What Makes a Logo Iconic?
Waxing lyrical about all things logo, a study of some of the most iconic logos in the world.
As a branding agency, our process involves asking questions, listening and observing. Logos are vessels of an organisation's core values and communicators of brand equity. Logos are the preliminary device of recognition for any company.
The 4 types of logos
1. Abstract logomarks
2. Pictorial logomarks
3. Logotypes
4. Monograms
1. Abstract logomarks
These are the hardest logos to make reach public consciousness. But when they do, they’re immensely powerful and remain there forever. The simpler the mark is, the more powerful and iconic it can become when compounded by time. The simpler the logomark, the easier and more consistent it will remain when applied.
Abstract logomarks can say so much by saying so little.
Woolmark, Chase, HSBC
Woolmark by Franco Grignani, 1964
An abstract weave of woollen threads, the logo has a visual balance with clear definitions of black and whitespace, negative and positive, light and dark. Reminiscent of the yin and yang, the logo is gorgeous, timeless and communicates a feeling of deep visual harmony.
Chase by Chermayeff, Geismar & Haviv, 1961
The octagonal, rigid geometry illustrates the idea of structure. The small black entries to the centre space communicate an idea of protection or the visual of a vault or safe.
Hong Kong & Shanghai Banking Corporation by Henry Steiner, 1983
The HSBC abstract mark uses simple triangles to create a play between white space, and the relationship between ‘the protector’ and ‘the protectee’ metaphor. The abstract mark also implies the shape of a square, being opened, in a similar form to a Chinese red pocket.
Without direct meaning themselves, visual metaphors can only imply meaning, which allows the marks to build meaning to the audience naturally over time.
Nike, Pan Am, Conservation International
Nike by Carolyn Davidson, 1971
The Nike Swoosh metaphor of speed is created by the shape itself and how it carries the eye across the mark, up and right towards the ‘future’. So much has been written about Nike, it's become the logo designer — client communication cliche.
Pan Am by Edward Barnes & Charles Forberg, 1955
The Pam Am logomark represents the world wonderfully. Capturing the wonderful first era of accessible globe travel, the mark lines express the three-dimensional shape of the sphere, the world, and the planes flying through the sky, continent to continent.
Conservation International by Chermayeff, Geismar & Haviv, 2010
A beautiful, simple, critical mark, designed by Sagi Haviv. Putting the emphasis on the world — the circle which is defined in space by the emphasis of the underline. A simple geometry, the mark has balance, poise, and a powerful presence, one which is hard to ignore.
2. Pictorial logomarks
Pictorial logomarks are far more literal than abstract marks.
More straightforward to reach public consciousness, due to the pictorial relevance to the business, these beautiful and iconic marks can express more personality and humanity than the abstract, metaphorical forms of the marks above.
British Rail, Girl Scouts of America, Apple
British Rail by Design Research Unit, 1965
The British Rail mark directly illustrates the railway tracks, and the movement of trains left and right horizontally.
Girl Scouts of America by Saul Bass, 1978
The Girl Scouts of America logo illustrates the camaraderie, friendship and growth that the association inspires.
Apple by Rob Janoff, 1977
However literal, pictorial logomarks do not always have a clear meaning. For example, the Apple logomark does not in itself, relate to their values of ‘innovation’ and ‘technology’, but is an evolution of their original logo, which it still speaks to today — Isaac Newton, sitting under an apple tree, when he was hit in the head by a falling apple, the fabled ‘aha moment’ when he discovered his law of gravity.
Lufthansa, Martin Newcombe Property Maintenance, Mailchimp
Lufthansa by Otl Aicher, 1963
The Lufthansa logomark beautifully illustrates the crane, a bird common to Germany. The simplified icon expresses hope, elegance and detail.
Martin Newcombe Property Maintenance by Buddy, 2009
This beautifully simple logo combines the idea of property and maintenance.
Mailchimp by unknown, 2018
‘Freddie’ Mailchimp's mascot was introduced originally in 2001. Memorable, unique and iconic. Mascots can increase profits and emotional connection to customers by up to 41%.
3. Logotypes
Logotypes are far easier to work themselves into the general consciousness and recognisable brand landscape than logomarks.
Amazon, CNN, FedEx
Amazon by Turner Duckworth, 2012
The Amazon logotype uses a rounded sans-serif typeface in lowercase to emphasise approachability, and, perhaps ironically their locality and humanness.
Cable News Network, Inc. by Anthony Guy Bost, ~1980
With ideas of technical prowess, journey and collectiveness, this logotype compresses the letters into a single form. Almost the form of a neon sign, the logotype has a start, and an end, as if it's a singular piece of wire, or radio antenna if you like.
FedEx by Landor Associates, 1994
FedEx’s minimalist logotype famously uses the ‘Ex’ to reveal an arrow hidden in the mark. Once seen, never unseen.
IBM, IDEO, IKEA
IBM by Paul Rand, 1972
The IBM logotype is designed to express strength in the thick slab-serif typeface. The horizontal lines that cut through the characters express their speed and mastery.
IDEO by Paul Rand, 1991
Building blocks express modularity, “thinking outside of the box”. The creative process is expressed through the relationship of flexibility and structure, function and form. A beautiful mark, impossible to imitate as any arrangement of such letters would immediately draw the mind to IDEO, the original owner.
IKEA, 1984, updated by Seventy Agency, 2019
The first registered trademark of IKEA, the logotype sits in an oval, inside a box perhaps signifying the responsiveness, functionality and modularity of the products under the IKEA name.
4. Monograms
Monogram logos are based on lettermarks. These logos hint at but do not visually express the application or industry of the organisation.
Chanel, Randstad, Canadian Broadcast Corporation
Chanel by Gabrielle Chanel, 1925
The overlapping C’s of Chanel is an iconic mark, a monogram of the founder, Coco Chanel. The logo is visually balanced, with clear symmetry and has the feeling of completion, having a clear centre.
Randstad by Ben Bos, Total Design, 1967
The symmetrical double ‘R’ of Randstad, conveys idea of fairness, and harmony. The abstract form of the double ‘R’ almost suggests the welcoming open arms of a human torso.
Canadian Broadcast Corporation by Burton Kramer, 1974
The geometric fragments beating out from the centre express a resonance, giving the mark a visual pulse.
Japan National Railway, Dukane Corporation, Alitalia Airlines
Japan National Railway by Kaji Yusuke, Yamamoto Yoji, Nagai Kazumasa & Kenmori Ikuo at DENTSU, 1987
The monogram conveys the connectedness of Japan's national railway. The sharp edges and confident form indicate its attention to detail. The sharp corner of the ‘R’ positioned at the centre of the mark gives it a visual balance.
Dukane Corporation by William H. Goldsmith, 1975
The monogram illustrates technicality through its precise use of balanced black and white form. The logo cleverly and humbly expresses the way the capital ‘D’ is commonly written—first, the downward vertical. Second, the curving motion from the top across the right, then to the bottom. This humility expresses process, a critical approach. While we and another observer may not know the function of the company, the preciseness and criticality are clearly conveyed.
Alitalia Airlines by Walter Landor, 1967
The double-A, moving the eye diagonally up and right, from the ground into the air. Beautiful in its simplicity, future-proof and timeless. The curved top corner is reminiscent of the tail of an aeroplane.
Becoming iconic
For a logo to become iconic, it must age well, and therefore it must function well and be aesthetically timeless, not created from design trends. An iconic logo must have a visual presence and balance. Finally, an iconic logo must be both simple and unique to become memorable.
Timeless — First, the logo must function well across all kinds of brand applications to survive the test of time. It must work well at small and large scales and work across all kinds of printing techniques. Also, the logo must not be created off the back of the latest design trend.
Perceived beauty — The logo must have a high level of aesthetic beauty, and a visual presence through its balance of form.
Memorable — An iconic logo should be a rare combination of simple and unique.
Meaning — Even if the logo is an abstract logomark, it must convey meaning in order for it to inspire ownership in its stakeholders over time.
What do you think the most iconic logo in the world is? Does it have these attributes?
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