Introduction

The seeds of this book were sown in a special issue of Creative Review magazine, in which my colleagues and I attempted to tell the stories behind the creation of some of the world’s best-known logos. As with the issue, this book is also a group of favourites, rather than an attempt at a definitive ‘best ever’ list. The logos are not ranked in any order; while they have each vied for attention in the real world, they are not in competition here.

My use of the term ‘logo’ is as a catch-all that includes logotypes (typographic or wordmark logos) and symbols (pictorial logos). Of the 29 featured, for example, 13 are symbolic in nature, 13 are based on an arrangement of letterforms, and the remaining three are best described as a combination ...

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