In my earlier post, I provided an overview of four of the best logos that have ever been designed, as voted on by members of the question and answer site. Quora.com. The winners were Nike, Coca Cola, Apple and FedEx. Today’s post looks at the impressive runners ups.
One of the interesting things about the FedEx logo is that it has a hidden arrow between the “E” and the “x” to symbolize speed and efficiency. Although the Amazon.Com’s arrow is out in plain site, it has a hidden meaning. The design was introduced in 2000, as Amazon sought to distance itself from its earlier slogan “the Earth’s Biggest Bookstore.” It is meant to convey that Amazon’s on-line catalog is broader than just books. They carry everything from “A” to “Z”. In addition, the arrow pleasantly suggests a smile, brought to the face of a happy customer.
Another top vote-getter also makes effective use of arrows. It’s the familiar Recycling logo. Of course the arrows are intended to imply that discarded waste is repurposed to create new products. And the green color of the recyclable logo is most appropriate to convey sustainability. But who designed this ubiquitous symbol? Actually, it was designed by 23-year old student Gary Anderson in 1970 as part of the activities associated with the first Earth Day. Chicago’s Container Corporation of America created a design contest to promote their revolutionary (at the time) recycled cardboard boxes, and Anderson was the winner. Anderson’s inspiration was 19th century designer Mobius, creator of the Mobius strip. Rather than fight trademark suits for a altruistic symbol, the CCA allowed the logo to lapse into the public domain.
Another clear, clean shape popular with Quora voters is the circle. And the Mercedes-Benz logo is quite iconic as a representation of good quality and good taste. In 1909, Gottleib Daimler created the three point star to represent his company’s prowess over land, sea and air. When it merged with Benz in 1926, it was surrounded by the Benz laurel wreath.
It’s interesting to see how the three point star encircled by a wreath evolved from the original design into the cleaner, simpler logo we know today.
Although Quora readers didn’t name the McDonald’s arches as the best logo ever, I bet that any parent of toddlers would agree that it is the most recognized symbol, especially at a distance. The arches were added as an architectural accoutrement by the first franchisee in 1953. During that era, the official logo was Chef Speedee. By the 1960s, McDonald’s dropped the Chef Speedee logo, and ceased incorporating the arches in the building architecture. Instead, the golden arches became the company logo, which was quite appropriate since they remind one of the letter “M” for McDonald’s.
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