Evernote

Playing on the legendary perpetual memory of elephants, the logo of Evernote, the web-based note taking and organizing service uses a stylized elephant whose dog-eared ear mimics its paper bookmarking counterpart.

 

American Heart Association

The American Heart Association logo is a classic, using a burning torch against the backdrop of a heart as symbol of its ongoing fight against heart disease which claims more lives in the United States than other disease.

 

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.

 

Inventionland

Combining a light bulb and gear wheel, the symbols of ideas and innovation, Inventionland's logo clearly expresses its purpose as an ideas lab with a mark that, although fairly obvious in concept, is sharp in execution.

 

Lebron James 23

The former mark of former Cleveland Cavaliers basketball player, LeBron James, cleverly incorporated his particulars - the initials L,B and J and his jersey number, 23, along with a crown to represent his self-proclaimed nickname, King James. Versatile and compact, this logo adorned the merchandise of his Nike affiliated merchandise until he adopted the number 6 jersey.

 

Disney Hand

Disney's corporate citizenship arm, Disney Hand, uses Mickey Mouse's iconic white cradling a heart as a symbol of its mission to be a positive and responsible influence in society, giving a friendly face to its corporate personality.

 

St Peters College Peacocks

Represented by a wonderful metaphorical juxtaposition of a beautiful aggressive peacock, the mascot of St. Peter's College was chosen for a number reasons, among being the fact that the land on which the campus exists was once owned by a man named Michael Pauw, whose last name means "peacock" in Dutch.

 

Lake Erie Monsters

Minor league sports teams possess greater freedom (usually because they're not weighed down by a long history and legacy) to adopt more novel, creative identities which tend to generate greater fan enthusiasm and loyalty. In fact, the more successful teams tend to see this freedom almost as a mandate to move in this direction, distinguishing themselves from the often disposable, dime-a-dozen competition whose unique selling point is largely geographical. Paying homage to the area's fabled Loch Ness Monster equivalent, the American Hockey League's Lake Erie Monsters is such a team, with an identity whose fun, novel, geographically appropriate concept is done justice with a skillful execution.

 

Home Away (HomeAway.com)

Vacation rentals website, HomeAway.com, uses a birdhouse to good effect as a visual expression of its competitive advantage in the accommodation industry by reflecting its rhetorical allusion to "a home away from home". The novel graphical approach with its subtle association to a chirping bird, emphasizes the personal, homely nature of the home rental experience in contrast to the traditional big box hotel experience, often summed up by comparing a house to a home.

 

Sergio Garcia

Designed by FutureBrand, the logo of Spanish professional golfer, Sergio Garcia, cleverly weaves together two strands to create an uppercase 'S' which doubles as a lowercase 'g'. Set in red and gold and styled after a gothic tradition, the mark pays tribute to his national heritage in a manner befitting the class, culture and tradition of the game.

 

Cultures East

Offering architectural tours to South East Asia, Cultures East's logo is a reflection of this focus with a mark that mimics an Asian character symbol while cleverly embedding the image of a figure atop an elephant. The hand-drawn nature of the icon expresses the authentic cultural nature which the operators strive to provide to patrons.

 

Artaissance

Just as a picture is said to be worth a thousand words, the mildly cryptic nature of Artaissance's name is offset by the visual clues offered by its icon, which is a capital 'A' stylized as an easel set against a backdrop mimicking the texture of an artist's canvas. Using a bold red, the authentic, handcrafted feel of the logo effectively matches and represents the nature of its business.

 

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.

 

New York Red Bulls

In a curious marriage of corporate marketing and sports franchise ownership, Major League Soccer's New York Red Bulls, the adopted offspring of Red Bull Corp., reflects the identity of its corporate parent. The company's name naturally and appropriately doubles as the team's mascot while the mark clearly inherits its DNA from the parent brand. As an experiment in ultimate brand promotion, this is rivaled by very few.

 

The Islands of the Bahamas

Using variable bead shapes of vibrant colors, evocative of sea shells, to form a stylized outline of its islands is both a creative and elegant solution portraying the Bahamas as a exotic, fun-filled Caribbean destination.

 

ITT Industries

What could easily have been a generic corporate identity, taking cues from the name, ITT Industries injects its brand with personality and meaning with an appropriately engineered visual metaphor incorporating the letters 'i', 't', 't'. Elevating the icon to the upper left corner elevates its prominence while the gray-yellow combination creates a serious yet lively feel.

 

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.

 

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.

 

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.

 

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.

 

Olive Media

The challenge for branding firms like Olive Media is that their own logos are an explicit expression of their own expertise, an advertisement for their own services. In this case, the company's fresh, quirky name appropriately reflects the creative nature of its business while its graphical counterpart, an olive embedded in the negative space of its single letter monogram, is both appropriate and clever enough to prove that the company can be trusted with the brands of others.

 

Expedia.com

Expedia's original founding logo evoked the romanticism of the golden age of air travel when the journey was as important as the destination. The name itself, derived from the term, 'expedition', is a clever expression of the same style, anchored in Helvetica's typography which portrays the idea of an industry mainstay.

 

New South Wales Waratahs

Tightly integrating a rugby ball into the state's floral emblem, Australia's New South Wales Waratah's logo is restrained in concept but fresh in execution, treading well the line between tradition and innovation. Not only this, but the stylized waratah is a creative and appropriate metaphoric emblem for the state's rugby team, executed in a skillful manner worthy of the team it represents.

 

The Rancon Group

The logo of real estate and financial services company, The Rancon Group, evokes wisdom and confidence by embedding a silhouette of the knightly chess piece, as a symbol of strategy, in the negative space of its capital R. In what is an enigmatic field to many, the visual association is both clever and effective in portraying the company as a trusted advisor and safe haven.

 

DailyLit

DailyLit's mission is to deliver easily digestible literary chunks to readers daily via email to make reading more compatible with the modern lifestyle. It's simple logo is cleverly structured in such a way as to evoke a recognizable literary style with its thin horizontal lines and orientation, serif typeface and book icon while maintaing an air of levity to counter the sometimes intimidating impression of literature.

 

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.

 

The Lodge At Brainerd Lakes

Beautifully and carefully crafted, the logo representing The Lodge At Brainerd Lakes entices visitors by evoking the romantic style of early 20th century travel posters when times were simpler and travel was more personal.

 

The Carneros Inn

Set in a warm orange and represented by an old time scene of a winery and vineyards, The Carneros Inn's logo evokes heart warming nostalgia and comfort, reflective of the resort's experience.

 

La Salle University Explorers

Mistakenly having thought to be named after French explorer Sieur de La Salle by a sportswriter, La Salle University which was actually named after Catholic saint, St. John-Baptiste de la Salle, ended up adopting the anomalous mascot following a student vote.

 

The Word For Today

Informal and friendly, the visual mark for the radio ministry of The Word For Today very cleverly uses iconic symbols of the Christian faith to construct a Calvary Chapel dove of which this organization is an offshoot. The levity of the visual mark is offset with the gravity of the word mark through its use of a conservative serif font which ultimately strikes a balance between being serious and approachable.

 

Ebay

Although Ebay's name (an abbreviated form of Echo Bay) is cryptic, sustained publicity has turned what is typically a liability into a valuable asset. Its four letter, two syllable name, along with variable character dimensions, bright primary colors and simple typeface combine to create a fun, friendly, approachable logo echoing the feel it aims for in its user experience.

 

Ryerson Rams

Because visual identities don't exist simply as self aggrandizing monuments to an artist's artistic talent, logo design, particularly athletic logo design should be concerned not simply with looking good on paper or screen, but working well in different sizes and on different mediums. The logo of Canada based Ryerson Rams is such a mark which is expressively and skillfully crafted with a single color and simple lines in such a way that it looks great and works practically on everything from ink on paper to embroidery on fabric.

 

Eastside Music Studio

The wonderfully unique and creative visual metaphor representing Austin, Texas based, Eastside Music Studio, features a crowing/singing rooster whose tail feathers double as both a capital 'E' and 'M'. Particularly appropriate considering the nature of the school's arts field and unusual in shying away from a staid word mark solution to which arts school are inclined, the logo is an exciting, expressive breath of fresh air.

Credit: Gold Lunchbox

 

Knight Transportation

The logo of Knight Transportation, whose presence on American freeways is ubiquitous, is a well crafted mark which creatively embeds the heads of both a medieval knight and his horse in the negative and positive space of its single letter monogram. Amidst the mass of poor competitors' logos, Knight Transportation's mark lends credibility and professionalism to the company and its operations.

Credit: Summation

 

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.

 

Joliet Slammers

Minor League Baseball carries a tradition of novel team identities and the Joliet Slammers are no exception owing to their logo's visual interpretation of a clever word play on the term "slammers", both a slang reference to a prison and a noun for someone who hits bases loaded home runs.

Depicting a baseball diamond in a prison yard surrounded by barbed wire topped walls overlooked by a guard tower, the logo is vividly illustrated in a symmetrical fashion, interweaving the team's name neatly like a jigsaw puzzle. Compounding the rhetorical double entendre, the team's mascot is a black crow nicknamed, J. Bird from the colloquial term referring to prisoners as jailbirds.

Although the area is well known for its proximity to a couple of large penitentiaries, the risk of its convict association being considered a little unsavory seems to be fairly well neutralized by the logo's cartoonish rendering.

[Also see, alternate versions.]

Credit: Studio Simon

 

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.

 

Amazon.com

Amazon's iconic logo expresses friendly simplicity with its famous yellow smile cleverly doubling as an arrow pointing from A to Z (as in, Amazon sells everything from A to Z), while the warm yellow color offsets the strength and confidence of its black text. Showing careful attention to detail, the '.com' is de-emphasized with a thinner version of the font and even the edge of the 'a' lines up with the start of the smile on the left while the contour of the 'z' is shaped by the smile's corner on the right.

 

Veggie Art

The logo of Veggy Art is an elegant graphical metaphor for its very name and function. In a style mimicking its own artistic sensibilities, the mark is constructed from the company's two carefully sculpted initials designed to mimic its appetizing centerpieces and garnishes which are made entirely from fresh fruit and vegetables. For a company billing its business as fashion from food, its logo certainly reflects this with clarity and style.

 

Three Thieves

The Cooking Channel's Three Thieves show, follows a gang of three "regular guy" wine enthusiasts as they traverse the globe looking both to change the way that the American public thinks about wine and looking for quality wines to bottle and sell for a "steal" under their own label. This unique and fun concept is matched by a complimentary logo which expresses appropriately, if a little cryptically, the identity of the group and its exploits.

 

Northwest Airlines

The original logo of Northwest Airlines whose geographical focus is in serving the north western states of the U.S. was a classic whose elements cleverly combined to form appropriate double meanings. The N stands for 'North' while the north-west pointing triangle to its left combines with it to form a W.

 

Days Inn

Friendly, optimistic and welcoming, Days Inn's logo sets a warm tone and happy impression with a well crafted yellow / blue sunrise mark whose conspicuous presence atop tall freeway signs acts as a welcome herald to weary travelers.

 

Walt Disney Animation Studios

Evoking the history of the enterprise, the Walt Disney Animation Studios logo employs a classic vintage sketch of its preeminent character set in the faded hues associated with its early work. By adopting a classic hand-drawn feel and giving equal prominence to the iconic Walt Disney signature and Mickey Mouse illustration, the company is able to depict an authentic, quality feel associated with its early story telling.

 

Toledo Northwest Ohio Food Bank

Shying away from the typical wheat symbol, the Food Bank organization serving Northwest Ohio uses a creative icon to express the nature of its services (food) and nature of its mission (compassion) with an apple enclosing a heart.

 

Peru Tourism

Peru's tourism logo is a sharp, expressive graphical word mark which draws from the nation's exotic popular culture identity with hand crafted scripting and a capital letter styled after the tradition of ancient tribal artistry. Evoking a rich, visual flavor, the mark beckons travelers with its promise of adventure and excitement.

 

Starshine Academy

The Starshine Academy is represented by a vividly creative visual metaphor depicting its mission to sow seeds of hope by sowing the "world's best [community] schools where they've never been grown before" in an effort to transform the lives of children throughout the world.

 

Fandango

Fandango's quirky name is a slight liability because of its Spanish roots and cryptic meaning, but its icon, a capital 'F' stylized as a ticket stub, though a fairly obvious solution, is bold, memorable and recognizable when used as a website icon (its primary application as an online movie ticket reservation service). The blue of the word mark's classic film font contrasts with the orange icon to reinforce these qualities.

 

St. Regis Hotel

Punctuated by an elegant monogram crest set in a golden brown hue, the St. Regis Hotel logo exudes sophistication and tradition befitting its luxury experience. Complimenting the style of the icon, the name uses strong, uppercase serif typography and a cleverly constructed "Saint" abbreviation reminiscent of European style so often associated with heritage and class.

 

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.

 

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.

 

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.

 

Ivanka Trump

Sophisticated and stylish, the logo representing the fashion label of Donald Trump progeny, Ivanka, reflects the upmarket, fashion conscious audience to whom its products are targeted. The restrained uppercase serif typography anchors the mark and sets the tone and context in which the stylized monogram conveys luxury rather than frivolity which it would risk doing in isolation.

 

Cannes Film Festival

Widely considered the most prestigious film festival in the world, the Cannes Film Festival, named after its coastal French host city, uses a stylized olive branch to emphasizes both its association with the Mediterranean coast - an area where olive trees are ubiquitous - and with excellence - from which laurel wreaths are commonly made. Used as a type of quality seal, the hand drawn style of the olive branch juxtaposed with both its oval frame and the capitalized serif word mark presents an image that is artistic but serious.

 

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.

 

Petopia.com

An early dot-com era online retailer, Petopia.com's logo was a clever word mark whose initial letter doubled as a parakeet to represent its pet supply focus while infusing personality and complimenting its fun, casual typeface to mirror the pet ownership experience.

 

Tim Warner Cable

Although originally designed as a logo to represent its parent company, Time Warner Cable's eye / ear icon's strength is in its long history and uniqueness. As an expression of its identity and values, it portrays the company as a simple, friendly gateway to the world of entertainment and media.

 

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

 

Jeep

In employing the distinctive, iconic grill of its flagship vehicle in combination with its strong, single syllable name, Jeep uses two of its most valuable identity assets to great effect in creating a logo which is both practical because of its simplicity and evocative because of its color and imagery.

 

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.

 

Three Rivers Press

The old style logo of book publisher, Three Rivers Press, depicts a small boat gently chugging its way upstream in a visual appeal to the times of yesteryear popularly associated with the prevalence of virtues like honor, respect and integrity. In appealing to this imagery and its associations, the mark, in effect, expresses those very qualities upon which the success of literary merchants is founded.