1. McDonald's
The power of simplicity in branding
"The restaurant under the golden arches." Who doesn't recognise this sign? You recognise this logo because it is known all over the world, but also because of how simple it is. Today the logo is an inseparable part of the brand's branding.
2. FedEx
This is the logo used in design textbooks and articles to describe a simple but effective logo. If you're wondering what's unusual here, take a look at the space between the "E" and the "x". "Good design is as little design as possible." — Dieter Rams
3. Pepsi
The stories hidden behind the signs
The famous drinks brand first appeared in 1898 and has since evolved from a decorative script typeface into the red, white and blue globe we see today. The ornate typeface has recently returned to the branding, but even without it the drink remains widely recognisable.
4. Chanel
Icons of luxury and technology
When someone thinks of fashion, the Chanel logo certainly comes to mind. The double letters "C" represent Coco Chanel's minimalist fashion designs, forming her initials.
5. Coca-Cola
Coca-Cola is the brand of brands. Over time the Coca-Cola brand has slowly built up its image, which has led to a situation where we associate the logo with happiness. The ornate font has been modified only slightly over the years, but it remains consistent. It is decidedly timeless.
6. Apple
The Apple logo has always been visible somewhere. Its growing popularity grew along with the popularity of Apple products. Now it is associated with elegant and clean machines. People may love or hate Apple products, but they cannot deny that they recognise the logo.
7. Nike
Why the world's iconic logos cannot be forgotten
Nike — the logo created by Carolyn Davidson when she was a graphic design student in 1971, and the story goes that she received $35 for the design. (She later received various gifts from Nike as a form of gratitude for this iconic symbol.) Beautifully simple, it shows the strength the brand is all about.
8. Mercedes
Mercedes-Benz is the epitome of luxury cars. If you think of something elegant yet comfortable, you think of these cars. The three-pointed star represents "the brand's dominance over land, air and sea".
9. Mickey Mouse
Mickey Mouse is without a doubt everyone's favourite mouse and the mascot of Disneyland. The round shapes mark Mickey Mouse as a good character, just as Disneyland is "the happiest place on earth".
10. Starbucks
Symbols that have survived the years
The mythological Siren has been present in the logo since 1971 and has undergone successive evolutions since then to become the Starbucks logo we know today. Although the most recent version of the logo no longer includes the name "Starbucks" itself, we still know perfectly well which brand it refers to.
Summary
The logos presented prove that the most effective brand marks are based on simplicity and recognisability, often with a hidden meaning — like the arrow in the FedEx logotype. An interesting fact is the story of the Nike logo, designed in 1971 by Carolyn Davidson for a symbolic sum of $35, which today is one of the most iconic in the world.
Brands such as Coca-Cola and Chanel built their identity over decades, modifying the design only minimally, which allowed them to maintain consistency. Meanwhile, the evolution of the Starbucks logo shows how deliberately one can move away from the name, leaving the symbol itself as the carrier of the brand's values.
