Federal Express Landor Associates, 1994
Mark conveys a sense of trust, dependability, speed and precision. Packages and letters with this mark on their outer packaging always get opened first. The logo viewed by itself conveys absolutely everything about the experience of the brand.
Sun Microsystems Vaughan Pratt, 1984
I love that the man who first penned this logo was not a graphic designer but a mathematician and early pioneer in the field of computer science. The way that the interleaved “U” and “N” also form an “S” no matter which way the mark is rotated is brilliant. Really a beautiful example of symmetry and order.
USA Network Peloton Design, 2005
Beautiful use of negative space. Mark reads perfectly across broadcast, electronic and printed media at any scale.
Unilever Miles Newlyn + Wolff Olins, 2005
Great use of icons that convey a sense of energy and freshness woven into the “U” eg: shirt=clean laundry, heart=health, sun=vitality, bird=freedom. Something very friendly and approachable is immediately apparent.
Apple Computer Rob Janoff, 1977
The simplicity of the mark here is key–two forms capture the personality of the corporation completely and authentically. Even without including the name “Apple Computer”, very few people in the world would have any trouble recognising what the silhouette of an apple with a “byte” taken out of it represents. Interesting when compared to the original logo. Apparently Steve Jobs had been working in a friend's apple orchard when he came up with the name. Or it was a tribute to the Beatles. Or him and Steve Wozniak just wanted to be listed ahead of Atari in the Palo Alto phone book.
