Penrith Panthers

Although the text of the logo is weak, the NRL's Penrith Panthers logo is carried by a very strong, expressive illustration of the team's ferocious mascot, set in a unique color palette. Especially appropriate for the nature of the sport and the league in which it competes, any fan, particularly those at the younger end of the spectrum, would enthusiastically wear merchandise this mark adorns.

 

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

 

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.

 

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".

 

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

 

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

 

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.

 

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.

 

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.

 

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).

 

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.

 

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.

 

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.

 

Walden Media

Evoking the excitement and wonder of youth, Walden Media uses a symbol of childhood - skimming pebbles across the surface of a lake - as an expression of its mission to produce family entertainment, while cleverly hiding it's initial in the motion trails.