If, in the business of communications, "image is king," the essence of this image, the logo, is a jewel in its crown. "Logos, Flags and Escutcheons" By Paul Rand

The company's first logo appeared in 1971, when the word "Nike," the Greek goddess of victory, was printed in orange over the outline of a checkmark, the sign of positivity. Used as a motif on sports shoes since the 1970s, this checkmark is now so recognizable that the company name itself has became superfluous. The solid, orange check was registered as a trademark in

McDonald's The McDonald's Golden Arches logo was introduced in It was created by Jim Schindler to resemble new arch shaped signs on the sides of the restaurants. He merged the two golden arches together to form the famous 'M' now recognized throughout the world. Schindler's work was a development of the stylized 'v' logo sketched by Fred Turner, which was conceived as a more stylish corporate symbol than the Speedee chef character that had previously been used. The McDonald's name was added to the logo in

Apple The, now well-known, American company Apple was the first computer firm not to use its name as its corporate identity. The idea of selling a computer under the name and image of a fruit was conceived by Californian Steve Jobs and his collegues (even the word "Macintosh" is the name of an apple variety). The motif of a multicolored apple with a bite taken out of it is a reference to the Bible story of Adam and Eve, in which the apple represents the fruit of the Tree of Knowledge. 1984

UPS United Parcel Service developed its first shield in the 1920s, using the bold image of an eagle carrying a package labeled "Safe, Swift, Sure." This was simplified in 1937 to a shield outline containing the company initials, with a new message to. He abbreviated the shield, added a rectangular package, and clarified the lettering. The key to good design, he explained, was "taking the essence of something that is already there and enhancing its meaning by putting it into a form everyone can identify with.”

The role of the logo is to point, to designate - in as simple a manner as possible.

The Creative Brief Define: The client The competition The context The audience The Presentation For each design, a designer must tell a unique story that is tailored to the client.