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Identity is a brand's most defining expression. At its heart it represents not only a commitment to a collective cause but also the essence of a brand's behavior and heart: who you are, what you stand for, what motivates you. The best logos give each company a unique place in the world, connecting the truths at the heart of the brand with consumer desire. In this way, identities serve as an essential point of connection between commerce and culture.
Small companies with nimble business practices are reshaping the global economy, and this fluidity is increasingly present in other areas as well. There's a new cultural macro shift--infiltrating everything from fashion to food--that celebrates individuality and freedom of expression with a sharper focus on craft, culture and personality, compelling building blocks when it comes to designing the brands of the future.
The logos on the following pages celebrate their brands through creative, craft-driven design, illustrating that at the root of each business lies soul and a commitment to connection with consumers.
The imprint's nostalgic name combined with the image of iconic
architecture--a simple, clever skyscraper made of books--is a
powerful metaphor for the staying power of traditional
Eric Baker Design
The new logo for Australia's Optus speaks to the personal nature
of the telecoms business, using a fun and accessible typeface to
frame the brand and its commitment to customer service. A
secondary brand language, "yes," reiterates that positivity and
emotional connection and assures customers that they are in
Nonprofits often lack the funding to invest in design, but this
logo for Speak Up Africa, a communications and advocacy
organization for children's health, has received enormous support
as a result of its clear and powerful logo. The identity--sound
waves in the shape of the African continent--translates directly
to the brand's mission.
A furniture brand inspired by the natural world and the beauty in
organic materials, Ginger & Jagger has an identity that
speaks to the journey from raw to refined, employing interlocking
geometric shapes pulled from patterns found in nature. As the
brand translates across other touchpoints these subtle shapes
shift, mirroring the inconsistency found in natural
This is Pacifica
Logos for financial institutions are often dry, safe and
indistinct. Augusta Ventures, a litigation-funding business,
shirks that stereotype with a logo that is functional,
professional and bold, helping it to stand out from the crowd
without alienating its consumer base. The two A's with the V in
the middle form a smart, well-balanced monogram that symbolizes
partnership and victory.
Canned food no longer has to be boring, thanks to this clever
identity for Russia's Sunfeel, which specializes in produce grown
in natural sunlight. The logo is instantly recognizable and comes
to life through the lens of the food items upon which it is
placed. In branding, this type of company is referred to as a
"challenger"--one attempting to shake things up--and this cheeky
logo certainly helps Sunfeel stand out in its category.
This new identity for the 40th anniversary of Montreal's Olympic
Park draws inspiration from the O of Olympics, the iconic rings
and the circular shape of the Olympic Stadium. The four colors
and circles represent the park's four main structures. The logo
is layered enough to support a robust communications and identity
system that helps to revitalize an icon of Montreal.
With its excellent use of negative space, this simple logo
connects the experiences of writing and eating into a charming
This honey brand artfully uses a beehive as a stand-in for the
letter B, while flowing z's hint at the product's smoothness and
fluidity. The mark is produced in metallic gold--emphasizing the
product's premium status--on honeycomb-shape boxes or burned into
beautiful wooden packaging in the shape of a beehive.
Backbone Creative Studio
This identity was developed for a company that creates innovative
cutting implements. The bold, clean design speaks literally to
the brand's mission and guarantees that the company's identity is
as sharp as the tools it makes.
This rebrand for Bricos has elevated the Mexican electrical
hardware store far beyond its competitors. The typeface is clean
and trustworthy, and the red and blue pattern evokes heating,
energy, plumbing and electrical systems. The pattern's movement
is also reminiscent of travel, highlighting the company's wish to
expand and gain international clients.
Rather than incorporating the age-old maple-leaf icon, this new
identity uses the red bars of the Canadian flag as a frame for an
ever-changing range of imagery, allowing the country to literally
frame itself in a more positive, diverse light. The changeable
logo projects versatility, energy and innovation.
Bruce Mau Design
This understated logo has served this dairy farm near Kansas City
well for more than 10 years, helping to create cult status for
its quick-selling premium products. The clean identity with its
earnest cow portrait stands out against the glass bottles, which
emphasize farm freshness and sustainability. It's a great example
of the staying power of well-thought-out simplicity.
Sullivan Higdon & Sink
This brand mark for a shirt company is a smart balance between
classic and contemporary. It succinctly combines the family name
and evokes the craft at the heart of the brand's tailored
products by balancing a W and a needle with a modern sans
The identity for this U.K. company is clearly inspired by its
trade but also references its Royal Warrant, issued to
tradespeople who supply goods and services to the royal family.
The origami fabric folds that create the helmet speak to a level
of professionalism and quality. By combining this with a royal
purple background, White Knight visually establishes its brand as
the benchmark in professional laundry and brings challenger
thinking to a previously mundane industry.
Coley Porter Bell
It's surprising that this beautiful logo is for a commercial
business that produces, washes and rents textiles. The simple
mark gracefully expresses the cotton bud and its transformation
into woven products.
This simple, brilliant identity for a London restaurant brings
together a fork and knife and deftly reveals the distinctive
Canary Wharf building in negative space.
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