Amazon logoAmazon, designed by Turner Duckworth, 2000

Argos logoArgos, designed by The Brand Union, 2010

Bledina logoBledina

Cider logoCider by Kronleins, designed by Amore

Danone logoDanone

Dusseldorf logoDusseldorf, designed by BBDO

i-D logoi-D Online

Kraft Foods logoKraft Foods (previous)

LG logoLG, 1995

Breast Team logoOsaka Welfare Pension Hospital Breast Team, designed by Shinnoske Design

Peel logoPeel District School Board, designed by Hambly & Woolley, 2005

PeoplePC logoPeoplePC, designed by Landor

Pepsi logoPepsi

Smile logoSMILE Organization, designed by Altaf Sharif

Telenet logoTelenet

Thomson logoThomson Holidays

Traveline logoTraveline

I can’t remember any others, except for the one smile that rules them all.


The smile on the amazon logo is nice, but the fact that it also works as an arrows connecting “a to z” —as in “we sell everything from a to z”— is what does it for me. Very clever!

#46 Redfern brand identity guidelines (PDF) in you list of Brand identity style guides from around the world, Nov. 13, refer to their logo as a smile in the download file.

In Poland, Thomson Holidays is known under the name ‘TUI’ Travel Agency, so these are just the letters, that you can get from the pictogram.

The Thompson is actually TUI ( and the logo made of those letters. Smiles are more or less a decease in design. A sickness of the 90s to 00s. Even some banks were smiling in Germany before the crisis …

Also check out the Crayola packaging and the implied face on Cheerios boxes. Interestingly, the Cheerios face seems to be winking, with the smile to the closed-eye side. Perhaps intentionally?

Take a peek at the Heineken logo – the e’s have been rotated slightly so that they smile. was already mentioned up in the comments, I just wanted to add how witty the idea is, because their name is Mimo vrste, aka Cut the line, and of course if you don’t need to wait in line, you are happy and smiling. So the logo goes together with the name of the company and is so an added value.

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