The Honest Company

Co-founded by Hollywood actress, Jessica Alba, The Honest Company was started in an effort to create "safe, natural, non-toxic, eco-friendly baby diapers and biodegradable wipes, organic bath/skin care and green cleaning products". Alba is quoted as saying, "there are a lot of toxic chemicals in baby products, and these toxic chemicals are linked to not just allergies and asthma, but also autism and ADHD and lots of childhood cancers, and I was horrified that products that were made for babies and children would have these toxic chemicals". With this in mind, the logo of The Honest Company attempts to portray a fresh, natural image and largely succeeds with clean stamp-like mark inset with a clever butterfly mascot whose wings double as leaves.

 

The Dream Factory

The mission of Canadian charity, The Dream Factory, is to fulfill the once-in-a-lifetime dreams of terminally ill children, a mission which is wonderfully captured in its logo which itself captures the imagination by capturing the spirit of a child's dreams with a soaring airship which acts as a visual metaphor to evoke the adjectives associated with children's dreams: freedom, excitement, adventure.

Credit: Cocoon Branding

 

Humble Pie

Drawn in a style typical of the 1950s, Humble Pie drawns on the equity and romanticism of a simpler era with a fun, friendly mark which aims to graphically mimic the feel and atmosphere of its Arizona based gourmet pizza establishments.

 

Charlotte Checkers

Sometimes a great sports logo is simply a great character illustration, and the former logo of the American Hockey League's Charlotte Checkers is just that. Drawn with solid lines and simply colors, it's not only expressive, fun and appropriate, but also versatile.

 

Harry's Pacific Grill

There's something very pleasant about the way that the logo of Harry's Pacific Grill expresses its seafood cuisine speciality with rippling ocean waves flowing into the crossbar of its leading letter. Descriptive and compact, in shying away from employing the standard fish imagery, the company casts a wider net and creates a more sophisticated image.

 

Country Time Lemonade

Drawing from the happy memories of simpler times and simpler places when fresh lemonade was sold on the corner, Country Time Lemonade's logo is rich in evocative imagery whose associations are both pleasant to the mind and pleasant to the taste.

 

English Standard Version Bible

The logo of the English Standard Version of the bible is a seal inset with an elegant monogram which evokes officialdom, veracity and trust along with a little pizzazz in a move designed to showcase the strengths of the translation while drawing on the equity of the ancient book.

 

Johnson's Hot Dogs

Located in Upland, California, Johnson's Hot Dogs presents a warm, friendly impression with its caricatured literal hot dog mascot. Harnessing the power of visual identity to create positive first impressions, the family owned "hot doggery"'s logo punches above its weight with a mark that outshines those of typical locally owned, very small businesses. Shunning the well beaten path of Microsoft Word produced word marks, the logo's strength lies in its distinct imagery and colors which not only sets it apart from competitors, but gives its own business personality.

 

Cindy Crawford Style

There's something very pleasant and homely about the logo of Cindy Crawford Style - a partnership between model, Cindy Crawford and U.S. retailer, J.C.Penney - which combines a simple but elegant CC monogram with soft pastels in an appeal to homemakers and housewives.

 

Holmes And Yang

Sophisticated and creative, the logo of premium fashion label, Holmes and Yang - the brainchild of actress, Kate Holmes and stylist, Jeanne Yang - uses implied lines to spectacular effect as a way to set its brand apart from the minimalist san serif wordmarks so commonly adopted in the fashion world.

 

Flying Pig Photography

Formerly known as Southern Wedding Photography, the Flying Pig Photography name was borne out of both the blandness of the former name and a desire to more accurately convey the company's experience and philosophy. The flying pig was selected as the mascot both as a visual way to express fun and fantastical whimsy but also as a metaphor for "something extraordinary". With an elegantly illustrated flying pig set against a sky of navy blue and framed by a puffy cloud for dimension and perspective and anchored with whimsical typography to match, the end result is quite lovely.

Credit: Brand Clay

 

Howard Johnson Inn

Although the contrasting red and blue give the mark a one dimensional feel, the punctuating icon above the Howard Johnson typography adds charm to a logo which doubles a roadside sign and presents its accommodation as unabashedly simple, clean and inexpensive.

 

Xerox

When a brand like Xerox, which has such strong name recognition, adds an icon to its word mark, it only serves to compete for attention, confuses the focus and dilutes the brand's strength.

 

Ontario Mills

Lively and engaging, the logo of Ontario, California based shopping center, the Ontario Mills, uses soft pastels, vintage stylized floral imagery along with Bristol FH typography to promises shoppers a vibrant, welcoming shopping experience.

 

Wichita Wild

An occurrence more frequently associated with small school or little league teams, the Indoor Football League's, Wichita Wild, tears a page straight out of the local amateur league playbook by adopting the logo of a professional sports team from across the pond playing in Australia's National Rugby League, the Wests Tigers. Imitation being the sincerest form of flattery, the Wests Tigers would no doubt appreciate the compliment, but barring a written agreement and a compelling reason, this amounts to identify theft.

UPDATE: We received an anonymous email claiming that the "tiger part of the logo is a generic logo available online with no copyights associated with it. It is not the property of either team, and was found searching through logos". We have not been able to verify this because no links were provided.

 

Alibris

While the logo of Alibris (pronounced ?uh-LEE-briss?) is very plain in style its strength lies in the distinct color palette to which it effectively ties its brand. The mark employs overlapping rectangles whose reserved hues of brown, orange and blue evoke antiquity and literature associations in keeping with its role as an "online marketplace for independent sellers of new and used books, music, and movies, as well as rare and collectible titles".

 

Pensacola Blue Wahoos

Named for a fish common to the area which is fun to catch and whose name is fun to say, the mark of minor league baseball's Pensacola Blue Wahoos adheres to Brandiose's design philosophy that if "it [can] fit in another city ... it?s time to go back to the drawing board". Employing typography which mimics that of the iconic Pensacola Beach sign and colors which uniquely represent the feel of the city, the logo is a vibrant and fun visual metaphor for the area and the club's minor league baseball experience.

Credit: Brandiose

 

Saginaw Sting

Combative logos are the order of business for most American sports teams and rightfully so because of sport's parallels to military battles. The Continental Indoor Football League's Saginaw Sting is no exception, employing a aggressive, soaring wasp as a visual metaphor to represent what is an abstract team name. If the role of a sports team's identity is to promote competitive loyalty and solidarity, this mark succeeds admirably with a color palette reminiscent of traditional army hues.

 

United States University

Private, for-profit college, United States University, attempts to project gravity, sobriety and academic credibility with a university seal mimicking those of its older, more respected cousins (and possibly those of the federal government). Undermining this to a degree is the almost comical magnitude of its out-sized name playing on the idea that if being named after a state is good, then being named after a country is fifty-fold better. Setting this aside, it's a beautifully and elegantly rendered mark which tends to succeed within the limitations of its field.

 

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.

 

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

 

Majestic American Line

Recalling the romantic heyday of luxury train travel, the mark of Majestic American Line both in name and appearance excites the imagination.

 

Book Hive, Brooklyn, N.Y.

Using two interlocking books to form a hexagon mimicking the pattern of a bee hive, Brooklyn, New York based The Book Hive offers a warm, welcoming and fun environment to encourage children to read.

 

Golden Lions (Transvaal)

Formerly known as the Transvaal Lions and the Gauteng Lions, The Golden Lions is a South African provincial rugby union team whose storied history stretches back into the late 19th century. It's mark gives the organization a proud face and acts as a strong visual metaphor not unlike tribal war totems.

 

Henri Ehrhart

Although common in strategy, the monogrammed logo of French winery, Henri Ehrhart is very pleasant in execution, expressing a personal touch to offset its staid, yet sophisticated typography.

 

Papyrus

Named after the earliest form of paper crafted from the papyrus plant and specializing in greeting cards, stationery and printing services, the logo of Papyrus reflects the creativity, elegance and eloquence of its products and philosophy in a manner which is unique and memorable. Although the significance of its hummingbird icon is cryptic (symbolizing the legend which "say[s] that hummingbirds float free of time, carrying our hopes for love, joy and celebration"), its beautiful rendering and unique color is a visual asset which reinforces the emotive mission of the company.

 

Royal Decree Apparel

Employing royalty implied imagery as an expression of its design themes, Royal Decree Apparel is a fledgling apparel startup whose quality identity serves to lend it credibility as it searches for its voice in a highly competitive and heavily romanticized industry.

 

WestEnd Films

The logo of London based film financing, sales and production company, WestEnd Films, is a signature-like visual portmanteau of its initials which is both versatile and creative.

 

Schaumburg Boomers

The logo of the Schaumburg Boomers is a great example of the type of creative freedom afforded to minor league baseball teams. From the quirky, localized mascot (a 'boomer' being a male prairie chicken) to its strikingly executed illustration incorporating iconic baseball elements and typography, this is the kind of unique mark which excites fans and supporters.

 

Eastern Wayne Wee Warriors

The majestic logo of the Eastern Wayne Wee Warriors is a wonderfully expressive illustration whose quality outsizes the 8U football team it represents.