As designers who specialize in corporate identity, we have seen many clients who are in need of a professional logo design and feel that having everything including the kitchen sink in their design is the best value for their money. It seems quite reasonable from the point of view of the client that getting a highly detail illustration seems as though it would be worth more than a minimalist design. But quite often the end result can see be very little return on investment. From the designer’s perspective the minimalist design style is often the most impactive and best designed corporate identity around. In the business world that is full of over the top logos, designs with the most simple and effective designs often stand out the most.

Andrew Belson is an arboricultral consultant that came to us looking for a very modern and sleek design that would separate himself and his business from the competition. Tired of seeing the standard tree and landscape designs, Andrew needed something distinctive that still conveyed the field and industry he worked in. What we created was a very polished minimalist design of an over simplified tree leaf. Using very few details it was important to arrange the elements in such a way as to create the most expressive use for the icon. Simple gradients were added to create a basic form and dimension while keeping the overall design very modern and professional. The unique layout also helped to separate himself from the standard horizontal layout of his competitors.

Our client, CueRate needed a design that reflected the feeling of a modern art gallery. Using simple shapes to create some kind of abstract pop-art look, a muted color palette was utilized to create a graphic reminiscent of the kind of style seen in the modern contemporary art world. The colors in the circles were offset on purpose to help create the illusion that the logo had been printed using older lithographic printing press. This helped create a kind of retro and nostalgic look. Quite often the style associated with minimalist design utilizes a very clean sans-serif typeface. As a side note, many people don’t realize that a lot of the fonts used today that are associated with the modern and futuristic style have been around for nearly a century and remain just as effective now as they did in the 1920’s.

Many times, a minimalist logo will lend itself to very square geometric designs. By combining even the most basic geometric elements many different design can be created. For James Lambert Architects a minimalist icon based on the initials “J” & “L” was created using these basic geometric shapes. The overall design not only conveys the initials in a unique and symmetrical way, but also carries the architectural theme across in a very effective and meaningful way. By combining a soft grey color with bright accent the design also uses the color palette to helped convey the modern design style.

Using a similar style, the design for Xoom consulting also utilizes simple geometric elements in a unique and distinctive way. Using a hexagon as the foundation, a dimensional cube was created by joining the letters. In a creative twist, the initial “X” was cleverly hidden into the minimalist icon as well. Three brightly colored squares were then added behind to the icon to give the image more visual impact. The end result is well constructed design using very few, but well placed elements to create an identity that is both memorable and effective.

Often the most effective minimalist designs are so simple that they become much more distinctive because of their simplicity. For out client Device Analytics, this was accomplished by utilizing a simple circular shape with unique letter shape of the initial “D”. The overall design may be a simple concept, but to the clients market it can express all the right ideas and feelings. The clean style reflects a polished and established company that is at the forefront of their industry. Minimalist design are also used more often then not by the very largest companies in a given industry. By utilizing the same modern design appeal you are telling your market that you are just and confident and able as those at the top. It’s not so much as copying a design style as it is dressing the part as an industry leader.

For our client EVO Electric, utilizing a minimalist design was necessary to enter their chosen market. Doing their own research first, they too noticed that the more successful competitors also used a modern, minimalist design approach and that companies with cliche icons and elaborate illustrations were often viewed as small “mom and pop” companies. Rather then focus on using a simple design to go with the name, the simplicity of this design is integrated with the name. The elliptical shape that sits behind the letters in EVO uses an asymmetrical shape to help convey a sense of energy and motion while maintaining an overall minimalist appearance. The overall design successfully matches with their top competitors. By knowing ahead of time what their market visually associated with as the best, they have the ability to enter the market with the best and allow their business to further its success.

Initials tend to work very well for minimalist icons. The letters have a close relationship with the name and give the viewer something interesting to associated visually with the company. On a side note using literal images can work against the corporate identity. They can pigeonhole a company into the present, which becomes the past very quickly. They can also look cheap and come across as clip-art depending on your market. A good example of this would be cell phones. A successful cellular telephone company is more then likely not to create a logo using the image of a cell phone because the shape and style of the product changes every three months and can seem out dated after six months in business. The “initial” however, is as timeless as the company name and will always be unique and customized because of the relevance to the name.

Flemington Consulting came to us looking for a logo that would look as good in 10 years as it would today. Using the initial seemed like the right choice because as long as the company was called Flemington the icon would be effective. Rather then follow the standard square shape of the letter “F” we experimented with using circular shapes to help create a unique image. By using the quarter of a circle we were able to create the side and top of the letter another circle was utilized to create the cross bar. The icon was then laid out into a square block to give it a bit more structure and also help to convey more of a corporate style. The end design is a very crisp identity that captures all the qualities the client was seeking while at the same time being very simple and versatile.

A very similar style and theme was also utilized for our client GRASTA. The idea of creating a custom initial was also ideal for this project and the minimalist design style really helped create a very sleek and modern identity. Using the circle as the background for the “G” also acted a way to help the viewer form the initials. Separating the parts in various bright colors added a unique and distinctive feeling and mixed quite well with the polished silver text. Besides being a good representation of modern style, minimalist designs are also the most practical and versatile logos. More often than not, these designs work well as great stand alone icons. As watermarks, embossed, engraved and embroidered image they can really maximize the usage of corporate identity. The most effective brands become recognizable symbols that people associate with the company, field, and industry and minimalist design are very effective in creating that image.

For many companies the idea of a logo will mean a graphic or icon next to the name. A classic layout that works for many companies in various industries. There are times however, when the text alone is ideal for brand identity. As a designer the text based logo can be much more energy and time consuming then even the most illustrated icon. Because essentially the look and feel of the entire company has to be reflected in just the name. There are a variety of styles and representations of how a text based design works. They can include a graphic that has been substitute for a specific letter to the whole name it self taking on the form of an image.

Often, all that is needed to created a distinctive text based logo is a simple alteration to a pre existing font. From these examples it’s easy to see how the style and adjustments can create two very distinctive directions. The client “NOOR” came to us looking for an elegant text based  design that showcased a very regal and upscale look. A very thin serif font was utilized as the foundation to build the logo on. The sweeping lines that stretch upward from the base of the “O”’s were first added to reflect the unique characteristics of the “N”. Afterward simple leaves were added to give the text a floral look. The end result is a very simple design that reflects a very luxurious style.

The second design for Field Associates was taken in a completely different direction. The client need a much more modern looking design. The text needed to reflect a technologically advanced company at the leading edge of their industry. Using a bold yet curved font the letters were extended into each other to create the illusion of a fluid line. The “I” and “E” were kept separate to avoid getting confused with a “T” or “L”. It is very important when designing to makes sure the legibility of the text is still clear. Although giving your market the credit to fill in some of the blanks is a good idea, they should also be able to read you company name.

The most distinctive and unique element in this minimalist design would where the “L” and “D” are joined. The way the letters seem to loop around and down lead the eye to the bottom line of “ASSOCIATES” completing the name. Even though the overall design is very simple, the logo is successful in creating a mood or look that reflects the modern, tech-savvy style.

Creating a text based logo can also mean utilizing the shape of the name itself to create an image. This is especially true when it comes to athletic sports teams. When it came to the design of the Angels logo, the client needed an image that would convey the angelic theme but it had to also reflect the aggressive, competitiveness of a sports team. By using a strong font as the base, small angel wings were incorporated into the letter “A” and “S”. As an afterthought a simple halo graphic was placed above the text giving the design a completed look. By carefully choosing where the distinctive elements go, the emphasis on name can be increased to give the maximum amount of clarity and impact.

Under different circumstances the text for the logo can be used to create the context for the companies image. For Cyco Xtreme a very fluid look was utilized to create the visual representation of speed and energy. The use of flames act almost as an extension of the “X” which helps draw the eye back down to the text keeping the focus on the name. Using very simple gradients really give the overall design that extra bit of excitement and “pop”. To give that extra bit of dimension a smaller gradient from white to blue was added to just the tip of the “X” to convey the illusion the fire reflecting off the text. It is easy to see that from the name combined with the style and direction of the design that company is likely not an insurance company or real estate agency. This is completely due to the style of the text design.

Another way to approach the idea of text based logo is through the incorporation of graphics to either replace a letter or help showcase a specific section of the text. For our client Victory International University, a unique and representative graphic was placed dead center and replaced the letter “T”. The concept of victory in relation to the design had very spiritual and religious meaning to the client. The combination of a sword with golden wings seemed like an ideal visual image that perfectly fit the shape of the letter. When we are designing an icon to fit the letter, how close to the shape of the letter is graphic can be is really up to spelling of the word. For example is quite common for text based logos with numbers in the name to be spelled out using a combination of the number and letters. Ie. 4OUR, 8EIGHT, 7EVEN etc..

The other route that is commonly used is when a graphic is located behind or integrated in such a way as to highlight certain letters. The client, 53 Desires runs a high end photography company as well as other businesses that all carry the number 53 in the name. As such, it seemed only natural that the distinctive use of the 53 should become the focal point of the name. The romantic nature of the name was also emphasized with the use of a 3D heart graphic which was ultimately used as a backdrop for the 53. Rather then use a font that fir perfectly in the icon a flowing scripted text was chosen to create a more organic integration with the icon. The overall design is a very relaxing, yet professional design that has both a high visual impact as well as significant meaning to the client.

When creating a logo for a client that needs to express very high class theme, it most often the more minimalist designs that really capture the prestige and luxury of the company. For our client Sonja Dee, this feeling of elegance and class was created with the addition of just one extra line. The extension of the “A” is really just a single line that flows off into an elegantly scripted graphic. Because of the classic and prestigious feeling the line creates for the viewer, what was a very simple text based design suddenly feeling very rich and classy. To further enhance this emotional response the design utilizes a white on silver color scheme which adds a unique and elegant distinction of designs that sit on plain white backgrounds.

The extension of the letter can also flow into a graphic which utilizes a bit of every type of f ont based design. For the design of the Patriotic Mind logo a combination of several text based design style were utilized. The overall design is very simple and regal utilizing a very high end and professional layout. The initial “P” shapes and forms with the background graphic which helps define the logo creating a context. The initial is also extended into a very free flowing scripted letter helping to complete the thought and add balance to the graphic. The patriotic theme is very common and used in just about every industry, for this design the orginial concept of American patriots was used as the foundation for the design. The concept of using the quill and inkwell to create the “P” reflects the core of United States which is the Declaration of Independence. Using this classic historical reference along with a traditional color scheme the overall design conveys the unmistakable message that company is proudly American in a way that is both unique and highly effective.

Enclosed logos can be categorized as several different kinds of corporate identity styles. Essentially enclosed logos consist of combined designs where all the element, text and graphics come together in one complete package. Anything from labels to signage to badges and seals would fall into this style. For many companies this type of design is a fantastic showcase what the brand is all about while at the same time are able to serve a practical purpose.

When it come to restaurants, an enclosed logo design style is an ideal choice. The structured  and compacted nature save on space needed for signage, while the distinct traditional appeal of the design convey a sense of experience and establishment. For our client The Tin Duck Tavern, this kind style seemed to perfectly fit with the traditional English pub theme they needed. Utilizing very traditional elements such as simple a banner and simple filigree, a distinctive duck icon was also created to sit a top the design. The overall design is successful in being able to carry across a hand made wood-cut look while maintaining a clean and professional appearance. Separating the text into different sections helps give the design sense of dimension while at the same time emphasizing on the most important wording.

Using the same of traditional style, Antonios Italian Bakery and Deli also came to us looking for design that could capture the old world feel but style portray modern design elements. Using different simple geometric shapes a kind of layered effect was created. Enclosed in the center is the text which brings the focus on the name Antonios. The addition of the chef’s hat and grains was also created to bring a sense of context to the image. The symmetry of the graphics, along with the geometric elements really capture the spirit of the company and create a successful design.

Often utilizing the shape and style of design from various points in history can really help to make and emotional connection to a companies market. By reinventing a classic design the brand itself will become distinctive from competitors who utilize the same cliched ideas. When the Africa Trading Company came to us, they were thinking about creating a modern style design to better match what they had seen as a trend in their industry. When we showed them what could be using the theme of 19th century labels it was clear that the identity would work very well. Using a style that reflected the kind of branding one would see in history books evokes images of steamships and steamer trunks loaded with exotic goods from around the world. Because the company was importing goods from Africa this was an ideal “hook” that would grab the intended market and create interest.

For Marquee films, the quest was to capture the same kind of emotional appeal and nostalgia while at the same time coming across a modern company. The name of the company alone invokes images of old theatre signs lit up, without needing any imagery at all. Buy playing on the signage theme and enclosed logo design was a perfect fit. Using references to various theatre Marques from the 1920s - 1940s a unique design was created. By keeping the elements simple and clean the overall design also showcases that the company is modern but recognizes the classic appeal of the golden age of film.

Besides creating enclosed logos that match sign and labels another very common use for the style is with circular logos. They can be called badges or seals by generally they follow a similar  structure, a centered iconic image with the text usually wrapped around. The biggest appeal from a practical standpoint is that circular designs are usually even in terms of height and width. Unlike the more common horizontal or vertical designs, a logo that can essential fit in a square shape is much more versatile as they create more design possibilities in areas like stationary and packaging.

When we created the concept for Paediatric we tried several different places for the text after we creates the unique building block graphic. The circular layout was an instant favorite because it really shows off the bright icon in the center while maintaining a professional and completed look. By utilizing the idea of splitting the circle in half and using two colors, the focus on the name could be maximized. It also enhances the visual impact of the design and adds a unique visual interest.

Circular “badge” logos can also act a way to convey the idea of being an authority or official without infringing on any legal issues. Often government agencies and departments will utilize circular designs or crests and as such the look of a circular enclosed logo can generate that same feeling. Solomon Kennel is a client that deals exclusively with pitbull breeding and training. Breeding that specific type of dog requires a lot of experience and know how. By utilizing a design that reflects the kind of professionalism and knowledge associated with the industry a sense of authority and experience is carried across to the viewer. The image itself is quite simple, using brush stroke style lines a dramatic icon of a pitbull face was created. The wide, bold font that wraps around the image and creates the enclosed design completes the design and enhances the impression of strength and stability. The overall design works well and is effective because all the elements perfectly match the kind of image that is associated with that industry while still keeping the design unique and original.

Enclosed logos are not always about creating a shape to fit around the text. For many enclosed designs the text is almost secondary to the imagery and is utilized in a way where the  name is fitted into an iconic image creating the enclosed design. A good example of this is the design for our client Fire Services Ltd.. The traditional fire-fighters shield and banner are the immediate focal point while the inclusion of the name completes the design. Using a combination of bold reds and blacks a sense of depth was created. The effectiveness of the design come from the ability to form and instant relation in the mind of the viewer. The classic symbol instantly brings forth ideas of fire safety which grabs the attention of the viewer and draws them into the name.

Other times, the main imagery can be used to create the illusion of perspective. By carefully  adapting the text to fit that perspective a high visual impact can be created which enhance the interest of the design. When ever text is skewed and adjusted to fit into a shape the most important issue is the legibility. Often times trying to retain a 100% accuracy with regard to perspective will have to sacrificed in order to improve on the overall legibility of the logo. When creating a 3D logo reminiscent of and old neon motel sign for our client of Rockin Fares it was important the a balance between accuracy and legibility was especially important because the design was going to be reproduces at a smaller scale on the internet. The overall theme of the design reflected a 1950’s rock ‘n roll feeling and utilizing a 3D shape helped greatly to create a unique design in an other wise heavily populated style. The company itself was in the travel industry and this is reflect with distinctive arrow shape of the image. The starburst shapes that surround the logo further enhance then theme and keep with the nostalgic style of the design.

I would like to express a sincere thank you to Jeff Marsh and the design team at Logo Design Works, for the great job on our new company Logo, and business card and stationery design. Everyone who has seen the result is very impressed. It is very satisfying to work with such a professional design team, through many rounds of revisions, and to achieve such outstanding results. Great job! Excellent customer service! We will highly recommend your services to anyone looking for professional results.Brian Wilson, Captain Electric

The Beginning…

18th March 2005 2:45 PM

A tear rolled down my cheek as I glared at the computer screen intently. I had been glaring at it for the past 20 minutes. I was working on creating a stream illustration for a logo design and what ever I did I still ended up with a very fat file. I was staring at the screen in the hope that an idea would pop up that would allow me to use simple lines and yet achieve the same visual clarity.

The phone on my desk rang. “Hello, Jeff here, how can I help you today?”, I said, welcoming the distraction.

“Hi Jeff, my name is Brian Wilson and I am looking to get a logo design for our company.”, said Brian on the other end, sounding a little nervous.

“Sure, Brian.”, I said, “We have plenty of experience in creating logo designs and I am sure we can help you create yours.”

“Ok. my company name is “Captain Electric” and we are based in Ontario, Canada.”, said Brian.

“Ok. And what do you guys do?”, I asked.

“We provide domestic electrical services including repairs and installation.”

“Ok. And what is your main medium of advertising. I mean, where will your logo be seen the most?”

“On stationery and the side of our vans.”, said Brian, wondering where this line of questioning was leading to. “I would like to know more about how your process works.”, he went on.

I took a deep breath and went into explaining how our logo design process worked. After a few more questions Brian said he would thing about it and sign up if he and his brother Dave decided to go with us.

18th March 2005 5:30 PM

I had successfully modified a shape to make it look like a stream with out using too many layers or masks and was pleased with myself. What I needed was a coffee break.

Suddenly an alert popped on my screen. I had been assigned a new logo design project. I double clicked to see who the client and saw that it was Brian of Captain Electric. I smiled. It was nice talking to Brian. He sounded like an intelligent man who knew the importance of getting a good company logo design.

After the short coffee break I opened the Captain Electric project in our project management system and read through the details. Apparently Brian and his brother Dave owned and operated this company and were changing it’s name from “Nova Electrical” to “Captain Electric”. They needed a new logo to go with the new name and possibly some stationery and a new website.

I read through the project requirements section and found that Brian wanted something catchy to go with the catchy name. Maybe showing movement on lettering? He did not want us use lightning bolts or zaps, Canadian flag or an American flag.

They also wanted their company slogan ” To Serve and Connect ” somehow built in to the company logo.

The Conceptual Phase

19th March 2005 10:15 AM

I initiated the Captain Electric Logo Design project and decided to assign Viktor to the project (since this was a platinum logo design package). Viktor, also a lead designer, had been with Logo Design Works since 2001. A very talented logo designer, his strength was conceptualization. I also assigned Laurie to the project for more creative ideas. Normally we assign only 2 designers for a professional logo design project, but for this project I wanted one more designer to help us with the brain storming phase.

I passed copies of the project brief to Viktor and Laurie as we sat at the conference table in the “Newton” brain storming room. Our office used to have 4 meeting rooms and each was named after a great inventor - Newton, Edison, Morse and Bell.

Our initial discussion centered around coming up with a super hero kind of character for this logo, since the name had a super hero kind of feel to it. But then the client did not want to go into that since he felt it would prove to be expensive to promote such a character at this stage. He wanted to get a mascot design later on down the line.

So we went into a different line of thought. This time we started discussing about the “captain” concept. How can we represent a captain, presumably an air force captain, since the client did indicate he might like that direction. So I called Brian and told him about this new direction.

He was immediately excited and said, “I was thinking along the same lines. In fact I really think having some kind of a winged emblem would really well. What do you think?”.

19th March 2005 02:22 PM

Here is a rough hand drawing of the “wing emblem” concept.

21st March 2005 10:37 AM

So we came up with the “wings” concept direction. Here is the result of the first round of concepts:

I posted these concepts on the studio floor (an online section of our website where clients can log in to see their logo design projects in progress and interact with the logo designer) 8 concepts for the platinum logo design package.

21st March 2005 12:18 PM

I got a call from Brian. He was jubilant.

“These concepts are excellent, Jeff!”, he said. “Way better that what I had expected. I will show these to my brother and a few other friends and will get back to you with some feed back.”

The Revision Phase

21st March 2005 7:15 PM

An alert on my desk top told me that Brian of Captain Electric project had posted a comment and change request for logo design revisions. I opened the project and reviewed the comments.

The gist of the feedback was that even though he was totally committed to the “air force wing” concept, Dave, Brian’s brother was not really keen on it. They did however like one of the concepts (#8) and wanted us to use that as a base to build on the next round of logo design concepts.

Moving ahead with the logo design revision phase, Brian wanted us to use #8 and then turn it into some kind of a super hero shield (not a super hero character but a kind of shield that some one like Captain America might use). The thought process behind this was that this company would server and connect much like how the local law enforcement would say “To server and protect”.

22nd March 2005 10:22 AM

It was raining outside and I had come in late due to the traffic jam resulting from the down pour. I guess it was raining most of the night and the roads were quite wet and slippery. Viktor, as usual was in around 7:30 or so and had played around with some ideas for the Captain Electric project. I poured a couple of cups of coffee, booked the smaller meeting room, Morse Room, and invited Viktor to join me.

After sipping coffee and having a little small talk about the miserable weather, Viktor quickly loaded up the concepts he was playing around with on the huge plasma screen, via his lap top. I liked the direction he was taking. A simple triangular shape to be used as the base logo icon, which would then be superimposed on logo design concept #8. We discussed a few more minutes and then decided to go for this logo creation direction.

22nd March 2005 5:16 PM

Viktor submitted his logo design revisions for the Captain Electric project. I was working on a restaurant logo design project for a South Carolina Logo Design client. I had just completed the initial concepts phase and uploaded the logo design concepts on to the studio floor.

I then opened the revisions that Viktor has submitted on the Captain Electric Logo Design Project and after making a few modifications uploaded them:

The Refining Phase

23rd March 2005 09:45 AM

Very pleasant day. The sun is up and I got to office with out any hassles. I started my day answering a few emails and assigning a few projects to my logo design team members. Because we operate online, we get projects from all over the world and due to the time differences it is very common to come into office in the mornings and find that several logo design orders had come in during the night. It is quite a nice feeling to see that.

I checked my schedule and my alerts to see that Brian of “Captain Electric” project had posted some comments on logo design revision round 1. I opened the project and reviewed the comments.

Essentially Dave and Brian both liked logo design revision #2.4. They both felt that the wings were just making the logo look too busy and felt that the clean cut look of the logo icon in #2.4 would suit their image better. They loved this new logo design concept and wanted us to build on it. Brian really liked the metallic look and wanted us to try the NAME in different metallic colors, maybe silver / stainless steel, and a light-gun metal. He also felt that the NAME could be easier to read if the outline was a little bolder.

Both Dave and Brian thought the banner (To Serve and Connect) is really good as it was (classic - in dark blue with lettering the same color as the Name) and wanted to see the #2.4 logo design with the different metallic colors, the banner lettering should be the same as the name color.

Logo Design Refinement: Over the next few days we presented Brian with the following logo design revisions:

Dave and Brian liked 3.1 and wanted to proceed with that logo direction. Here was the feed back:

1. I do like logo design concept 3.1, but can you make it easier to read? When you look at 3.3 from a few feet away it is definitely easier to read than 3.1 - it appears that the outline is darker, which distinguishes the letters better. Can you try something with 3.1 to help. Not putting an outline around it - but thickening the line.

2. How about adjusting the reflection line that runs through the middle of the logo - try lowering or raising this shading line, or try some variations on the blue - maybe slightly darker, whatever.

3. How about a version without the shading line. I realise that shading gives it the chrome look and I really like it with the shading, but in your experience - will it be easy to embroider on shirts and jackets with shading - or do we have to drop the shading when embroidering?

4. We need to know how it will print in black and white. Our Yellow pages ad will be black - no color. And also how it will look on documents in black and white, for fax and invoices.

5. Our logo design t-shirts will be white (some might be black) and our jackets are black. Can you show us 3.1 on a black background ?

After another round of edit requests we finally got the logo elements just right both on white background and black background.

Corporate Identity Creation

9th April 2005 1:45 AM

We had wrapped up the logo design project for Captain Electric. Brian and Dave were both happy and had sent us a wonderful testimonial. As I was munching on my sandwich the phone rang.

“Hi Jeff!”, said Brian. “Remember me?”.

“Of course I do Brian.”, I replied. “How are ya?”.

“Doing quite well, thank you.”, Brian replied. “In fact we are ready to continue the project with you. We are looking for some kick-ass stationery designs and also a website design.”

“Good news”, I said, genuinely pleased at another opportunity to work with Brian.

A couple of hours later I was reading the stationery design project brief for Captain Electric. Brian wanted to see designs that had lots of white space in them so that the logo will be visible clearly and would stand out. He also wanted us to design a referral card for them.

I played around with a few ideas and drew a few sketches to how best to layout the business card design, letterhead design and the envelope design.

11th April 2005 10:22 AM

I had completed the stationery design concepts for Captain Electric and posted them.

11th April 2005 5:41 PM

Brian called me to say that stationery design concept #3 was a clear winner. He had a few minor changes he wanted made including changes to the address, phone numbers layout and a couple of design elements. After the stationery was completed we also designed and launched a website for Brian.

Disclaimer

One of my favorites, the A&W is a chain of fast food restaurants in the United States. The A&W logo that you see above has remained pretty much unchanged since 1922 when the original owner Roy Allen took on one of his employees, Frank Wright, from the original Lodi store, as his partner. They used the first letters of their sunames to form the first A&W root beer.

Here is a color version of the A&W logo:

The logo itself is quite simple with an oval shape enclosing the letters A&W. The oval shape indicates a cross section of a cut root. The two semi circular discs inside the oval shape in two different colors signify the partnership aspect of Allen and Wright. As with the 1950s themed restaurants and the sponsored classic car cruises, the font used in the A&W logo is quite classic and old fashioned.

I like the imperfect nature of the cross section of the root. The outside oval is perfect but the 2 irregular discs inside make it appear to be hand drawn.

Check out some of our own restaurant logo designs.