms of large families, countries or prestigious universities, for example. Think of the Porsche car manufacturer's logo. Their brand image is directly inspired by the coat of arms of the German city of Stuttgart and you would think it is hundreds of years old. You will no doubt be surprised to learn that the Porsche logo was created in the 1950s! Another little trick to creating a timeless logo is to add the year your company is founded. A small mention of "since 1967" shows you’re serious. Notice that many large companies do this, and it gives a lot of credibility, especially if you have to stand out from the competition.
What is it about a logo that it can be used for a long time? What makes it timeless? Let's take a closer look at the history of three logos that have been used for more than 100 years.
It is estimated by many that the Belgian brewery Stella Artois has one of the oldest logos still used today. The origin of their brand image dates back to the 14th century when the brewery was called "Den Hoorn", which means the horn. Since then, this musical instrument has been used as a symbol to represent the brewery even when a man named Sebastien Artois bought it and used his name for the company in 1708. Then, in 1926 the name was changed to Stella Artois; however, the horn was still present in the logo. In short, it is a fine example of continuity despite significant changes over time.
Hudson's Bay Company
Do you know the Hudson's Bay Company? It is a Canadian company with a logo that dates back to the 17th century. At that time, this company specialized in the fur trade. Now they have several big-box stores. The Hudson's Bay Company logo is a coat of arms logo representing the wildlife of the Nordic country–deer, a fox and four beavers can be found in the logo. Of course, the look of their logo has since been updated, but we still find the main elements of their brand image. They also proudly state that they have been around since 1670.
Twinings is an English company founded in the early 18th century. Initially, it was only a tearoom in London when this beverage was not yet well known by the population. The company's logo was created in 1787 and has undergone only minor modifications since then. There are coats of arms above the company's name, including a lion that is a well-known English symbol, as well as a Latin motto meaning "strongly and firmly". The Twinings brand is written in a very classic serif font. In our opinion, Twinings knows and has known how to use their logo to represent the tea industry well throughout generations.
In conclusion, you have the right to look at the latest trends to find inspiration for your logo, however, be sure to have a long-term vision. Just because Pantone chooses a bright orange hue as the color of the year doesn't mean you should absolutely use it for your logo. Stay simple and elegant like the logos of the major French brands!