The Logo Design Challenge

The Brief Logo design Brand-driven symbolism One corporation-defining image You and your team will be invited to unlock the secrets of some of the world's most prominent company logoes, a test that will demand creativity, the sharp application of your literal and metaphoric vision, lateral thought and your general 21st-century student's appreciation of commercialism, marketing and advertising,

The Challenge Unlock the secrets of some of the world's most prominent corporate logos , a test that will demand creativity, the sharp application of your literal and metaphoric vision, lateral thought and your general 21st-century student's appreciation of commercialism, marketing and advertising,

Skills Takeaway Creativity of interpretation – an open mind will be rewarded Curiosity through observational skills: sharp application of literal and metaphoric vision Lateral thought Teamwork and listening skills Your general 21st-century student's appreciation of commercialism, marketing and advertising

FOR EXAMPLE: , a test that will demand creativity, the sharp application of your literal and metaphoric vision, lateral thought and your general 21st-century student's appreciation of commercialism, marketing and advertising,

Elefont: Simple yet effective; part of an elephant’s trunk in the negative space inside the letter e. 7 8 10 6 9 5 1 2 3 4 End

7 8 9 10 6 5 1 2 3 4 End

CHALLENGE BEGINS...

1 French Clothing form - Newman: The reversible Newman logo is simple yet classy. 15 14 13 16 18 20 19 12 17 11 4 3 2 1 5 6 10 9 8 7 End

2 15 14 12 16 13 17 20 19 18 11 10 4 3 2 1 5 6 9 8 7 End

3 41 40 42 44 45 39 43 37 33 32 34 35 46 36 38 47 56 55 57 58 60 59 54 53 49 48 50 51 52 31 30 10 9 11 12 14 13 8 7 2 1 3 4 6 5 15 16 25 24 26 27 29 28 23 22 18 17 19 20 21 End

4 2 minutes

5 2 minutes http://art-architecture.diply.com/trendyjoe/30-famous-logos-that-have-a-hidden-message/49939/3

6 21 22 20 18 17 23 19 25 29 30 28 27 16 26 24 15 5 6 4 3 1 2 7 8 13 14 12 11 9 10 End

7 15 14 12 16 13 17 20 19 18 11 10 4 3 2 1 5 6 9 8 7 End

8 15 14 12 16 13 17 20 19 18 11 10 4 3 2 1 5 6 9 8 7 End

9 At first glance all you can really notice are the two different colors, but if you look closely you can see an arrow is created between the spaces of the letter 'E' and 'X', representing the company's forward-thinking ways and outlook towards the future. 31 32 34 30 33 28 25 26 27 35 29 37 42 43 44 45 41 40 24 38 39 36 23 7 8 9 10 6 5 1 2 3 4 11 12 19 20 21 22 18 17 13 14 15 16 End

10 31 32 34 30 33 28 25 26 27 35 29 36 42 43 44 45 41 40 37 38 39 24 23 7 8 9 10 6 5 1 2 3 4 11 12 19 20 21 22 18 17 13 14 15 16 End

11 31 32 34 30 33 28 25 26 27 35 29 36 42 43 44 45 41 40 37 38 39 24 23 7 8 9 10 6 5 1 2 3 4 11 12 19 20 21 22 18 17 13 14 15 16 End

12 The Apple logo represents the forbidden fruit from the “Tree of Knowledge” in the Biblical creation story of Adam and Eve. 31 32 34 30 33 28 25 26 27 35 29 37 42 43 44 45 41 40 24 38 39 36 23 7 8 9 10 6 5 1 2 3 4 11 12 19 20 21 22 18 17 13 14 15 16 End

13 Wikipedia globe is made up of puzzle pieces, but you will notice that some are missing and the puzzle is incomplete. This is to symbolize that Wikipedia is constantly evolving as the world and its news continues to expand. 31 32 34 30 33 28 25 26 27 35 29 37 42 43 44 45 41 40 24 38 39 36 23 7 8 9 10 6 5 1 2 3 4 11 12 19 20 21 22 18 17 13 14 15 16 End

14 15 14 12 16 13 17 20 19 18 11 10 4 3 2 1 5 6 9 8 7 End

15 The Museum of London logo may look like a modern logo design but it actually represents the geographic area of london as it as grew over time 22 21 23 19 18 24 20 26 29 30 28 27 17 25 16 5 6 7 4 3 1 2 8 9 14 15 13 12 10 11 End

16 Having a clever ambigram you can read the brand name in every direction; horizontally and vertically. 22 21 23 19 18 24 20 26 29 30 28 27 17 25 16 5 6 7 4 3 1 2 8 9 14 15 13 12 10 11 End

17 Toblerone: The Toblerone logo contains the image of a bear hidden in the Matterhorn mountain, which is where Toblerone originally came from. 41 42 40 44 45 39 43 37 34 33 35 36 46 38 48 56 55 57 58 60 59 54 53 49 32 50 51 52 47 31 10 9 11 12 14 13 8 7 2 1 3 4 6 5 15 16 26 25 27 28 30 29 24 23 18 17 19 20 22 21 End

18 21 22 20 18 17 23 19 25 29 30 28 27 16 26 24 15 5 6 4 3 1 2 7 8 13 14 12 11 9 10 End

19 The old Northwest Airlines logo may look like a simple logo but if you take a closer look the symbol on the left actually represent both N and W and because it is enclosed within the circle it also represents a compass pointing northwest. 31 32 34 30 33 28 25 26 27 35 29 37 42 43 44 45 41 40 24 38 39 36 23 7 8 9 10 6 5 1 2 3 4 11 12 19 20 21 22 18 17 13 14 15 16 End

20 The NBC logo has a hidden peacock above the above text which is looking to the right, this represents the companies motto to look forward and not back, and also that they are proud of the programs they broadcast. 31 32 34 30 33 28 25 26 27 35 29 37 42 43 44 45 41 40 24 38 39 36 23 7 8 9 10 6 5 1 2 3 4 11 12 19 20 21 22 18 17 13 14 15 16 End

21 21 22 20 18 17 23 19 25 29 30 28 27 16 26 24 15 5 6 4 3 1 2 7 8 13 14 12 11 9 10 End

22 Do you see the “LSO” letters or an orchestra conductor? 31 32 34 30 33 28 25 26 27 35 29 37 42 43 44 45 41 40 24 38 39 36 23 7 8 9 10 6 5 1 2 3 4 11 12 19 20 21 22 18 17 13 14 15 16 End

23 The Guild of Food Writers (GFW) is an established organisation dedicated to excellence in food writing and culinary education. Mark closely and you can see a spoon inside the nib. 22 21 23 19 18 24 20 26 29 30 28 27 17 25 16 5 6 7 4 3 1 2 8 9 14 15 13 12 10 11 End

24 21 22 20 18 17 23 19 25 29 30 28 27 16 26 24 15 5 6 4 3 1 2 7 8 13 14 12 11 9 10 End

25 The Amazon logo is an extremely simple logo and while the arrow may just look like a smile it actually points from a to z. This represents that Amazon sell everything from a to z and the smile on the customers face when they bought a product. 22 21 23 19 18 24 20 26 29 30 28 27 17 25 16 5 6 7 4 3 1 2 8 9 14 15 13 12 10 11 End

26 The hidden logo with an elephant’s silhouette is defined by a giraffe and rhinoceros; the negative space of the animal’s hind legs are cleverly shaped by the twin spires of Cologne Cathedral. 22 21 23 19 18 24 20 26 29 30 28 27 17 25 16 5 6 7 4 3 1 2 8 9 14 15 13 12 10 11 End

27 This hidden logo exhibits one of the best and clever use of negative space. Notice how a plug and a cord is extended through the word "Electric". 22 21 23 19 18 24 20 26 29 30 28 27 17 25 16 5 6 7 4 3 1 2 8 9 14 15 13 12 10 11 End

28 As you can notice, the negative space between the four arrows makes another arrow that goes the opposite direction. It signifies the meaning of countercurrent logo. 22 21 23 19 18 24 20 26 29 30 28 27 17 25 16 5 6 7 4 3 1 2 8 9 14 15 13 12 10 11 End

29 21 22 20 18 17 23 19 25 29 30 28 27 16 26 24 15 5 6 4 3 1 2 7 8 13 14 12 11 9 10 End

30 This French international hypermarket chain translates to “intersection” in English. If you look very closely you will notice that the big “C” in the white space. The two arrows are pointing in opposite directions. 31 32 34 30 33 28 25 26 27 35 29 37 42 43 44 45 41 40 24 38 39 36 23 7 8 9 10 6 5 1 2 3 4 11 12 19 20 21 22 18 17 13 14 15 16 End

31 31 32 34 30 33 28 25 26 27 35 29 36 42 43 44 45 41 40 37 38 39 24 23 7 8 9 10 6 5 1 2 3 4 11 12 19 20 21 22 18 17 13 14 15 16 End

32 21 22 20 18 17 23 19 25 29 30 28 27 16 26 24 15 5 6 4 3 1 2 7 8 13 14 12 11 9 10 End

33 The white lines passing through give the appearance of the equal sign in the lower right corner, representing equality. 22 21 23 19 18 24 20 26 29 30 28 27 17 25 16 5 6 7 4 3 1 2 8 9 14 15 13 12 10 11 End

ANSWERS... , a test that will demand creativity, the sharp application of your literal and metaphoric vision, lateral thought and your general 21st-century student's appreciation of commercialism, marketing and advertising,

1 French Clothing form - Newman: The reversible Newman logo is simple yet classy.

2

3 Digital

4 Bird – freedom – more out of life – away from chores Plant – tea – natural growth - farming Heart – love, care, health Container – packaging – cream – personal care Nutrition, hygiene, personal care

Sparkle – clean – health - energy Ice-cream – pleasure – treat - enjoyment Particles – science – bubbles - fizz Clothes – fresh laundry – looking good Nutrition, hygiene, personal care Fish – food, sea – fresh water

Lips – beauty – looking good – great taste Recycling – committed to sustainability Transformational symbol – plants = freshness; snowflake = freezing Wave and water droplets – cleanliness - vigour Nutrition, hygiene, personal care Spices - flavours

Sun – natural resource – warmth, vitality DNA – life – bioscience – scale contrast to sun Hand – sensitivity, care, need – skin, touch Delicious smelling food – ready meals - nutrition Nutrition, hygiene, personal care

Bee – creation – pollination – diversity - cooperation Flower – fragrance, nature – with hand, moisturiser, cream Nutrition, hygiene, personal care Mixes, stirring, sauces, spreads, blending flavours, tastes

Palm tree –paradise – oil – fruits – nurtured resource Hair – beauty – looking good – near flower, cleanliness, fragrance – near hand, smoothness, softness Nutrition, hygiene, personal care

5 http://art-architecture.diply.com/trendyjoe/30-famous-logos-that-have-a-hidden-message/49939/3

6

7

8

9 At first glance all you can really notice are the two different colors, but if you look closely you can see an arrow is created between the spaces of the letter 'E' and 'X', representing the company's forward-thinking ways and outlook towards the future.

10

11

12 The Apple logo represents the forbidden fruit from the “Tree of Knowledge” in the Biblical creation story of Adam and Eve.

Missing pieces – incomplete – constant evolution – completes knowledge of world - expansion 13 Puzzle piece; question; curiosity; discovery Wikipedia globe is made up of puzzle pieces, but you will notice that some are missing and the puzzle is incomplete. This is to symbolize that Wikipedia is constantly evolving as the world and its news continues to expand.

14

15 The Museum of London logo may look like a modern logo design but it actually represents the geographic area of london as it as grew over time

16 Having a clever ambigram you can read the brand name in every direction; horizontally and vertically.

17 Bear – symbol of the city of Bern Matterhorn Mountain – symbol of Switzerland – place of production Toblerone: The Toblerone logo contains the image of a bear hidden in the Matterhorn mountain, which is where Toblerone originally came from.

18

19 The old Northwest Airlines logo may look like a simple logo but if you take a closer look the symbol on the left actually represent both N and W and because it is enclosed within the circle it also represents a compass pointing northwest.

20 The NBC logo has a hidden peacock above the above text which is looking to the right, this represents the companies motto to look forward and not back, and also that they are proud of the programs they broadcast.

21 LSO Fluency, harmony

22 Do you see the “LSO” letters or an orchestra conductor?

23 The Guild of Food Writers (GFW) is an established organisation dedicated to excellence in food writing and culinary education. Mark closely and you can see a spoon inside the nib.

24

25 The Amazon logo is an extremely simple logo and while the arrow may just look like a smile it actually points from a to z. This represents that Amazon sell everything from a to z and the smile on the customers face when they bought a product. 

26 The hidden logo with an elephant’s silhouette is defined by a giraffe and rhinoceros; the negative space of the animal’s hind legs are cleverly shaped by the twin spires of Cologne Cathedral.

27 This hidden logo exhibits one of the best and clever use of negative space. Notice how a plug and a cord is extended through the word "Electric".

28 As you can notice, the negative space between the four arrows makes another arrow that goes the opposite direction. It signifies the meaning of countercurrent logo.

29

C 30 Transl - intersection This French international hypermarket chain translates to “intersection” in English. If you look very closely you will notice that the big “C” in the white space. The two arrows are pointing in opposite directions. Transl - intersection

31

32

33 The white lines passing through give the appearance of the equal sign in the lower right corner, representing equality.

Skills Takeaway Creativity of interpretation – an open mind will be rewarded Curiosity through observational skills: sharp application of literal and metaphoric vision Lateral thought Teamwork and listening skills Your general 21st-century student's appreciation of commercialism, marketing and advertising