NEED logo

Near East Emergency Donations (NEED)
Look how needy those two ‘E’s are. By Arnold Saks/Peter Kramer. From the Graphis Annual 68/69.

Banda Shoes logoBanda Shoes logo.

Seen well before the 1986 version of the WWF panda. From Gebrauchsgraphik No. 3, 1956 (Sandi also shared an interesting set from this advertising/art magazine).

Lucidity logoLucidity logo.

The lines mightn’t scale too well, but it’s the simple, relevant idea — Lucidity was a company that specialised in plastic/acrylic dimensional design and lighting fixtures. By Alan Mitelman. From Communication Arts, Volume 11, No. 5, 1969.

Aquastat logoAquastat logo.

Reminiscent of the lovely Spratt’s ‘dog’. By Gil Drexhage. From 1967 Communications Arts, Vol. 9 No. 6.

Grantham Rainwear logoGotham Rainwear logo.

No words needed. By Julian Swift. From Graphis Annual 67/68.

British Railways logoBritish Railways logo.

Timeless (mentioned previously). By Gerald Barney (disputed, I’m unsure). From the Graphis Annual 66/67.

Full set here.

More vintage design (old vehicle wordmarks) in the archives.


My favourite is the Aquastat identity. It reminds me of the Monkees logo or the Mystery Machine from Scooby Doo. Utterly groovy!

These guys (and gals) seemed to be way ahead of their time. I wonder how these logos were received internally and by their customers. And Mark, I so can see the Mystery Machine …

I really love the Lucidity logo. It isn’t a place that most graphic designers would normally go out of concern for legibility and making it pleasing to the eye. But I can imagine the designer playing with font, size and overlap to get to this beauty. The relevance to the client’s industry and the uniqueness of the piece are genius.

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