Logo Design Love

For graphic designers and all who love logos.

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:

on Amazon.co.uk
on Amazon.com

Logo Design Love: A Guide to Creating Iconic Brand Identities, second edition

267 appreciated comments

  1. Bill

    I really admire the old Northwest Airlines logo.

    To combine the N and W into one character but that you read as two, and then pointing the triangle toward the northwest — implying a compass — it is truly an elegant solution.

    See it here:


  2. I’m always going to love MoMa’s for its elegant simplicity.

  3. 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!

  4. Alicia Viera

    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” (http://www.logodesignlove.com/tate-logo-design). This logo is certainly breaking a couple of logo design conventions but it does so very effectively! Love it! :)

  5. Amy

    Why, yes, I’d love a copy!

    An off-the-cuff “favorite” would be Davidoff – http://www.logotypes101.com/logos/223/B7A3ABE30DE192FBC8B8B7939193C04D/Davidoff_Cool_Water.png

    It has sophisticated styling and striking descenders.

  6. Jimbo Ramsay

    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.

  7. 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.

  8. My favourite logotype, as many already know, it’s “The National” by Love&War studio – great type with an outstanding kerning – and what counts more, an utterly beautiful condensed typography version too!


    I could admire it for hours.

  9. Justin

    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.

  10. 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.

  11. Eb

    I really like the Roger Federer logo. The logo is crisp and simple.

  12. Kelly

    It’s hard for me to narrow down a favorite, but I love the James Beard Foundation logo redesign that Simplissimus (New York) did:


    And I’d love a copy of the book ;)

  13. I’d say Waitrose. Very simple, very recognisable.

  14. gizaHQ

    “Deutsche Bank”. A real classic.

  15. 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 :)

  16. Shawn Hansen

    Coca-Cola. It’s such beautiful lettering and instantly recognizable.

  17. I’ve always admired the Mother & Child logotype by Lubalin and Tom Carnase.

  18. 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.


  19. 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.

  20. Ken

    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.

  21. Chris McInerney

    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.

  22. Soon

    I love this simple logotype and I get to see it driving around town on the side of a truck all the time in Minneapolis & St. Paul

    Viking Electric

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

  24. AKChandarana

    Wingdings because of the 9/11 conspiracy related to it. Too funny. http://www.snopes.com/rumors/wingdings.asp

  25. 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.

  26. KevinN

    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.

  27. Eldin

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

  28. Jean Chouinard

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

  29. Camila Castillo

    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.

  30. Elizabeth

    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.

  31. Adin Sotic

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

  32. 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 ;)

  33. Karen Billings

    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.

  34. Andria

    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.

  35. And I like “the LogoDesignLove” behind the (RED) campaign logo – http://www.joinred.com :)

  36. Jorge

    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.

  37. 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.

  38. Vanessa Rosenbaum

    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.

  39. 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.

  40. Oh, I would love to win this book! My favorite logo is the 1992 Starbucks identity – it is recognizable and pleasingly balanced.

  41. 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.

  42. 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.

  43. Jaime

    Ed’s Electric

    What I like most is how simple the design is. The combination of electrical elements utilizes negative space brilliantly to create an ‘E’. The negative space allows for discovery for what the viewer may not notice at first. Very well done!!

  44. Dav

    I always really liked and admired the YOSHO logotype, by Segura. So simple and minimal, yet so good. A favourite, for sure.

  45. James

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

  46. flavia

    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!

  47. 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.

  48. I love Pencil logo because it’s very minimalistic and simple.


  49. Slice by Manual—clever, simple, and brilliant.

  50. Justyna Woszczyna

    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.

  51. Kyle

    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.

  52. Joel

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

  53. 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.

  54. Luke

    Chupa Chups, simply for the reason that it was designed by the master Salvador Dali.

  55. I have always loved the DC Shoe Co. logotype, so bold and striking. I think it represents the company quite well.

  56. J. Assock

    i-D magazine [i-donline.com]

    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.

  57. CocaCola – a beautiful and iconic piece of design that hasn’t had to change for well over a century.

  58. 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.

  59. 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.

  60. Isabel

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

  61. Melody

    Mtv, it is so perfect for its demographic, and still extremely versatile.

  62. ivan

    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.

  63. 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.

  64. 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 siff.net.

  65. Thom Crawford

    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.

  66. Don Suttajit

    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.

  67. Adriane

    Milton Glaser’s I ❤ NY.

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

  68. Anthony Zukofsky

    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.

  69. Derrick Harvey

    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.

  70. One of my favourite logos is TDK

    I think that it is aesthetically questionable. What interests me the most is how people never recall what the logo looks like. Try getting a group of people to do the exercise and draw the TDK icon just from memory. You would be surprised, considering TDK was one of the biggest manufacturers of audio and video cassettes!

  71. 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.

  72. Dominic Philcox

    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?


  73. 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.

  74. One of my favourites is the (old) Yves Saint Laurent by A.M. Cassandre. Always been a fan of Cassandre work/posters/bold illustrations and this logo looks so completely different from that.


  75. Jeannette Hodge


    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.

  76. thomas fillet

    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.

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

  78. Ricky

    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.

  79. Stu

    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.

  80. Matt G

    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.

  81. Favourite logotype has gotta be Faber & Faber’s double F, by Pentagram I believe – http://www.faber.co.uk/ – instantly classic, memorable and as simple as you can expect.

    Lovely comp idea, would be delighted to grab a copy.

  82. The Sigmund Freud Foundation by Pentagram. It is thought provoking, and inspires penis envy.


  83. Attilio Sommella

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

  84. The London Symphony Orchestra logo.
    I really like the logo’s dynamic. You can still recognize the letters even though they form this nicely flowing visual composition.


  85. I know it’s been getting a lot of flack, but I love the new DC Comic logo. Can’t help it – its versatility to me is really genius.


  86. 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.

  87. Michael

    The Canadian National logo:


    —Conceptually sound (railroad tracks) and beautifully simple.

  88. Andy

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

  89. I dig the “Aces and Eights: Shattered Frontier” logo.. it just oozes western!

  90. Iga

    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.


  91. FedEx.

    Even written in this comment y’can kinda see the arrow.

    Old rope, but bloody good old rope.

  92. Wojtek

    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…

  93. Kuzan

    Mother & Child by Lubalin. It resembles all the good things in a logo design.

  94. Gotta be FedEx. I love how the E and X make an arrow in the negative space. Fabulously understated.

  95. richard ogg

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

  96. My favorite logo is Illusionz Winebar by Raja Sandhu. I like it because it uses negative space in a very smart way. Both shapes blend smoothly without making them appear forced. http://www.rajasandhu.com/images/logos/illusionz-wine-bar-logo.jpg

  97. Binny

    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.

  98. Mine would be the NASA’s (Worm) logo, the removal of the cross stroke in the A’s to create two trusting shapes is a great word image.

  99. Call me a dag, but I think the IBM logo is a great type-based logo – the shape of the letters is almost as iconic as the letters themselves, as can be seen in the recent “filled” versions:


    And might it be the tech industry’s first TLA?*

    * that’s “three letter acronym/abbreviation” for the uninitiated :-)

  100. Jeffrey Q

    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.

  101. 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:

  102. I agree with the old NWA logo. I think my favorite of all time is the old Milwaukee Brewers’ logo. The M and the B make up a baseball glove (albeit one with only 4 fingers…maybe a glove for Bart Simpson).


  103. Diego

    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.

  104. Radu

    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.

  105. I really like the Amazon logo. It is really clever and clean. I feel it will transcend time.


  106. Vicki Feldman

    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!

  107. 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.

  108. Oscar

    Definitetly the HSBC logotype.

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

  109. 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! :)

  110. João Cunha

    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!

  111. 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:



  112. 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 :)


  113. Miguel

    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!

  114. Tedd

    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. :)

  115. Martin Hunte

    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.

  116. For a successful brand who’s logo is all type, it’d be hard to beat FedEx.

  117. Oops…. *whose*

  118. Sung Yoo

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

  119. Gabe Casalett

    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.

  120. Lisa

    Fedex jumps to mind right away. Simple and smart using a hidden symbol.

  121. 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.

  122. Mark

    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.

  123. 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. :)

  124. Martin Scally

    I don’t have a specific favourite, but I’d have to go with “MIT Media Lab”.


    E Roon Kang and Richard The developed a mutant logo, an abstract spotlike algorithm that creates over 40k different logo possibilities. This unorthodox and futuristic approach makes it one to remember and be inspired of, in my humble opinion.

  125. Marcela

    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.

  126. My favourite logo would have to be dunhill’s (http://flawlesscrowns.com/wp-content/uploads/2010/11/dunhill-london-logo.jpg)

    The lettering is so beautiful and tall. It invokes fashion, elegance and strength. It was so simply made different, in such a subtle yet strong idea of the designer. Touché!

  127. kirsten

    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.

  128. Dico

    The new DC comics logo nailed it.

  129. Chris Dixon

    A letter, a number, red. Simple, classic.


  130. Alejandro

    I always enjoy a nice whisky on the rocks. The johnnie walker logo it’s one of my favorites its simple, clean, with a beautiful typography.


  131. Check out “Wellington” in New Zealand.

    This is surely the most fun you can have with typography and represents the fun of the city from Lord Of The Rings country to the night life and back to the multicultural residents and great food. Beautiful! Here is the link: http://www.wellingtonnz.com/image_library/wellington_new_zealand_logo

    …and I like my logo too as no one has made a ligature out of an X & a C before (as far as I am aware).

  132. Mauricio Gomez

    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.

  133. There are many smart, thoughtful, beautifully-crafted type-based logos so it’s hard to select one but I love “pencil” by Reghardt Grobbelaar (http://www.reghardt.com/pencil.html). 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 (http://stefankanchev.com/en/default.html). It is also simple and evokes an open book or quill pen. Like most of Kanchev’s work, it is timeless.

  134. Brandon Aragon

    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.

  135. Andrius

    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.

  136. Giles

    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. (http://www.vam.ac.uk/)

  137. There are so many! Special mention to ‘Twins’ – typographical logos can be sublime, if you get them just right.

  138. 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.

  139. Nasa (the worm) is my favourite logotype because it’s reduced to its simple, most basic form. That’s perfection.

  140. 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.

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

  142. Kate

    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.


  143. Lisa

    My favourite logotype is the Mother & Child by Herb Lubalin.

    Simple, elegant and genius idea and execution delivering a complex concept.

    Reference here: http://ampersand.gosedesign.net/herb-lubalins-mother-child-logo/

  144. General electrics logo, definetly one of my favorites !
    nice vintage feeling, without looking outdated.

  145. Always loved The Mill – Mixing the typography with imagery to create its mark.
    Very bold simple and striking.


  146. I really like Big Ten. Just clever and instantly recognizable!


  147. Binnzy

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

  148. My vote goes to ‘Fedex’ – strong, simple idea, well executed and proving the test of time.

  149. 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).

  150. Andy Needham

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

  151. Mirco

    I love the United Artists logo because its simple yet bold and inspiring.

  152. Maurice Meilleur

    ABC’s logo from 1961 on, by Paul Rand:


  153. 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!

  154. jk

    Coca Cola. Most recognizable.

  155. 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.

  156. Allison

    Paul Rand’s IBM logo. It’s simple, clean and timeless.

  157. Henk

    Recently stumbled across this logo:


    So simple, minimalistic but still unique… one wonders if the brand name or the logo was first.

  158. Kate Hyde

    Focus Features is one of my favorite logotypes. It is clever and playful, but clean and simple at the same time.


  159. Bret Pothier

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

  160. M.Mansour Gebaly

    “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.

  161. One of my favorites has always been the Mother & Child logo http://charlesdaoud.com/blog/wp-content/uploads/2008/09/mother.jpg
    great in so many ways

  162. mary

    I’d have to say the vintage car logos are my favorites, especially the Chevrolet Chevelle Malibu:


  163. talazia (@talazia)

    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.

  164. Brian Burch

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

  165. Alessandro

    FedEx, so simple yet so smart!

  166. Andy Fitz


    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.

  167. Gökhan D

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

  168. Elspeth

    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.

  169. My favourite logo since I was a kid has to be National Rail. The double arrow conveys motion and direction really simply, and has become a recognised symbol for train travel as a whole, not just the brand.


  170. 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.

  171. Tim Fountain

    I like the logo for Sun Microsystems.

  172. I’d have to go with FedEx… hard to forget it :)

  173. Derek Graham

    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.

  174. Ryan

    Coca-Cola is a fav of mine. So distinctive and smooth.

  175. Aaron Albonetti

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

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

  177. Sarah-lee

    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.

  178. cherie

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

  179. The Coca-Cola logo. It’s simple and has lasted the test of time.

  180. 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.

  181. 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.

  182. Kristin

    I like the old YSL logo.

  183. Elysa H.

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

  184. Ben

    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.

  185. 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.

  186. Rahat

    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.

  187. Bridget Smith

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

  188. jojo

    What’s up doc?

    Warner Brothers logo has stood the test of time.


  189. 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.

  190. 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.

  191. Adrian

    Although no longer in use, the Discreet logo from 3d Max, now Autodesk was a favourite of mine. How they discreetly took a small slice off the last letter ‘e’ in this simple wordmark.


  192. Mark

    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.

  193. giulia

    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!”

  194. Malvin Lamarche

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

  195. Dewald de Jager

    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.

  196. Robyn

    I have always admired the TATE logo because of its impressive adaptability. http://www.wolffolins.com/work/tate

    Even in its simplicity, it is a strong and memorable mark.

  197. Steven

    I like the Crate&Barrel logo. It is simple, but sophisticated.

    Great giveaway!

  198. Emma H

    V&A – Alan Fletcher

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

  199. I know is cliché, but I really love the FedEx logo.

  200. 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.

  201. Ersilan

    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

  202. citybank — the power of simplicity and spontaneity.

  203. Vashti Trisawati

    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’.

  204. Karin

    For me it would have to be the VW logo.

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

  205. Corbin M

    FedEx for it’s unstated brilliance.

  206. Tim Sullivan

    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.

  207. Grecia

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

  208. Tom

    I’ve always loved the Faber & Faber monogram; classy, simple, and instantly recognizable.


  209. JT

    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!

  210. I always loved the uk craft council’s logotype: http://www.craftscouncil.org.uk/home/
    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.

  211. Maria Manuel Rola

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

  212. 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 !!!

  213. 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.

  214. Simon Garlick

    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.

  215. 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.

  216. 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!

  217. Jom GC

    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.

  218. JBasil

    The Mobil logotype is one I never get sick of looking at. The red ‘o’ is a brilliant way to help us pronounce M-oh-bil correctly and I love the clean simplicity of it!

  219. naorem

    ED logo by Gianni Bortolotti

    -Intelligent use of negative space
    -simple and message delivered

  220. tom

    Matson shipping. For the same reason as FedEx: Beautiful and subtle use of negative space.

  221. Lane

    The human logotype by Social UK.

    Personable, simple, and gets to the core of the idea they are trying to convey.

    Sample for here:

  222. Chris

    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.

  223. Arjan

    The New Man ambigram, because it’s sooooo clever!

  224. favourite logotype has got to be Google! Fun, irrelevant and unconventional.

  225. 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.

  226. Luis Munguía

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


  227. 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.

  228. Niall

    I love this logo for the Loft Bookshop (now closed) by Dave Comiskey. Very simple and effective


  229. Michael

    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.

  230. Caitlin

    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!

  231. My favorite logo is the one for Blind Barber.


    Their whole branding campaign is one that I love; very clean and sleek.

  232. I was originally going with the beautiful forms of the Coca Cola logo, but I have to go with V&A.

    Sexy ampersand, the negative space that wraps around each form, and that A!

    Love how it’s reimagined, such as in this case http://www.creativereview.co.uk/cr-blog/2010/august/troika-va

  233. 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.

  234. Thibault

    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.

  235. Danny

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

  236. Meredith

    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!

  237. Meredith

    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.

  238. Edward

    I love the Titanic Quarter Belfast logo. I love the clean and simplistic feel of the logo, I also love how the logo is instantly recognisable as the logo incorporates the Titanic’s most recognisable and iconic feature the large funnels. The use of a clean sans serif font also gives the logo modern and sophisticated feel.


  239. Edward

    My favourite type-based logo has to be the Amazon logo I love how simplistic yet recognisable this logo is, I love how the logo has a smile incorporated from letters A to Z, this conveys a easy and pleasurable shopping experience.


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

  241. Stefan

    I would probably go for the ABC logo. Strong and yet really simple..

  242. Kara

    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.

  243. Marcin

    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.

  244. Eric

    I love the simplicity of word marks.

    My most recent obsession, is the Chinese Coca-Cola logo designed by Alan Chan (www.alanchandesign.com).

    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.

  245. Mine would be for the Tate, I like the versatility and different versions!

  246. Chris Jordan

    I’ve always loved the Warner Communications logo.


    So soft, simple and unassuming, but it still pops (even if nowadays you’re scratching your head trying to remember “what does that W stand for…?”).

  247. thomas

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

  248. 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.

  249. Akshay

    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.

  250. 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!

  251. Lauren

    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.

  252. Kim

    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.

  253. I love the FedX logo that has the subliminal arrow.

    Beautiful yet strong.

  254. 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.

  255. Tai

    I like the FedEx logo. There is a hidden arrow there…pretty badass!

  256. iain

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

  257. I love The Vidal Sassoon logotype Doyald Young made. Contemporary and tight, love the curls. RIP Doyald!

  258. 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.

  259. 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.

  260. 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.

  261. 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.

  262. I know the give-away is over but I had to show my appreciation for the British Steel logo.
    The simplicity, the spacing, the weight… everything about it feels and looks right — http://creativereview.co.uk/images/uploads/2011/01/british_steel_0.jpg

  263. American Apparel. Sure it’s just Helvetica Black. But man, does that look good.

The comment form disappears on posts older than a year.


Supported by

Good books

These and more here.

Web hosting by

Sites you might like

Join 300,000+ fans

logo design love heart