A logo is an emblem that represents a product or company. Logos are considered to be a company's tangible asset which, if properly worked on, can benefit the company. A logo represents a company's personality and worth. Therefore, logos should be carefully designed and should vary from product to product.
If a logo is designed appropriately, it can benefit the business. There are hundreds of products in competition so the uniqueness of the logo provides a great advantage to your product if it is recognizable among thousands of other logos.
There are thousands of businesses in competition in the marketplace and few stand out. A select few logos are recognized and remembered for years bringing the company success. If we take a look at the Pepsi logo, we notice that it has spent decades in the market serving the company. This logo no longer needs to be accompanied by its name; the symbol says it all.
Reviewing the history of the Pepsi logo, we simply find that it evolved to the logo that today is one of the most recognizable in the market. The basic design, the blue and red ball, never changed. The uniqueness is the main strength of the logo.
Since its inception, FedEx had a great amount of ingenuity behind its logo design. The company's name was Federal Express which was costly and lengthy to use as a logo. The designers did a commendable job by changing it to 'FedEx', which was unique, but also served the company as a cost effective asset.