Allen & Unwin

Australian book publisher, Allen & Unwin uses a cockatoo drawn with simple brush strokes as a mascot to convey it's national heritage and staid industry. Reflecting the academic nature of its mission, the company's logo draws upon conservative elements like a name constructed by pronouns, serif, uppercase typeface and gray coloring.

 

Bass Pro Shops

The Bass Pro Shops logo features a vivid illustration expressing an authentic, rugged, hand crafted feel colored with earthy tones and asymmetrical structure to identify appropriately with the outdoor experience. In the tradition of a bait and tackle store sign bordered with rope, its logo doubles as a ready made retail store sign.

 

Benny Gold

Reflecting visually with whimsy his design company's founding philosophy about chasing dreams, flying solo and living free, first expressed on a "Stay Gold" sticker posted around the city of San Francisco, the logo of Benny Gold acts also to showcase and exemplifies his design talents and sensibilities.

 

Bradbury

Proudly adorning the top of Bradbury's single letter monogram is a quintessentially British lion styled in the tradition of those found on coats of arms, symbolizing the sport's heritage and class. Shunning the flashier graphics adopted by its counterparts, the irony is that Bradbury's logo stands out for its restraint, appropriately reflecting the quality and craftsmanship for which the cricket bat manufacturer is renowned.

 

Brussels Airlines

Drawing from the imagery of an airport's runway lights, Brussels Airlines evokes one of the more pleasant (and possibly exciting) experiences associated with air travel, whether its the anticipation of taking off or landing. In shying away from nationalistic imagery commonly associated with national carriers, the logo could be accused of being generic, but the international nature of the city and the strong color scheme adequately refute this.

 

Cadillac

Cadillac successfully evokes quality and class with a logo combining a strong, sterling shield with regal banners evocative of medieval splendor and conquest set inside a greek-style wreath symbolic of greatness.

 

Caliente

The logo of Mexican gaming and entertainment company, Caliente, expresses vibrancy and motion associated with horse racing which acts as a symbol of its diverse gambling related interests. Cleverly adding a visual element to its italicized script with a horse shaped uppercase 'C' lends it to more flexible applications without the necessity for horizontal and vertical versions.

 

Canadian Airlines

Represented by a simple, graceful illustration of the country's iconic Canada Goose, Canadian Airlines' logo was an elegant symbol of and metaphor for both its Canadian heritage and its flying operations.

 

Clayhouse Wines

Paso Robles based Clayhouse Wines plays to its strength with a logo whose cursive signature reflects the hand-crafted nature of its wines and the four generation legacy of the family owned winery. It's balanced visually with a sophisticated rendering of 'WINES' neatly tucked underneath to create what is a simple, but effective mark.

 

Cortica Neurosciences

Alzheimer's research and solution company, Cortica Sciences is represented by a graphical mark whose three connecting neurons form the letter 'C'. The logo's understated typography deliberately takes a back seat to its unique icon which is both an appropriate visual metaphor and memorable company figurehead.

Credit: Dan Gutierrez Design

 

Divino Winery, Colombia

Colombian based winery, Divino is represented by a compact, expressive logo which is quite ingenuis. Playing on its name, a faux "portmanteau" combing two Spanish words, "vino" meaning wine and "divino" meaning "divine", is an angelic wing sprouting from the word mark's leading letter which is often used to represent divinity. Complimenting this is the hand-crafted, rustic feel which plays on the idea that good wine improves with age.

Credit: Camilo Rojas

 

Dreamworks Pictures

DreamWorks Pictures' powerfully evocative illustration of a boy fishing from a crescent moon is a fantastical personification of movie magic and a compliment to the company's richly expressive name.

 

DTE Energy

DTE Energy (formerly Detroit Edison) enlivens the company's identity by borrowing from ancient greek mythology as a symbol of its focus, to turn what is otherwise a disposable brand with a generic, meaningless name, into a memorable one with meaningful personality.

 

Flying Fish Brewing Company

Flying Fish Brewing Company cleverly adds two propellered wings to a fish skeleton to create a quirky visual metaphor representing the small New Jersey based brewery.

 

Gateway

Gateway's early success in selling computers directly to consumers was attributed in some degree to its creative marketing efforts, most famously tapping into its rural American ties by shipping its computers out in cow-spotted boxes. Officially adopting the cow-spotted box as its logo in 1998 the company's mark presented the company as friendly and approachable in a technology field which was commonly seen as complicated and intimidating. Although the hand drawn nature of the icon and the soft serif typography have since been refined to look more serious, the logo's metaphorical juxtaposition was a fresh, clever, effective concept which earned the company a powerful voice.

 

Hangar 24 Brewery

The logo of Redlands, California based brewery, Hangar 24, which is located in an old War War 2 era building, channels the founder's enthusiasm for vintage aircraft with a nod to the romanticism associated with the Golden Age of Aviation. The brand hitches a ride on the coat tails of early 20th century nostalgia and in so doing clearly defines itself as an unique, authentic, hand-crafted brew on a shelf awash with synthetic competitors. [Also see, alternate versions.]

Credit: The Brandit