Top 5: Innovative Brand Logo Designs

September 11, 2009Sparxoo

By Tara Lane, Staff Writer

A brand’s logo is possibly the most defining aspect of the brand itself. We have come to equate a single logo with an entire brand’s mission and purpose. Graphic designers call making logos “visual identity” projects, because they are essentially creating the identity of the brand and the people behind it. There are some obvious examples that are always circulating—Nike’s “Swoosh” can also represent a check mark for “Just Do It”—there are many others that deserve recognition. Another example is Google, known for their clever logo illustrations on holidays and important events in history. In this week’s top five, we’re exploring some of our favorite innovative and creative logos.

1. Big 10 Conference

The Big 10 conference has some of the most recognizablebig10.jpg team names in college sports. It is no wonder that their logo is recognizable as well. At first, it may seem like your typical block lettering. Upon closer look, you can see the number 11 in between the “T,” to represent that there are actually 11 teams in the conference, despite its name. This technique uses the negative space to provide a bigger meaning.

2. Pepsi

Pepsi’s recent rebranding efforts have brought about pepsi.jpgmixed feelings from the public. With a 27 page in-depth report about the thought process behind the new logo, it still isn’t getting much praise. Still, there is one aspect that shouldn’t be overlooked—the sphere. If you study it closely among all the different Pepsi beverages, the sphere is actually different on each one. The reason? They’re supposed to be subtle hints at emoticons. Smiling and laughing, the spheres represent emotions, perhaps emotions that are meant to be evoked while drinking a Pepsi product? We’re not sure, but they still deserve some credit for such an innovative idea.

3. Heart Beats

This logo for a small music store packs three messages into one, while still heartbeat.jpgremaining simple and easy of the eyes. The heart in the middle is formed by two music notes, which are also made to look like headphones. It conveys the company’s love of music in a very user-friendly way, something that many companies strive for but can’t quite match sometimes. The colors also go well together, with the eye-catching headphone graphic pulling you in at first glance.

4. Madrid Olympics 2016

The Madrid Olympic committee opened up a contest for logo design in 2007 madrid.jpgand had the public vote on the final designs. The winning logo incorporates the colors of the well-known Olympic rings, but in an interesting twist. The hand, bursting with color, waves “Hello” or “Welcome” to Olympic visitors. It even has a name—“Corle.” The white cut-away on the bottom is actually an “M,” another small sign of personality from the people of Madrid. This logo definitely makes and impact and stands out from the rest of the contenders.

5. Picasa

Much like the “Young Lady/Old Woman” illusion picture, a quick picasa_v1.jpgglance at Google’s Picasa logo may not spark much interest, but a closer look can show just how many unique layers it has. In the middle, a small white house is outlined by the colored wedges. Put that together with the word “casa” from the name, and it all starts to come together. You may also pick up on the picture of a camera shutter illustrated by the logo as well, also conveying the fact that Picasa is a place for photos. This logo is full of dimension, but it is so unique and subtle that it often goes unappreciated.

Whether it’s a new, innovative logo or one that has stood the test of time, there is no doubt that having the right logo is an important part of business. An innovative logo will set you apart from the competition, while conveying personality and an overall sense of the brand you have already developed.


An innovative logo can create a strong brand awareness, particularly when used on promotional products properly and with consistency.