27/06/2013

By Jackie Barrie, Copywriter, Trainer, Speaker & Author at Comms Plus


Coca Cola has barely changed its logo since its inception. I doubt the scrawly lettering would win any prizes for design, but it clearly works for them in a way that changing to blue Coke didn’t! Remember that?

Here are my top 15 logo designs of all time (in no particular order). Please let me know what you think.

1. FEDEX
At first glance, this logo might look nothing special. But, if you look at the white space between the E and the X you'll see an arrow pointing left to right (the direction we read in the English language). Once you've seen the arrow, you can't un-see it. Even if your conscious mind doesn't register it, your unconscious mind does. This is not just a designer indulgence. It's a clever fit with the brand (in case you weren't aware, Federal Express is a worldwide courier service).

2. AMAZON
The Amazon arrow is a smile that goes from A to Z.

3. CARREFOUR
The white space between the red and blue makes a C for Carrefour, the French hypermarket.

4. GALERIES LAFAYETTE
The double T in the logo for this Parisian department store looks like the Eiffel Tower.

5. NEW MAN
The words NEW and MAN are a mirror image of each other.

6. SHELTER
The H makes a little house, perfect for the housing and homelessness charity.

7. ED
Another logo using the technique of 'negative space', the letters E and D make a plug.

8. FAMILIES
A Reader's Digest publication about families with parents and child represented by the lower case letters I, L and I.

9. HORROR FILMS
I think this is my favourite! It still works for me, even if films are all digital these days.

10. ILLUSION
Sadly, I don't know who to credit for this or the other clever logos. But I do think they deserve a prize!

11. REHABILITATION HOSPITAL CORPORATION OF AMERICA
This simple logo shows the first aid cross turning into a staircase, and says it all.

12. TOBLERONE
The Toblerone icon is a dancing bear. Can you see it in the snow on the mountain?

13. TYPEFACE
Typeface = a face made of type, of course.

14. WINE SEARCHER
Bottles of wine and binoculars at the same time.

15. YOGA AUSTRALIA
The space between the girl's back and leg makes a map of Australia.

Please click to http://writingwithoutwaffle.wordpress.com/2013/06/17/worlds-best-logos/ to see the logos themselves.

I hope these examples convince you why it's worth paying a professional to design your logo for you! Contact me and I'll connect you with tried and trusted graphic designers in my network.

Jackie Barrie writes without waffle for websites, blogs, newsletters, brochures, leaflets and speeches. She is the author of ‘The Little Fish Guide to DIY Marketing’, ‘The Little Fish Guide to Networking’ and ‘The Little Fish Guide to Writing your own Website’.

Find out more at www.comms-plus.co.uk or 0845 899 0258.