New Hampshire Primaries

Playing off the state's hosting of the famous presidential primary election every four years which signals the start of the next election cycle, the New Hampshire Primaries cleverly adopted both an elephant and donkey as mascots representing the Republican and Democratic parties respectively.

Credit: Studio Simon

 

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.

 

Southern Illinois Miners

Creatively fusing the team's mining roots with the baseball theme, Minor League Baseball's Southern Illinois Miners logo is a type of visual portmanteau - a baseball bat-pick axe wielding miner, artistically and expressively illustrated in a fashion which lends it to versatile merchandising applications.

 

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".

 

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.

 

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

 

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.

 

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.

 

Hoovers

A formidable mainstay of the business research industry, Hoovers' brand possesses great name recognition and equity and in choosing to represent itself with a word mark, the company plays to this strength. The logo's horizontal borders and three quarter perspective 'V' injects enough personality to allow it to be distinctive, avoiding the pitfall of many word marks which border on the point of generic disposability (the text could be changed and the mark indiscriminately reassigned to another company with little notice).

 

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

 

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.

 

Sydney Roosters

Australia's Sydney Roosters Football Club turns what is an awkward animal and quirky mascot into a strong, proud figurehead whose adoption was rumored to have been inspired by the French national team's mascot, "le coq".

 

Wingnuts

Tapping into the vintage stunt flying theme with a double entendre referring both to an aerial stuntman and a chicken wing enthusiast, the logo of California based restaurant and bar, Wingnuts, is clever, unique, balanced and beautifully illustrated. The mark clearly paints the Wingnuts dining experience as casual and fun, and is testament that the company understands the importance of a visual identity in creating an effective impression.

 

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.

 

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.