World famous brands that have earned a reputation over many years could well use only the sign of their logo in advertising, without the symbols of the name. One glance at the “bitten apple” sign is enough to immediately think of Apple, and the same goes for other recognizable companies. This can be especially useful for brands with long names and garland logos, such as Lockheed Martin.
The long Lockheed Martin (LM) logo is a garland of two elongated words and ends with a sign, as if specially created for hangars and office friezes. But when such a logo is found together with the logos of other brands (we see this in the sponsor blocks and the list of participants), then the “hangar advantage” turns into a disadvantage. Often the logo is distorted due to the curvature of the surface.
A stretched logo is not immediately noticeable, it is less readable compared to logos in other proportions. On some advertising media, a narrow logo has to be placed across the entire width. And although the logo is from the category of a unique type, it is obvious that it causes inconvenience.
My independent research aims to address the shortcomings of very narrow logos. How this is implemented in the example of Lockheed Martin, I hope, is clear in the illustration.
I really like the simple execution of this aerial symbolism, and there is no point in changing it. The only question is the length of the brand name, the reading of which can be painlessly reduced. This logo can be a transformer. New proportions immediately become more readable when transformed. Don’t worry about LM being recognizable, he’s doing great with that.
