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Logos Affect our Emotions More than You Might Think

Corporate logos are anything but arbitrary. Designing a good logo is actually one of the hardest tasks in graphic design. A good logo needs to, in the simplest fashion possible, convey a mood, a
Jacob Harper received his BA from the University of Missouri in 2005, and his MA in Writing from Missouri State in 2009. He's written for American Express, Wisebread, LA Foodie, and Fox Digital, and he served as a Writer & Editor for the 2013 Los Angeles edition of the guidebook series Not For Tourists. Jacob currently lives in Los Angeles.
Jacob Harper received his BA from the University of Missouri in 2005, and his MA in Writing from Missouri State in 2009. He's written for American Express, Wisebread, LA Foodie, and Fox Digital, and he served as a Writer & Editor for the 2013 Los Angeles edition of the guidebook series Not For Tourists. Jacob currently lives in Los Angeles.

Corporate logos are anything but arbitrary. Designing a good logo is actually one of the hardest tasks in graphic design. A good logo needs to, in the simplest fashion possible, convey a mood, a message, and a distinct, universally appealing look. It's not an easy thing to do, and it's why graphic designers like Saul Bass (the man behind the iconic Bell Telephone, Girl Scouts, and Quaker Oats logos) are so highly revered. Making a good logo isn't easy. But when a company finds one, it can be incredibly powerful. And lucrative.

When it comes to McDonalds (MCD) , Apple (AAPL) , and Coca-Cola (KO) , their instantly recognizable and world-famous logos aren't just a pretty sign. They're the essence of a billion(s) dollar brand, the absolute distillation of what a company is trying to sell. And as this infographic from Alex Hillsberg shows, anything but arbitrary.

The Fed model compares the return profile of stocks and US government bonds.