Our Favourite Logos
Posted on: 6th August, 2012
Mercedes Benz
The three pointed star of the Mercedes Benz brand is totally in tune with the design of the current Mercedes range of vehicles as it was when it was designed in 1921.
The thinking behind the three pointed star was to symbolise the company’s ambition of universal motorisation – “on land, on sea and in the air”.
The logo is elegant, sleek, stylish and conveys a sense of effortless speed and refinement.
New Man
This clever working of the lettering is absolutely inspired. Rotating the logo through 180º shows real insight into the typographic structure.
Designer: Raymond Loewy.
Apple
There is no mistaking this simple icon in whatever format it is presented and no mistaking the name of the company. An apple with a bite missing is a reference to 'the fruit of knowledge' story from Adam and Eve. Designer: Rob Janoff
Mother and Child
Depicting a child in the womb executed with style and wit turning the ampersand into a representation of a child. Designer: Herb Lubalin
FedEx
This logo on the face of it is quite a straight forward design until you see the hidden symbolism of the 'hidden' arrow in the negative space between the E and the x. Once you have spotted it you'll never forget it and it's this kind of esoteric device that makes this a classic logo. Designer: Lindon Leader
Amazon
The Amazon graphic doubles as a friendly welcoming 'smile' and an arrow indicating everything is covered from 'A to Z'. Simple but effective.
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