Corporate Eye

Which Logos are the Best Logos of All Time?

Creative Review magazine is asking its readers in over 80 countries to help them put together a list of the greatest logos of all time, which will be provided to a group of designers, experts, and academics who will narrow the list down to the 20 greatest logos ever.  Those logos will be revealed in the April 2011 issue of Creative Review.  You can add your votes for the best logo ever by leaving a comment on Creative Review or on Brand New.

The quest to identify the best logos of all time launched publicly this week, and already hundreds of people have added comments offering their opinions.  Some of the top contenders from the population at large appear to be Nike, Apple, Coca-Cola, McDonald’s FedEx, Playboy and The Rolling Stones.

Of course, identifying the best logo is somewhat subjective, and well-known logos from big brands typically take the top spots in these types of ratings.  However, it’s still a fun initiative.  I’d love to see the top 20 list broken down into three separate lists though — top 20 logos overall, top 20 big name logos, and top 20 lesser-known logos.  I think it’s more fun to find the diamonds in the rough — those logos the wider population might never see and the designs that don’t get the widespread recognition they deserve.

The logos that are getting an early buzz have a couple of elements in common, which I think are marks of the best, iconic logos — those that can stand the test of time.  They are simple, and they use limited color palettes — one or two colors and that’s it.

Which logos do you think are the best ever and what do you think are the key elements of iconic logos?  Leave a comment and share your thoughts, and don’t forget to add your votes on Creative Review.

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Susan Gunelius is the author of 10 marketing, social media, branding, copywriting, and technology books, and she is President & CEO of KeySplash Creative, Inc., a marketing communications company. She also owns Women on Business, an award-wining blog for business women. She is a featured columnist for and, and her marketing-related articles have appeared on websites such as,,, and more. She has over 20 years of experience in the marketing field having spent the first decade of her career directing marketing programs for some of the largest companies in the world, including divisions of AT&T and HSBC. Today, her clients include large and small companies around the world and household brands like Citigroup, Cox Communications, Intuit, and more. Susan is frequently interviewed about marketing and branding by television, radio, print, and online media organizations, and she speaks about these topics at events around the world. You can connect with her on Twitter, Facebook, LinkedIn, or Google+.

What about the Facebook Logo? That’s become pretty universal hasn’t it? That has my vote.

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