The best logos of all time have a way of leaving their mark.
A good logo goes deeper than what it looks like and becomes a gateway into everything a company stands for.
Some brands have logos you can picture instantly just by hearing their name. These brands have crafted a visual identity so strong that it’s recognised around the world.
But what makes a brand’s logo iconic? What is it that makes it stick?
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If you’re in the process of creating your brand logo yourself or you’re interested in the story of famous logos around the world, you’re in the right place.
Today, we’re exploring the best logos of all time and the reasons why they’re so iconic.
Let’s dive in.
The Benefits of Effective Logo Design
A well-designed logo is what all brands aim for.
But why are they so important?
Having a logo that’s thought out and looks good is every designer’s goal. At Canny, we know how vital a logo is.
And we know the right tricks to use to make sure it’s as effective as possible.
Our 7 Easy Steps to a More Effective Logo Design goes through how to elevate your logo and get the best results possible.
Before we unpack some of the best logos of all time, here are some benefits of a strong logo:
Instant Brand Recognition
A strong logo can become memorable quickly. There are specific logos that we all know so well and when we see them we subconsciously think of the brand.
Recognition brings about trust, and this is crucial for a brand. If customers begin to recognise your logo, you become accessible and make a mark in their memory.
Effective and creative logos are memorable and act as identifiers. With some logos, you’ll know them instantly without even seeing their name.
The golden McDonald’s arches.
The green Starbucks logo.
You don’t even need to see the brand name in writing or in context. You know them immediately because of how recognisable they are.
Establishing Trust and Credibility
A logo people can remember represents a brand people can trust.
If a logo is well-crafted and thought-out, people will automatically assume the brand itself is stable and legit. A lot of high-end brands like Rolex opt for a minimalistic design that conveys trust and reliability.
As soon as you see the logo, you know you’re in good hands.
A credible logo is also a strangely comforting sight. If you’re in an airport abroad and you see the golden arches of McDonalds you will automatically feel a sense of connection towards it.
You know it’s an established brand you can trust, and you know what they have to offer. A trustworthy logo has 3 things: simplicity, professionalism, and appropriateness.
If your logo looks intentional, people will automatically trust you more.
Differentiation in the Market
No matter what kind of business you have, you will have competitors. A strong logo can significantly set you apart from them and help you stand out. A meaningful logo will help customers recognise and remember you.
And this is vital in crowded markets.
Visual differentiation and a strong presence will make your brand identifiable, and this will build trust as people gravitate towards you.
Some logo templates are very overused.
You’ll see one and think of another that looks almost the same. This isn’t ideal because you won’t stand out. You’ll just fade into the crowd of similar logos.
The key is to be unique, be original.
Originality and appropriateness will help customers remember and distinguish you.
Emotional Connection
We can’t underestimate the power of emotions when it comes to logo design. Through colour and symbols, a logo can evoke certain feelings.
Every brand will have emotional intent and colour, typography, and tone can help to strengthen it. You shouldn’t have to spell out what your brand stands for. It should be obvious.
For example, red is associated with passion and excitement.
Because of this, you wouldn’t expect to see a red colour palette for a care home. Instead, you’d expect neutral colours like blues, greens, and creams. These colours conjure up feelings of calm and peacefulness; exactly what you want from this kind of company.
Building an emotional connection helps to build loyalty and reinforces a long-lasting impression.
Versatility Across Platforms
A strong logo will look just as good on a website as it does on a billboard.
Versatility and consistency need to work hand-in-hand. The logo design needs to be simple enough that you can easily duplicate it across multiple platforms.
Whether that’s horizontally, vertically, on socials, or written down, every version needs to look as high-quality as the last.
To build trust effectively, customers need to be able to see the exact logo in various situations.
Reinforces Brand Identity and Values
A logo is the face of a company, and if it’s created properly, you can use it to reinforce your brand identities and values.
The design process allows you to highlight your values and unique selling point, and you can use your logo to put forward what makes you stand out.
Logos visually communicate your brand’s mission, vision, and essence, and it sets a strong first impression.
Long-Term Cost Efficiency
Frequent rebranding or logo updates can be expensive and time-consuming. If you can avoid this and create a timeless logo, you’ll save money and avoid the expenses that come with a rebrand.
A few tweaks to the original logo may be necessary, but this is doable.
You’ll maintain brand consistency, helping to strengthen loyalty and trust with customers.
Logos that seem trendy now won’t always be. You’ll save a lot of money in the long run if you opt for a logo design that can be refined and tweaked, rather than drastically changed, to keep up with the moving times.
What Makes a Logo Timeless?
75% of consumers recognise a brand by its logo.
And it’s only the memorable ones that stick.
A timeless logo is one that stands strong against fleeting trends and keeps its strength over time. Timeless logos are remembered over the years, thought of fondly, and trusted by many.
If you’re aiming to create a logo that stands the test of time, here are some factors to consider:
Simplicity
A simple logo can work wonders. Complicated logos get lost over time and lose their appeal as trends change.
Think of the Nike Swoosh.
There aren’t loads of colours to take in. It isn’t crowded with shapes. It’s a simple design that can be used in various formats.
Yes, you can tweak it slightly. But its core principles remain the same.
The wrong choice of font can make a logo look outdated over time. What might look modern now, might not necessarily be in years to come. When this happens, a costly rebranding project will likely be necessary.
Simple logos have the best appeal. They look cleaner and are instantly recognisable.
If you can remember a logo then it’s probably made a strong impression, and it’s probably not an intricate design. Timeless logos are remembered for years and can be easily recalled as time goes on. The best logos of all time are in this category for a reason.
Memorability
Let’s be honest, if no one remembers your logo, it’s not doing its job.
Memorability is what gives a logo staying power. It’s the reason some logos are burned into our brains after just a glance, while others fade into the background.
A memorable logo is usually one that’s easy to describe. Think: “the bitten apple,” “the golden arches,” or “the swoosh.” These aren’t just logos, they’re visual shorthand for entire brands.
But how do you make a logo memorable?
Start by focusing on distinctiveness. Your logo should stand out, but not because it’s wild or overly complex. It should have a unique twist. Something subtle but clever that catches the eye and sticks in the mind.
Scalability
Logos on a billboard shouldn’t be blurry. Logos on a website shouldn’t be blurry.
A timeless logo needs to maintain its quality, no matter what format it’s in or where it’s used.
A low-quality logo is the equivalent of a red flag in the dating world. Not even worth entertaining.
Scalability is vital for a logo and strengthens its timeless appeal.
Versatility
Versatility is crucial for a strong logo. From social media to print format, the logo needs to look good across all touchpoints.
There’s no point spending time crafting an intricate logo that looks amazing in print, but underwhelming online. Maintaining brand consistency with a versatile logo will help to secure loyalty and brand trust.
Emotional Impact
As humans we all love something we can get attached to.
And if we can form an emotional connection with a logo, we will.
Take the logos of our favourite football teams. If any kind of logos are great at forming an emotional connection in particular, it’s ones connected to sports. Just think of the uproar the changing of the Newcastle United logo has caused.
Colours, shapes, and symbols have the power to evoke certain emotions and feelings. If we can connect with a logo for these reasons, we have more reason to recognise, and trust the brand connected with it.
Timeless logos make a statement and, more, importantly, leave a lasting impression.
The Best Logos of All Time
So what are some of the best logos of all time? There are plenty, but we’ve managed to narrow it down.
Here are some examples:
Nike: A $35 Sketch That Became a Global Icon
Name a more iconic logo than Nike’s. I’ll wait…
It’s no secret that the Nike Swoosh is one of the most recognised logos of all time.
Carolyn Davidson was a graphic design student at the University of Portland. She created the logo in 1971 and for her simplistic design that conveyed movement effectively, she got paid $35.
The fluid shape represents motion and works perfectly for a sports brand. The name Nike comes from the Greek goddess of victory, Nike.
The logo perfectly resembles the curve of her wing and emulates her glory and power.
One of the great things about the Nike logo is its versatility.
The Swoosh is so simplistic that it’s able to keep its grandeur across all brand touchpoints. From sports jumpers to trainers and footballs, the Nike Swoosh works everywhere. And you know exactly what brand an item is as soon as you see it.
The Swoosh has maintained its legacy throughout many brand evolutions. Since 1971 it’s appeared in the logo, standing strong throughout the changes.
And if that doesn’t make it a timeless logo, I don’t know what does.
FedEx: The Genius of Negative Space
Not many logos can pull off the balance of a hidden meaning and simplicity like FedEx can. Lindon Leader designed the logo we know and love today in 1994.
Most brands would’ve needed a rebrand or, at the very least, a logo refresh since then. But he’s designed the logo so well that this isn’t necessary. It’s just simplistic and powerful enough for modern use without the need for a drastic change.
The logo conveys the core values of the brand, which are:
Speed, efficiency, service, and precision.
Each of these values is a fundamental part of FedEx’s brand identity.
The logo’s use of negative space is an uncommon choice, but with a closer look, you can see an arrow between the “E” and the “x”. This highlights speed and efficiency, and is an effective but subtle touch that highlights the skills of the designer.
The purple and orange colour palette conveys a sense of reliability and trust, as well as creating a striking contrast.
FedEx’s logo is known all over the world. Because of its simplicity and ability to convey the brand’s values, it’s timeless, and undoubtedly one of the best logos of all time.
McDonald’s: The Golden Arches of Global Recognition
The McDonald’s logo is one of the most well-known in the world. The iconic golden arches are inspired by an architectural idea that two LA architects thought of as a way of attracting motorists driving past.
The idea was that their kids would see these arches and beg their parents to take them. Or sleepy motorists craving a coffee would pull in for a well-deserved break.
Fair enough; we can’t deny how nice chips and a burger taste in the car.
And the power of a coffee from a drive-thru.
The golden arches not only attract attention, but they also look like fries. The bright yellow evokes a sense of fun, energy, and happiness. Using red in the logo brings about a feeling of excitement, hinting to the target audience of hyper kids craving a Happy Meal.
But above all of that, yellow and red are colours that make you hungry.
Yes, that is an actual thing.
Studies found that red actually quickens your heart rate and increases your bloodflow, triggering your metabolism as it reaches your digestive system, making you feel hungry. Yellow makes you feel happy, which can increase your appetite too.
What we can say about the logo is the power of the “M”.
Without even seeing the word McDonald’s, you can recognise it by the letter, whether you’re waiting at a bus stop or halfway across the world.
Coca-Cola: The Power of Typography and Colour
The Coca-Cola logo is one of the oldest there is. What makes it one of the best logos of all time is its timeless appeal. In 1886 a simple logo was created for the drink.
Pepsi vs Coca-Cola is a common debate. You ask for a coke at a restaurant and you’re met with an apologetic “We only have Pepsi, is that OK?” Of course it is, but the rivalry is an interesting one to unpack.
Unlike Pepsi, Coca-Cola has stayed loyal to their initial ideas. Coca-Cola has got consistency on its side.
Spelling out the word “Coca Cola” with Serif font, it didn’t beat around the bush. In 1887, the logo was created that spelled out the name using Spencerian script; a font that has stood the test of time. We all know this brand typography when we see it.
The logo design has experienced its fair share of changes over the years. But it’s remained relatively similar through each new idea. This is a good step for brand consistency. It was during this year that the logo returned back to basics.
The simple but effective element has gone a long way.
One thing that Coca-Cola has nailed down is recognition. You can’t think of any other logo with red in it that is as associated with its brand. Coca-Cola is red.
There is no denying that. The red and white are powerful and an integral part of the brand’s identity.
Because of the colour palette, we’re used to seeing Coca-Cola and Santa around Christmas. Both linked to white and red, this partnership is nothing short of iconic.
I ❤️NY: More Than a Logo: A Cultural Phenomenon
The I Heart New York logo was a tourist campaign that has stuck around. It’s such a memorable logo, that it’s hard to imagine a time when it wasn’t so linked to the city.
What’s even harder to imagine is someone sitting down to design it.
In the mid 70’s, New York State wanted to increase the number of tourists and boost the spirits of the locals.
Wells Rich Greene, an advertising agency, reached out to designer Milton Glaser to come up with a visual that matched their “I Love New York” city branding campaign.
Glaser had already made a name for himself, designing Bob Dylan’s Greatest Hits album from 1966. So the agency knew he was a solid choice.
What caught everyone’s eye at the time was the heart replacing the word love. It was a genius move and the epitome of “simple but effective”.
After the tragedy of the events of 9/11, the logo was updated to “I (Heart) New York More than Ever”.
This emphasises the power of the logo and the strong emotional connection it had with the residents and the rest of the world.
The I (heart) New York design became a universal way of representing love for places and people, with the symbol of the heart holding great power.
Countless imitations have followed all over the world, with people and places using it as a way of showing affection.
But when we see it, we always think of New York.
London Underground: The Original Transit Logo
The London Underground roundel is one of the most iconic logos in the world, designed by Edward Johnston in 1919.
As soon as you see it, you know a tube station is nearby.
Its bold simplicity of a red circle with a blue bar quickly became synonymous with London’s transport system.
Initially developed to standardise signage, the roundel’s impact extends beyond just functional design.
As far as wayfinding signage goes, this is not a piece of boring black writing on a white screen. Instead, it’s a navigation system that’s so good, it’s an icon of the city.
If we know one thing, the logo is popular with tourists. You can automatically assume that people will be posing in front of it or taking a photo of it as they explore the city. It goes hand-in-hand with London.
It has grown to represent not only the Underground but the city itself.
Over the years, while the logo has undergone subtle refinements, its core elements have remained unchanged, making it a symbol of consistency and reliability.
This design has inspired numerous imitators around the world, showing how a well-thought-out logo can shape a city’s identity.
If you go to any cool TikTok “underground” bars, you will most certainly see this logo there.
Red Cross: A Universal Symbol of Aid
The Red Cross emblem is one of the most universally recognised symbols in the world.
What makes it iconic is how timeless and simple its design is: a red cross on a white background.
It’s not flashy, but it doesn’t need to be.
Since being introduced in 1864, this emblem has remained steadfast in its mission to provide protection and aid in times of crisis. It signifies neutrality, making it a trusted marker of safety in some of the world’s most dangerous situations.
Whether on the battlefield or during natural disasters, the emblem stands as a sign that help is here.
One of the reasons the Red Cross logo is so successful is that it’s immediately identifiable. It doesn’t matter what language you speak, your culture, or where you live.
Its consistent, no-nonsense design has built trust over the years, all while keeping its integrity intact.
In an age where brands are constantly updating their looks, the Red Cross logo has remained unchanged. This proves that some things don’t need to evolve to stay relevant.
Apple: From Newton to Minimalism
The Apple logo is a masterclass in minimalist design. From the packaging to the Apple stores, it’s all sleek and transports you to a high-quality world of tech. Bingo.
The current logo has evolved from a detailed illustration to the iconic symbol we know today.
The first logo was created in 1976 by co-founder Ronald Wayne and was an image of Isaac Newton under an apple tree.
Newton discovered gravity when an apple fell on his head, a discovery that essentially changed the way we think. Apple cleverly took inspiration from this, using it in the logo to symbolise discovery and innovation.
However, the design was complex and didn’t reflect the modern and accessible tech company Apple wanted to become. The idea was there, but it wouldn’t have worked as the brand evolved.
Rob Janoff redesigned the logo in 1977. He designed the simple, bitten apple we know today.
This clean, straightforward design matched Apple’s new focus on creating user-friendly technology.
The logo was originally rendered in rainbow colours to highlight the Apple II’s colour display, symbolising the company’s creative and inclusive approach to computing.
By the late 90s, after Steve Jobs returned to Apple, the logo evolved again. The rainbow colours were replaced with a sleek, monochrome black design to match the company’s new premium image.
This aligned with the launch of the iMac.
Over time, the logo became increasingly minimalist, with translucent and metallic variations reflecting the changing aesthetics of Apple’s products.
Shell: An Evolution in Branding
The Shell logo is a great example of how a brand’s visual identity evolves over time to maintain relevance and strength.
Initially, the logo was a detailed and realistic seashell, symbolising the company’s early days in the oil trade.
But, as time passed and Shell expanded globally, the design needed to be more versatile and recognisable.
In 1971, French designer Raymond Loewy revolutionised the logo with a simplified, stylised shell in striking red and yellow. These vibrant colours weren’t just for visual appeal, they reflected the brand’s dynamic energy and innovation.
The new design allowed the logo to remain instantly recognisable, even without the company name.
Today, when you’re driving and spot the logo, you instantly know it’s a reliable place to fill up your car, making it a go-to for drivers everywhere.
Shell’s logo is synonymous with reliability and cutting-edge energy solutions. Its clean, modern design speaks to the company’s commitment to progress, while the bold red and yellow colours continue to make it one of the most recognisable corporate logos worldwide.
The logo’s evolution highlights how effective it can be to simplify complex logo ideas and turn them into an iconic symbol.
Amazon: The A to Z Smile
Amazon’s logo is a simple but powerful representation of the company’s mission.
Turner Duckworth designed it in 2000, and the logo features a curved arrow that stretches from the letter “A” to “Z,” which resembles a smile. This clever design reflects Amazon’s vast range of products and services.
We all rely on Amazon for… well, everything. Need some sunglasses? Amazon. Need a colander for the kitchen? Amazon. Need a fancy dress costume for tomorrow? Amazon.
The “A” to “Z” in the logo reflects this range and the idea that customers can find everything they need. The smile element reinforces the idea of customer satisfaction and adds a friendly, approachable touch to the brand.
What makes the Amazon logo iconic is its ability to work across a variety of platforms, from website headers to shipping boxes. Its minimalist design means that it remains instantly recognisable, no matter the size or platform you use it on.
This simple, effective visual identity has helped Amazon become a household name, with the smile becoming synonymous with convenience and a seamless shopping experience.
How to Design a Timeless Logo
Are you thinking of designing a logo that keeps its appeal for years to come? It’s a big task, but breaking it down will help you draw on specific points and get you the results you want.
Some aspects to consider are:
Design Principles:
Keep simplicity in mind when designing a logo. It needs to be clear and without any unnecessary details. This is important because it means the logo will look good across a range of platforms, which will help with brand consistency and trust.
Think about how your logo will be viewed in both large and small formats. Ask yourself, “Does it hold up when scaled down?”
Colour Choice
Colours can evoke emotions and perceptions.
Take Coca-Cola’s red – it triggers energy and excitement.
Consider the sleek and sophisticated black, white, and grey of Apple.
Explore colour psychology and choose colours that align with your brand’s values. Executing this effectively will enhance your logo’s connection with your audience.
Typography
Font is important and should reflect your brand’s personality. Script fonts are elegant and a modern sans-serif typeface can represent innovation.
The key aspect of a font is that it’s easy to read. Think of accessibility at all times.
Select fonts that are easy to read and match the tone of your business.
Symbolism
Incorporating hidden meanings or symbols is a good way to add depth to your brand.
This will strengthen your brand story, too. FedEx, for example, uses the arrow between the ‘E’ and ‘X’ to represent speed and precision.
Amazon’s smile-shaped arrow from A to Z communicates their wide product range and commitment to customer satisfaction.
Think about how you can embed meaningful symbols that resonate with your brand’s mission.
Best Logos of All Time: FAQs
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What is the greatest logo of all time?
There’s no definitive answer, but Nike, Apple, Coca-Cola and McDonald’s are often considered some of the greatest thanks to their simplicity and recognisability.
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What makes a logo iconic?
An iconic logo is simple, memorable, distinctive and versatile, making it easy to recognise across different platforms.
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How do you design a memorable logo?
Start with a simple concept that reflects the brand’s personality, values and audience. From there, consider elements such as colour, typography and symbolism, while making sure the final design is distinctive, scalable and versatile enough to work across different touchpoints.
Best Logos of All Time: How Iconic Brands Made Their Mark
The best logos do more than just represent a brand; they connect with people and reflect what the company stands for.
Icons like the Shell, Amazon, and Coca-Cola logos didn’t get to where they are by accident. They were thoughtfully created to resonate with their audiences and leave a lasting impression.
A logo is one of the most important pieces of a brand’s identity. It’s the first thing people see. It plays a huge role in building recognition and loyalty.
The logos we see every day aren’t just there to look good. They’re an essential part of how we connect with the brands we trust.
Great logos are more than just visuals; they represent the values and stories of the brands they belong to.
