What Do World’s Top Brand’s Logos Have In Common?

01/10/2012 2:13 am / by / 13 comments

apple brand logo

Towards the end of 2011, Interbrand released their list of the top 100 brands of the world. The list compiles the world’s top money making companies based on their brand value. The list itself, is quite interesting, but equally intriguing are the similarities the logo designs of these top brands share.

top 100 brands of the world 2011

The folks over at the LogoFactory decided to analyze these brands from a logo design point of view. Here is what they determined:

Color usage amongst the logo designs:

multiple color abstract

33% of the top brand’s logos use the color blue.
29% of the top brand’s logos use the color red.
28% of the top brand’s logos use black or grayscale colors.
13% of the top brand’s logos use yellow or gold colors.
05% of the top brand’s logos use more than two colors.
95% of the top brand’s logos use one or two colors.

Other Similarities these logo designs share:


41% of the logos use text only (stylized type).
09% of the logos don’t feature the company name at all.
93% of the logos are simple enough to be viewable in smaller sizes.
03% of the logos feature people in their designs.
67% of the logos have a more horizontal aspect ratio.
13% of the logos use the brand’s initials in their design.

So what can be made from these logo stats?

analysis of logo design stats

In regards to the color choices, it’s not too surprising to see that the colors red and blue were used in the majority of the logos. Blue is a commonly used business color because it’s been shown to convey trust and professionalism. Blue is also considered to be the safest global color. Red is often associated with intensity, passion and strength…and has the benefit of being one of the more eye catching colors. Read more on color psychology here.

The fact that about 93% of the logo designs are relatively simple in form, is not a result of coincidence. Simple logos are unquestionably more versatile than their more intricate and detailed counterparts. While less simple logos may have their place (web only designs for example), most brands will benefit from having a relatively simple logo. These benefits can be explored further in my article: The key elements of good logo design.

If you enjoyed this article, check out World’s top brands: what can be learned, which offers further logo analysis. As always, thanks for reading. Please add to the discussion by commenting below.

This website is authored and run by Derek Kimball; a self employed freelance graphic designer specializing in brand identity and print design since 2007. Want to receive inspiring and informative future blog posts via email? Subscribe Here. You can also follow me on: Twitter , Pinterest , Facebook , Google+ , Behance , Dribbble



  1. Mike says:

    Really cool summary what world top brands logos have in common! To create successful logo It needs to be blue, written text viewable in small size with horizontal aspect ratio. So secret is revealed :)

  2. DesignBuddy says:

    Mike, I wouldn’t say a successful logo NEEDS to be blue or have a horizontal aspect ratio. If that were the case, every logo would look the same. But yes, a logo having those attributes you mentioned would not be a bad thing.

  3. Mike says:

    DesignBuddy, yeah of course, I am just making fun out of it

  4. DesignBuddy says:

    My bad…sometimes it’s hard to pick up on sarcasm in writing. The smiley face should have clued me in :)

  5. Nice summary! I can’t find Facebook here, why is that?

  6. DesignBuddy says:

    Magnus, that’s a very good question. You have me scratching my head. Maybe it’s because Facebook is not yet a publicly traded company, making it difficult to put an exact figure on the brand? Not really sure, quite curious myself.

  7. hala says:

    my favorite logo is apple sign and nike sign whats yours??

  8. DesignBuddy says:

    Hala, I’d have to say the Coca-Cola, Amazon, Apple, Disney, Nike, Volkswagon, Starbucks and Kleenex logos top my list of favorites from the list.

  9. Very good blog – Im very interested in the stats here and always interested in branding and logo design. Some very good points on simplicity. A logo that works at all sizes is essential and the above just proves it.

  10. mike says:

    It’s great to see that everything we’ve learned is true. K.I.S.S. – keep it simple stupid!
    I have always tried to keep my logos clean and simple. Sometimes I feel like my images can be underwhelming compared to some of the ultra flashy logos I see around, but this confirms that I may be on the right track. Communication is the key.

  11. Shruti says:

    You have made a really nice analysis Derek. Well, I like Amazon’s logo. The arrow from A to Z shows that you can find everything on Amazon. Cool thought.

  12. DesignBuddy says:

    Thanks for the comments. @Shruti: yeah the Amazon logo has always been one of my favorites logos as well. It’s very creative. I always like how the “a to z” arrow also sort of looks like the logo is smiling.

    Thanks Angie and Mike. @Mike: I too have felt that way about some of my own logo creations, yet we must be doing something right considering the overwhelming amount of billion dollar companies who also prefer simple and versatile over the more flashy logo designs. They are just more versatile, that’s why I prefer simple.

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