Logo research

Logos are what distinguishes a brand or product, and is part of branding of a product. they can be purely graphic or contain information about the brand. including name and date of establishment, or sometimes location.

factors to consider -

Color is considered important to brand recognition, certain colours can convey certain feelings or messages. Green is often associated with the health and hygiene sector, and light blue or silver is often used to reflect diet foods. For other brands, more subdued tones and lower saturation can communicate reliability, quality, relaxation, or other traits.

- the values of the brand, the logo along with the product name should reflect the values

- there are some psychology associated with logos -  people recognize and react to color, shapes, lines, fonts and other symbolic forms with emotions tied to their experiences.  Horizontal lines often communicate a leveled security. Vertical lines convey dignity, and diagonal lines are full of energy, suggesting either rising or falling, or movement in one direction or another.

- dynamic logos- have a similar format and are recognisable as the same brand but change and develop, example is the google logo, which constantly changes with seasons, historical event etc. but there is always one main logo.

- imagery and what it connotes - visual imagery that associates the brand with good things is important - like the tree in coutrylife butter logo connotes the product is natural

Existing milk logo's

I looked into exisitng milk logo's from around the world, and these are a few of my favourite that I found. Most of them are pretty similar and feature classic iconography that the audience will associate with the product.


conventions -

- they almost al feature the blue colour - which is often associated with dairy products, white which is the colour of milk, so represents the product itself, and green which connotes nature and the countryside, in turn connoting the product is natural and healthy.

- most are fairly circular in shape, or look like a stamp, they therefore look a bit like the top of a bottle

- they all feature the companys name, which ties the product to the logo

- many of them feature imagery of a cow, this is directly linking the logo to the product, as it is symbolic of milk


- my favourite of these was the Heber Valley milk logo, because of the colours used, which are symbolic of milk, the cartoon style image of the cow, and the shape of the logo which also connotes the natural element of the product, with the hills in the background.

I am going to consider all these elements when i design my product logo.