Arek Dvornechuck
Branding Expert
The Best Logo Designers of All Time
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In this article, we'll explore the world of logo design and delve into the legacies of some of the best logo designers of all time.
These visionaries have shaped the visual landscape of branding, creating iconic symbols that have become ingrained in our collective consciousness.
Whether you're a design student, a practicing designer, or simply someone interested in the power of visual communication, understanding the work and philosophies of these master logo designers can provide valuable insights.
Let's dive into the world of these 19 iconic logo designers and their groundbreaking creations:
Paul Rand was an American art director and graphic designer, best known for his corporate logo designs.
His IBM logo, with its eight horizontal stripes, suggests speed and dynamism while also serving as a mnemonic device.
His work for IBM, UPS, ABC, and NeXT set new standards in corporate identity.
Rand believed that a good logo should be simple, memorable, and timeless.
Ivan Chermayeff was one of the founders of Chermayeff & Geismar & Haviv, a renowned New York-based branding and graphic design firm.
His Showtime logo cleverly highlights the "SHO" within the name, emphasizing the network's abbreviation.
Chermayeff's work often featured bold, simple designs that communicated complex ideas effectively.
Tom Geismar, along with Ivan Chermayeff, founded the iconic design firm CGH studio.
His designs for Xerox, Chase Manhattan Bank, and PBS have received worldwide acclaim.
The Mobil logo, with its distinctive red "o," was designed to facilitate pronunciation and make the brand instantly memorable.
Geismar's work often combines simplicity with clever visual tricks.
Sagi Haviv is a partner at Chermayeff & Geismar & Haviv who joined Chermayeff & Geismar in 2003.
His Library of Congress logo is a simple yet powerful depiction of a book taking the form of a waving flag.
Haviv's work often features clean, minimalist designs that convey complex ideas through simple forms.
Paula Scher is the first female principal at Pentagram and is known for her innovative approach to typography and branding.
Her Citibank logo, famously sketched on a napkin during a client meeting, has become a case study in contemporary brand regeneration.
Scher's work often features bold typography and vibrant colors.
PS. Check the Citibank logo sketch here.
Steff Geissbuhler was a former partner and principal at Chermayeff & Geismar Inc. for 30 years.
His Time Warner Cable logo is a pictograph combination of an eye and ear, representing the essence of communication.
Geissbuhler's work often features simple yet powerful symbols that convey complex ideas.
Milton Glaser was an American graphic designer best known for his I ❤ NY logo and the psychedelic Bob Dylan poster.
He was the first graphic designer to receive the National Medal of Arts.
Glaser's I Love NY logo, originally designed for a tourism campaign, has become one of the most recognizable and imitated logos in the world.
Want to see the rough sketch of the I love NY logo?
8. Rob Janoff - Apple
Rob Janoff is best known for creating the iconic Apple logo.
The logo's simple apple shape with a bite taken out was designed to prevent confusion with a cherry.
Janoff's design has become synonymous with innovation and technology, proving the power of a simple, memorable symbol.
Lindon Leader created the FedEx mark in 1994 while working at Landor Associates.
The logo's hidden arrow, formed by the negative space between the 'E' and 'x', connotes forward direction, speed, and precision.
This clever use of negative space has made the FedEx logo a classic example of smart design.
Tinker Hatfield is famous for designing numerous Nike athletic shoe models and the Air Jordan logo.
The Jumpman logo, based on a photograph of Michael Jordan, has become one of the most recognizable sports logos globally.
Hatfield's work demonstrates how a simple silhouette can become a powerful brand symbol.
Otto Firle was the Chief Marketing Officer of Deutsche Luft-Reederei (now Lufthansa) and designed the Lufthansa logo.
The crane symbol in the logo represents the German words "Luft" (air) and "Hansa" (crane).
Firle's design has stood the test of time, with only minor modifications since its creation.
James "Jim" Modarelli designed the NASA logo in 1959.
Known as the "meatball," the logo features a sphere representing a planet, stars representing space, a red chevron symbolizing aeronautics, and an orbiting spacecraft.
Modarelli's design encapsulates NASA's mission in a single, memorable emblem.
Henri Kay Henrion was a German graphic designer and the founding father of modern European corporate identity.
His KLM airlines logo features a crown that adds regal glamor to the company's initials.
Henrion's work often combined simplicity with a touch of elegance.
Frank Mason Robinson was an early marketer of Coca-Cola and designed its iconic script logo.
He suggested the name Coca-Cola and set it in Spencerian script font in 1887.
This logo has become one of the most recognizable in the world, demonstrating the enduring power of distinctive typography.
Alan Fletcher was described as "the most highly regarded graphic designer of his generation" by The Daily Telegraph.
His logo for the Victoria and Albert Museum (V&A) cleverly removes a leg of the 'A' and tucks it up to the ampersand, creating a unique configuration without losing legibility.
Fletcher's work often featured witty visual solutions to design problems.
Anton Stankowski was a German graphic designer who pioneered Constructive Graphic Art.
His Deutsche Bank logo, featuring a slash in a square, represents consistent growth and dynamic development.
Stankowski's work often used geometric shapes to convey complex ideas.
Carolyn Davidson designed the Nike "swoosh" logo while she was still a student.
The simple, fluid shape suggests motion and speed, perfectly encapsulating the brand's ethos.
Despite initial lukewarm reception, the logo has become one of the most recognized globally, proving that sometimes great design takes time to be appreciated.
Raymond Loewy was a French-born American industrial designer who designed the Shell logo.
The scallop shell emblem was introduced to give a visual representation of the corporate and brand name.
Loewy's work often featured streamlined, futuristic designs that became iconic of mid-20th century aesthetics.
Check out the initial shell logo sketch.
Salvador Dalí, the prominent Spanish surrealist artist, designed the Chupa Chups logo.
He incorporated the name into a brightly colored daisy shape and suggested placing the logo on top of the lollipop.
This unexpected design project by a fine artist demonstrates how great design can come from diverse creative backgrounds.
These designers' work continues to inspire and influence the field of logo design.
Their ability to distill complex ideas into simple, memorable forms demonstrates the power of effective visual communication.
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I'm a branding expert and graphic designer based in NY. I specialize in the development of brands: brand strategy, identity & web design. Need help with your project?—Get in touch
