Logos come in all shapes and sizes, some good, some bad, some real crap. Few of them can be called great. Creative Review recently took on the challenge of making a Top 20 logos issue. I know, making lists and top charts is a bit tricky (some would say even childish), as you can hardly compare apples and pears — but still, it’s fun to do and a good excuse to talk about some beautiful pieces of graphic design history. Their no. 1, the Woolmark logo is without doubt one of the best ever, a true gem, with an equally interesting story. The others are also great classic logos, like the Deutsche Bank’s, the British Rail’s, Michelin’s, V&A’s and many others.
Top branding and design companies rarely have ‘interesting’ logos. While some prefer to simply make use of classic typefaces like Modern No. 20 or Centennial (see Pentagram, Interbrand, Saffron or Landor), others write their name with whatever they can find in the kitchen. After all, making a logo for a company that does just that for a living is not an easy task — and we all know how we’re usually our own worst clients.
So how can a simple scribble be probably the best designers’ logo? Read on to find out.