What are your favourite logos?

Our forthcoming April issue is going to be a bit special. Dedicated to the art of logo design, we’re going to include a definitive list of the 20 greatest marks ever created. And we want your nominations

logosblog_0.jpg - What are your favourite logos? - 2994

Our forthcoming April issue is going to be a bit special. Dedicated to the art of logo design, we’re going to include a definitive list of the 20 greatest marks ever created. And we want your nominations…

In order to compile our list we’re going to canvas the expert opinion of designers, academics and critics who will ultimately help us come up with 20 of the world’s greatest logo designs.

For the first stage in our research we would like to throw it open to our readers to gather your opinions. So in the comments below, simply nominate your five favourite logo designs of all time and tell us why.

We’ll use all the information we gather here on the CR blog as a starting point for further discussions with our expert panel.

We’ve also enlisted the help of Brand New over in the US who are asking their readers to do the same (see Armin’s post, Best. Logos. Ever?).

CR April will include our list of the 20 logos, plus a detailed study of the top five marks; including the story of how they were made, who designed them and exactly what it is that makes them stand out.

 

Subscribe online and save 29%
Subscribe to Creative Review and access the entire CR online back catalogue plus regular subscriber only content…
  • Derek

    Nice try, sneaking the London 2012 logo in there…

  • The Open University logo. It’s simple, iconic and represents an institution I really admire. I wrote a piece on it, too – http://deanvipond.com/blog/?p=122

  • Egg and Spoon by Thoughtful
    Leaf Street by The Chase
    Eight by Stylo Design

    I like the witty ones.

  • Pathé Films – not sure it’s the greatest logo ever but it’s my long time favourite
    the chicken and speech bubble has got character and individuality, which many brands are afraid of today
    but if a logo is meant to stick in your brain it does it in a unusual and creative way

    http://www.pathe.co.uk/

  • Lindsay

    Wow, two of my favourite blogs combining. I wonder what Armin & Bryony will pick.

    Anyway I’m sure lots of people will pick stuff from Rand, Chermayeff, Glaser… and recent stuff from Pentagram, Wolf Olins, Lippincott, Landor…

    So I will put forward a logo designed in New Zealand by a New Zealand designer. Colin Simon’s logo for the 1974 Commonwealth Games. I think everything just comes together so beautifully in this one logo.

    http://www.designassembly.org.nz/nz-design-icons-1974-commonwealth-games

  • This one for Paul Wu + Associates Chartered Accountants is conceptually simple, distinctive, on brand, true to who he is and what he does. And my father-in-law likes it. :-)

    http://tinyurl.com/4sy9cmk

  • I love the masterchef logo, looks great everywhere and on anything http://www.masterchef.com/

  • Beth

    The London Underground – a complete classic, will be with us for another 100 years or so, which is more than can be said for the 2012 effort…

  • I rather like these:

    http://dowlingduncan.com/work/logos/

    But I would because they are mine!

    .

  • Sun
    Apple
    The Red Cross
    The flag of Japan
    MTV

  • Dipal

    The Nike logo which in one word is ICONIC

  • Always worth looking at http://www.logopond.com for inspiration

  • JR
  • I have two favourite logos, the Adidas trefoil and the VW logo. As a kid in the 80s it was because I wanted to be a Beastie Boy, but as I sit here now in my mid-30s with a pair of simple, quality shelltoes on my feet and our simple, quality VW Golf outside our house I figure that both logos/brands must mean even more to me now.

  • Helen

    Fashion – BIBA and the original Chelsea Girl Sport – the Mexico Olympics 68 was fantastic. I was a child in the 60s and all are firmly lodged in my brain

  • Pretty obvious as it’s already there but anyway, Alan Fletcher’s V&A logotype. Utterly irresistible.

  • Odekin Solutions: http://www.odekin.com (but more about the logo here: http://www.facebook.com/photos.php?id=159742174063396 )

  • MY SPACE LOGO : SIMPLE / DARING / CREATIVE

  • @CreativeReview Totally biased, but our first #favourite #logo is our #moocreations #logo http://yfrog.com/h4gcckxj http://yfrog.com/h4d6slp

  • In no particular order: Penguin (it changed the face of book publishing), Coca Cola (instantly recognisable worldwide), Nike (just do it), Apple (iconic) and the original logo for HMV.

  • superman ‘s’ logo
    I love how it transforms kids into superheroes! they can do ANYTHING with that on their t-shirt…

  • It’s got to be the barmiest, friendliest logo ever, certainly amongst steel wool manufacturers:
    http://www.wood-finishes-direct.com/brands/trollull.htm

  • Probably an answer you didn’t expect, but I like the new BP logo. The main reason is because somehow it conveys an ecological message. If you don’t know in which industry BP is active, you might think they have something to do with nature, because of the green look of the logo.

  • Ogden plumbing! simple, fun, works across all media and is visually powerful.
    http://38one.com/images/345.jpg

  • Owain

    Paul Rands Yale University Press logo : complex and simple, of its time and timeless… and legible

  • Rob

    V&A
    FedEx (if the secret arrow was actually intended…)
    Nike
    Woolmark
    The Royal Parks (Leaf)
    The Guild of Food Writers

    Those are my favourites! (In no particular order)

  • Derek

    * The old British Rail logo
    * SEGA
    * Shell
    * NASA
    * Mitsubishi

  • Philip

    R & S records

  • I’ve always classed the GE logo as a ‘Proper’ logo! Like it or loathe it. I like it: http://www.creditcardassociate.com/ge-money-bank.jpg

  • Come on people. 5 logos. In a list. Pretty simple.

    1: New Man
    2: Royal Parks
    3: Michelin Man
    4: Mont Blanc
    5: British Rail

  • The FedEx mark has to be up there at the top of list of great ones.

    Originally designed in ’73 it was updated in the ’90s by Landor. At first glance appears fairly simple yet there is something in the logo that I’m sure many people over look; the negative space between the E and the X create an arrow, symbolising movement. An awesome example of symbology.

    Look forward to the issue :-)

  • Three of many:

    Le Tuessrok by John Rushworth at Pentagram:
    http://www.pentagram.com/search/le+touessrok/#/967/

    Lucas Industries by Alan Fletcher at Pentagram:
    http://www.pentagram.com/search/lucas/#/973/

    JoyCo by John McConnell at Pentagram:
    http://www.pentagram.com/search/joyco/#/952/

  • Simon Twilley

    20th Century Fox
    Ok, so it’s a title sequence more than a logo, but every time I see it I am a child again, sitting crosslegged on the floor watching Star Wars

    Simon Twilley
    http://www.PackTV.co.uk

  • Andy

    Heres’ mine:-

    1. Waterways Trust
    2. Royal Parks
    3. V&A
    4. USA 94
    5. British Rail

    Pretty sure all by Pentagram except Royal Parks (Moon Communications.)

  • Andre

    Models 1 logo
    Eight by Stylo

  • Michael

    March of Dimes – a few strokes communicate a primal relationship and the emotion behind the cause.

    RCA Victor – “his master’s voice” canine communicates curiosity and quality for an invisible product, sound.

  • bit of a wildcard but Bulldog Broadband.
    http://www.bulldogbroadband.com/

  • Martin

    Fed Ex
    Rolling Stone
    Apple
    V&A
    Plessy
    NME (Original Bubbles version)

  • Andrew Minto

    MTV
    SONY
    TATE
    MAD – Museum of Arts and Design

    All immense

  • charlie

    warp records – cool
    http://75nyc.com/images/clients/Warp.jpg

    hello kitty – simple globally recognised
    http://blogs.philadelphiaweekly.com/style/files/2008/11/hello-kitty-color.gif

    the rolling stones – iconic
    http://www.offbeat.com.au/RollingStones_files/stonestongue.jpg

    atari
    http://multiplayerblog.mtv.com/wp-content/uploads/2008/06/atari.jpg

    coca cola – corporate yet reassuring somehow
    http://www.infobarrel.com/media/image/280.gif

    nike swoosh – most iconic symbol due to strategic marketing

  • Fashion centre – New York by Pentagram
    Leica marque – by Ernst Leitz
    The Olympic Rings – Pierre de Coubertin
    The Guild of Food Writers – 300 Million
    The Mill – North
    Mind – Milton Glazer
    WWF – Sir Peter Scott
    London Underground – Edward Johnston
    Tate – Wolff Olins
    National Interpreting Service – Browns

    Some of my favourites

  • Martin

    Fed Ex
    Rolling Stone
    Apple
    V&A
    Plessy
    NME (Original Bubbles version)

  • not the new starbucks one anyway , lol

  • British Steel
    Families [Herb Lubalin]
    Fed Ex [just for the subliminal arrow] genius
    Lego [just because Jack age 5 loves it so]
    VW [fond memories of tech drawing classes at school]

    also rans – Mother & Child [Herb Lubalin], Munich 72 [definitely not 2012], nike, adidas, CNN, 3M + Me company bastardisation, Fiell Publishing [Mark Farrow], SM logo for Stedelijk [Wim Crouwel], RAC, Apple, Mercedes, Ducati, BP, Shell, + ‘logo’ for logo book by spin – I could go on for ever but I will stop now

  • anom

    Always liked this one
    http://www.pelotondesign.co.uk/project/sahara-forest-project/8

    Simple idea that completely translates the project – turning sand dunes into vegitation.

  • Logo designs based on the circle, a symbol of eternity, wholeness, self-containment and more:
    Mercedes-Benz
    Volkswagen
    Bayer
    BMW
    Der Grüne Punkt

  • NBA

  • Sam

    LONDON 2012!!!!

    No, seriously.

  • Paul Andrew

    I know the work of Pentagram is an obvious place to look, but they are arguably the best at what they do.
    Take your pick… http://www.pentagram.com/work/#/marks/all/newest/

    A few of my less obvious favourites…

    Battersea Pie Station
    http://www.pentagram.com/work/#/marks/all/newest/798/

    Centre for Architecture
    http://www.pentagram.com/work/#/marks/all/newest/332/

    Waller Brothers
    http://www.pentagram.com/work/#/marks/all/newest/1174/

  • Me loving (in no particular order):

    London Underground – Classic and iconic
    British Rail Logo – Simple & still instantly recognisable
    Open University logo – Contemporary and engaging
    Oxfam logo – trendy yet serious for a serious subject
    Nike – Beautiful and an all-time classic
    Mercedes – 3 pointed star(s out of 3)
    Atari Logo – Got there way before WESC
    Bedrock logo – Best club branding EVER IMO – http://www.brandsoftheworld.com/logo/bedrock
    Apple – Another classic. We all want to be like them (don’t we?)

    That’ll do for now.

  • The dutch railway logo: NS
    Woolmark logo
    Rolling Stones logo
    Nike Swoosh
    Supreme
    New Man

  • 1. Mother & Child (Herb Lubalin)
    2. Martin Newcombe (Buddy)
    3. Egg & Spoon (Thoughtful)
    4. My Cuisine (Radford Wallis)
    5. Rolling Stones (John Pasche)

  • David

    If we’re talking about a globally recognised symbol with inherent values, at the top of the list has to be the Christian ‘cross’.

  • Personal favourites

    Rolling Stones ‘tongue’ – iconic
    BMW
    London2012
    Apple

  • charlie

    warp records – cool
    http://75nyc.com/images/clients/Warp.jpg

    hello kitty – simple globally recognised
    http://blogs.philadelphiaweekly.com/style/files/2008/11/hello-kitty-color.gif

    the rolling stones – iconic
    http://www.offbeat.com.au/RollingStones_files/stonestongue.jpg

    atari
    http://multiplayerblog.mtv.com/wp-content/uploads/2008/06/atari.jpg

    coca cola – corporate yet reassuring somehow
    http://www.infobarrel.com/media/image/280.gif

    nike swoosh – most iconic symbol due to strategic marketing

  • 1. The swoosh has to be the king of logos! So simple, so clever, so well positioned for the company!
    2. Apple – says it all
    3. V&A – suits the brand
    4. Google – fun, apt and so easily recognisable
    5. Chanel – classy and desirable – and the icon speaks without the words

    A logo must communicate so much more than just a mark.

  • 1. Atari
    2. Atari
    3. Atari
    4. Atari
    5. Atari

  • The V&A logo is top of my list – just love looking at it.

    Recently fell for the Free & Equal logo http://www.free-and-equal.org/

  • Chanel
    Hop74
    Shell
    Montana Paint
    Metallica
    Federal Express
    Apple

  • anna-maria

    Brooklyn Museum – their simple and yet dynamic ‘B’ with several changeable expressions http://www.brooklynmuseum.org/

  • Mercedes
    Nike
    Tate
    IBM
    abc
    V&A
    Aol

  • 1. British Rail
    2. CNN
    3. Supreme
    4. ADIDAS (trefoil)
    5. Warner Communications

    Also…

    Dunkin’ Donuts / ABC / Chanel / Deutsche Bank / Avery / World Wildlife Fund /
    Pepsi / Coca-cola / AC/DC / KISS / Michelin / Kleenex / Pacific Bell

  • Crodwell

    British Rail
    British Rail
    British Rail
    British Rail
    British Rail
    British Rail

  • I really enjoy the logo for Scott Free Productions. The animation too is lovely.

    http://www.youtube.com/watch?v=Te0mpKbXwpM&feature=related

  • Martyn

    1. London Underground
    2. Philips (original shield emblem)
    3. Amnesty International (Diana Redhouse)
    4. Shell (Raymond Loewy)
    5. Spar (Raymond Loewy)

  • Adidas (the original one); American Institute of Architects Center; Apple; D&AD; Deutsche Bank; Disney; FedEx; LEGO; Lufthansa; Musées de France; NBA; NBC; SONY; TATE; The Chemical Brothers … and finally the swoosh of course.

  • United – Saul Bass
    The Sound of Music – Herb Lubalin
    Whitechapel – Spin
    RAC – North
    Penguin Books – Edward Young / Jan Tchischold
    V&A – Alan fletcher
    Woolmark – Francesco Saroglia

  • wwf
    v&A
    fed ex
    mother and child
    nike
    apple

  • Luís Vieira

    1. Adidas
    2. London 2012
    3. bp
    4. Casa da Musica
    5. American Airlines

  • marco

    westinghouse by paul rand
    deutsche bank by anton stankowski
    la transat ag2r + university twente by studio dumbar
    americanairlines by vignelli

  • Mark

    Channel 4

  • Mark

    Channel 4

  • Kate

    Sinclair

  • Steve

    V&A
    Apple
    Nike
    The mill
    Fedex

    Boom Done.

  • Anabel Perez

    3 Mobile — Miles Newlyn’s original sculptural design
    http://www.newlyn.com/work/client/3

    roppongi hills — barnbrook studio (there are six variants)
    http://www.roppongihills.com/en/

    mori art museum — barnbrook studios (several different logos converge to become one)
    http://www.mori.art.museum/eng/outline/logo.html

    2012 — wolff olins (f*** your boring graphic design sensibilities)

    CBS (1951) — william golden & kurt weiss
    http://blog.signalnoise.com/2008/07/18/inspiration-cbs-logo-history/
    http://www.wolffolins.com/london2012.php

  • FedEx
    Nike
    Shell
    Ed’s Electric -http://siahdesign.com/archives/587
    Coffee Cup – http://www.janzabransky.cz/coffee-cup.html

  • Not sure if anyone’s said it but Channel 4 – always loved it and it’s still going strong …

    Plus:

    – British Rail
    – the Muni (San Fran tram system)
    – and this because it’s got good childhood memories – http://1.bp.blogspot.com/_OaiTmEkTXuI/SaiBOvkA1pI/AAAAAAAABFA/-_D-g7fqgRI/S220/horta+logo.jpg

  • mother & child is great, although the V&A logo is a timeless classic

  • Andrew Minto

    MTV
    SONY
    TATE
    MAD – Museum of Arts and Design

    All immense

  • The Apple logo is simple, instantly recognisable and exactly what it says it is. It pains me to say it, but…the Apple logo is my favourite.

  • H&R Block is a one of my favs — it’s just a green square! And therein lays the simplicity

  • gotta be the 2010 gap rebrand logo

  • Michael Fitzgerald

    Odlums

  • Mark

    I hadn’t seen the Mother & Child logo until mentioned a couple of times here. Is it just me or does anyone else really NOT like it?

  • Jon D

    1. V&A
    2. Chanel
    3. North West Airlines
    4. British Rail
    5. Snowpake

  • Andrew Minto

    MTV
    SONY
    TATE
    MAD – Museum of Arts and Design

    All immense

  • The UK national lottery logo should have its place.

  • The UK national lottery logo should have its place.

  • Sam

    I think the Batman and Superman logos also deserve a mention

  • Red Cross
    Target
    Nike
    Apple
    BMW

  • Do you think it would be worth Making the focus of this the best logo ‘application’ of the past ’10 years’ (ie best branding of the decade.

    It’s not that useful (or progressive) just harking back to work done in the ’60’s — times and branding challenges have changed.

    And… A logo on it’s own isn’t that interesting. Applied, it comes to life.

    For example:
    Pwc’s new rebrand viewed as a logo is ok. But when seen applied and animated, works much better.

    On another note:
    Is Nike/Apple/etc really great craftsmanship and skill in logo design? Or just one of the few logos to have survived a million buyout and merger attempts? Feels like many of the comments here are rewarding a concerted and heavily financed marketing campaign rather than brilliant design thinking.

  • – Virgin (roger dean version)
    – Santa Cruz screaming hand
    – Mother & child
    – Warner Communications
    – Le manhattan

  • abc by Paul Rand.

  • Ryan Hembree

    1. Amazon.com – tells users exactly what they do: sell everything from A to Z and its puts a smile on your face.
    2. Olympic rings – enduring brand that is able to be applied to host country identities.
    3. UPS logo (original by Paul Rand) – when a 4 year old can tell you what a logo is, that is pretty powerful (story goes that Rand showed his daughter and asked her what she saw, and she replied “a present”)
    4. FedEx – simple, tells exactly what they do through the use of negative “arrow” shape…they move things
    5. Apple – need I say more?

  • PatrickBurgoyne

    @ Simon

    Absolutely – when we come to do the final panel debate that will ultimately determine the list of 20, application will be one of the criteria that we will look at for each mark, as will their ability to stand the test of time, whether they represented a particular breakthrough or important step forward for the discipline etc etc In short, we will try to look at all of the factors that might go toward making a great logo

  • Tom

    WWF (Panda)
    Nike
    British Rail
    V&A
    Audi

  • Nike for sheer worldwide recognition
    Toblerone for the sneaky bear silhouette within the mountain. Pure genious

  • Cisco
    Further
    aether
    Walkman
    Aphex Twin
    Tate
    Wedgwood
    Nespresso
    Mind
    Apple
    Habitat
    Amazon
    Woolmark
    Shelter
    Muji
    Puma

    Brandmarks: http://bit.ly/9ml89g

    A.

  • How bought the Travelodge one? Not many people notice what it is.

  • Dan

    citi
    i

  • Lauren

    1. Coca Cola
    2. Apple
    3. Adidas

  • – Apple
    – Fed Ex
    – Nike
    – Mexico ’68
    – V & A

  • University of Sussex (Blast)

    Fine Cell Work (The Partners)

    Guild of Food Writers (300million)

    Prison Radio Association (Blast)

    London Symphony Orchestra (The Partners)

    Keeping it away from the obvious ‘Shell’ or ‘UPS’, and keeping it London based!

  • Sarah Kay Eling
  • it has to be V&A by Alan Fletcher for me

  • illy coffee, just lovely in my opinion!

    http://www.illy.com/wps/wcm/connect/us/illy/

  • Pippa

    British Rail – so clever and simple.
    Penguin – sweet.

    Worst ever was the BT one which was trying to be Hermes but looked like Mercury (their main rival at the time).

  • Aidan

    Fed Ex
    Apple
    British Rail
    Shell
    Cisco

  • Chris Jeffreys

    The Mill.

    I’ve enjoyed looking at the Toblerone bear too over Xmas.

  • jay

    Nike. Nike. Nike.

    Penguin is lovely, but that’s the entire design aesthetic. For sure standalone simplistic brilliance, Nike.

    Also, what’s London 2012 doing anywhere near this conversation?

  • Ill-advised

    The Nazi’s.

    Rubbish brand values, great branding (gotta love that colour palette).

  • illy coffee, just lovely in my opinion!

    http://www.illy.com/wps/wcm/connect/us/illy/

  • Not a ‘famous’ logo but a very well targeted and thought one. Even the headline used I’m the marketing is very clever. It’s for the cancer charity ‘teens unite’ http://www.teensunitefightingcancer.org

    Simple and effective.

    (not the best looking website tho)

  • I think that its important to acknowledge that the best logo may not be a personal favouite, it should transend personal choice and meet simple criteria. As I recall from college all those years ago the word logo comes from the Greek logos meaning idea. To this end the best logo should transend all langauge and cultural barriers to be an icon of the product/company/business/idea without words. A glimpse of such a logo, almost anywhere in the world, should bring recognitian and certain emotions. To this end I agree with a number of the comments above and suggest such fine examples as: Nike swoosh, London Underground, Addidas trefoil, Apple, the Red Cross and the WWF panda. This is tough on such fine examples as Coca Cola and Google as they need to use words/lettering.
    On a side note, of course all the logos I’ve designed over the years are all ruddy brillian too hehehe.

  • Melbourne. Bright, colourful and its a good reflection of the city.

    johnson’s backyard garden. Organic looking and works great across the whole brand.

    Nike. Recognised the world over.

    FedEx. Clever and witty, great use of type.

    Nordkyn. A logo that is in constant transition. I just love the idea behind this one.

  • Smccarthywest

    It’s got to be mercedes – classy

  • 5 of the best have to be:

    NBC
    V&A
    Pathé
    FedEx
    Food Writers Guild

    (wish i’d done them all)

  • Kodak Carousel is my favourite logo:
    http://www.flickr.com/photos/bcostin/871200866/

    I think Don Draper might agree:
    http://www.youtube.com/watch?v=R2bLNkCqpuY

  • Kelly

    Sail Bass’ Girl Scouts logo!

  • The Apple logo is beautifully simple.
    I agree with the above posters about Pathe.

    I think the Amazon logo is dated, and I think the new Starbucks logo is sub-par.

  • jhodanich

    My golden rule is how does it look on a t-shirt and the top for me is the Underground. (Can’t see wearing a Mother&Child t?)

  • Blue Circle Cement

    SImple witty iconic and timeless

  • Channel 4 – under represented above, still fresh and going strong, a driving lesson in ident design.
    Atari – something to do with my age and hobbies!
    Guild of Food Writers – just so elegant
    Coca cola – because I recognise it even in arabic
    London Underground – seemingly everlasting.

  • Mercedes Benz, Audi and FedEx

  • Best Logos?

    The Bat symbol
    The Ferrari Prancing Horse
    The Soviet Hammer and Sickle

    This could run and run

  • Sonia Rishi

    no particular order
    London Underground
    Penguin
    Apple
    Chanel
    V&A

  • Hmm…so hard to choose…

    Anything by Pentagram!!

  • Little Chef

  • Mercedes Benz, Audi and FedEx

  • Tim Reeve

    Mind – the most perfect logo i can think of|.
    Volkswagen – but not the new one with all the shading and light effects
    FedEx – love the cheeky little arrow that’s not in your face, but once you see it you see it every time.
    National lottery – it took me years to see the smiley face, i’m a sucker for a slow burner, maybe i’m just slow
    Wool symbol – the one on the washing labels

  • Levi

    National Geographic

  • Tim Reeve

    Please can you do worst logos the following month.

  • Levi

    National Geographic

  • I think a good logo should stand the test of time, so with that in mind I would have to say:

    the Coca-Cola logo

    and a close second, the Rolling Stones lick logo.

  • Sam

    V&A Logo is the first that springs to mind.

    In terms of recent stuff, the Tea logo by Mind Design is annoyingly good: http://www.minddesign.co.uk/show.php?id=173&pos=6&cat=2

  • Sun Microsystems
    Mercedes Benz
    Deutsche Bank
    Burton Snowboards
    MUJI
    CN Railways

  • A

    London Underground
    V&A
    Old national Rail
    Nike Tick
    Coca-Cola

    One word: timeless

  • Red Cross
    Target
    Nike
    Apple
    BMW

  • Paul

    British Rail
    Woolmark
    Haunch of Venison
    SBB CFF FFS

  • VW

  • Chris

    I wonder if it is impossible to objectify a logo and it’s worth in a comparative sense.

    Are we picking the logo or the product behind it? It seems most of the selections come from brands that are massive and have their logo deeply entrenched in our psyche. Do we like the logo because of the logo, or because we have been unconsciously serenaded by its marketing managers for the last decade? Can a logo from a lemonade stand in Tanzania be the best logo of all time?

    Probably not, but you know what I mean.

  • Jack Wild

    I’m sure a lot of you have already seen it, but everyone should check out ‘Logorama’ (Google it). It’s a fantastic French animated short in a world made out of logos. Absolutely fantastic – a must see if you’ve got ten mins spare (or even if you don’t)!

  • Apple
    CBS
    Target
    Westinghouse
    FedEx

  • BadShark

    For us us only FedEx. The best logo ever.

  • Bob

    Nike.

    Hands down. So simple. So distinct. Perfect.

  • Filipe Varela
  • It’s quite clearly going to be the FedEx logo!

    PS. Tim Reeve, don’t feel bad, I didn’t even know it had a smiley face until I read you post!

  • Pogo. It’s absolutely brilliant, and you can look at the logo in two ways:

    http://cargocollective.com/tymnarmstrong#601408/Pogo
    http://www.pogomix.net/evolution-of-the-space-bunny

  • Jeff Harris

    The Body Shop logo

    And not just because I designed it back in 1977 but because it has stood the test of time.

    Jeff Harris

  • Will Unwin

    Has to be the London Underground logo, Apple, Nike…

  • I’m not sure that people are just discussing brands they admire. Are we choosing an organisation or a symbol, and if the latter, is it a symbol that we find most visually appealing or one that has the most global recognition. If it’s global and historical significance then it’s got to be Swastika, Christian Cross and The Mcdonalds Arches. Non of which will trouble the final poll. I’m a lover of graphic design, but not a fan of lists. I think John Peel had it when discussing the ridiculousness of choosing a best band ever “It’s like saying which is better; Tuesday or a piece of string?”

  • 1. The Spratts ‘Dog’
    2. Mike Dempsey’s English National Opera

  • Dan

    Campagnolo winged symbol and 1970’s Sport For All. Nostalgia.

  • Just remembered the tiawan recycle logo, that is pretty perfect for it’s job and trumps fedex’s negative space arrow trick by 4.

  • hellen Y

    national heart lung and blood institute –> literal but simple and cute http://www.nhlbi.nih.gov/

  • Hayley

    Juicy Couture

    eBay

    Wicked (musical)

  • wogomomo

    Because their simplicity and how memorable are them:

    Red Cross
    Nike
    Apple
    Chanel
    Olympic Rings

  • The old Northwest Airline logo doesn’t suck.

    http://www.goodlogo.com/extended.info/2557

  • Paul

    Munich Olympics 1972

  • Thos.

    British Rail is exceptional.

    However the Speedbird logo of Imperial Airways, then BOAC, then British Airways is really good too. Very 1930s but endures (albeit in a slightly altered form) to this day:

    http://en.wikipedia.org/wiki/Speedbird

  • Michael Lugmayr

    Tricky list!
    Most favourite logos will be ‘famous’ logos where there’s so many unknown beauties out there waiting to be discovered and appreciated.

    – ELAL
    – VOLKSWAGEN
    – WWF
    – NS (Dutch Railway)
    – EU 2004
    – RANDSTAD
    – UNILEVER
    – I • NY
    – RECYCLING LOGO
    – NIJNTJE (Best ever non logo!!!)
    – MOTHER & CHILD by Herb
    – i-D (magazine logo untill 2007 I believe, on it’s side)
    – SMILEY
    – METALLICA
    – MEXICO 68
    – LG (still not sure)
    – PURE WOOL

    sorry no top 5!

  • John

    CU Boulder buffalo. The way the bottom of the U carves out the front leg is amazing.

  • Will

    Nike
    Apple
    McDonalds
    Penguin
    Levis

  • Nike
    FedEx
    Apple
    Next

  • Anna

    Very nice suggestions here!!
    Okay, here’s my top 20 list:

    01.Nike
    02.FedEx
    03.Woolmark
    04.Sun Microsystems
    05.Dialog (http://www.goodlogo.com/extended.info/2356)
    06.NBC
    07.Braun
    08.MyFonts
    09.PeoplePC
    10.Penguin Books
    11.UPS (the old old one with the tie around the parcel, see: http://goo.gl/gYmjp)
    12.Medima
    13.Northwest, this one: http://www.goodlogo.com/extended.info/2557
    14.Nespresso
    15.Families (http://www.logosdesigners.com/#herb-lubalin)
    16.JP Morgan Chase
    17.Shelter (http://www.shelter.org.uk/)
    18.Bytes (http://goo.gl/yLm7u)
    19.SuperUser (http://goo.gl/5PuwK)
    20.I Love NY (Oops, almost forgotten)

    I used this overview: http://goo.gl/orFr9

  • Anzor Yousef

    1- ( blank )
    2- Addidas
    3- Coverse
    4- FeDex
    5- Apple

  • Dutch Railways (nederlandse spoorwegen) by Gert Dumbar and René van Raalte (http://www.logodesignworks.com/logo-designs/logo-design-n/main/NederlandseSpoorwegenA.gif)
    Mother & Child by Herb lubalin (http://ampersand.gosedesign.net/wp-content/mother.gif)

  • steve

    Its not a big brand but the STULALA logo i noticed this month really interests me…. http://www.stulala.com

  • Andy

    Citroen – very literal & simple but has stood the test of time…. unlike some of it’s cars!

  • GeeDee

    Ghostbusters logo, as I used to draw it time after time after time when I was a kid, until the Batman films came out and then I switched to that instead.

  • A

    Im surprised the virgin logo hasn’t got more attention- or the original BT logo, I think it had something about it especially when applied to the brand…
    A

  • Davo

    Shelter
    FedEx
    V&A

    Everyone remembers where they were when they saw that arrow in the FedEx logo

  • David

    In no particular order:

    1. The old ATV logo: http://www.cherishedtelevision.co.uk/ATV%20logo.jpg
    2. The old British Rail logo (and it reversed to make the S for Sealink): http://en.wikipedia.org/wiki/Sealink
    3. The London Underground Roundel
    4. HMV: I like the latest version of Nipper, but the older lettering – so this combination: http://thrilltheworldlondon.com/images/hmv%20logo%2000c.jpg
    5. The old WHSmith logo (the red cube): http://upload.wikimedia.org/wikipedia/en/3/3c/WHSmith1.png

  • Karen Groenewald

    apple – I like the alan turing, snow white history behind it
    starbucks – the old one, not so sure about the new one
    the nz silver fern as used for example by the all blacks
    nike swoosh – simplicity itself and yet thet implication of swiftness
    the ladybird books logo reminds me of a brilliant bookfilled childhood
    as does the peguin books logo to a slightly lesser degree

    the london underground, coca cola and waterstones logos deserve a mention as well.

  • V&A, Mother & Child and Penguin.

    Simple and beautiful.

  • Keith

    Not the 2012 logo. Bart Simpson (left) being blown by Lisa (right).

    Please!

  • hummmm, just thought of another… not mentioned yet (I don’t think)

    James Bond’s “007” with gun!

    This logo has been around since the sixties and has always keep its first form, not been “tinkered” with too much and is an iconic logo that has stood the test of time very well indeed.

  • The japanese flag (maybe not conceived as a logo in it’s time, but has turned out to be)
    Watching “Pacific”, the Japanese flag makes such an impact.

  • Tim Reeve

    Jamie – Glad it wasn’t just me with the Lottery logo, thought I was loosing my edge the day I noticed it for the first time, after years of looking.

  • 1. Nike

    2. Yves Saint Laurent

    3. Mercedes-Benz

    4. RAF

    5. Channel 4

  • AT&T
    conEdison
    NBC
    Volkswagen
    Delta Airlines

    AT&T – the combination of alternating bands with negative space and a sphere is an ideal symbol for communication, even in a digital era. I like that there are 5 bands, almost reminds me of a hand wrapped around a globe.

    conEdison – again with alternating bands and negative space, create a unique visual for a plug or electricity.

    NBC – a rainbow and peacock quickly symbolize the concepts of broadcast and entertainment,

    Volkswagen has always felt like a genius “stamp” leveraging the symmetry of V and W; and W literally being double-U/V

    Delta – simple, the triangle/chevron, the red, the mathematical symbol of change, a logo where a gratuitous onward/upward is actually appropriate

  • Doing it the Smashing Mag’s way? Hope not!

    Some observations:
    – I think one should be careful with global brands. The amount of money put into making a logo ubiquitous does not necessarily mean it’s a great logo. A question about global vs local, omnipresent vs unknown, Paul Rand vs Fred Bloggs.
    – Logo iterations. Some of the famous logos looked quite different when they were first conceived. When assessing a brand, should one consider how the logo changed over time? If a logo was upgraded to meet current trends and tastes, is it a good or bad thing?
    – If you showed a logo next to the product/service/idea it represents to a man from 50,000 years ago, would he find a connection? Should a logo be representational?

    Apart from that I hope for some historical context, how modern logos and brands emerged, and where it all goes – dynamic logos or “no logo” branding.

    Looking forward to see that issue of CR.

  • London Underground – an icon
    GE – withstandind trends and more beautifully drawn than coca-cola
    Habitat – instant understanding, touching
    YSL – Yves Saint Laurent, very nice, very elegant, in 2 versions
    I Love NY – recognised and copied, throughout the world

    That’s 5, but then, there are a whole lot more out there that are powerful (hammer & sickle), well drawn (woolmark), clever (mother&child), briliantly managed (nike)… in choosing, one has to know what the criteria are… unless maybe it’s as simple as popular vote.

  • Quebec in the late 60s and 70s had some amazing logo design. The signet for Editions de L’Homme, the Caisse Desjardins’ ‘beehive’ hexagon motif for a credit union, Hydro-Quebec’s Q-with-lighting-bolt-tail, etc. The classic 1974 CBC logo by Burton Kramer rocks too.

  • Sun Microsystems – my dad worked there when I was a kid and I would study the letterhead, mesmerized by it.

  • Fedex, BMW,Nike,Coca Cola and Rolling Stones

  • Very difficult, without burying my head in a logo book, but here goes…

    1. V&A (So simply, so effective, so elegant)
    2. London Symphony Orchestra (It’s form captures the rhythm of an orchestra)
    3. Pompidou Centre (A logo that celebrates the architecture, perfect)
    4. RAC (I love the reduction in form from it’s predecessor, appeals to my inner modernist)
    5. Channel 4 (Although it’s such a familiar mark, it’s perhaps how flexible it’s become through the on air branding that makes it a top five for me)
    6. Nerdlandse Spoorwegen (Like the BR logo another great directional mark, worth discussing)

    Some extra choices is this fantastic logo.
    http://www.designjudge.co.uk/project/35/the-musicians'-union

  • So many possibles. I love logos, and am deeply envious of designers who can pull a mark together that says a great deal so quickly (I’m a copywriter).

    I love logos that seem so natural and inevitable, you know there must have been a huge amount of thought in them. Of recent examples, I tend to think of Spin’s logo for More4. The way the shapes rise to the peak, suggesting technology, sound, vision and the simple act of increasing, and that they form a 4, and that there are for of them, and that MORE is four letters long… it’s so perfect you want to whoop with delight.

    Idents: http://vimeo.com/6415387

    I’ve also always admired the LSO logo by my clients at 300million. They do a lovely line in logos anyway (the Guild of Food Writers spoon/pen was genius), but there’s something special about the LSO. It’s unexpectedly free and energetic, for one thing, so it challenges perceptions instantly. And in the flowing suggestion of a baton’s trail, it manages to capture something of the joy, vigour and control of classical music. No mean feat with one little squiggle.

    If I keep thinking about this I’ll do nothing else all week. Looking forward to the list.

  • Ben M

    London 2012 – Not ‘THAT’ one but the bid logo, with the ribbon.
    NatWest
    Coca Cola
    Skull and Crossbones (Pirates)
    Disney

  • David Hunter

    This is in no particular order:

    British Rail.

    FedEx. Even now, the more I see it the better it gets. And I can’t put my finger on why…

    English National Opera. A low-key gem.

    V&A. Elegant and simple, makes me ache with envy.

    AmericanAirlines. It’s never changed. Because it was right first time.

  • Tomi Lahdesmaki

    I think a lot of people are confusing best logo vs. most recognized logo. Sure a logo can be both but there are a lot of logos that have become great by the product they represent and the consistency and quality of the company. Sure Nike logo is formally a good logo but maybe it has become great in the eye of the people because no matter where you travel in the world, people recognize the mark and most of the time associate it with a great lifestyle, the mark embodies who I want to be or who I admire. But as just a stand alone mark, lets say the shoe just came out today, would it truly be the best logo… maybe? Maybe it embodies both great form and execution and a larger than life image. How do we measure the best logo, is it based on what both the mark and the company achieve together or is just purely based on simple, timeless, unique form?

  • Classic: Lance Wyman’s Mexico ’68 Olympics logo
    Modern: 300million’s The Guild of Food Writers logo

    …or something by Chermayeff and Geismar surely?!

  • Andrew

    1. Apple
    2. Nike
    3. Coca-Cola
    4. London Underground
    5. Woolworths (Australia)
    5.5 Qantas (Australia)

  • JT

    WWF / Mainly because I created the wordmark and was priviledged enough to work with an absolute icon of a brand. Fedex / Simple, clever, well executed.
    V&A / Timeless, with current rebranding, keeps getting better.
    London Underground / Powerful, unique at the time (incorporated much of the toolkit we take for granted and exploit these days like custom fonts, colour and navigation) and still works today (logo, not necessarily the system!)
    CocaCola / Almost unchanged since its inception

  • Jack Yang

    BP
    LONDON OLYMPIC GAME 2010
    Unilever

  • McDonald’s
    Audi
    Superman
    Pepsi did a fantastic job with the new logo

    and my all time favorite, my very own logo which was designed over a decade ago, but somehow I think the recent CulinaryCircle got the inspiration from mine, because they look soooo similar.
    http://www.janejira.net

  • I like and have always loved the habitat logo. It’s simbolic (it’s a house- homewares), emotive (I love habitat- it’s the heart of the home) and descriptive (with the heart loop conjuring thoughts of a light bulb filament). Genius really!

  • JW

    “sit”

    Trickett & Webb 1982

    http://tinyurl.com/45cba2k

  • My favourite logo of all time was Lucky Strike until they raped it with gradients and drop shadows recently :(

  • About as easy as picking your top 5 songs or movies… here goes:

    1. CBS Eye (by William Golden) – beautifully simple.
    http://www.youtube.com/watch?v=wB63odkphhg
    http://en.wikipedia.org/wiki/CBS

    2. New York New Haven and Hartford Railroad Co. Logo (unknown) (the initials slab NH is also badass) – beautifully elegant.
    http://farm2.static.flickr.com/1319/716413669_a648786fd9_o.jpg
    http://www.flickr.com/photos/lovablerogues/4031787278/sizes/o/in/photostream/

    3. Obama ‘O’ (by Sender LLC) – beautifully adaptable.
    http://en.wikipedia.org/wiki/Obama_logo
    http://www.barackobama.com/downloads/

    4. Families (Herb Lubalin) – beautifully charming.
    http://charlesdaoud.com/blog/?p=121
    http://mindesignstudio.wordpress.com/2008/08/25/the-fantastic-families-logo/

    5. Nazi Swastika (Adolf Hitler, kinda) – diabolically successful.
    http://en.wikipedia.org/wiki/Swastika
    http://forums.randi.org/showthread.php?t=159622

    _______________________
    Honourable mentions…

    BRAUN by Wolfgang Schmittel – strong
    DIMENSION by Herb Lubalin – succinct
    COOPER UNION by Herb Lubalin – iconic
    UNFINISHEDMODERN by Michael Bierut – crafted
    VW by Franz Reimspiess – classic

  • Andrew

    Carlsberg – probably

    One of the oldest logos in current use – from 1898 to the present day. Lovely use of design originally by Thorvald Bindesbøll and regularly updated to keep it fresh.

  • Tim Reeve

    In my humble opinion the suggestions for the likes of NIke, McDonalds and Apple are great if you’re asking for best ‘brands’, but if we’re looking a the ‘art of logo design’ then they should be way down the list.

    If I see any of these logos I instantly know what to expect but that’s because I see them on a daily basis and the marketing messages are thrown at me from all angles so they become powerful and instantly recognisable symbols. But they would be nothing without the years of marketing behind them. People fall in love with the company not the symbol, they don’t wear a Nike T-shit because the logo looks nice they wear it to say ‘look at me I’m like Michael Jordan’, or whatever, it could be a picture of a squirrel so long as Michael Jordan wears it. I realise people wear Nike clothing for other reasons but you get my point!.

  • fidjey

    FedEx
    Toblerone
    Human worldwide
    IN3K8
    If watching a logo becomes a game, it’s only better !

  • Tim Reeve

    Can i correct myself… Ignore apple in my above rant, it’s a great logo with plenty of meaning.

  • An post (Irish mail). Simple and distinctively Irish.

  • Mark

    The classic Mother & Child logo by Herb Lubalin and Tom Carnase in 1965

  • BW

    GE [Genral Electric]
    http://en.wikipedia.org/wiki/General_Electric

    A treasure of the M25 commute.

  • BW

    GE [Genral Electric]
    http://en.wikipedia.org/wiki/General_Electric

    A treasure of the M25 commute.

  • holly

    V&A
    Mexico ’68
    IBM
    VW

  • 1> Love the V&A Logo Especially when its used with patterns http://www.whynotassociates.com/en/v&aretail/04.php
    2>Nike Swoosh – Just simple and quality image
    3>Volkswagon
    4>London underground – Instantly known
    5>Claridge’s – Love the new rebrand too!!

  • Currently admiring:

    Original Reuters – F/F/G
    Frieze Art Fair – GTF
    La Cinémathèque Française – Intégral – Ruedi Baur et Associés

    Any Felix Beltram logo
    Any CBS iteration by Lou Dorfsman

  • gary

    The Mother & Child logo by Herb Lubalin

  • British rail – no contest

  • oops nearly forgot – randstad logo – ben bos total design

  • ChemicalX

    Ministry of Sound 20 years old and still a ubiquitous part of yoot culture

  • Debbie

    Love the Yamato Transport logo.

    http://www.yamatoeurope.com/

  • Craig

    One logo I think was beautifully pieced together is the,

    Live Aid logo

  • GE Capital
    Volkswagon
    Adidas Trefoil
    London Underground
    NBC
    FedEx
    V&A
    Yale (Rand)
    WoolMark
    Mexico68

  • n

    I’ll put my vote in for the 2012 branding; just because so many sheeply neophytes don’t know good branding when they see it but love parroting pretentious snap-judgements.

    Although it’s important to note that’s a vote for the branding. A logo on its own is meaningless, it’s how it’s applied and how it works with other content. The 2012 logo is most at home when combined with its typeface and sport ‘icons’, takes on a more subtle feel and instantly identifies the content, but equally (and in contrast) stands out like a sore thumb on the side of a UPS van. It does exactly what branding is supposed to do for this kind of event, increase and raise awareness. It couldn’t be more of a success.

    They could have designed something pretty and innocuous, but it’s not a piece of art, it’s a piece of branding.

    Too many Sun readers round here.

  • Ghostbusters.

    It’s the logo that got me interested in graphic design way back when… I used to copy that logo with my Crayola’s.. I think a lot of people on this thread are missing the point between “favourite” and “best” – still a great thread tho!

  • The Fed Ex Logo

  • 1. Montblanc (mountain top logo) – It works so well on the product it’s branding and is so achingly simple it’s beautiful.

    2. Apple – Is it a reference to Newton’s apple, the garden of Eden or Alan Turing? Whatever it is, it’s brilliant.

    3. V & A – It just works so well. Simple & elegant.

    4. Penguin – Love the slightly startled look of this iconic logo.

    5. Herman Miller – Simple, striking, memorable.

  • Steve Fawcett

    For me personally, two logos stand out – Q magazine and The Rolling Stones (tongue & lip)

    The first one is the definitive magazine masthead as an expression of function as much as form – it occupies a comparatively small but highly prominent area on the cover while still delivering on the key requirements of a front cover logo. It’s bold, unique (being truly visual, and pared down to almost the bare minimum as a piece of communication), memorable, and stands out on the shelf, not to mention being built around a simple but perfect aesthetic which combines blunt force (the shape and colour) with timeless elegance in the typography.

    For me, the genius in the Stones logo is that when it was created back in their true glory days, no one could possibly have imagined they’d still be lurching from stadium to stadium well into their 60s and beyond. Yet whenever they want to come back and sell their latest tour to us, all they need to do to get people excited is show us that logo – the distilled essence of their own image, their greatest music and rock ‘n’ roll itself – rather than a less appealing picture of four wrinkly old gentlemen who at the very least look like they should be collecting their winter fuel allowance, not throwing shapes and pumping out riffs at the local enormodome.

  • Imperial War Museum

    Campagnolo

    Rapha

    Shell

    Alfa Romeo

    Audi

  • AndySmith

    1. British Rail
    http://en.wikipedia.org/wiki/File:BR-logo.svg

    2. British Steel (by David Gentleman)
    http://mikedempsey.typepad.com/graphic_journey_blog/2010/02/david-gentleman-stamp-of-approval.html
    simple, superb design: no text or shadows or colours required. Look at the state of the rail and steel industries since they have gone! Bring back nationalisation…

    3. Adidas (three stripes on the side of my football boots and then trainers as a kid…. and even now I love the Sambas, magic!!!)

    4. Santana (another memory from my youth… great band, great guitarist, until 1977 when he went too commercial. One of those great logos of favourite bands that at school I would try to draw or paint onto my haversack/adidas bag)

    5. Channel 4.

  • Virgin
    Nike
    Coca Cola
    Apple

    &

    Star Wars

    Carlos

  • Ray

    The V&A

    Simple and timeless. Brilliant!

  • Channel 4
    V&A
    London Underground
    Atari
    Original Apple

  • Mickrock

    Tough question.

    The Rolling Stones tongue.
    A logo that has stood the test of time, that’s a rare thing.
    And apparently… it’s on brand.

    FedEx.
    The arrow works for the brand.

    Ferrari. Ya gotta love the prancing horse.
    Cha-Ching. Also works for the brand.

    These logos have not been farted around with. Maybe some slight tweaks (for the parlance of the times). They work. Why change a good thing.

  • The Nike Swoosh!

    Obvious choice but has got to be the benchmark for simplicity and timelessness!
    D

  • Nic

    London Underground – Simple & distinctive
    British Rail – as above
    Kangol Kangaroo – for the story
    Woolmark
    Volkswagen

  • Some of my favorites:

    Bill Golden’s original CBS “Eye” logo. c 1951
    C&G’s Mobil logo c 1965
    The Mercedes “Star”
    Red Cross
    IBM

  • CRASS

  • Mark M

    Not sure it’s ever been regarded as up there with the best, and from a brief research session I can’t see that it’s ever been looked at by a recognised agency (I apologise, and please correct me if I’m wrong), but I’ve always admired the bold simplicity of the Maersk logo on the freight capsules – it just looks so domineering, like you’d be stupid to use anyone else.

  • Martin Duhovic

    Superman logo, It’s not only a logo it’s a personal statement. Not many logos are strong enough for people to want to tattoo their bodies with?

  • gary

    The Mother & Child logo by Herb Lubalin

  • Dave

    Express Dairies
    Rabbit telephones
    Adidas trefoil
    Mitsui MOL ‘Gator’
    If we can have Hello Kitty then I’ll have Dick Bruna’s Miffy
    2012

  • i-D

  • john james

    The Swiss Flag, Woolmark and Apple.

    If you want the vector files for any logo in the world you must go to: http://www.logofinder.com

    John

  • Tim Harbour

    Habitat
    British Steel
    V&A
    Saul Bass’ Warner communications logo
    Channel 4

  • Can I plug my own? Hahaa.

    http://goo.gl/T8uIi

  • Tomi Lahdesmaki

    I think a lot of people are confusing best logo vs. most recognized logo. Sure a logo can be both but there are a lot of logos that have become great by the product they represent and the consistency and quality of the company. Sure Nike logo is formally a good logo but maybe it has become great in the eye of the people because no matter where you travel in the world, people recognize the mark and most of the time associate it with a great lifestyle, the mark embodies who I want to be or who I admire. But as just a stand alone mark, lets say the shoe just came out today, would it truly be the best logo… maybe? Maybe it embodies both great form and execution and a larger than life image. How do we measure the best logo, is it based on what both the mark and the company achieve together or is just purely based on simple, timeless, unique form?

  • Pansy Aung

    Not so much of a logo but I love the little tails on the R of Turner Prize. The design is elegant and really feels right for the purpose
    http://www.tate.org.uk/britain/turnerprize/turnerprize2010/default.shtm

  • AndySmith

    1. British Rail
    http://en.wikipedia.org/wiki/File:BR-logo.svg

    2. British Steel (by David Gentleman)
    http://mikedempsey.typepad.com/graphic_journey_blog/2010/02/david-gentleman-stamp-of-approval.html
    simple, superb design: no text or shadows or colours required. Look at the state of the rail and steel industries since they have gone! Bring back nationalisation…

    3. Adidas (three stripes on the side of my football boots and then trainers as a kid…. and even now I love the Sambas, magic!!!)

    4. Santana (another memory from my youth… great band, great guitarist, until 1977 when he went too commercial. One of those great logos of favourite bands that at school I would try to draw or paint onto my haversack/adidas bag)

    5. Channel 4.

  • 1.FedEx simple bold and clever
    2. Nike the story behind it allows it to live
    3. London Underground, still relevant and unique today
    4. Orange, it changed the way people looked at branding
    5. Channel 4, crafted and intelligent

  • The Penguin logo is the ass-kickingest logo of all time. Incontrovertibly and unhyperbolically. All hail!

  • IMO:
    1. Swastika – brainwashed a nation, perfect branding
    2. Rolling Stones lips – rock and roll personified
    3. 1970 world cup – geometric art & beauty
    4. Apple – as simple as it gets, temptation
    5. 1980 olympics – achievement personified

  • Lee

    1. Unilever – it’s beautiful
    2. Orange – so simple
    3. Michelin – charming, witty and odd
    4. Shell – clever and incredibly recognisable from distance
    5. Apple – elegant

  • British Rail – DRU – Nothing can beat it!

    But all of these below are contenders.

    John Lewis Partnership (JLP) – Hans Schlege

    V&A – Alan Fletcher

    Land Registry – North Design

    Electric Storm – Bibliothèque

    ERCO – Otl Aicher

  • I search the word ‘Apple’ and it comes up 42 times on this page. I think Apple is the best and most popular one, just because it’s so elegant, simple and it subtly glows from your macbook.

  • Jay

    1. Apple
    2. Staples
    3. Shelter
    4. Habitat
    5. Amnesty international
    6. Deutsche bank

    Jay

  • Alex

    Helvetic centre
    Guild of Food Writers
    New Museum
    Love & Money (british council)
    Mont Blanc

  • Ben Thurston

    Jordan brand- jumpman logo

  • Guild of Food Writers by God only knows – sublime graphic device, but some buggar crucified the accompanying typography. Check out the Guild’s website http://www.gfw.co.uk – criminal!

    Leaf Street by The Chase (Their Layezee Beds logo has got to rate highly too. Simply brilliant)

    New Man by Raymond Loewy – any logo that reads the same upside down has got it going on!

    Mother & Child by Herb Lubalin & Tom Carnase

  • sylvain

    FEDEX

  • Apple and the V&A…actually I’d say the V&A logo is the most awesome logo of all time. Typographically perfect.

  • Ian Perkins

    As one of the few brits to work with Chermayeff&Geismar inc, I would have to say some of their work really stands out.

    I think anything that mixes clean strong design with emotional warmth. So the NBC peacock (by Steff Geissbuhler at C&G) is a good example.

    I would argue that the Nike logo isn’t actually a great logo, its been given good status by good advertising.

    Also I would say many people like logos that they see repeatedly and like the familiarity rather than the actual aesthetic design. But hey, if thats the reason they like it so be it… Its just it makes this less about what is the “best designed logo” and more “what do people like most” – and peoples taste is as varied as people. Maybe you should break it down into:

    Logos that moved the industry forward (chase – first abstract bank logo / mobil modernism in identity)
    Logos that are not seen much now but are great (mother and child, british rail)
    Logos that people like today (V&A)
    Logos that people really hate (2012 olympics – this bugger is still ugly)

  • My Cuisine Canary Wharf
    Elegant combination of two graphic forms.

    Mexico 1968 Summer Olympics
    Such a striking and campaignable mark – the unapologetic interaction of the Olympic rings with the type is cracking.

    Braun
    A well crafted piece of typography that has stood the test of time

    Channel 4
    Not just the main logo, but all the channel logos (Film 4, More 4, E4, 4 Music) as a suite – found together at the bottom of the Channel 4 homepage http://www.channel4.com/

    NABS
    Another gem utilising negative space to bring together typography and concept

  • John Cowell

    The old DeBeers logo. Simple, smart, classy and definitive. Get DeBeers in.

    http://aneeshvarma.files.wordpress.com/2010/01/debeers-logo1.png

  • Rolling Stones
    Apple
    Chanel

  • AC/DC
    Vertigo Swirl
    Yes

    …and some of the logos mention above.

  • +1 on London Underground
    also British Rail, and the MTV logo before it got ‘revised’. They pre-empted the current trend of having a logo that takes on variable personas/treatments (see also Aol + London 2012) by about 20 years.

  • I think the adidas trefoil has to be in there as I remember struggling to draw it as a kid. Apple’s simplicity warrants inclusion. Channel 4 – amazing how adaptable and current that logo has remained. I had not thought of it until mentioned, but the Rolling Stones logo is very clever, representing both the rebellious nature of the band and physical attributes of Jagger. V&A is very elegant. British rail is very strong as a logo, but I think the application and surrounding graphic language over the years has rarely been up to the same standard. A recent one that has caught my eye every time I have seen it is the branding for Melbourne. Carlsberg, instantly recognisable even when translated into non-latin alphabets. Audi & Mercedes as I am a sucker for simple geometry. Batman.

    Too many cool logos, to do this properly would take some serious research!

  • I’ve seen this really great logo from Mercedes on their Smart Fourtwo ED. This is how logos should be — simple and effective.

    http://www.autocar.co.uk/News/NewsArticle/AllCars/254916/

  • Castus (by Nido) – Beautiful simple logo.
    Antarctica (by william) – Amazing simplistic logo mark.
    Fedex – Because the subtle arrow is excellent.
    Woolmark – Because it is a beautiful logo mark.
    Families – (Herb Lubalin) Because the creative use of type is perfect.

  • Favourite symbol has got to be the British Rail symbol by Design Research Unit.

  • I’m a big fan of the London 2010 Olympic logo though I think I’m in a minority.

  • CJ

    The Nazi’s had a good logo. Uncomfortable but true.

  • For the hidden magic it has to be:

    1. NBC
    2. FedEx
    3. Food Writers guild
    4. V&A
    5. LG

    For the wave of progressive logos, in flux and constantly changing, I’d say

    1. 2012
    2. Pathé
    3. 3
    4. Mtv (old version)
    5. Sky

    Honourable mentions to these for just being great.

    1. joy co.
    2. Waterways trust
    3. Citi
    4. Laurence king
    5. The Royal Parks

  • Jo

    1. I ♥ NY
    2.. Mtv (old)
    3. (Red)
    4. General Electrics
    3. Rolling Stones
    4. i amsterdam.
    5. playboy

  • Hirsty

    Adidas (trefoil)
    Woolmark
    Playboy
    RAF (roundel)
    British Rail
    Apple
    Fred Perry
    BMW
    Chanel
    McDonalds

  • Danny Greaves

    Food writers guild – http://richworks.in/wp-content/uploads/2010/03/2-guild-food-writers.jpg

    Beautifully clever, annoyingly simple

  • texaco – t is for time to leave, great logo, actually like the old one even more for its better T positioning and its old fashion style
    http://www.stationbay.com/images/P/TexacoR_R.jpg

    CNN – perfect combination of organic and artificial look
    http://southparkstudios.mtvnimages.com/images/shows/southpark/vertical_video/season_12/sp_1210_06.jpg

    czech television (česká televize, čt) – having an idea, obvious and clear, and to bring some national diversity into competition
    http://storage0.dms.mediafax.cz/media/1/1/1706/2794720/1/ceska-televize.jpg?width=300&height=300

    ibm – considerable modern yet noble, something modern logos are hard to achieve
    http://www.saug.com.au/Img/IBM%20logo%20blk.jpg

    prague ZOO – that even complex logos might work, if done by cultivated pro artists, and to bring some national diversity into competition
    http://intl-club.fsv.cuni.cz/~intl-club/user_files/Image/Logo-Zoo-Praha.jpg

  • Rolling Stones lick for me – it just screams ‘cool’

  • Chris W

    London Heart Radio http://www.heart.co.uk/london/ – For it’s great use of typography

  • paul dixon

    As logos are a bit of a science these days I think most of us would agree on which are the world’s most successful (Current monochrome versions of Apple, etc?) . I’m keen though to highlight ones which, although not world class, still, perhaps by good associations, strike me as personally memorable…

    My childhood memories will fondly suggest:

    The Penguin Books log plus the related Puffin logo (for younger readers?)
    CINERAMA – prominent at the cinema I saw many great childhood films at.
    Blakes 7 – suggestion of planets plus a bit of star trek insignia as a knowing reference perhaps…
    The Superman Logo – you’ll believe a logo can fly!
    The Shell logo – never noticed it until our first trip to a beach, then I could never stop liking it!

    Now the big kid in me has to like

    The current DW bit of the latest Doctor Who logo!
    The 007 with the gun James Bond Logo
    The Incredibles i logo

    A few other lesser known ones that I like would include:
    The Time Team coin logo
    The squiggly SACD sony logo
    Controversially perhaps the Aljazeera Tv logo – flaming arabic…

  • 1) V&A
    2) Woolmark
    3) London Underground
    4) Olympics
    5) Apple

  • Clayton

    Warner Communications

    (RED)

    Channel 4

    Assured Food Standards – Red Tractor

    Audi

  • anthony

    So many big companies in the above comments. I’ll throw in a little guy:

    MIT Press. It’s simple, clever and just as nerdy as the institution it represents.

  • john tisdall

    Mama Shelter Logo for Philippe Starck Hotel in Paris.

    Nice negative space for type.

  • Ben

    ERCO (Otl Aicher)
    One Laptop Per Child (Pentagram)
    Moving Bands Ltd. (Biblioteque)
    And the controversial new…
    BIG TEN (Pentagram)

  • shacoca

    Guild of Food Writers
    Amnesty International
    IBM
    VW
    Superman

  • Ian

    The old Paul Rand UPS logo.

    Sadly missed…

  • Tanya

    London Underground
    Apple
    FedEx
    Converse All Star
    Penguin Books

  • 1. Woolmark
    2. BBC
    3. Nike
    4. Disney
    5. Penguin Books

  • Luca

    1 Coop
    2 Adidas (leaf)
    3 Killed
    4 Sarajevo ’84
    5 Stedelijk museum

  • Martin

    Sydney Dance Company

    Olympic Rings

    Disney

    Superman

    I like how people mentioned GE as when you look at that it just says rich white guys with boats and awesome hair run the place, which i think is perfect for them.

  • V&A logo
    Stella McCartney
    WWF