It’s hard to choose your favourite logo if you are a Marketer. The brands you work on become very special to you, and you see the thought that goes into the creation of the brand logo. I have, in this post, tried to ignore the fact that I’m ‘in the business’ so to speak and to concentrate on the logos I love. At the same time I will try to give you a sense of why I like them and in some cases the thought behind their design. Some you will be familiar with, others may be new to you. Why not leave me a comment or two and let me have your views…
10 Triumph Motorcycles
The logo version I like is the new 2014 version by Wolff Olins. Very clean lines, solid but retaining the R-H ligature, which gives the logotype movement and dash. The modernisation also includes an emblematic nod to the Union Jack – vital for exports, I prefer it without, but understand the rationale for use at events and solus – it works well as an etching in the headlights for example! Very smart indeed.
09 Morning Star Newspaper
This is one of many simple logos I like, it is absolutely clear and unswerving. The Red Star (ok it’s obvious) could easily stand alone now as its been part of the papers identity since its launch. It is now a reader owned co-operative, not the last time you will see that word in this list, it has a distinctly non commercial agenda. Launched in 1930, but under this name and guise in 1965, It flies a red flag politically and literally and the modern font and sharp angles make it an unfussy and clever logo. ‘Morning’ plays to the time most papers are bought, the red star echoes it’s marxist leanings and socialist agenda, and the star reinforces the news connection as well as its political heritage. Nice.
08 National Hickman
This may be new to you but is one of three logo’s in my top ten that you will see often on our road network, I wonder if I do too much driving? This design is a mystery to me, a real conundrum, somewhat out-of-place for a vibrant company, but I love it ! This is an interesting modern brand with a somewhat strange but fascinating logo. Clearly a company with strong marketing creds – just check out their website at National Hickman but it would appear that even the brand itself cannot fully explain the logo … I am pleased to see I am not the only person intrigued by this ‘Easter Island Man‘ resident on a Coventry based engineering and materials manufacturer.
07 Tunderman
This logo just appeals to me on a childlike level: It is a logistics company, so put it down to a love of Marvel’s Thor comics when I was a kid! Who wouldn’t what their delivery made by a company with strong dynamic brand identity … with a big hammer? Anyone?
06 Co-op
The ‘Clover Leaf’ logo has a place in many people’s hearts, it was an ever-present for so long, it perfectly met the needs of the business. Like so many successful logos it’s simple, the blue is a solid reassuring colour, the solid underline grounds the design nicely, it works as a logo by illustrating the all familiar name. It’s very ubiquity was a key factor in its success – that and its nice execution, conveniently the logo was scaleable too and appears on products, signage and even stamps. The change to Co-operative, I understand, but its a name not an icon! I was tempted to add 99 tea as well … but i settled for just the logo.
05 British Steel
Very much of its time, but it lasted for 30 years until 1999 and the Corus takeover. Again simple, again reassuring blue, but a clever play on the S and the play of folded steel – part of the manufacturing process. Its solidity was a nice reference to the strength of steel. A classic by David Gentleman – incidentally a very fine watercolourist and stamp designer.
04 JCB
I live near the JCB head office in Uttoxeter and so I know first hand the scale of this brand. Its dynamically angled original logo still plays a part in the flatter global, and more modern, 2013 variant. The strength of (the unusual) colour and consistency is a testimony to a legacy that stretches back, pretty much unchanged, to 1949 and the company formation. A British success story and a logo that is the brand and the category. Now that demonstrates success, doesn’t it?
03 British Rail
You know you have a successful logo when it out lives the actual company it represented. British road signs still use the ‘double arrow’ designed by Gerry Barney of the Design Research Unit. It is almost as ubiquitous as the Co-op and JCB. It is a simple classic, that suggests travel, speed and modernity in a simple graphic. Gorgeous.
02 Leica
Leica is my camera brand of choice, I own a number of screw mount 1950s rangefinders … awesome cameras and used by some of the best like Capa and Cartier Bresson, so I accept I am biased, but this is my list after all! This logo is timeless just like the cameras, the modern digital versions would be completely recognisable to Barnack and Berek the designers of the early Leica cameras. The red dot logo and script logotype remain untouched by time and technological changes. The only theory on the design was that the designers were referencing the Japanese flag in the design, but its unclear. It is a classic and hugely iconic and I hope it stays unchanged for a long time to come.
01 Norfolk Line
This should have been clear to regular readers of my blog. I just love the simplicity of this logo. It has nothing to do with having a home in Norfolk, I am not in haulage, but I do see more lorries than most due to the miles I travel each weekend. Why do I like it? well I just do, its proportions are good, its solid, I like the blue that suggests trust and the font and underline bring a nice professional feel. I just like it. Simple really, it is my favourite logo.
Please feel free to disagree, or indeed agree … see you next time.
My Top 10 logos;
10 Triumph
09 Morning Star Newspaper
08 National Hickman
07 Tunderman
06 Co-op
05 British Steel
04 JCB
03 British Rail
02 Leica
01 Norfolk Line
Paul 15 April 2015