{"id":35006,"date":"2024-11-05T14:30:26","date_gmt":"2024-11-05T01:30:26","guid":{"rendered":"https:\/\/www.nettl.com\/nz\/?p=35006"},"modified":"2024-11-25T08:47:27","modified_gmt":"2024-11-24T19:47:27","slug":"the-mojo-behind-the-logo","status":"publish","type":"post","link":"https:\/\/www.nettl.com\/nz\/the-mojo-behind-the-logo\/","title":{"rendered":"The Mojo Behind the Logo"},"content":{"rendered":"\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-m32g8hto-195e41fb359eec1048834af200055eda\">\n.avia-section.av-m32g8hto-195e41fb359eec1048834af200055eda{\nbackground-repeat:no-repeat;\nbackground-image:url(https:\/\/www.nettl.com\/nz\/wp-content\/uploads\/2024\/11\/preview.jpg);\nbackground-position:50% 50%;\nbackground-attachment:scroll;\n}\n<\/style>\n<div id='av_section_1'  class='avia-section av-m32g8hto-195e41fb359eec1048834af200055eda main_color avia-section-no-padding avia-no-border-styling  avia-builder-el-0  el_before_av_section  avia-builder-el-first  avia-bg-style-scroll av-minimum-height av-minimum-height-50 av-height-50  container_wrap sidebar_right'  data-section-bg-repeat='no-repeat' data-av_minimum_height_pc='50' data-av_min_height_opt='50'><div class='container av-section-cont-open' ><main  role=\"main\" itemprop=\"mainContentOfPage\"  class='template-page content  av-content-small alpha units'><div class='post-entry post-entry-type-page post-entry-35006'><div class='entry-content-wrapper clearfix'>\n<div  class='flex_column av-t7v9ge-4f13721ba9e492b3c5cee1301cf0811d av_one_fifth  avia-builder-el-1  el_before_av_three_fifth  avia-builder-el-first  first flex_column_div  '     ><\/div><div  class='flex_column av-m32h2wuy-41351579d2dc7e0d6e886048dabc2f28 av_three_fifth  avia-builder-el-2  el_after_av_one_fifth  avia-builder-el-last  flex_column_div  '     ><style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-m32h156g-197fea96ea08afd5df5de234ec752deb\">\n#top .av_textblock_section.av-m32h156g-197fea96ea08afd5df5de234ec752deb .avia_textblock{\nfont-size:40px;\ncolor:#ffffff;\n}\n<\/style>\n<section  class='av_textblock_section av-m32h156g-197fea96ea08afd5df5de234ec752deb '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock av_inherit_color'  itemprop=\"text\" ><h1 style=\"color: #fff; padding-left: 55%; font-size: 1.3em;\"><strong>The Mojo<\/strong><br \/>\n<strong> Behind<\/strong><br \/>\nthe Logo<\/h1>\n<\/div><\/section><\/div>\n\n<\/div><\/div><\/main><!-- close content main element --><\/div><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-k7bvlq-a5b7211f6235031f002883fb03282946\">\n.avia-section.av-k7bvlq-a5b7211f6235031f002883fb03282946 .av-section-color-overlay{\nopacity:0.8;\n}\n<\/style>\n<div id='av_section_2'  class='avia-section av-k7bvlq-a5b7211f6235031f002883fb03282946 main_color avia-section-default avia-no-border-styling  avia-builder-el-4  el_after_av_section  el_before_av_section  avia-bg-style-scroll av-section-color-overlay-active container_wrap sidebar_right'  ><div class=\"av-section-color-overlay-wrap\"><div class=\"av-section-color-overlay\"><\/div><div class='container av-section-cont-open' ><div class='template-page content  av-content-small alpha units'><div class='post-entry post-entry-type-page post-entry-35006'><div class='entry-content-wrapper clearfix'>\n<div  class='flex_column av-1blzfb2-0d25cdd1d2ef126ba6b3dd544ada5afa av_one_fifth  avia-builder-el-5  el_before_av_three_fifth  avia-builder-el-first  first flex_column_div  '     ><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-9nz0e-616179d50531d4db1e277802b3e21c61\">\n.flex_column.av-9nz0e-616179d50531d4db1e277802b3e21c61{\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-9nz0e-616179d50531d4db1e277802b3e21c61 av_three_fifth  avia-builder-el-6  el_after_av_one_fifth  avia-builder-el-last  flex_column_div av-zero-column-padding  '     ><section  class='av_textblock_section av-m32hhfa2-30888f0f46c455d3dbf7c2631c921ba8 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><h2><img decoding=\"async\" class=\"alignnone size-full wp-image-35087 lazyload\" data-src=\"https:\/\/www.nettl.com\/nz\/wp-content\/uploads\/2024\/11\/Asset-1-8.png\" alt=\"\" width=\"43\" height=\"28\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 43px; --smush-placeholder-aspect-ratio: 43\/28;\" \/> BIG BRANDS&#8230;<\/h2>\n<h3>They spend thousands, sometimes millions, on their logos. Interestingly, Coca-Cola and Google paid nothing for theirs.<\/h3>\n<p>Creative teams often spend months refining logo designs, but the stories behind them are rarely known to the customers who see them daily. Here\u2019s a glimpse into the reasoning behind some of the biggest brands.<\/p>\n<\/div><\/section><br \/>\n<div  class='hr av-i805by-6c9aaa4d8ff65abe5aa6a48d1107b237 hr-default  avia-builder-el-8  el_after_av_textblock  avia-builder-el-last '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><\/p><\/div><\/div><\/div><\/div><!-- close content main div --><\/div><\/div><\/div><div id='av_section_3'  class='avia-section av-73upni-d198a14048869a9067301c65d651252b main_color avia-section-no-padding avia-no-border-styling  avia-builder-el-9  el_after_av_section  avia-builder-el-last  avia-bg-style-scroll container_wrap sidebar_right'  ><div class='container av-section-cont-open' ><div class='template-page content  av-content-small alpha units'><div class='post-entry post-entry-type-page post-entry-35006'><div class='entry-content-wrapper clearfix'>\n<div  class='flex_column av-1ssgiim-3faea44fc1e4cb730c98c1191a9ac878 av_one_fifth  avia-builder-el-10  el_before_av_three_fifth  avia-builder-el-first  first flex_column_div  '     ><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-n3glb2-ea9758f64a781c2556cdc95be38074ff\">\n.flex_column.av-n3glb2-ea9758f64a781c2556cdc95be38074ff{\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-n3glb2-ea9758f64a781c2556cdc95be38074ff av_three_fifth  avia-builder-el-11  el_after_av_one_fifth  avia-builder-el-last  flex_column_div av-zero-column-padding  '     ><section  class='av_textblock_section av-uodp0e-b410e2187dc490342bb9c0264f346bf6 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><p style=\"text-align: left;\"><img decoding=\"async\" class=\"alignnone size-thumbnail wp-image-35030 lazyload\" data-src=\"https:\/\/www.nettl.com\/nz\/wp-content\/uploads\/2024\/11\/amazon-80x45.png\" alt=\"\" width=\"80\" data-srcset=\"https:\/\/www.nettl.com\/nz\/wp-content\/uploads\/2024\/11\/amazon-80x45.png 80w, https:\/\/www.nettl.com\/nz\/wp-content\/uploads\/2024\/11\/amazon.png 300w\" data-sizes=\"(max-width: 80px) 100vw, 80px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 80px; --smush-placeholder-aspect-ratio: 80\/45;\" \/><\/p>\n<p><strong>Amazon<\/strong> has come a long way since its inception as an online bookshop. Now, as well as books, consumers can purchase everything from alligator plushies to replacement zips on the website. It should come as no surprise then (but it will), that the arrow underneath the logo points from A to Z to represent the fact that Amazon can provide customers with everything they would ever need. Everything from A to Z! Get it?<\/p>\n<\/div><\/section><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-12cr40u-b1a0b912930b3dc6ccd2781207c1c245\">\n#top .hr.hr-invisible.av-12cr40u-b1a0b912930b3dc6ccd2781207c1c245{\nheight:30px;\n}\n<\/style>\n<div  class='hr av-12cr40u-b1a0b912930b3dc6ccd2781207c1c245 hr-invisible  avia-builder-el-13  el_after_av_textblock  el_before_av_textblock '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<section  class='av_textblock_section av-m33vs7uw-ec3c898f910187df1d01d62097d436d6 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><p style=\"text-align: left;\">\u00a0<img decoding=\"async\" class=\"alignnone size-full wp-image-35077 lazyload\" data-src=\"https:\/\/www.nettl.com\/nz\/wp-content\/uploads\/2024\/11\/apple.jpg\" alt=\"\" width=\"70\" data-srcset=\"https:\/\/www.nettl.com\/nz\/wp-content\/uploads\/2024\/11\/apple.jpg 300w, https:\/\/www.nettl.com\/nz\/wp-content\/uploads\/2024\/11\/apple-80x71.jpg 80w\" data-sizes=\"(max-width: 300px) 100vw, 300px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 300px; --smush-placeholder-aspect-ratio: 300\/267;\" \/><\/p>\n<p>Considering all the impressive inventions to be born from the brand, the story behind the <strong>Apple<\/strong> logo is somewhat underwhelming in comparison. Steve Jobs apparently named his company Apple because he liked the word, and he was on an all-fruit diet when he thought of it. And to reinforce his love of the fruit, the apple-shaped logo features a bite mark to ensure it\u2019s not mistaken for a cherry. Because cherries are not as cool, presumably.<\/p>\n<\/div><\/section><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-vgaxa6-19dca4ab088d1e3f8f7ac7c48179dbf0\">\n#top .hr.hr-invisible.av-vgaxa6-19dca4ab088d1e3f8f7ac7c48179dbf0{\nheight:30px;\n}\n<\/style>\n<div  class='hr av-vgaxa6-19dca4ab088d1e3f8f7ac7c48179dbf0 hr-invisible  avia-builder-el-15  el_after_av_textblock  el_before_av_textblock '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<section  class='av_textblock_section av-m33peqc3-d27666295cafe0e43b11babdb6695e1e '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><p style=\"text-align: left;\"><img decoding=\"async\" class=\"alignnone size-thumbnail wp-image-35010 lazyload\" data-src=\"https:\/\/www.nettl.com\/nz\/wp-content\/uploads\/2024\/11\/FedEx-Logo-80x80.png\" alt=\"\" width=\"80\" data-srcset=\"https:\/\/www.nettl.com\/nz\/wp-content\/uploads\/2024\/11\/FedEx-Logo-80x80.png 80w, https:\/\/www.nettl.com\/nz\/wp-content\/uploads\/2024\/11\/FedEx-Logo-36x36.png 36w, https:\/\/www.nettl.com\/nz\/wp-content\/uploads\/2024\/11\/FedEx-Logo-180x180.png 180w, https:\/\/www.nettl.com\/nz\/wp-content\/uploads\/2024\/11\/FedEx-Logo.png 300w\" data-sizes=\"(max-width: 80px) 100vw, 80px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 80px; --smush-placeholder-aspect-ratio: 80\/80;\" \/><\/p>\n<p><strong>FedEx.<\/strong> You\u2019ve probably heard of them. They made a famous cameo in the excellent movie Cast Away featuring Tom Hanks. As a world-leading courier and logistics company, their mission is to deliver speed, accuracy, and perseverance. This is represented beautifully in their logo with a simple arrow. Look at the space between the letters E and X. Yes. It\u2019s been there the whole time.<\/p>\n<\/div><\/section><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-whe89q-4458715b9ce6e952fbf6b11b6b14ad0b\">\n#top .hr.hr-invisible.av-whe89q-4458715b9ce6e952fbf6b11b6b14ad0b{\nheight:30px;\n}\n<\/style>\n<div  class='hr av-whe89q-4458715b9ce6e952fbf6b11b6b14ad0b hr-invisible  avia-builder-el-17  el_after_av_textblock  el_before_av_textblock '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<section  class='av_textblock_section av-wqv0se-019ea40048f79412a5eab7a1d3ec9e67 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><p style=\"text-align: left;\"><img decoding=\"async\" class=\"alignnone size-thumbnail wp-image-35009 lazyload\" data-src=\"https:\/\/www.nettl.com\/nz\/wp-content\/uploads\/2024\/11\/Starbucks-logo-80x80.png\" alt=\"\" width=\"80\" height=\"80\" data-srcset=\"https:\/\/www.nettl.com\/nz\/wp-content\/uploads\/2024\/11\/Starbucks-logo-80x80.png 80w, https:\/\/www.nettl.com\/nz\/wp-content\/uploads\/2024\/11\/Starbucks-logo-36x36.png 36w, https:\/\/www.nettl.com\/nz\/wp-content\/uploads\/2024\/11\/Starbucks-logo-180x180.png 180w, https:\/\/www.nettl.com\/nz\/wp-content\/uploads\/2024\/11\/Starbucks-logo.png 300w\" data-sizes=\"(max-width: 80px) 100vw, 80px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 80px; --smush-placeholder-aspect-ratio: 80\/80;\" \/><\/p>\n<p><span data-preserver-spaces=\"true\">F<\/span><span data-preserver-spaces=\"true\">un fact.<\/span><strong><span data-preserver-spaces=\"true\"> Starbucks <\/span><\/strong><span data-preserver-spaces=\"true\">was originally called Pequod after the ship in Moby Dick. Thankfully, it was renamed Starbucks after the ship\u2019s chief mate, which is much catchier. The maritime theme surrounding the logo stems from the founding city (Seattle) being closely associated with the sea. Hence, the mermaid too, which was supposed to be as seductive as the coffee itself.\u00a0<\/span><\/p>\n<\/div><\/section><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-m33q72nl-33b64efc60fb88674c06a0b5b78bea32\">\n#top .hr.hr-invisible.av-m33q72nl-33b64efc60fb88674c06a0b5b78bea32{\nheight:30px;\n}\n<\/style>\n<div  class='hr av-m33q72nl-33b64efc60fb88674c06a0b5b78bea32 hr-invisible  avia-builder-el-19  el_after_av_textblock  el_before_av_textblock '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<section  class='av_textblock_section av-m33q1449-296a591066c72fe05a7041571fd8ef8f '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><p style=\"text-align: left;\"><img decoding=\"async\" class=\"alignnone size-thumbnail wp-image-35008 lazyload\" data-src=\"https:\/\/www.nettl.com\/nz\/wp-content\/uploads\/2024\/11\/Nettl-Logo-80x80.png\" alt=\"\" width=\"80\" height=\"80\" data-srcset=\"https:\/\/www.nettl.com\/nz\/wp-content\/uploads\/2024\/11\/Nettl-Logo-80x80.png 80w, https:\/\/www.nettl.com\/nz\/wp-content\/uploads\/2024\/11\/Nettl-Logo-36x36.png 36w, https:\/\/www.nettl.com\/nz\/wp-content\/uploads\/2024\/11\/Nettl-Logo-180x180.png 180w, https:\/\/www.nettl.com\/nz\/wp-content\/uploads\/2024\/11\/Nettl-Logo.png 300w\" data-sizes=\"(max-width: 80px) 100vw, 80px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 80px; --smush-placeholder-aspect-ratio: 80\/80;\" \/><\/p>\n<p><span style=\"font-weight: 400;\">And last, but not least, is <strong>Nettl<\/strong>. As a network of web design studios, the name Nettl is a variation of \u2018the net\u2019. The green icon is a pixelated leaf &#8211; representing growth online.\u00a0<\/span><\/p>\n<\/div><\/section><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-m33q6jth-41445428df649d42733cb03d5d94f116\">\n#top .hr.hr-invisible.av-m33q6jth-41445428df649d42733cb03d5d94f116{\nheight:120px;\n}\n<\/style>\n<div  class='hr av-m33q6jth-41445428df649d42733cb03d5d94f116 hr-invisible  avia-builder-el-21  el_after_av_textblock  avia-builder-el-last '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><\/p><\/div>\n<\/div><\/div><\/div><!-- close content main div --><\/div><\/div><div id='after_section_3'  class='main_color av_default_container_wrap container_wrap sidebar_right'  ><div class='container av-section-cont-open' ><div class='template-page content  av-content-small alpha units'><div class='post-entry post-entry-type-page post-entry-35006'><div class='entry-content-wrapper clearfix'><\/p>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":28,"featured_media":35047,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[13],"tags":[],"class_list":["post-35006","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing"],"_links":{"self":[{"href":"https:\/\/www.nettl.com\/nz\/wp-json\/wp\/v2\/posts\/35006","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.nettl.com\/nz\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.nettl.com\/nz\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.nettl.com\/nz\/wp-json\/wp\/v2\/users\/28"}],"replies":[{"embeddable":true,"href":"https:\/\/www.nettl.com\/nz\/wp-json\/wp\/v2\/comments?post=35006"}],"version-history":[{"count":25,"href":"https:\/\/www.nettl.com\/nz\/wp-json\/wp\/v2\/posts\/35006\/revisions"}],"predecessor-version":[{"id":35784,"href":"https:\/\/www.nettl.com\/nz\/wp-json\/wp\/v2\/posts\/35006\/revisions\/35784"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.nettl.com\/nz\/wp-json\/wp\/v2\/media\/35047"}],"wp:attachment":[{"href":"https:\/\/www.nettl.com\/nz\/wp-json\/wp\/v2\/media?parent=35006"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.nettl.com\/nz\/wp-json\/wp\/v2\/categories?post=35006"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.nettl.com\/nz\/wp-json\/wp\/v2\/tags?post=35006"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}