Think Outside Yourself Creativity Innovation Entrepreneurship A Logo is More Than Just a Pretty Picture! Do not let what you cannot do interfere with what you can do. – John Wooden Think Outside Yourself Think Outside Yourself

Federal Express The hidden arrow between the “E” and the “X” are intended to be a subliminal symbol for speed and precision. Also, look at the “E” and the second branch of that letter and it is part of the arrow.

amazon.com The arrow is also a smile that represents a customer’s expression after using amazon.com. The arrow also connects the letters “a” to “z” indicating that amazon.com sells everything from “a’ to “z”.

Baskin Robbins The pinkish part of the “B” and the “R” form the number 31 and represent the 31 flavors of ice cream the chain sells.

Big 10 Football Conference On June 4, 1990, the Big Ten Conference added Penn State University to the conference. Although the “Big Ten” name stayed the same, but if you look closely you can see the number 11 between the “G” and the “T”.

Northwest Airlines If you don’t know what you’re looking for you might say that the letter “W” is at the beginning of the logo. However, if you do know then you would say it’s the letter “N” inside a compass pointing west.

Goodwill Industries There are two smiley faces in this logo. The one may not notice is the letter is “G” in the name goodwill.

Toblerone Toblerone originated in Bern, Switzerland...a city whose name is rumored to mean, “city of bears.” Can you see the bear outlined in the Swiss Alps?

Pakuy Pakuy is a packaging solution company. Is the design a box falling apart or is it the letter “P”?

Yoga Australia The design may just look like a girl doing yoga but if you look at the white spot where she is holding her foot with her hand, you can see the shape of Australia.

Formula 1 The logo represents the number 1 as well as F1 and the symbol on the right represents speed and movement.

NBC There’s a hidden peacock looking to the right representing NBC’s motto to look forward and not back.

Sun Microsystems The logo features four interleaved copies of the word sun and can be read from any direction.

Tostitos The 2nd and 3rd "t's" are two people sharing a tortilla over a bowl of salsa.

Le Tour de France Probably the world's most famous bike race. The "R" in "Tour" is a cyclist – white circle front wheel of bicycle.

Hershey Kisses There is a sideways chocolate kiss between "K" and "I“.

Pittsburgh Zoo Do you see the gorilla and lioness?

Milwaukee Brewers This used to be the emblem for the Milwaukee Brewers. Baseball glove forms an "M" and a "B". The logo was designed by a college art student.

Flipboard Rectangular panels of varying opacities mimic the ‘page-turning’ motion employed by this digital service, which allows users to create a grid-based magazine of online content.

Buffer Simple, layered shapes, set at an angle, for the logo for this social media app, which organizes the way people share articles, pictures and video online. The logo likens the app to a paper organizer.

Evernote The logo for this app that helps people remember things features, appropriately enough, an elephant; the trunk is tucked squarely under its mouth, as though it is nourishing itself with information. The tip of the ear folds down as an earmark to reference the app’s functionality.

Pinterest The head of the P and its sharpened point mimic a pushpin, replicating the function of this website. The connection between the S and T serves as counterbalance and reflects the site’s sense of community.

World Wildlife Fund The first version of this logo appeared in 1961 with an outline on the panda. As the logo evolved, the line was eliminated; now the panda’s white patches are represented through negative space.

The Barnes Foundation Letters on rectangles simulate paintings on gallery walls in this logo for the art institution. The shift in size creates perspective, giving the illusion that the A and E are farther away within the architecture of the building.

Longwood Gardens A cursive L rotates around the center axis to form a flower in this logo for a horticultural center – a simple design that’s effective because of the choice of an ornate, graceful font.

Library Lovers Art Auction The logo has a fresh color palette and cleverly uses books to depict a paintbrush or, alternatively, an auction paddle.

Tribeca Film Festival The three I’s form a continuous vertical bar that brings stability to the logo and is a reference to either a strip or film, a ray of light emerging from a projector or the flat surface of a screen.

SoundCloud The vertical lines resemble the bars of a sound wave in this logo for the social audio platform. The visual transformation to a solid shape suggests that the remote clouds of music is secure and, more important, offers clear audio.

Zipcar The Z is transformed into a moving car with the help of a trailing airstream that indicates speed and efficiency. The logo sits comfortably within a green circle reminiscent of a “go” traffic light; the color also signifies progress and sustainability.

Café Grumpy The coffee bean is rendered as a face, in a humorous gesture that sets this mini-chain of New York cafes apart and gives it a human quality amid its corporate competitors.

Maryland Institute – College of Art A diagonal slash adds contrast within the set of industrial letters, effectively filling the extra space that naturally occurs between the C and A. The slash also references the art school’s modern architecture and suggests that the institution’s philosophy is forward-looking.

Gotham Books The imprint’s nostalgic name combined with the image of iconic architecture --- a simple, clever skyscraper made of books --- is a powerful metaphor for the staying power of traditional publishing.

William Gray The brand mark for this shirt company succinctly combines the family name and evokes the craft at the heart of the company’s tailored products by balancing a W and a needle with a modern sans typeface.

American Airlines NEW LOGO: simpler and more streamlined

VH1 NEW LOGO: incorporates a plus sign

Brooklyn Library NEW LOGO: makes playful use of text-speak

Spotify NEW LOGO: leaner and more professional-looking

Facebook NEW LOGO: Facebook made a small but important change to its logo

Instagram NEW LOGO: more fluid and instantly familiar

Mall of America NEW LOGO: Bright interchangeable colors

Hooters NEW LOGO: The revamped design was based on consumer research

T.G.I. Fridays NEW LOGO: Simplified shape, no apostrophe

NEW LOGO: Cleaned up while retaining many familiar elements

Google NEW LOGO: The shadows of the old logo were flattened

bing NEW LOGO: The future's bright, the future's orange, the exact hue that Microsoft uses in one quarter of its own flag-like logo.

Philips NEW LOGO: Harks back to the company's earlier shield design back in 1934

Your Turn Create a logo for your project. Choose a design, typeface, and color that communicates the unique differentiation that your solution brings to the marketplace. (use PhotoShop or Illustrator, Google Sketch-up or comparable design software)