A lot of thought goes into a logo. While needing to be clear and easy to read, a logo also has to draw in the eye and grab attention. In addition to this, a good logo is one that is memorable and easily identifiable. The four images above are examples pulled from the website Twenty Two Words, and are just a small selection of many. I highly recommend taking a minute to follow the link and check out some more examples (there are multiple pages, the 'next page' button is a little difficult to find down near the bottom).
How many had you seen before?
How many were new?
A lot of messages/images are hidden in plain sight in logos we see very frequently but probably don't put much extra thought into. For example, we've all seen FedEx trucks driving around at some point in our lives, and most of us have probably never noticed the arrow formed by the "E" and "X" (All thanks to kerning, if you haven't go check out my post explaining what that is!). The designer of the logo, however, deliberately placed the arrow there, likely to symbolize speed or travel.
This is a link to some more popular logos that includes a paragraph or so for each that goes into a little depth about why it looks the way it does. My personal favorite is the old Northwest Airlines logo. It has since been changed, but former pilot Patrick Smith had this to say about it: "... quite simply was a work of genius. It was an 'N'; it was a 'W'; it was a compass pointing toward the northwest."
Can you see all three parts of the circular logo? It wasn't obvious to me at first glance but once I saw it, it instantly became my favorite logo design so far. The logo is simple, yet has layers underneath depending on how much thought you want to put into it. Why they changed this logo, I'll never understand.
