Three Cool Brands

The Skype logo is illustrative of the word sky, using a sky blue colour and a cloud like shape. The gloss effect of the logo looks very contemporary as it is quite subtle and is broken down by the flat white of the text “skype”. The trademark abbreviation “TM” is very well incorporated into the logo further enhancing the overall aesthetics of the logo.

The ghd logo is very unique as it is a type logo that consists only of circles. The orange colour (specifically: Pantone 144) is instantly recognisable, especially when contrasted with black (such as when the logo is printed on the straighteners). Although I think the design it is now quite dated the brand identity is still very fashionable due to their glamorous advertisement campaigns.

Topshop’s logo consists of a full uppercase, lightweight sans-serif font in black (and inversely white on a black background). The logo is very passive as there is very little design element to it; but this is very important and works to the company’s advantage: as Topshop is a fashion store it is very important for their logo to be passive so it consistently fits in with current fashion trends thus allowing them to keep the same logo indefinitely allowing them to create a stable brand identity and build brand loyalty with old and new consumers.