My opinion on corporate logo design and brand identity work.
The 2026 Olympics logo. Italy’s gift to the world.
Milano Cortina 2026 Winter Olympics logo Exactly one month ago today (6 March 2021) the winning design, logo, typeface and website for both the Winter Olympics and Winter Paralympics Games in Cortina, Italy, was announced. It was a landslide victory. The website, www.milanocortina2026.org, uses Futura…
Has Inter Milan taken ‘less is more’ too far?
Has Inter Milan taken ‘less is more’ too far? ‘Less is indeed more’. But can ‘less’ be too less. Logos in particular, especially those that have become increasingly more recognisable over time are the perfect example of less becoming lesser. Some brands may have taken…
Apple Logo
Taking a Bite Out of Apple The Evolution of One of The World’s Most Recognised Logos The Birth of a Cultural Icon They’re everywhere – on car mirrors, book bags, notebooks, and of course, on computers, iPads, and iPhones – a simple logo created over…
Burger King’s deliciously retro new logo.
BK looks flatter, bolder and older than ever before. Yum. Burger King’s gone flat out with its new logo. The irony being that the new brandmark wouldn’t have looked out of place when the multi-national fast food chain first opened its doors way back in…
Wigan Warriors ‘new normal’. New, but not so normal.
Wigan Warriors ‘new normal’. New, but not so normal. Ancient and loyal. At least they can’t take that away from us. Sitting comfortably in first place, yet again, at the top of the Rugby Super League table are the mighty Wigan Warriors. That’s no real…
Patagonia – A Defiant Brand From Day One
Mother Nature Inspired That mountainous skyline squiggle that constitutes the Patagonia emblem pairs perfectly with the brand’s signature typeface. It was thoughtfully selected not only to reduce well on shorts, jackets, and backpacks, which it certainly does, but also as an ever-present nod to the…
The Rolls rebrand. A match made at Pentagram.
Rolls Royce. Goes up another gear. The Rolls rebrand. A match made at Pentagram. Rolls Royce. A gleaming example of the very best of British. Established in 1904 they’re synonymous with success. The epitome of having reached the top. Sure, they’re not everyone’s cup of…
Friday’s have just got that friday feeling back
Friday’s have just got that friday feeling back Like it or loathe it, TGI Friday’s – one of the world’s longest running restaurant chains – has been given an overdue new look and identity. It’s not exactly my choice of American-style dining, it’s all a…
Chicago Bulls Logo
No Bull About It! The True Story Behind The Chicago Bulls Legendary NBA Logo An Iconic Bull For The Ages As sports fans joyously relive Michael Jordan’s basketball legacy over the 10 hours of Netflix’s “The Last Dance” documentary, they’re re-immersed in the world of…
Cadbury’s and Bulletproof. That’s a wrap.
Everything changes but, purple. Deep Purple (Pantone 2685C to be precise). And no, I’m not talking about Hertford’s unrivalled, 70s Rock Legends. I am of course referring to the colour that put chocolate on the map. No other chocolatier in the world can lay claim…
Rolling Stones Logo
Rolling Stones Logo (Updated 2021) What does the iconic Rolling Stones big mouth, lips and tongue logo have in common with band frontman Mick Jagger? I’ll let you think about it for a moment. It was back in April 1970 when Royal College of Art…
If in doubt, give Helvetica a shout.
The person who’s really responsible for Helvetica as it is today is the late, legendary typographer, type designer, type consultant and type historian – Mike Parker.
Pan Am. An American Dream That Never Really Took Off
But its beginnings were relatively humble, as was the first-ever Pan Am logo – a circular, cluttered black and white image that was headed by the company’s full name, ‘Pan American Airways’
One of the world’s best loved logos. It’s magical.
Disney Logo Walt Disney, the man behind the logo. Not. Less is more when it comes to memorable brandmarks. Think Nike for instance – a simple swoosh that is instantly recognisable across the globe. But of course the Nike logo never began life like that….
The Brilliant Light of An Iconic Shell
The Sunny Rise of Light & Energy Like the climbing sun it resembles, the shell logo casts a long light down the back corridor of fossil fuel commerce during the last eleven decades. The Shell logo emerges as a primary-coloured omnipresent icon out of the…
The Meatball, The Worm & The Birth of The NASA Logo
NASA Logo One Small Step Into The Space Frontier Sometimes brands have to jump back and forth before settling on the visual aesthetic that truly reflects their identity. For the National Aeronautics and Space Administration (NASA), 1992, wasn’t too late to return to a beloved…
Bialetti Logo
By 1958, the Bialettis were looking for a trademark logo that could encapsulate their brand and unite the various Bialetti product lines under one iconic insignia. But what, or who, could this image be based around?
Gold’s Gym logo. Worth Its Weight In Gold, And Then Some
The Gold’s Gym logo, which also became synonymous with Arnold Schwarzenegger in the 1975 movie Pumping Iron, is as popular today as it was back in the seventies.