AbeBooks.com

Online book exchange, AbeBooks.com (formerly Advanced Book Exchange) which acts as a "liaison between booksellers and book seekers" is represented by a unique, creative icon that doubles as both a book with a ribboned bookmark and a bird in flight as a visual metaphor representing its mission to connect buyers with sellers.

 

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".

 

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.

 

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.

 

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.

 

Arizona Diamondbacks, Alternate

The trade-off between using a monogram and a graphic is often a choice between being descriptive (usually geographically, see the New York Yankees monogram) and expressing personality (see Baltimore Oreoles). What the Arizona Diamondbacks logo achieves is both with its D-shaped snake (diamondback), whose creativity and expression breathes personality and life into the team's identity, something for which the league's logos are not typically known.

 

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.

 

Australia

Showcasing a stylized kangaroo against the backdrop of the iconic outback sun in earthy hues, Australia's tourism logo draws upon the emotive imagery of the outback desert experience. Even at the risk of pigeonholing the Australian brand by using these elements, it effectively elevates them as a symbol not of a specific Australian experience, but as a symbol of the uniqueness of the entire Australian experience.

 

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.

 

Binghamton Senators

Inheriting the DNA of its NHL affiliate team, the Ottawa Senators, the logo of the American Hockey League's Binghamton Senators is arguably the perfect minor league logo, reflecting its older cousin's likeness and genetics while sporting its own fun, youthful personality. Its ties to the storied Ottawa hockey franchise afford the team credibility and gravtias, while its caricatured mascot, reminiscent of Asterix characters, plays to the strength of minor league sports which tend to emphasize fun and entertainment over pure competition. Beautifully and expressively illustrated, this mark sets a very high watermark and casts a long shadow over its competition.

 

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.

 

Boston Bruins

The Boston Bruins' custom badge lockup shies away from the popular trend of slick, athletic illustrations in favor of a classical stylized bear mascot with a polished, modern feel and in doing so, successfully showcases its past while embracing the present

 

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.

 

Bradenton Marauders

Structurally symmetrical and thematically expressive, the logo of Minor League Baseball's Bradenton Marauders is beautifully illustrated, integrating its pirate mascot into a broader elegant style associated with the romanticized 17th and 18th century Golden Age of "marauding" pirates. Every element, from its typography to its decorative swirls, combine to produce a cohesive expression of the team's novel identity.

Credit: Studio Simon

 

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.

 

Bundaberg Rum

Bundaberg Rum's iconic polar bear adorns its wax seal which along with its use of slanted germanic text lends the logo a sense of class, tradition and modern sophistication which the hard liquor market tries to convey in an effort to encourage a high minded view of consumption. The yellow logo doubles as a bottle sticker which, when set against the deep brown color of its rum creates a striking impression.

 

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.

 

Candlewood Suites

Punctuated by an elegant flickering candle flame icon set inside a replication of the overlapping double 'O's in its word mark, the Candlewood Suites logo adds a touch of sophistication to a brand whose position is in the mid-to-lower tier of hotel accommodations.

 

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.

 

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.

 

Chennai Super Kings

Chennai's Twenty20 cricket team, playing in the Indian Premier League is represented by a logo with a distinctly Indian flavor, from its stylized lion to the crown adorning its work mark. Well balanced and distinct, the mark is a proud symbol of one of the league's strongest teams.

 

Christian Books Direct

Interesting and creative, the Christian Books Direct logo arranges four upright books viewed from a 45 degree offset perspective to create a cross, the iconic symbol of the Christian faith, to express its mission. Its soft color palette projects a mellow tone while its use of solid colors affords it versatility.

 

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.

 

City Of Lawrence, Kansas

In 1863, Lawrence being a strongly pro-abolitionist city in "free-state" Kansas, attracted the ire of pro-slavery raiders from neighboring Missouri headed by William Quantrill whose group conducted a massacre of some 180 men and boys, reducing the city to smoldering ruins. Banding together to re-open its stores and businesses and aided by the arrival of the railroad, Lawrence, Kansas rose from the ashes to become what today is recognized as both one of America's best college towns and best places to retire. Adopting the mythical phoenix as a visual expression of the city's motto, "From Ashes to Immortality", the logo of Lawrence, Kansas is a beautifully crafted mark which is both distinct and historically appropriate.

Credit: Flory Design

 

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.

 

Community Food Bank

Arizona based Community Food Bank succinctly expresses its mission with an icon combining common symbols of food (wheat) and eating (fork) with a symbol of compassion, the heart. Using casual brush strokes and a san serif font conveys the approachability and friendliness characteristic of successful charitable organizations.

 

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

 

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.

 

Cricket Australia

The mark representing the governing body of cricket in Australia is elegant and succulently evocative in representing the feel and tone of the country's iconic summertime love affair with 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.

 

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.

 

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.

 

Deccan Chargers

Created by legendary identity designer, Chris Mitchell of Epic Icons, the logo of Indian Premier League cricket team, the Deccan Chargers, in a nod to sporting tradition, mirrors the shielded format of storied football clubs like the English Premier League's Arsenal Gunners, while expressing the energy, freshness and vibrancy of the nation's most popular game with its dynamic bull mascot. Comfortably contained and symmetrically balanced, the mark is a proud, appropriate figurehead for the young cricket club.

 

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.

 

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

 

Drake University Bulldogs

Drake University's athletic logo stars a skillfully crafted illustration of their bulldog mascot whose trotting posture and determined facial expression aptly portrays the competitive nature of team sports. Using simple strokes which lends the logo to versatile merchandising applications, its elements are positioned in such a way that it creates a balanced asymmetry which is as visually pleasing as its soft color set.

 

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.

 

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.

 

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

 

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.

 

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.

 

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.

 

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.

 

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.

 

FC Dallas

A beautiful, simple graphical rendition of its Texas roots, the badge logo of Major League Soccer's FC Dallas draws from imagery popularly associated with the largest state in the Union, from its use of the state's flag colors to its lone star and Texas Longhorn mascot brandishing a Texas shaped patch on its head.

 

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.

 

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

 

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.

 

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.

 

Greece

Greece's tourism logo is a wonderfully expressive mark which stylistically captures the texture and feel of the iconic mediterranean sunrise in a manner reflecting the laid back greek island culture. Matching the blue and white stripes of its flag, the rolling waves and orange sun create a dynamism that vividly portrays the destination's promise to its visitors.

 

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

 

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.

 

Hartford Whalers

The logo of the Hartford Whalers is an abstract monogram whose 'W' combines with its whale tale to create an 'H' in the negative space to create one of the classics of the sporting world.

 

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.

 

Hero Insurance Services

The logo of now merged insurance company, Hero Insurance Services, featured an anonymous, generic superhero which positioned the company as a trusted and able ally in a world of figurative villains. Suave, novel and confident, its mascot portrays the company as a tenant on the simple, friendly and fun side of the insurance industry town, which as a whole is often associated with stuffiness and complicated bureaucracy. Although this image carries a possible negative connotation for those comforted by the stability and dependability also associated with older institutions, its positioning through this mark likely attracted the business of a younger audience and earned the company the opportunity to prove itself more than a pretty face; to prove that although the company doesn't take itself too seriously, it does its customers and their needs.

 

Hofstra Pride

New York based Hofstra University's athletics logo is a wonderful, stylized depiction of its mascot, a lion pride. Because it essentially uses a single solid color (and a yellow highlight) the logo lends itself to versatile application, particularly in the area of merchandising.