Cross that one off
For reference, I’ve been compiling a few resources featuring logos of a similar nature. Previous posts include logos using the standby symbol, and similar ideas in general. Given that a recent project involved a common shape, here I share a few logos with crosses.
International Red Cross
Designed by Henri Dunant, 1863
Bayer
Designed by Hans Schneider, circa 1900
Rehabilitation Hospital Corporation of America
Designed by John Langdon
Swissair
Designer unknown
Australian Wildlife Hospital
Designed by Coast Design, 2005
Lifelink
Designed by Beveridge Seay, Inc.
Film Aid International
Designed by Eric Baker Design Associates
Swiss National Exhibition Expo, Lausanne 1964
Designed by Armin Hofmann, 1964
Crossroads Films
Designed by Pentagram
Hermann Hospital
Designed by Pentagram
Rhode Island Department of Health
Designed by Malcolm Grear Designers
New Horizon
Designed by Gardner Design
Medical City
Designed by Richard Brock Miller Mitchell & Associates
Legacy Hospital Partners, Inc.
Designed by Prejean Creative
Espresso Rescue
Designed by Mindspike Design
Christian cross
More crosses
The Wikipedia page for “cross” shows many other examples, such as the skull and crossbones, Maltese cross, and flag of Denmark etc.
When countries use both flags and logos, the distinction can easily blur. For instance, Italy’s tourism market is promoted using Landor’s happy pickle, but surely the flag would be more effective (flags and copyright — I’d like to know more about that).
Green Cross Code
Those of you in the UK will remember the Green Cross Code Man. If you’re like me, however, you won’t know that the actor who played him was none other than David Prowse MBE of Darth Vader fame.
Just thought I’d throw that out there.
Your favourites
If you have a favourite from the above selection, or if you know of any other cross logos worth mentioning, do leave a comment.
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38 appreciated comments, click here to add one
Kenny Eicher
Great collection. Are you compiling these for a future book on symbol-based identity design? If so, I’d buy it.
May 7th, 2009
theo
uh… does the christian cross really qualify as a logo? who’s the agency/designer on that one?
May 7th, 2009
*** Dave
I think the Rehabilitation Hospital one — a cross opening up into a set of stairs — is very clever.
I’m curious whether, with secularization and the decreasing identification between Christianity and health care / charity, if the use of crosses in health care logos is on the downswing, or whether the symbol has taken on an additional meaning through long association.
May 7th, 2009
David Airey
Kenny,
No plans for a specifically symbol-based publication, but I think you’ll appreciate the Logo Design Love book I’m working on.
Theo,
I was curious to see what response it got.
Dave,
John Langdon did a great job on that. I completely agree. You ask a good question too, and it’s not so easy to clearly differentiate.
May 7th, 2009
Andrey
Swisscom logo also contains a nice cross.
May 7th, 2009
Elisa
I used to work in a branding agency. The owner always used the christian cross as the best example of “trademark” (it’s anthropomorphic, can be reduced or made in 3D and still be recognizable, can be made into gadgets, set on corporate buildings etc.). When I first heard him I thought he was a genius, then I found out that the example is so wide spread that it’s nearly abused…
May 7th, 2009
Antonio
I love the Swissair and the logo by Hofmann.
May 7th, 2009
marotorod
Another one:
http://luiscepeda.eresmas.com/hospital/images/sacyl1.gif
It´s a sanity of Castilla y León (Spain).
May 7th, 2009
Kim Tackett
Thanks for doing the heavy lifting of collecting and sharing these. These are also some really lovely marks, and inspiring to see what a talented designer can do with a symbol we’re all used to seeing. In the right hands, y’ know?
May 8th, 2009
Anna
It’s amazing how the cross has such a strong relation with such a small amount of industries: Christianity, Medical services and Swiss-style design.
Because of this, it’s a good idea to stay away from cross logos when designing for other industries, unless specifically asked for. In many of those logos, I see religion, even if they have nothing to do with Christianity.
May 8th, 2009
Youssef Sarhan
David & to others interested,
The SwissAir logo was designed relatively recently particularly when you compare it to the ‘AmericanAirlines’ logo or the even older ‘Lufthansa’ logo. It was by Tyler Brûlé of London-based, Winkreative.
Vastly different to any logo in it’s industry, at least to the best of my knowledge. It’s reminiscent of the countries modernist legacy. This and the aforementioned logotypes are winners for me. They have and will continue to stand the test of time, that alone is a crucial part of Branding.
May 8th, 2009
Youssef Sarhan
Oh it seems I wrote ‘http://’ twice in my URL link in the above comment. Might want to delete this comment after David.
May 8th, 2009
Zach
Espresso Rescue is my favorite. Kudos.
May 8th, 2009
Dom
I like this collection! Good job! It’s interesting once you design a logo, how you mentally recognize and critique other logos and servicemarks that pop up on your daily journey. I love logos, especially b/w ones. Those seem to have a burn in effect on your retina, like the old monitor burn in’s that screen savers were created for! I’m inspired! Oh, and simple is better! That’s my 2 cents.
May 8th, 2009
Andrew Kelsall
As most people know, the Cross is a symbol of Jesus Christ. This does beg the question, though…when does a symbol become a logo? When does a logo, become a symbol?
Of coarse, the Cross is the greatest and most recognisable symbol ever, but it’s also a widely-used “logo” to promote everything from Christianity, to Churches, to Charities.
Adversely, it is also used in different forms (like upside-down) to promote satanism, KKK, etc (As as a Christian, I say in blasphemous ways).
Maybe there’s another article in this one, David. I wonder how many more symbols/logos there are?
May 10th, 2009
Yves
There is quite an important element of chronology that you are overlooking, and which shaped most of the logos in this post.
The Swiss flag represents the Christian cross, with all branches of the same length. The creator of the Red Cross was Swiss and he used the flag of his country with the color reversed. The “red cross” became widely recognised as a symbol for health and hospitals, and it is now used as a reference to something medical in many logo designs.
And for Swiss companies, it’s only natural to use the shape of the Swiss cross as a defining attribute.
The Christian cross and the Swiss flag are not logos per se, but many things that relates to them will make a reference to the cross, and they shouldn’t really be called “similarities”.
May 10th, 2009
Tjeerd van Sas
Andrew: the upside-down cross is also used in christianity, if I recall correctly the disciple Peter is said to be crucified upside down.
By the way, “satanic” philisophies/religions usually use the downward pointing pentagram. Inverted crosses symbolise rejection of christian dogma’s/values and are usually worn by the usual “rebel”-classes.
Although crosses are usually associated with christianity, they aren’t exclusively christian. By the way, I think the “medical crosses” owe more to the red cross/”inverted” swiss flag than christianity (although the origins of that flag are probably christian).
Sorry David, I still have to write that post on religious symbols! ;)
May 11th, 2009
Andrew Kelsall
@Tjeerd van Sas
Didn’t know about the upside-down cross being used in Christianity, I’ll look into that one, thanks for the info.
May 11th, 2009
Dan
I would love to see another series like this, but covering the usage of talk bubbles, e.g., “talk to chuck”.
May 12th, 2009
Sualeha Khan
Legacy hospital and new horizon were the best logos in all of them.
Mr. David your cooperation to give us information about logos is really appreciable.
Thanks a lot
May 14th, 2009
Giles
These all work as monochrome, so why do clients or even designers/agencies insist on, ‘whizz bang’ 3D renders of their mark.
http://www.jkr.co.uk/design-gazette/2009/05/ask-jeeves-re-brand-%E2%80%93-butler-or-banker/
I would prefer to be back in the days of the Mad Men, Clean lines and limited effects and filters were skill and talent make a decent mark.
May 18th, 2009
David Licona
The Swiss International Air Lines logo was designed by Winkreative
May 18th, 2009
Richard
I’d be very interested to see where design is going. I’m thinking that the future might hold seemingly unlikely icons as logos? Perhaps it’s because I recently created a sculpture ala Schwitters and our recently departed Rauschenberg for a class project. It’s hard to go back to college once one has passed his prime..but it wasn’t the fellow students which gave me grief, but rather my Professor/Advisor who continually called me “old” or “non-traditional” student. I played “field hand” in her office, if only to get through the semester. But I have to be quiet until the final grades are release (not that it matters since I am not matriculating- except of course to me). Okay I am blathering. Best, me
May 19th, 2009
Elisa
I just had a second look at these logos, I really like the new horizon design.
@marotorod i really like that Spainsh logo you posted.
May 19th, 2009
Ren Spiteri
Wow, just came across this site. What a great resource about logo design. Bravo!
I’m still loving John Langdon’s hospital logo.
May 21st, 2009
Media Designer
I love these theme posts! Following themes is a great way to look at design – things to avoid and things to include.
May 22nd, 2009
Richard, Peacock Carter Newcastle
I particularly like the Film Aid logo, though I’ve never been keen on the Bayer logo – always looks awkward in my eyes!
May 23rd, 2009
Roberta Seldon
David,
Don’t forget about the Johnson & Johnson cross. They had been going back and forth with the American Red Cross for quite some time about their use of the red cross. They actually sued them. You can read more about that here: http://www.jnj.com/connect/news/corporate/20080617_160000
Great post btw :-)
May 29th, 2009
David Airey
Thanks very much to all who commented. I took a two-week break just after publishing this post, so excuse my delayed reply.
Roberta,
The Johnson & Johnson issue with the Red Cross is an interesting one, and I touched upon it in my original Red Cross logo post.
Tjeerd,
No need to apologise at all. I’m sure you have much more important things on your plate.
Andrew,
There’s certainly another article on what you mention (symbols becoming logos and vice versa). If you choose to work on it, I look forward to that.
May 31st, 2009
Tim Merrick
As a kid I used to confuse SwissAir, The Red Cross and Churches in general….not much has changed !
Tim
Jun 12th, 2009
Ash
While I DO think that the cross has been overused in design, especially lately with minimalism being all the rage, I think things like the cross and the circle are non-unique enough that they can be a much-repeated base for designs. Of course, I say base, which means a designer must then inject meaning and individuality into them.
Aug 9th, 2009
David Airey
That’s a fair assessment, Ash. I agree.
Aug 13th, 2009
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