“A picture says a thousand words” may be a phrase which is cliché for some, but in the corporate world, a single picture, symbol, emblem, signature, or design reflects the entire focus and direction of a business. Logo defined, “is a graphic mark or emblem commonly used by commercial enterprises, organizations and even individuals to aid and promote instant public recognition.” Whether it be the “swoosh” of Nike, the golden arches of McDonalds, or the bitten apple of Apple Inc, companies essentially 
become defined by the logo they are represented by. However, businesses whether large or small, require distinctive logos which will set their company apart from their competition. Additionally, although new logos are developed every day in countries around the world, logos are not a recent innovation of modern-day businesses. The origin of logos dates back to the time of the cave-man when hieroglyphic images were used as a storybook for the past. Presently, simplistic logos have the most powerful impact on the global market, as evidenced by some of the most popular and recognizable logos of all time, including Apple, Coca-Cola, Nike, and FedEx to name a few. Keeping it simple, although sometimes difficult can provide a clearer picture to consumers regarding the corporate values and overall direction of the business. To illustrate, the Mercedes Benz three point star logo immediately signifies class, precision, and exclusivity, as well as symbolizes the brand’s objective of dominating the land, sea, and air. Ultimately, billion dollar businesses are defined by images as simple as an apple! Ever thought the fruit you buy almost weekly at the local grocery store could be worth a design fortune? Think again. The Apple Inc. logo itself, is worth $13.7 billion dollars. That is one apple, that won’t be carried at a grocery store near you.
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