The old idiom "never work with kids or animals" may be true for actors, but any seasoned logo designer knows that our furry friends are good for more than just cuddles. Animals of all shapes and sizes are a perfect short-hand full of meaning for most of us, so one puma can say a thousand words when trying to sell sleek sneakers. Far from only being appropriate for vets and animal rights groups, companies across all industries can benefit from incorporating animals into their corporate design.
From the humble dormouse to clever foxes, animals can denote a whole universe of qualities about your company. Below are five popular qualities often illustrated by animals, as utilized by small local businesses all the way up to multi-national giants. Who knows, maybe you'll find the inspiration you need to let your company take a walk on the wild side.
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Speed
Did you know a cheetah can run up to 96–120 km/h (60–75 mph)? That's insanely fast. No wonder animals are very popular in promoting sleekness, speed and efficiency in corporate logo design. Popular choices for showing off speed include all predatory cats like pumas, cheetahs, and panthers, as well as many birds and small rodents like rabbits and mice.
Perception
Even though humans might fancy themselves the smartest creatures on the planet, our senses of sight, smell and hearing don't exactly make us the most perceptive. Not even close. Not surprising then, that predatory birds like owls and eagles, as well as just about any famous tracking animal, are a popular choice for companies and organizations denoting a high level of perception, intelligence or observation. Elephants may not traditionally fit into this category, but it's easy to see why they're popular for a company wishing to seem both approachable and wise.
Extravagance
A well-placed animal can do wonders for a company trying to come across as luxurious. Particularly popular in this category are birds with elegant and dramatic plumage, like swans, peacocks or birds of paradise. Beauty products and resorts often like to show off huge and wildly colorful butterflies, benefitting their business through the feather-lightness of the animal, its stunning beauty, and the metaphor of pupation and transformation. Other labels choose to place animals as a nod to a more stylish, richer past, using images of stately horses and dogs to associate themselves with a rich heritage and memories of better days. Felines of any kind are also very popular in this category, for their elegant silhouettes and seductive movements.
Dominance
As much as we may like to pretend we are, humans were never really right at the top of the food chain, and many predatory animals can be highly intimidating, in an impressive sort of way. Many companies wishing to assert dominance or promote traditional values of strength and authority (or simply wishing to be cool) choose to use large predatory animals in their logos. Any large predator will do here – wolves, bears, lions, dogs, steers and sharks have all been known to feature. Depending on if you want to be seen as aggressively domineering, like many sports teams, or majestically superior, like large-scale companies such as MGM, give more or less emphasis on elements like teeth and claws, and be sure to utilize a proud stance.
Quirk
Ever brought a puppy to a primary school? People love animals, especially cute or funny ones. If your company is seeking to be a bit edgy, relatable or whimsical, an animal logo might just be the ticket. The good news is, just about any animal can be made cute or whimsical by the right designer, so the natural world is truly your oyster (challenge: design me a loveable oyster and post it in the comments below).
Animals shouldn't just be seen as appropriate design elements for pet-related products and wildlife funds. They're one of the most enduring elements humans have shared the planet with over the centuries, and thus are richer in implied meaning than just about any color or shape you could be using in your logo. So if you're in the market for a brand-new logo, consider giving an animal a new home in your business.
Comment on This Article:
Have you incorporated furry (or feathery, or scaly) creatures large and small into your company's logo design? Share link to the logo below and tell us why your animal logo rules!
Want More?
To see what other elements you can utilize in your perfect logo design, check out some of these previous articles:
The Power of Color: 15 Outstanding Blue Logo Designs
15 Inspiring Square Logos
5 Standard Logo Types: What's The Difference?
Designers For Hire: Crowdsource Creative Design for Your Brand or Business Today.
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Written by Hanna Schenkel on Tuesday, June 9, 2015
Hanna Schenkel is a freelance writer, editor and marketing specialist based in Sydney. Her critical and creative work has been published nationally and anthologised. Get in touch via LinkedIn.
