Top 10 Logos 18th August, 2010
Some of the most memorable brandmarks of all time. Here is a collection of 10 logos that fill me with a little joy every time I happen to see them. Sometimes it's not the brandmark, but its story that is more appealing. Enjoy...
# 01. Coca-Cola. Designed by Frank Mason Robinson (1885).
Robinson was actually bookkeeper for John Pemberton (Coca-Cola founder) when he designed what has now become arguably the world's most iconic brand mark. He then went on to play a significant role in Coca-Colas early marketing & advertising.
# 02. Apple. Designed by Rob Janoff (1976)
Though originally designed as a mono logo, the famous 'Rainbow Apple' was preferred by Steve Jobs (Apple co-founder) as he believed it humanised the company. The bite was added to avoid any confusion with a cherry or tomato. In 1998 the monochrome logo reappeared with the launch of the new iMac.
# 03. I Love NY. Designed by Milton Glaser (1973)
Glazer design this logo, free of charge, for the New York Department of Economic Development, to promote tourism and shopping in the city. The logo now helps attract 140 million visitors to the state every year. The logo has since become part of American pop culture, inspiring 1000's of knock-offs. I myself have a 'I Love NY' mug which I got in NYC... my morning coffee at my desk just tastes better out of it!
# 04. MTV. Designed by Frank Olinsky (1980)
After his original idea of a fist gripping a tomato was immediately dismissed, Olinsky returned to the drawing board. What resulted is one of television and pop culture's must iconic brand marks. It's true lies in its ability to morph and adopt any passing trend or fashion within the music industry, whilst always standing strong and remaining consistent through change.
# 05. Lacoste. Designed by Robert George (1933)
Founded by double Wimbledon Champion Rene 'Crocodile' Lacoste in 1933, Lacoste produced an alternative to the uncomfortable white shirts that tennis players were required to wear. Lacostes friend, Robert George, drew him a crocodile which he had embroidered on the front of his t-shirts – and so the brand mark was born.
# 06. Amazon.com. Designed by Anthony Biles (2000)
Whilst working with Turner Duckworth, Bile designed this clever logo. At first glance it appears simple, but when you look a little closer you'll find two subliminal elements. Firstly, the smile, signifying customer satisfaction, and secondly, the arrow pointing from the logotype A to Z, which represents it's A-Z catalogue, whilst the arrow itself symbolises its online delivery services.
# 07. KFC. Designed by Tesser (2007)
Though the 'Colonel Sanders' image is both a brilliant and iconic design, it's not for that reason I have added the KFC to the list. It's for KFC's ability to evolve the brand identity, without compromising its integrity. From its original 1952 from to the present, KFC have managed to maintain the key identity characteristics with each redesign whilst always improving on the last. Hence I believe the 2007 is the best example of the brand identity to date.
# 08. Pepsi. Designed by Pepsi Cola (1973)
A surprising entry... A refinement of an earlier 'Bottle-Cap' logo, this has always been my favourite Pepsi logo. Maybe it simply reminds me of my childhood. I've often wonder why Pepsi feels the need to constantly redesign its brand identity, throwing away valuable brand equity.
# 09. Kellogg's. Designed by Will Keith Kellogg (1906)
A stylised version of Will Keith Kellogg's signature, the logo has remained practically unchanged for more than 100 years.
# 10. Nike. Designed by Carolyn Davidson (1971)
Though not my favourite brand mark – it has reached such iconis status its worthy of a mention. Davidson was studying graphic design in Portland State University when Phil Knight (co-founder of Nike, Inc.) asked her to design a logo for is new company (then called Blue Ribbon Sports, Inc.). She invoiced $35 for her 'swoosh' logo (though in 1983, Knight presented Davidson with a engraved 'swoosh' diamond ring and an undisclosed amount of Nike stock).
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