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American Express

American Express Company or known as AmEx or Amex, is a diversified global financial services company that is headquartered in New York City. American Express was started as an express mail business in Albany, New York, in 1850. It was founded as a joint stock corporation by the merger of the express companies owned by Henry Wells, William Fargo, and John Warren Butterfield.

American Express first established its headquarters in a building at the intersection of Jay Street and Hudson Street in what was later called the TriBeCa section of Manhattan. For years it enjoyed a virtual monopoly on the movement of express shipments throughout New York State

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The need for establishing an appropriate and prominent trademark has always been a prime requirement for every company. Global expansion has caused the firms to launch an identity design for branding and management of their product. The logo confirms the quality and authenticity of the product throughout the world. Consequently, when McDonald’s extended its business worldwide, it required and utilized a logo design that guarantees the products’ value globally.

Created by Jim Schindler in 1962, McDonald’s logo has proven itself to be an insignia of multinational business expansion. Recognized directly with the US, McDonald’s logo is also labeled as “part of Americanization and American cultural imperialism”. Elegance, significance and solid corporate character are clearly depicted by the golden arches of the McDonald’s logo. Later in 1968, the name “McDonald’s” was adjoined with the McDonald’s logo.

Design Elements of McDonald’s Logo:

The McDonald’s logo is used worldwide to project the meaning intended by the company and also to avoid tarnishing of the company’s proposed picture. McDonald’s logo encompasses the durable characteristics of the food chain.

Shape of McDonald’s Logo:

The two golden arches were initially designed to resemble the new arched shaped symbols on the side of the newborn restaurant. Later, the designer of the McDonald’s logo merged the two arches to outline the famed “M” now identified globally. Hence, the McDonald’s logo possesses a simple golden colored “M” which reflects the name of the food chain.

Color of McDonald’s Logo:

Two prominent shades, golden and red, are used in the McDonald’s logo to represent its bold nature. Golden hue is employed to color the two arches, now merged to form “M” in the McDonald’s logo. Nonetheless, the red color is utilized to fill the background of the distinguished McDonald’s logo. Boldness, power and strong corporate image are truly reflected by the use of these two confident colors.

Font of McDonald’s Logo:

In spite if the “M” on McDonald’s logo, the insignia also grips the name of the food chain. “McDonald’s” has been imprinted in a thoroughly simple font which defines the bold picture of the firm. The simpler the font of the logo, the more radiant it becomes for the spectator.

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Established in 1913, the BMW Company has touched the height of success with immense accomplishment. BMW, which stands for Bayerische Motoren Werke or Bavarian Motor Company, was based in Munich, Germany. BMW is also the parent firm of MINI and Rolls-Royce car brands. Undoubtedly, the blue and white BMW logo is a fundamental ingredient for the company’s prosperous attitude. The BMW logo has been minutely altered through the years but still continues to compel a strong corporate image.

As the company started as an aero engine manufacturer, it adopted the stylized demonstration of airplane propeller whirling by the plain blue sky. The BMW logo encompasses the four quadrants of blue and white shade. The logo design represents the white propeller blade against the blue sky, which depicts the company as the manufacturer of military aircraft engines during World War I.

Design Elements of the BMW Logo:

BMW logo portrays a solid corporate picture of the company. The BMW logo is said to be designed to signify Bavaria- as the company’s manufacturing site. It has proved to be one of the most distinguished corporate designs that epitomize its eminent panache.

Shape of BMW Logo:

A thick black ring, bordered by the sleek silver lining, showcases the BMW logo in an elegant fashion. The gap in the ring of BMW logo is further divided into four quadrants with alternating shades of blue and white. The quarters of the BMW logo also reflect the spinning propeller of the aircraft, designed with a stylish conduct.

Color of BMW Logo:

BMW logo comprises of strong colors, casting a great impression on the spectator about the firm. Blue, black and white hues compliment to form such a logo that defines the chic character of the firm which cannot be described in words. The quarters of the BMW logo are shaded as white and blue whereas the thick ring is colored in the black shade projecting powerful nature of the firm.

Font of BMW Logo:

The letters “BMW”, arranged at the top half of the black ring in the BMW logo, are inscribed in a non-serif font. This font totally represents the simplicity of the BMW logo, holding a solid corporate picture. The easy font of the BMW logo informs the spectator that the company has certainly touched the height of achievement and continues to pursue it.

BMW logo is a pleasant portrait that impels smartness, clarity and image consciousness. It is certainly known to be one of the most distinctive corporate insignias in the world. In 1929, Dixi was the first automobile to hold the reputed BMW logo. Although, the BMW logo has been altered quite infrequently but it still grips the elegance and eloquent attributes of the original identity.

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Apple Computer, Inc. holds a significant position in the corporate world due to its paramount products ranging from computers to latest gadgets like iPods, QuickTime, Macintosh etc.

The Apple logo is recognized as one of the most famous logos across the IT world, prominently because it forms the largest and most successful brand. It has been presented as a landmark company for more than 30 years from now, paving its way to further success.

Besides the uniqueness of the Apple logo, it has an even more interesting history. The earliest Apple logo features Sir Isaac Newton sitting under the tree from where he derived his theorems of gravity. The apple itself in the Apple logo today symbolizes the identity of the Apple brand. Moreover, the Apple logo just before what we look at today, consisted of 7 colors of the rainbow, speaking of the separation of white light and the introduction of colors to the IT products. Another story that evolute behind the Apple logo is concerning the father of computing, Alan Turing who had committed suicide after eating a cyanide-laced apple. The Apple logo pays a tribute to the legend.

Design Elements of Apple logo:

The modern and unique design enables the Apple logo to standout the rest of the motifs to signify the quality standards it produces. The simple features of Apple logo appear clear in its design and depiction.

Shape of Apple logo:

The Apple logo characterizes an apple, with a bite taken from its right side. It also features a leaf tilted toward the right hand side. An apple is what the entire Apple logo consists of, speaking for its identity on its own.

Color of Apple logo:

The rainbow colors are now omitted from the Apple logo, instead it comprises of a silvery chrome polished apple. It appears as shiny and elegant in its layout, looking both stylish and modern.

Fonts of Apple logo:

There are hardly any fonts present in the Apple logo. If there are at times, they appear in a very simple manner, with clear and bold style saying ‘Apple’. Besides, the logo is so well-recognized and self-oriented that most of the times there seem no specific need for proper fonts describing the brand as diverse as Apple.

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Sony Ericsson

Sony Ericsson is a mobile telephone company that was formed in October 2001. It is basically a joint venture between Sony Corporation, the Japanese consumer electronics company and Ericsson, the Swedish telecommunications company. Rather than independently producing their own lines of mobile phones, these two companies decided to join forces. In 2009, this mobile company was ranked as the fourth-largest mobile phone manufacturer after Nokia, Samsung and LG.

Today the mobile phone industry is very competitive but Sony Ericsson (despite the fact that they are a relatively young company as compared to the mobile phone manufacturer giants) enjoys a steady stream of customers. These loyal customers eagerly subscribe to the Sony Ericsson brand of mobile phones whenever a new one comes out in the market.

It has been reported that Sony Ericsson is coming up with new colors for its logo, at least when it comes to the marketing area. It seems as the advertising campaign of the company is preparing for its few devices that are yet to come to the market. This will also help to bring light to the new color scheme of the Sony Ericsson logo.


The Sony Ericsson logo is categorized as one of the highly recognized logos in the world because it truly depicts the nature of the company’s business and identity. It serves as an archetype and is one of the first ‘Web 2.0′ logos (which refer to new internet technologies).

Shape of the Sony Ericsson Logo:

The Sony Ericsson logo shows an image of a shiny 3D sphere. If one looks closely, one will also notice the combination of two letters “S” for Sony and “E” for Ericsson inside the sphere. These two letters are aimed to symbolize the joint venture between two great companies.

Color of the Sony Ericsson Logo:

The Sony Ericsson logo comprises of two colors-green and silver. Both the colors give the logo a very contemporary look and also show the company’s desire to grow rapidly.

Font of the Sony Ericsson Logo:

Just as the shape and color of the Sony Ericsson logo, its font style is also modern.

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