Our Logo Book is a collection of logos (or brand identities) that Accurate Creative has produced for its amazing clients over a span of 29 years. This second edition includes a whole new wave of beautiful entries added since our first edition, including the Canadian Institute of Planners, Grain Growers of Canada and Parks Canada among others.
Our logo book includes samples from as far back as 1988! While it doesn’t include every logo we’ve ever done, we did make a conscious effort to include even our smallest ‘mom-and-pop’ samples. Creative agencies—Accurate included—have a tendency to show only the most high-profile samples. But in doing so, they inadvertently give the impression that they work exclusively on huge-budget identity projects. We love working with non-profits, start-ups and small businesses for a whole variety of reasons (ie. to support their cause, often allows us extra creative flexibility, etc). Accurate welcomes projects of all types and sizes—and we wanted our logo samples to reflect this.
Accurate Creative’s 2nd Edition Logo Book showcases close to 30 years of brand expertise.Take a Tour
Putting our book in context
While updating our Logo Book, I got to thinking about some of the most notable recent logo redesigns. MasterCard, Uber, The English Premier League, Instagram, Subway and The Met all went through major rebrands recently. Despite being massive projects, no doubt involving ungodly amounts of research and focus-testing, they share very similar project challenges and rationales as any project in a smaller sandbox would go through. In most cases the overall theme is simplification.
Why is it so important to simplify?
With the plethora of devices and the ever-evolving ways to present your brand—including thousands of different social media platforms—having a logo that renders well in every size, shape and format is critical.
Who hasn’t played the ‘guess the logo’ game—where you can only see the symbol or graphic and you have to correctly identify the business?
If you haven’t, do it now, it’s fun. https://www.sporcle.com/games/g/corplogos
You probably did very well, didn’t you? That’s because a graphic designer successfully created a mark that’s simple and unique—and as a result is instantly recognizable.
I’ll never forget one particular lesson from Art School. The professor did an informal survey of the class. He held up a photo of an abstract mark that was very chaotic and off-balance, and another of a perfect circle. He then asked: “if these were logos for two separate airlines, which would you feel more comfortable flying with?”. The overwhelming answer was the perfect circle, because it represented order/uniformity which translates to safety. Your logo is a reflection of your business. If it’s complicated, outdated, confusing, these are not likely the message you want to communicate. Of course, you may to promote chaos/excitement (ie. an escape room, an art exhibit). In that case, maybe you’re onto something.
A simple logo also improves your odds of cutting through visual clutter. There isn’t consensus on the number of ads/messages the average consumer is exposed to in a day, but assuming it’s ~5,000, you don’t have much time to make an impression. You need the consumer to tie your logo to a brand/product/company at record speeds—to get the most out of your marketing dollars.
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Of course all logos aren’t ‘simple’, and I’m not suggesting that a complex or intricate logo is ineffective. Sometimes a ‘brand’ calls for a whacky logo because it’s more important to communicate a sense of adventure/fun. Legacy and tradition also play a large part in any logo design, particularly in sports. An Italian Soccer Club (Juventus) went through a major brand overhaul, and despite the fact that it went through a significant simplification process, it’s unmistakably the same brand. But don’t let the argument, “We’ve had it for 50 years, we can’t change it” hold water in a justification to avoid an update. Just because your logo was relevant in 1964, doesn’t mean it still is today. That also doesn’t mean you have to throw the baby out with the bath water. Many brands like Prudential as well, as those I mentioned off the top, have gone through many revisions over time and maintained a connection to their roots with successful modernizations.
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I’d love to get your feedback on the Logo Book, or even the individual logos. Happy to answer any questions you might have. Please note, these logos vary with respect to budget, level of client collaboration and some are as old as old as 29 years! Some lasted the test-of-time better than others, but they ALL have a story.