Maxell Logo PNG
Due to its effortless and minimalist style, the Maxell logo has remained virtually unchanged for decades. This is one of the comparatively rare examples of timeless logotypes. What is the secrete behind its longevity?
Meaning and history
Maxell Holdings, Ltd. is a consumer electronics company based in Tokyo, Japan. The name of the company is the abbreviation of “maximum capacity dry cell.” While the list of products it makes is rather long, it has been best known for its batteries, wireless charging solutions, computer tapes, and professional broadcast tapes, as well as the audio cassettes and blank VHS tapes it used to produce. The company was formed in 1960.
1970 – Today
The black wordmark on the white background is the default one, and it has been used ever since the company introduced its distinctive brand identity in 1970. This version is convenient because it can be easily reproduced on various surfaces.
1970 – 2017
The original logo features a rather bright and light shade of red. It immediately catches the eye – we humans are wired to notice something that is the color of blood. It’s an important evolutionary advantage. The only problem with this shade is that it seems to err on the side of lightness: the contrast might not be enough for people with an eye condition to read the letters.
2017 – Today
The designers decided to make the red darker. On the one hand, it tackles the legibility issue described above. On the other hand, the brand identity started looking a bit nobler and more refined, which perfectly fits the type of company Maxell is.
Emblem
The logo showcases the word “Maxell” in a type that is both creative and highly legible. Each of the letters has a unique, unusual touch. There is a clear tendency for the rectangular shape, which is especially visible in case of the the “a” and “e.” And yet, many of the angles are rounded. Even the top ends of the “l’s” are slightly rounded.
We can say that the authors of the wordmark have predicted many of the current trends, for instance, the tendency for minimalist design. Also, they have used the color that for now has been scientifically proven to produce a positive effect on our mood and physiological state. More importantly, they have managed to create a memorable style without sacrificing legibility.
In addition to the wordmark, the company also uses a version with the tagline “Within the Future.”
Colors
The main color of the Maxell logo has always been red. There has been some playing around with the shade, though, as the current version seems a little colder than the original one, there is a barely perceptible blue mixture. The tagline is given in gray.
