1. The Logo Design Challenge

2. 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,

3. 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,

4. 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

5. 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,

6. 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. 7 8 9 10 6 5 1 2 3 4
End

8. CHALLENGE BEGINS...

9. 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

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

11. 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
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12. 4
2 minutes

13. 5
2 minutes

14. 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

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

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

17. 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

18. 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

19. 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

20. 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

21. 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

22. 14 15 14 12 16 13 17 20 19 18 11 10 4 3 2 1 5 6 9 8 7
End

23. 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

24. 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

25. 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
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26. 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

27. 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

28. 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

29. 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

30. 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

31. 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

32. 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

33. 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

34. 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

35. 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

36. 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

37. 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

38. 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

39. 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

40. 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

41. 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

42. 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,

43. 1
French Clothing form - Newman: The reversible Newman logo is simple yet classy.

44. 2

45. 3
Digital

46. 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

47. 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

48. 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

49. 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

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

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

52. 5

53. 6

54. 7

55. 8

56. 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.

57. 10

58. 11

59. 12
The Apple logo represents the forbidden fruit from the “Tree of Knowledge” in the Biblical creation story of Adam and Eve.

60. Missing pieces – incomplete – constant evolution – completes knowledge of world - expansion13
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.

61. 14

62. 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

63. 16
Having a clever ambigram you can read the brand name in every direction; horizontally and vertically.

64. 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.

65. 18

66. 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.

67. 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.

68. 21
LSO
Fluency, harmony

69. 22
Do you see the “LSO” letters or an orchestra conductor?

70. 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.

71. 24

72. 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. 

73. 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.

74. 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".

75. 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.

76. 29

77. 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

78. 31

79. 32

80. 33
The white lines passing through give the appearance of the equal sign in the lower right corner, representing equality.

81. 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