Reader giveaway: 5 advance copies of Logotype

Last week I mentioned that Michael Evamy was releasing a followup to his successful 2007 book, Logo, with the new tome titled Logotype.

Logotype by Michael Evamy

Lewis at publisher Laurence King kindly got in touch with an exclusive offer for Logo Design Love readers — five advance copies, shipped worldwide, a month before publication.

“Logotypes – wordmarks, monograms and single-letter marks – are where the verbal becomes visual; where elements that are usually designed to speed the eye across the page invite it to linger; where the choice of font is never less than meaningful; where spaces and spacing are significant; where the composition of words and characters carry weight; where letterforms and even fragments of letterforms can evoke attributes, atmospheres, emotions, events, places, personalities and periods in history.”

To enter the draw, leave a comment listing one of your favourite type-based logos, sharing your reason why.

Update: By “type-based logos” I’m referring to wordmarks, monograms, and single-letter marks.

Winners will be randomly drawn from the comment thread and notified by email on Monday 13th August.

Update: Monday 13 August
The five winners are: talazia, Chris, Wojtek, Jana, and Stew.

You might find your picks in a “readers favourite” followup, too.

Logotype by Michael Evamy

Or you can now pre-order the book through Amazon:


Logo Design Love, the book

267 thoughts on “Reader giveaway: 5 advance copies of Logotype

  1. I’ve always been fascinated by the Sun Microsystems logo. Usually computer related companies use a symbol to represent their brand, but Sun chose to focus on their name instead and turned U & N into S. Brilliant!

  2. David,
    The Tate logo is certainly one of my all-time favorites ever since I first saw it. As you once said in a blog post back in 2008, it seems like “sometimes conventions are there to be broken” ( This logo is certainly breaking a couple of logo design conventions but it does so very effectively! Love it! :)

  3. My favourite logotype would have to be the Nike’s “Swoosh” logo by Carolyn Davidson in 1971.

    The logotype was created for a new line of running shoes named after the Greek goddess of victory, thus the “Swoosh” marque was launched is to evoke the winged Nike’s flight.

  4. Hi,

    One of my favourite logos of all time has to be for the charity Shelter. I think the reason I like this one so much is because of its simplicity. It is so simple yet tells you so much by just slightly adjusting the ‘h’ to look like a house. Despite its subtleties, it is immediately recognisable and extremely memorable. Well done Johnson Banks on a classic piece of design.

  5. Braun, the German consumer products company.

    The logotype is aesthetic, geometric, no-nonsense – everything that the company represents, as evidenced by the designs of Braun’s famed Dieter Rams. The slightly taller “A” gives the logotype balance and symmetry.

  6. I risk sounding like a complete sell out and a nerd at the same time.. but I like the Facebook logo. The F in the blue square started a smart simple trend that is functional and recognizable. It works so well that other companies have followed suit to create buttons to use in conjunction.

  7. I think one of my favorite logo type examples is for the company Utopia. It might just be the fact that the color choice is bold and a classic designer choice of fluorescent orange and white, but the type itself reminds me of Clarendon but with more flow to it. There is nothing that really needs to change about the logo because each letter is cohesive with the next. The logo itself is inviting and visually pleasing to look at. I’m very drawn to the logo type :)

  8. One of my favourite logotype is the City of Melbourne identity. The identity is simple and straight to the point yet adaptable for different function or usage. It never fails to capture my attention.


  9. One of my favourite logo types has to be amazon. Reason being, how the arrow points from the A-Z, indicating amazon as brand that sells pretty much everything. For me a great combination of semiotics and letterforms to form a specific message, highlighting a brands u.s.p.

  10. My favourite would have to be IBM. I don’t think it will ever need to change. It’s solid and powerful. There isn’t a need to be exciting or colourful, that’s not what IBM is about.

  11. Landor’s FedEx logo is one of the best I’ve seen. The negative space arrow formed from E and x is simply a brilliant logotype solution.

  12. Gotta love the Coca-Cola typography. Super-recognizable and while it’s changes over the years, the changes haven’t been drastic.

  13. Target.

    It fulfills so much & has translated incredibly well across packaging, branding, & various media types through their marketing. What a well done system this logo has created.

  14. I would have to say the Infiniti logo.

    The car maker not only does a fabulous job of creating the ‘I’ in its wholesome entirety, but to depict a road that travels as far as the car does, is simply brilliant.

  15. One of my favourite logos is “Spartan Golf Club” because it’s genius, connection of 2 objects into one.

  16. My favorite logotype is Guggenheim Museum. Clean, simple, expresses modernity. No need for symbols, just plain type. Wonderful!

  17. For me the Citi logo by Paula Scher continues to be one of my favorites; it’s just the perfect solution for the merging of these two companies: Citibank and Travelers. It exemplifies everything a logo should be: it’s short, memorable, simple & cohesive.

  18. Hi, I remember one of the logos that has struck me the most because of its simplicity and strong meaning, is the French Property Exhibition logo. It’s like a french flag, but it’s inviting you in! I think it’s so cool and meaningful. And it’s so simple it just looks good anywhere. When I first saw it, I thought, some day I have to come up with something that awesome.

  19. Braun. The logotype is simple, symmetrical, elegant and functional just like their products. True masters of design.

  20. Zapfino. Zapfino presents many challenges when using. One might ask when then nominate it? Because it’s beauty is worth the extra effort. And because the founder may just see this and make it better.

    It has incredibly long ascenders and descenders and some other flourishes are really quite exaggerated. Depending on what the characters used are, you make have to do some intense vector work but it’s never disappointed. And as with all scripts, it would be nice to have a family of weights/styles – versus just one.

    I may be in the minority here but I am not afraid to show pride! If you get the chance for a project with movement, flair and beauty, this font may be for you. Embrace it ;)

  21. I love the Google logotype for its simplicity and versatility. The folks at Google have shown how an iconic logotype can be adapted for various purposes while remaining true to form and character. It is instantly recognizable even when manipulated, and shows how fun and creativity can be effectively interlaced with a solid professional reputation.

  22. Maybe it’s the kid in me, but I still dig the Disney logotype. I like that it’s based on the founder’s signature and maintains that original vision of quality and creativity.

  23. I love the WordPress logo.

    It is a very simple logo that plays with the notion of writing and playfulness, quickly indicating that what is written is not set in stone, that it can be modified and played with, all within a perfect circular boundary, with blue reminding us of our planet.

  24. My favourite logotype would have to be V&A.
    I’m continually struck by how elegant and balanced the letter forms and serifs are. ALSO it has an ampersand and it’s a particularly beautiful one.

  25. I was super-impressed with the Qagoma (Queensland Art Gallery / Gallery of Modern Art) logo(type). It is super-simple and I was immediately drawn to figuring out who it is; beyond that, the logo has a clear double-identity, reflecting what it represents. It is also lovely how it is used, particularly on the fold of the letterhead. Love love love.

  26. I’d have to go wth the Ford logo. It’s classic, I love the script, and it just works really well with the blue oval background.

  27. My favorite one is LEGO.
    I think the typeface and the overall logo (including their iconic color scheme) represents so well what the company is all about.
    The round type, double stroked, slanted at the precise angle (helped by the history of the brand) gives the mark a it’s nostalgic, fun and kid-like feel.

    You can spot the LEGO type everywhere you go.

    I know the color scheme helps a big deal, but the real protagonist is it’s typeface.

  28. I’ve always been a fan of the Superman comics logotype. It’s survived relatively unchanged since the 1930s and shows no sign of going away anytime soon.

  29. Paul Driver’s ‘Human Worldwide’ — unbelievably simplistic use of negative space.

  30. Gillette logotype: the double L and double T already reminded us of the blades. And now, with the redesign, the i dot (not a dot anymore), is aligned with the G… perfect for a blade and razors brand!

  31. My favorite logo would be TATE’s. For the way it applies out of focus effects, versatility in different media as for ways to play with it once printed in different material or textures. I believe it gives any designer that works with it a wide range of possibilities.

  32. I greatly admire and adore “Spartan Golf Club” logo by Richard Fonteneau. It is my goal to be able to create something which can mix two different ideas into one ideal entity, just like in this design. And I also hope, when I finally “get there”, I’ll be able to execute my plan as perfectly as the author of Spartan logo did.

  33. My favorite has to be the (Royal) National Theatre (of the UK). It’s incredibly simple and elegant, and the letters N and T don’t seem forced together but like they belong together. It’s distinctiveness is underrated.

    It’s a shame that more people don’t recognise its significance as a design classic, not least the organisation itself.

  34. Mediterranean Shipping Company. The way everything fits together all puzzle-like and those curves, oof.

  35. There are many of Herb Lubalin’s logotypes that would make it into my favorite list, but one of the ones that has always rang true for me is the “Families” logotype for the Reader’s Digest publication. Three little letters, three little people. Simple and smart.

  36. i-D magazine []

    The logo and the product fit together so perfectly – the name makes sense and the simple design, with the cheeky wink and smile (which the cover model usually mirrors), fits the whole tone of the magazine. It’s not overly sophisticated but it works so well.

  37. Metallica. I like this logo because it is simple and iconic. I chose the logo of the band because I think that musicians do not take possession of the logo seriously.

  38. The Herb Lubalin Mother and Child logo. It’s beautifully executed, and never fails to give the warm and fuzzies, a rare quality in a logotype.

  39. I think the Melbourne city logo. It has created a trend in the last years in design and numerous applications.

  40. Love the Peru logo, just wow. I love its simplicity both on its new logo and its name that contains only four characters, simple. The Peru logo is not only a symbol but also full of of Peru’s history and tradition.

  41. Canon, because it puzzles me so much how it has letters leaning up against eachother in so many weird angles and it STILL works somehow.

  42. Although I can’t choose just one favorite logotype the logo of the Seattle International Film Festival (SIFF) has to be one of my top. The logo which is clean and simple san-serif fonts seems to be the continuation of a strip of film that never ends. The logo can be seen at

  43. I would have to say the FedEX logo is probably my favorite logotype ever. I love how interactive it is. Once you see that arrow, you are ALWAYS looking at it.

  44. One of my favorite logotypes is the Houston Texans football team logo.

    When they first announced that the new team was going to be called “Texans”, I just didn’t think it was going to be “cool”. But then the guys at Verlander Design released their take on it and I was sold on the whole Texan thing. It’s crazy cool how logos can change our perception of a company/team/etc.

  45. Milton Glaser’s I ❤ NY.

    Such a simple solution, and one that has stood the test of time.

  46. Michael Bierut’s Museum of Art and Design (MAD) logotype. Clean, simple and tons of varieties to work with. Cannot ask for anything more for a logo, Bierut is a genius. If that logo does not catch your eye, somethings wrong.

  47. The Crayola logo is well done. The sans serif type keeps the tracking tight but readable and the character widths and high x-height give it some playfulness.

  48. Have to second the Facebook logotype. Simultaneously friendly, utilitarian and tech.

    BUT, one of my all-time favorite would have to be the original Ben Sherman.

  49. Being the owner of numerous logo / identity / trademark books, I’m always surprised that I’ve never seen any recognition for the NICEIC logo. I can’t think of a better logotype design for a accreditation / professional body. Super simple and hits the nail smack-bang on the head. Readable up close, symbolic from a distance — what more do you need?

  50. I’ve always liked the Camper logo. It’s simple and direct yet conveys a lot about the product it represents.

    The indented curved bottom reminds you of the bumpy soles that are a classic feature of Camper soles.

    More importantly, it also suggests something that moulds on impact with the ground, exactly what you want from a comfortable shoe.


    I have always admired how the humane society had placed all the animals to form a map of the US in their logo. I think it is a creative and unique way to attract attention to a great cause. It is very memorable and gets the message across clearly; very effective in its purpose. All around it is a great logo and the font they picked for the type fits the society as well.

  52. Although it’s ugly as hell, the joy I found in discovering what the ‘carrefour’ actually was made me so happy, made it a favourite.

  53. The Woolmark logo, designed by Francesco Saroglia because it represents the perfect blend of individual aesthetics, clarity and purpose.

  54. I love the city logo of Melbourne. It’s simple, memorable and very flexible. I will be very proud of that logo if I reside in that city.

  55. The Lego logo. Such a wonderfully playful font that has stood up well to the fast-paced and ever changing toy industry for nearly 40 years in it’s current form.

  56. The Pinterest Logo. It might be a tad feminine, regardless, I like the very modern design as well as the use of the ligature between the s & the t. The pin is hinted at in the ‘P’ and really connects with the idea of this being the modern pin-board. It also translates to an icon extremely well.

  57. One of my favourite logos is Maserati.
    I really love the message behind crown/triton fork.

  58. I love the Museum of Sex’s logotype. The bold x at the end of a light sentence without spaces between words makes me read it fast and energetic and cover my mouth at the end, as if saying something that excites me but I have a feeling I shouldn’t be blurting out, which is pretty much what sex is in the mainstream, conservative-ish culture.

  59. I’ve always admired the BBC, it’s proven to be so adaptable over the years and yet remains the same as ever.

  60. Hi, one of my favourite logotypes is Empik — a Polish bookstore. I love it for the firm connection to books by using an apostrophe over the “i”, and also refering to the phrase: dot the i’s and cross the t’s (in Polish we use only the first part of this phrase) — so simple, so perfect.

  61. I’ve always loved the MTV logo (the old, not the cropped one):

    Perhaps I got to like it thanks to all the animations artists used to create in the 1990s. Those short films showed the power of the three-letter typographical combination. It’s eclectic, ugly but lovely…

  62. The FedEx because the use negative space between the E and x and how arrow symbolizes forward movement and thinking.

  63. For myself, I have always admired the Warner Brothers logo ever since I was a kid. I love how it’s always been consistent and prominent over the decades, even with unique touches for various new movies. It has always been one of my favorites.

  64. My favourite type-based logo is Muji.

    The logo embodies the design aesthetic of Muji’s approach to minimalism and simplicity to its branding. The use of Helvetica as well as the colours of dark red and white create a consistent, simple, and easily recognizable brand.

  65. I too would love a copy of that book! ;)

    Favorite logotype: I couldn’t possibly narrow that down, however I have recently been ear deep researching band/music logos and I’m pretty impressed with the “Fender” update. That unconventional ‘F’ can be slapped on anything and double as a symbol. But I liked how the overly thick letters of the original logo were thinned, taken out of the incline, and given more “character” without straying from the essence of the brand. It seems like a pretty smooth and natural progression, so much so, that if one weren’t paying attention this update probably flew under their radar completely. In fact, I’d wager there are good handfull of life long musicians that still haven’t noticed the change. ;)

    Updated logo:

    Older logo:®-maple.html/fender_logo-400-400-2

  66. I think Lindon Leader’s Fed Ex logo is in my top favorite type based logos. With just a little kerning between the E and X. A simple solution, bold and a nice surprise once you find there is an arrow.

  67. My favorite type-based logo is the Disney logo due to it’s complexity and the hidden references to the letter ‘phi’ (golden ratio) in the letter ‘D’, ‘y’ and even in the ‘i’ dot.

  68. I actually love the “LOGO DESIGN LOVE” logo. It looks like something I might have designed myself! The style is clean and simple (has to be simple!), and the type is a great weight. The heart is just the right touch adding the red to the black and shade of grey to make it perfect!

  69. My, the amount of comments a giveaway brings.

    A rather obvious choice, but I’m going to go for Milton Glaser’s I ❤ NY.

    It’s simple, timeless, instantly recognisable, adaptable, memorable, and works on various levels. Pretty much a perfect logo, in my opinion.

    Ooh, yes, I quite fancy a copy of that book, too.

  70. Definitetly the HSBC logotype.

    Clean and crisp. It is one of those logos that never get obsoleted by time.

  71. My favorite type based logo, although cliche, would have to be Google’s logo. It’s a stunning logo that is also simple, and obviously memorable. Oh and it was only $35! :)

  72. My choice: the IBM logo designed by Paul Rand. Its simplicity and intemporality makes it perfect for the company it represents.

    Obviously I would love to get a copy of that book!

  73. I hate to sound like I didn’t put much thought into this, but I favor the Target logo. It’s a logo that has lasted for ages and its wordmark uses the timeless font Helvetica. Also, when pulled apart from the wordmark the “bullseye” is instantly recognizable and can be used to create some beautiful patterns.

    Take a look:

  74. There are tons of incredible logotypes out there – and in no way do I think I’m at the point of competing with the GREATS, but the logo I did for a client called Abaci Capital was something I am still very proud of. The name Abaci comes from the word abacus, which is that old way of calculating on bars with those beads, you know the device I’m talking about. Anyway, I used the repetitive shapes of the abacus as inspiration and did my best to reference that in a subtle manner, while keeping it clean and hopefully will stand the test of time. We’ll see. I don’t think there’s anything wrong with a little self pat on the back every once and a while :)

  75. I jump at the opportunity for one of your books! Huge fan.

    I would have to say the Disney logo is one of my favorites. Its simplicity shows masterful design. Inspiration for the logo was drawn from Walt Disney’s own signature, and has been the mark of the foundation for decades.

    Hope to get an email!

  76. It’s iconic, it’s proverbial, it’s the most legendary logotype of all time. Coca-Cola.

    What an absolutely beautiful script; it really catches the eye but stays humble enough to where it does not scream for attention. It looks good in B&W or any color, but the red and white only complements the magnificence of the positive and negative space that come together to create this masterpiece. LogoTYPE, is a really hard thing to execute while keeping distinguishable from “just another typeface”, but Coca-Cola is a beautiful example of logotype. Perfectly done, in my opinion. :)

  77. I’d have to say that my favorite typeface logo has to be the old British Steel ‘S’. It is minimalistic and still looks modern today. The way that the two pieces of folded steel lock together to form the ‘S’ is very clever and gives it that timeless look.

  78. I admire PLoS’s Open Access logo. It’s an O, and A, and an unlocked combination lock, all at the same time!

  79. Oddly enough, after I found out about FedEx’s hidden arrow, theirs became one of my favorite logos. I like the way they use the letters’ natural negative space in such a creative and subtle way.

  80. It’s not terribly beautiful, but it’s super-functional. I think the xpedx logo is great because right-side-up is either way, and it’s italicized, symbolizing movement (shipping). For a company whose name is on a lot of boxes, it’s a really great name and logo to have.

  81. I really love the 50’s and 60’s… I love how over-the-top illustrated advertising imagery was… I also love Alfred Hitchcock movies and signage and therefore i choose the ‘Hitchcock’ – Saul Bass Font by Matt Terich.
    I love how all-over-the-place it appears.
    I ove some chaos in my work sometimes… It’s refreshing.

  82. Oh yes please! Would love a copy :)

    I just love the logo of ‘Ikea’! It is not because it is a good looking or amazing font, or even colour; but like ‘Lego’ type-base or the Golden-M’s of McDonald’s, it is what it invokes.
    Once you have lived the shopping ‘experience’, the flatpack and your new home additionals, there is nothing like returning to one of those big blue buildings, with huge yellow letters and doing it all again. :)

  83. Oh my! It´s hard to think of one logotype that ´s amazingly done. I would have to say Milton Glaser´s I ❤ NY. Because it´s simplicity, type+symbol combination, totally memorable and well defined. It can be reproduce at any size and color without any problem. And the best part is, it´s completely international. Just ❤ it.

  84. Disney… for it’s sheer joy, fluidity and now-iconic status, the stylised version of Walt’s handwriting brings memories to mind, along with the branding.

  85. The best in my opinion and most memorable is the Coca Cola signature.
    Everybody (99.9%) in the world knows it and recognize it.

    Timeless & Beautiful Logo.

  86. There are many smart, thoughtful, beautifully-crafted type-based logos so it’s hard to select one but I love “pencil” by Reghardt Grobbelaar ( It is simple and very effective. It’s also elegant and modern. Another type-based logo I love is the monogram for Sofia Press by Stefan Kanchev ( It is also simple and evokes an open book or quill pen. Like most of Kanchev’s work, it is timeless.

  87. Eye. Bee. M.

    Paul Rand’s IBM was the best thing since sliced bread (or maybe a certain soft drink company), and he masterfully demonstrated the logotype’s versatility over and over again.

    Timeless, appropriate, direct, and unique. IBM.

  88. I like Siemens, Panasonic and Philips – not new and not improved for several years already. A good example of good occupation of the color (teal, navy and blue) and some simple but distinguished type.

  89. I believe the most well designed for purpose, graceful, strong type logo is the Victoria and Albert Museum. It is simple, stylish and works well alongside any artwork shown there. It’s a timeless piece of beauty. (

  90. V&A logo by Alan Fletcher – without a shadow of a doubt.

    It’s simple, elegant, timeless, beautifully proportioned, and a magnificent use of negative space and optical illusion. It’s just so damn classy, and inspirational. Absolutely superb and number 1 in my book.

  91. My favorite logo is the Tate Gallery made ​​by Wolff Olins. I love the idea of ​​looking less and think more. Is a reference about contemporary visual grammar and has a step further as far as risk is concerned.

  92. The one that I instantly think of is ‘freedom’ by Jens Wickelgren. So simple, striking and perfectly executed.

  93. Three mobile logotype.

    Classic helvetica, deemed overused by many current designers, but to me it personifies the technical progression of the Three brand perfectly.

    Swedish design is so attractive to the young professional, ie: everyone loves Ikea. Helvetica adds this desirable element to this technology brand, and the bold san serif communicates a friendly well rounded service. The brand appeal to their target market is spot on.

  94. Nike. In terms of value for money. Brought for $50 now worth millions if not billions…

  95. Mine would have to be “Sony” just due to the fact of its simplicity and its timeless design. I’ve grown up with this logo and it’s one thing that has pretty much stayed the same over the years (well, at least how long I’ve been alive anyway).

  96. I love the Fashion Law Institute logo designed by Pentagram. Combining a needle and thread to look like a gavel. Brilliant.

  97. Well that’s lovely! :)
    I would say my favorite is the V&A logotype by one of my favorite graphic designers of all time, the late Alan Fletcher.
    Its simplicity, clever visual play and the presence of the ampersand itself make me smile!

  98. My personal favorite is the Eight logo by Stylo Design, It has a stylish feel that makes it stand out from others, and also has probably made all designers think WHY has that never been done before.

  99. I really enjoy the united artists logo. Very smooth transition from the U to the A with an interesting deign for the cross line.

  100. “Coca-Cola” is the most recognized logo design and brands in the world, the dominant form of formal handwriting in the United States during the mid 19th century, and still work till now. The red and white colored scheme in the Coca-Cola logo was kept simple and distinctive to minds.

  101. I love the MOMA logo, however, I always feel like I need to give a shout out to Disney. The use of script, the clever and evocative way the letters manage to be cheerful… it is very well done.

  102. I love Method’s solution for Slice. Elegant, minimal and brilliantly evocative.

  103. Vimeo.

    It’s clean but dynamic.
    Has personality but works well at sizes small and large.
    The logotype flows into the illustrative nature of the Vimeo website and sets the scene for the high production quality of the sites content.

    I love it.

  104. Lindon Leader’s FedEx logo is the best so far. The negative space arrow between E and X is a genius detail.

  105. This is a great post, but maybe a definition of what constitutes a logotype would have been a good idea. I read through most of the responses above and noticed that many people confuse logo and logotype here…. the Nike swoosh, for instance, is a logo, but the FedEx letter-arrangement & graphic treatment is a logotype. Both serve as identities, so they have that in common.

    I run into the same problem with clients, who often make no distinction between logos and logotypes.

    Maybe this great book will help clear up the matter for people!

    Thanks for a great post and all-around fabulous blog.

  106. The Chanel Logo is a favorite of mine. Classy, clean and timeless. The two interlocked, opposed letters were inspired by stained glass windows in an Aubazine chapel which featured interlaced curves.

  107. I love the mouse logo. Classic use of negative space with the O forming the ear and the addition of the © to form the eye is a genius little touch.

  108. I like the Seabirds Truck logo. Very simple and clean, but recognizable instantly as a truck when you view it.

  109. The “Families” logo by Herb Lubalin. That logo speaks for itself, there’s no need for an explanation. Just simple as that.

  110. Not necessarily the nicest looking logo in comparison to others choices, but the fed ex logo. Like the others it’s instantly recognisable but it has the power to make people like my brother go ”eeeh have you noticed there’s an arrow in the logo?” to which he was very pleased with himself for spotting (it might be worth stating he’s 23, not a small child). In a way it got him engaged and I’m sure it would have for other people. I admire it because I’ve studied graphic design and I love the concept but people like my brother with no design background or artistic ability still feel connected to it.

  111. One of my all time favourites is definitely the FedEx logo, so simple but so effective and clever! A nice hidden design element.

  112. Wow, this is very difficult question!

    I can’t choose only one logo because theres a lot of circumstances that envolve all of them…

    Anyway, as I want to participate and get the book I will decant for one of my favorites … This is the logo of Coca Cola … so unique and exclusive as well-known around the world. This was an exceptional work of Frank Mason Robison in 1885 and still remains as alive now as the first day.

  113. I’d love to win a copy!

    I have so many favourite type-based logo’s such as the FedEx logo and Alan Fletcher’s V&A logo, but I would have to say my favourite logo of all time has to be Milton Glaser’s I ❤ NY logo. It’s the logo that made me sit up and notice graphic design, and inevitably led me to studying it!

    I think it’s brilliant as it’s timeless, works in black and white as well as colour, can be transformed throughout the different seasons or for different events and has just such a patriotic spirit behind it. While I think there are so many fantastic type-based logo’s, that tip of emotion and joy behind the I ❤ NY logo makes it stand above the one dimensional cleverness of other logos.

  114. Thanks for this opportunity! I adore the timeless Kate Spade logo. It’s so clean and classy, just like the brand.

  115. I’d have to say the technically eligible NeXT logo by Paul Rand.

    As far as reasoning goes, I have always appreciated the boldness of Paul for only providing the one solution and I find the logo years ahead of its time in so many ways.

  116. UNC Carolina Tarheels logo “NC” wordmark. It is simple and the two initials are combined to form a graphic that can be burned into your head if you stare at it long enough. I actually designed my initials like the NC logo, but with DM.

  117. My favourite is the ‘Atari’ logo. It’s a very cleverly designed logo which reflects its post popular ping pong game as well as incorporating the letter A into it.

  118. The Pan Am logo, with its serifs trailing off to the right. Simple, elegant, gorgeous.

  119. FedEx logotype is my favorite.

    I like the element of surprise people who have not noticed the arrow between the E and x still have whenever I point it out. People have seen it a million times, but almost never notice the arrow. I think that is clever and amusing. Its like seeing a good logo for the first time all of the time.

  120. Wow! We have a popular give away here!

    One request to the commentators on here: Please include a link if your choice is a lesser known or more obscure example.

    For instance we all know FedEx and Coca-Cola, but while I am familiar with the “mouse” and “Families” logotype, perhaps not everyone is, and I have no idea what some of these, like the Fashion Law Institute logo, look like without a Google search.

    . . . Hey speaking of Google, I’m surprised no one has mentioned it yet, talk about a logotype that is constantly in motion being refreshed practically daily.

  121. The Coca-Cola logo is brilliant in its elegance. I’m also a fan of SUN Microsystem’s as well as the abstract LG logo. And, I’ve always been a sucker for the old Hartford Whalers logo.

  122. Beautiful give away!

    As someone else told, I think that FedEx’s logo is brilliant.

    It seems like the usual, boring and with no fantasy sans-serif logotype but when you discover the arrow between E and X, you just only have to love it and think everytime you see it “that’s bloody brilliant!”

  123. I like the old PriceWaterhouseCoopers (PWC) logo. Although it was a very long logotype, was very recognizable and captivating.

  124. My favourite type-based logo would definitely be the American Broadcasting Company (ABC) Network’s Logo, made by Paul Rand. The way it bathes in it’s simplicity and stands out definitely makes it rather exceptional.

  125. V&A – Alan Fletcher

    Elegant simplicity, designed in 1989 and fortunately still in use.

  126. I really like the logo for the Free Libraray of Philadelphia (USA).

    It is set at an angle and makes the library look exciting and fun.

  127. Hi,
    I really like the MUJI logo because it kind of reminds me of a barcode with the big “MUJI” writing as the black lines and the small Japanese writing as the numbers. I also like the colour because it pays homage to Japans’ Flag but the darker red looks a bit more professional and goes well with the manila bags.
    Ersilan =D

  128. I like “I Love NY”. Since I was a little girl this logo interested me,
    although I didn’t understand for the first time. But the red heart and the word I
    speak very personal; and afterwards all following this style for loving its cities/
    countries. The style and message is longlasting and has ‘soul’.

  129. For me it would have to be the VW logo.

    The two letters in a circle make it a simple and smart design.

  130. Armani Exchange. I’m a fan of Chermayeff & Geismar’s work and their update of the Armani Exchange’s logo is one reason why. It is a superb makeover of a logo that was conceptually strong but weak in execution. The revised logo is a masterpiece of creating harmony throughout the logo by making all details work together.

  131. I really like LG’s logo, because it’s not only plain typography, it’s also an illustration. Really creative! :)

  132. Perhaps an obvious choice, but the way in which the FedEx logotype creates a nicely hidden arrow within the negative space between the ‘E’ and ‘x’ letterforms, offering a suggestion as to the nature of the business. Really quite brilliant and fun to discover!

  133. I always loved the uk craft council’s logotype:
    It’s redesigned now but I mean the old one designed by Pentagram,
    I like it because it works as a geometric shape and also as a wordmark and at least the old version with the serif letters reflected “crafts” in a very classic and esthetic way.

  134. MoMa’s logo, for it’s simplicity, clarity and flexibility to adapt to the museums communication. I believe it is also a noticeable logo.

  135. One of my favorite ever is the Olivetti logo by Walter Ballmer. Since I was little and knew nothing about design I always liked it, ‘cos it was just like what it represent.

    Olivetti was an amazing brand always seeking for modernity and elegance in its products design as much as in its advertising campaign.

    It was the Italian equivalent of Apple, although it believed in art and design far more the American company (most of the poster for Olivetti are masterpieces of design!!!!!!).

    For me the Olivetti logo is a perfect stylish combination of a bold statement and beautiful thoughtful design. It is the incarnation of an era and at the same time an example of timeless design. LOVE IT !!!

  136. Currently it is the Tate logo. The idea behind the logos varying versions, going in and out of focus, not only represents how the Tate is a dynamic gallery, but art in general can be viewed from a variety of different viewpoints. Its great.

  137. I’d go for Landor Associates’ FedEx logo for its simplistic but genious use of negative space – it’s standing the test of time well.

  138. I am a huge fan of the FedEx logo. Though the logo sports a hidden arrow that spawned a generation of negative spaced easter eggs, I find Lindon Leader’s wordmark to be a huge success due to it’s simplicity and ability to effectively communicate the brand messaging on the the international stage — with complex & diverse cultures.

  139. Ever since I saw the post on here of the Minnesota Zoo Logo (the older oneS) I fell in love! Amazing use of the ‘M’ to form simplistic animal icons. Really brilliant!

  140. Seriously, I know everyone knows the Google wordmark.

    Everyone has already seen it upon visiting the website a number of times. I really love how the guys at Google make those “Google Doodles”.

    The logo doesn’t have to tell and remind everyone that Google is a search engine website–yet, now, it’s more than just a plain search engine.

  141. ED logo by Gianni Bortolotti

    -Intelligent use of negative space
    -simple and message delivered

  142. I have a couple of logos that top my list. One I’ve always loved is the logo for pivot design:
    The best way I can describe this is as a “static animation”. It literally causes the reader to pivot to read the name, and does it by using nothing more than the classical beauty of Palatino and color. It’s perfect.

    The use of negative space in the FedEx logo always earns praise, but personally I’m fond of the redesigned Gillette logo for the same reason:
    Note the way the acute angle formed by the G and i simulate a razor and the idea of “cutting” and “lifting”. Very subtle, and very clever.

  143. I’ll never forget the Mother & Child logo by Herb Lubalin. It’s a great example of how a core visual concept can and should be at the heart of even a type-based project. And a reminder of the natural connection between concept and simplicity.

  144. The amazon logo, they represents all in one: values, objective, brand proposition, friendly personality with the smile/they sell all from a to z.


  145. It would have to be V&A. Timeless, elegant…. it holds its head up high. Works in many colours and formats and is playful with the letterforms in a grown up way.

  146. I really like the Canon logo, not only because I love their gear.
    I like how the letters harmonize with each other. Although they seem to vary, they altogether form a very strong mark.

  147. I really enjoy logos with hidden messages or images in them, like FedEx, etc. I’d have to say one of my favorites out of those is Baskin-Robbins. I love how they incorporated the 31 for the 31 flavors into there!

  148. I like the new man logo, it’s very simple and the fact that it’s an ambigram makes it a really smart design for me, because you can look down on your shirt and see the logo as it was intended.

  149. One of my favorites would be the Levi’s logo, it just seems so memorable and it took me a while to even notice there was a lowercase ‘e’ in there.

  150. The CN (Canadian National Railway) logo is great. Designed over 50 years ago and still extremely relevant and appealing with its single flowing line.

  151. My all time favorite type based logo is the FedX logo designed by Lindon Leader in the 90s. His use of of the letter’s negative space to create the arrow was and is amazing. So simple clean and yet right to the point. It may have been just luck when he designed that, but I rather think it took time to juggle letters, try different fonts, and of course playing with the tracking of the letters to create that arrow. Sheer genius maybe but more probably it took a serious designer with a strong typography background to create that timeless work of art! Kudos, Mr Leader, you are my hero!

  152. PS I love this contest because of all the favorites represented! So many that I have never seen that are really great designs! Not only that but some of them I have seen a million times ( Gilette for one) but I never noticed the design elements that speak to the product. Thanks everyone I spent a great morning checking out all the favs! It was fun.

  153. The Phillips logo! Because it has nothing more than a few adjustments from the original type and still everybody knows it’s Phillips.

  154. I would have to chose the Starbucks logo. No matter how much I try to ignore it, I just can’t! With one glimpse of the Starbucks logo I am sent in a coffee withdrawal even if I just had a cup. Branding is everything and a logo that stays put in my mind wins every time.

  155. Ernesto Bugatti logo. The “EB” mark

    It used to be 2 letter logo and a surname, but now they moved to 2 letter only.
    The inverted E connected to B make a such powerful mark. Ideal for that car. I just love such simplicity.

  156. I love the simplicity of word marks.

    My most recent obsession, is the Chinese Coca-Cola logo designed by Alan Chan (

    Of course the English version of Coca-Cola logo is a classic, but what amazes me about the Chinese version is that, whether or not you speak Chinese, it still communicates exactly the same style, flow, and message.

    It is well designed because it communicates the brand experience across the language barrier in an incredible way. That’s an incredibly hard thing to do. It amazes me.

  157. I like how the logo for Onlineshoes uses the Japan font (from It’s a very simple use of a script font to convey the idea of shoelaces.

  158. The Goodwill “G”.

    It’s easy, simple, and yet doesn’t try to hard. Often overlooked, the shape of “G” makes a simple smiling gesture (invoking a “Good Will Feeling” from donating your goods)

    Using the same “G” letterform to convey a graphic… is like recycling for designers.

    It’s 100% Goodwill…fitting it’s need perfectly.

  159. I’d have to go with the Louis Vuitton because the colors and the style conveys elegance, richness and classiness plus it’s catchy and recognizable. The next one would be the EA Games/Sports logo although they change the theme and feel of their logo for different games but I really like the way the placement of the text EA. Lastly, always being a fan of the Mortal Kombat’s dragon logo as well.

  160. I’ve always been enchanted by Lubalin’s work for the Families type-based logo. I think that mark captures the essence of just how powerful type is when utilized in creative contexts.

    Sidebar – there are a ton of comments. Congrats on the site traffic!

  161. It’s hard to choose one favorite, but the first one that comes to mind is FedEx. I love the simplicity and the hidden arrow.

  162. The FedEx logo for it’s simplicity. Not to mention the use of negative space to create an arrow symbol between the E and X. Pure genius.

  163. It’s not the greatest of logos in my mind but I have a fondness for the original/old school WWF (World Wrestling Federation) logos.

    I always liked how they combined the W’s and F into one. It’s probably a large part of nostalgia for me but it’s always been a fun logo.

  164. How about the pro-genitor of all heavy metal typographic logos created for ACDC by Gerard Huerta?

  165. Thanks for all the entries, folks. I’ve drawn five winners, sent each an email, and updated the post with their names. Sorry if you’re one of the many who missed out, it was a pretty overwhelming response.

  166. The V&A monogram. Whilst an obvious choice it’s ‘classic’ status is definitely deserved. Timeless, clever and brilliantly simple, it should never need to be changed and should therefore be celebrated. Perfection in my opinion.

  167. One of my all-time favorite logotypes is Raymond Loewy’s NEW MAN logo. It came at a time when I was trying to make words do what Escher had done with birds and fish. The NEW MAN logo was the catalyst that pushed me to create ambigrams. Symmetry is inherently attreactive, and even without recognition that the logo is invertible, the viewer gets a sense that there’s something magical happening.
    As an added note, I think of logotypes as ‘wordmarks,’ not logos based on one or two initials. I favor this sort of logo, as, if the name can be designed in a sufficiently memorable way, there’s an unbreakable bond between the name and the graphic image.

  168. I’m going with the AC/DC logo. Looking back, my fascination with drawing rock band logos as a kid is probably what started me with graphic design.

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