The University Of New Mexico

Depicting the Spanish style architecture prevalent in the state, the logo of the University of New Mexico juxtaposes a modern graphic with conservative typography to build a beautiful, descriptive and unique identity expressing its academic credentials and modern sensibilities.

 

Ryan Air

The logo of Irish low-cost airline, Ryanair, clearly represents its identity by combining two symbols of its personality - a stylized version of the Trinity Harp, a traditional icon of Ireland, along with the no-frills, uppercase typography of its word mark. As a pioneer in the low cost market and formerly a young upstart, Ryanair's visual identity differentiated it from its older, more staid competitors, but having established itself as a mainstay of the industry, the company faces the challenge of maintaining its brand's equity in an industry dependent upon small customer margins and high customer expectations.

 

Tostitos (Tortilla Chips)

Unique and memorable, the logo of Tostitos Tortilla Chips associates itself with parties by reflecting their vibrant, fun atmosphere with its bright colors, jaunty custom typography and its personification of the word mark's middle letters as two people sharing a conversation over chips and a bowl of salsa. Hand drawn in a casual, sincere style, the logo promises not simply a salty snack, but a good time.

 

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.

 

University of Washington Huskies

The stylized husky logo of the University of Washington is a simple, expressive and beautifully illustrated mark which lends itself almost flawlessly to every necessary application, from digital to print to merchandise. Memorable and unique, the logo is a proud visual representative for the university's athletic teams.

 

National Park Foundation

Hiding a snow capped mountain and gentle stream in the negative space of a ranger's hat, the logo of the National Park Foundation is an imaginative, vividly expressive and utterly appropriate symbol of national parks in the United States.

 

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.

 

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

 

Loyola University Greyhounds

The Loyola University Greyhounds' skillfully composed mascot counter-balanced with slanting text is a good example of two asymmetrical parts combining to produce a symmetrical whole which is both visually interesting and visually pleasing. The depiction of its greyhound, whose artistic quality is self evident, is an appropriately dynamic symbol for the institution's athletic team.

 

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.

 

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.

 

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

 

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.

 

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.

 

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