Logos and branding are among the oldest advertising concepts, and for good reason. Good logos and branding lead to sales successes and added revenue while bad ones can, at best, go unnoticed.

The thought process behind logo design has changed throughout the years, but each of the different trends can provide different lessons in what makes a good logo work. Here are some of those trends:

• Sans serif. One trend that emerged in the 1950s that continues to this day is the use of sans serif fonts. A serif is a small line that is attache to the end of a letter. Most books use serif typefaces, as it is considere easier to read in large blocks of text, but some research shows that most people consider it unattractive. This is why most marketing uses fonts without serifs, or sans serif. Apple, Pepsi, Amazon, Walmart and many others all use various sans serif fonts in their logos.
• Negative space. Negative space is an art concept where an artist doesn’t draw something but draws the space around those things. For example, look at the FedEx logo. See how the space between the “E” and “x” of Ex forms an arrow? This is one of the clearest examples of the use of negative space in logo design. As a logistics company, FedEx wants to imbue their company with a constant sense of movement. So by inserting a subtle, right pointing arrow (the direction in which we read) they imply constant, forward motion.

With an industrial label printer, food labeling can reflect the values and aspirations of a food manufacturer. Contact us today to learn more about how taking control of your label strategy can provide new opportunities for marketing and engagement.