Every entrepreneur wants a beautiful logo. One that expresses the values and vision they have for their company in a professional fashion. Today, this level of quality can only be found in custom design work.

As your company is trying to survive its first couple of years, laying out a couple thousands dollars for your logo is a risky bet. Right now, you should put your money on what matters most: building your product, finding product-market fit and acquiring your first customers.

Current affordable solutions (<$150) for logo design provide only generic and mediocre quality results. It’s better than spending all of your money on a custom made design that you don’t need yet, but it’s still a compromise. Getting a logo that inspires people to invest in the vision you have for your company, sadly, will have to wait.

We want to fix that! We want to make meaningful logo design accessible to everyone.

Logology makes ready-to-buy, comprehensive logo packages designed by experts and fully customizable to express any company vision and values

How we are different

Each of our logos is customizable to match your exact company values.

Take for example one of our logos for Biotech startups: a stylized triangle. It is a great choice if you want to express the values of collaboration and synergy.

When making this logo, our designer made sure to provide a variety of font, color scheme and symbol design combinations that make the logo adaptable to different messages.

Your company is mostly about excellence? The triangle design changes to look more geometric and sharp, which indicates expertise. You want to focus more on the fact that your company is changing the game in your sector? Customize with a « disruptive » color scheme to be clear about that. And so on…

Every available customization was pre-defined and validated by the designer who made it. No machine, generators or random assembly are used in our processes.

Everything is tailor made to connect emotionally with people, by subtly expressing the values and vision of your company.

Stay tuned!

We are currently in private beta, so if you want to be the first to join, send us a mail at team@logology.co!

Today, we decrypt for you the logo design of the French brand Lacoste.

History

René Lacoste was a French tennis player born in 1904. He started playing at age 15 and had a very prolific career between 1925 and 1928, playing 51 Davis Cup matches for France. He became the world number one tennis man, going from one victory to another, due to his legendary tenacity.

According to Lacoste himself, his idea for his nickname began with a bet with the captain of the French team about a crocodile leather case in Boston. After that, the public and reporters started calling René Lacoste after the animal because of how he dealt with his opponents. René Lacoste was aggressive on the tennis court, as a crocodile would be! He founded the brand Lacoste in 1933, which is now very well known as a high-quality textile brand.

Pictogram

The crocodile has been chosen as the pictogram of the Lacoste’s brand. The idea of the pictogram may come from a tennis shirt he received in 1926 with the animal embroidered on it during his career, designed by Robert George. After many trials for his brand, René Lacoste chose the version we know today where the animal is designed in green with a red mouth. The design has been refined through the years but the essential features stayed the same.

First, the colors. Red & green are complementary, which reinforce the strength of the red and increase the aggressiveness of it. The green reminds us of the original colors of the animal. With a green crocodile, the brand sounds more authentic, natural. The combination of the two makes it very easy to remember.

Second, the aggressiveness. The crocodile is moving (look at his tail!), the mouth is open and he is looking to his right. A moving animal with an open mouth is reinforcing the strength, power, and aggressiveness of the brand.

Font

The font is sans serif and has a regular weight. Here Lacoste wants to tell us that their products are rooted in modernity, efficiency, we could even say chic.  The weight of the font is slimmer than the previous one (from 1984) which shows the strategy change of the brand in the last few years. They now target a larger audience and may be trying to be less aggressive or less selective. The letters are still black though, clearly, Lacoste wants to keep his image of sobriety and elegance, we could even say luxury. The brand name is always in capital letters to show authority, Lacoste being 86 years old. It also implies solidity. 

The big picture

The branding of Lacoste is clearly mapped on the reputation of his founder: “French chic”, dynamic & aggressive. The logo is based on the fierce symbol of the crocodile and the solid simplicity of its font design. It affirms, with chic, how efficient & strong the clothes of the brand are.