The arrow sign is attractive and informative in some aspects of any brand’s visual identity. However, its apparent simplicity results from the creative work of experienced designers, who use the sign’s graphic representation to convey necessary information. Regardless of the logo’s style, this element adds clarity and specificity to the image, symbolizing the owner’s desire to further develop and expand its capabilities. The symbol conveys masculinity through a hard, sharp line. However, design studios can also imbue it with the delicacy and tenderness associated with the opposite sex. Brands that do not stop there use it to communicate to clients and consumers their desire to grow, change, and meet modern requirements. The arrow also symbolizes their constant striving for new heights and self-improvement.
Greenpeace
Greenpeace is an independent, international, non-governmental organization founded in Canada in 1971. Its activities aim to address global environmental problems arising from abiotic, biotic, and anthropogenic factors. The organization’s branches operate independently while adhering to common principles.
The company logo conveys the brand’s scale. The image of a planet surrounded by arrows implies movement toward the future, with recycling and reusing harmful substances to support the natural cycle. The emblem’s corporate color scheme initially featured green and natural tones on a white background, symbolizing new life, nature, and progressive development. The chosen palette infuses the mark with freshness, creates a visual perception of the courage and tenacity with which the brand pursues its goal, and enhances its own style. The emblem’s main text is in LeDrole Letting Pro Black, with slight modifications to the lines and shapes and added extensions, giving it a handmade marker-font feel. With the development of digital technologies, it has become possible to improve the quality of detailing for individual elements and the overall composition, making them clearer and simpler to perceive at any scale.
Subway
Subway is a fast-food restaurant chain characterized by its unique approach to working with clients through commercial concessions. The brand originated in 1965 in Bridgeport. By 2011, the company had become the leader in the number of open public catering points. The company’s most popular product is the so-called submarine sandwiches.
The company’s new logo uses a minimal set of elements, which improves memorability in today’s information-rich environment. The three-color palette was replaced with two: green and yellow. The first emphasizes the products’ naturalness, informing customers that the institution’s dishes are prepared with only natural ingredients. The second color symbolizes prosperity and sunshine, causing positive associations and encouraging people to visit the restaurant. The arrows from the letters “S” and “Y” symbolize entrance and exit, respectively, and offer an opportunity to take food to go. They also convey the company’s core idea: ongoing expansion and a desire to open new, comfortable places to visit worldwide.
Speedo
One of the world’s leading manufacturers, Speedo manufactures and sells various swimming accessories and was founded in 1914 in Australia by emigrant Alexander John Macrae. Over time, the company’s head office moved to Nottingham (England). Due to the company’s success in this area, its name became associated with racing swimwear. Claes Arne Borg, who set the world record for swimming in a suit in 1929, made the company famous.
Speedo is one of the few brands whose logo was so successful that it did not require significant structural changes for a long time. Nevertheless, the corporate identity had to be redesigned to keep up with modern design trends. Digital technologies have significantly improved the detail quality of individual elements. The arrow was located on the left side of the logo, right after the text. The element’s graphicality, sharp visual edge, and overall smoothness contributed to the perception of a desire to move toward development and prosperity. The color palette features red and gray shades, symbolizing progressiveness and the speed of development, both of which are among the company’s main characteristics. All parts of the emblem balance one another, adding playfulness to the composition, and the idea’s uniqueness enhances its memorability.
In-N-Out Burger
On October 22, 1948, the first In-N-Out Burger opened in Baldwin Park, and the chain has since grown into a privately owned restaurant chain. The brand is located along the Pacific Coast and in the southwestern United States. Driven by a unified style, the owners refused to open fast-food franchises.
The logo’s color palette features a pronounced contrast between yellow and red. This contrast creates appeal and memorability while adding a touch of visual aggression. Red conveys the power, desire, speed, and vigor of modernity. Psychologically, it also evokes hunger, which the restaurant seeks to exploit. Conversely, yellow has a calming effect, fosters optimism, and is easy to remember. The emblem’s main element is a boomerang-shaped arrow pointing right, symbolizing good intentions. It partly points to the restaurant’s name and emphasizes that you can buy food without delay and eat it on the way. The text component of the In-N-Out Burger logo was designed using Fontmachine’s Ghino Black font, with slight modifications to ensure uniqueness, readability, and ease of brand recognition.
Volvo
Since 1927, the Swedish company Volvo has been manufacturing buses, engines, and cars for commercial and cargo use. Until 1999, it also produced passenger cars, but Ford later took over that division. Today, a Chinese company owned directly by Volvo Cars also has the right to partially manage the brand.
The logo places the brand name inside a circle, interrupted by a pointer that extends beyond its borders. In ancient Rome, it symbolized Mars, the god of war. The ring was a shield, and the arrow was a spear. But even in ancient Western culture, this symbolism denoted iron. The emblem, which emphasizes the country’s success in metallurgy, underscores the strength, reliability, safety, and power guarantees of all the company’s automotive products. Thanks to digital technologies, the rebranding enabled clearer, more effective execution of each element of the composition, and its brevity created the prerequisites for easy visual perception and understanding of the information conveyed to modern consumers and viewers, making the brand especially recognizable. The main color is black, which encourages purchase and stands out against the white background. Canada Type’s Clarendon Wide SC Bold font was used for the text element.
Demix
The Russian sports equipment brand Demix, founded in 2003, continues to expand its production and product range. The brand belongs to the “Sportmaster” chain of stores. Specialists from Germany, the USA, and Italy contribute to design and technology development, and the products are manufactured in Southeast Asian countries.
When creating the logo, modern technologies were used to influence the clarity and quality of all elements. As a result, bold lines have straight inner edges and softened outer edges, making the details smoother and clearer. The identity has a simple and concise structure with futuristic elements. An arrow was chosen as the main and accent element. Its rightward direction conveys the designer’s symbolic meaning, indicating movement and speed, as well as an aspiration for successful development. It effectively reflects the company’s main purpose: producing sports equipment. The logo’s style is inspiring and effectively conveys the brand’s core features. The color palette creates an atmosphere of confidence, conveying the company’s strict adherence to its obligations and a degree of conservatism. Gray has a relaxing effect, softening irritating moments.
Amazon
The largest American shopping site, Amazon, is known worldwide. It was founded in 1994 in Seattle. Initially, it sold books online. Gradually, however, it has expanded to include auctions for various goods across other categories. International shipping is available for some items, and retail sales options are supported in some countries.
The logo uses the FF Real Head Condensed Demi Bold font from FontFont, with slight modifications, including trimming the tail of the letter “a” at a 45-degree angle. In addition, the base of the letter “z” is designed as an arc that wraps around one side of the arrow. A thick orange arc was added to contrast with the black text and to emphasize Amazon’s power and wide product range. By its position and direction, the arrow conveys that the site offers a wide selection of products to satisfy any need. Reminiscent of a benevolent smile with attractive wrinkles at the corners, this accent element makes the logo look kind and friendly. Thus, it creates a positive psychological impact for the client.
Polestar
The Swedish company has produced electric motors, racing cars, and electric vehicles since 1996. Today, two companies own it: Geely and Volvo Cars.
Following the rebranding, the Polestar logo changed its color identity to a gradient fill of two shades of gray: light and dark. With digital technology, this created a visual effect that makes the element resemble silver illuminated from the side. The arrows pointing at each other create the outline of a four-pointed polar star. Thus, the emblem fully reflects the brand’s essence and dynamics. At the same time, the style and overall structure remain largely unchanged. The color palette calms the viewer, evoking the polar night’s inherent freshness alongside the company name. This effectively conveys the brand’s innovative approach to product development.
NOS Energy Drink
Fuze originally owned the energy drink brand. It launched in 2005. In 2007, The Coca-Cola Company bought the company, and the brand was re-licensed. However, Holley Performance now holds the trademark rights, and Monster Beverage may manufacture the drink.
The drink’s name comes from a chemical additive called nitrous oxide. Nitrous oxide is used in cars to improve acceleration during various racing events. The NOS Energy Drink logo symbolizes the product’s action, stimulating the human central nervous system. The arrow points right, signifying readiness for irreversible change and the brand’s commitment to further development. As an extension of the letter “N,” it gives the impression that the arrow overhangs the other elements like a roof.
Citroën
The French automobile manufacturer was founded in 1919 by André Citroën. Initially, the company produced inexpensive cars for the mass consumer market. However, after the successful release of the Traction Avant, the company began producing cars in other categories.
The Citroën emblem features an original design, with upward-pointing arrows symbolizing the chevron gear the company’s founder invented for its first production models. The emblem itself looks laconic and easily recognizable. In addition, the sign speaks to the image’s evolution throughout the company’s history. With advances in modern technology, it has become possible to improve the detail quality of individual design elements, creating a sense of naturalness. The color palette is monotonous gray, symbolizing the conservatism of the car manufacturing process.
Pontiac
The American brand, named after an Indian chief, began production in 1899, producing horse-drawn and self-propelled wagons. From 1926 to 2009, it produced cars as a division of General Motors, and it closed in 2010 due to financial problems.
The Pontiac emblem’s main visual element was a downward-pointing arrow. The color palette gives the emblem volume and a sense of extravagance. This is achieved by filling the center with red tones and adding a silver frame along the perimeter. It also enhances the logo’s contrast and softens the sign’s contours. The red color here speaks of the power of the products, the fearlessness of developers experimenting with styling, and the speed inherent in the brand’s cars. Gray color emphasizes these qualities, adding a bit of conservatism to the overall mood.
Yamaha
Today, Yamaha is a well-known Japanese company that produces musical instruments, audio systems, sports equipment, and vehicles. Entrepreneur Torakusu Yamaha founded it in Shizuoka Prefecture in 1887. The brand was created to repair medical equipment.
The logo’s corporate style is concise, with no additional elements to increase recognizability. In addition, the arrows, made by intertwining three forks, hint at the company’s historical roots, when its products were related solely to the musical sphere. The symbolic visualization also expresses the company’s three basic principles: sales, production, and technology. The direction from the center suggests the company’s expansion and further development, while the silver frame conveys its integrity.
Yonex
The company was founded in 1946 and produced barrel stoppers and fishing net floats. However, this direction did not yield the desired results, so in 1957, the company decided to change its business focus. Therefore, today the Japanese company produces and sells a range of sports accessories for golf, tennis, and badminton.
The Yonex logo has not changed significantly for a long time. However, with the development of digital technology, its quality has improved significantly. To the left of the name, the logo consists of four geometric figures: two circles on the lower level and two arrow-shaped triangles on the upper level. This is how the company visualizes its direction: the elements represent tennis balls and shuttles. The arrows suggest movement, development, and speed, which characterize active sports.
Delta
Delta Airlines, founded in 1924, is one of the largest airlines in the world. Its performance in passenger traffic, number of possible destinations, and fleet size is considered leading. In addition, it is the only American carrier to connect all continents except Antarctica through its route network.
The brand’s visual identity is a laconic structure of two geometric figures, separated by a small distance. The upper element is an upward-pointing arrow, symbolizing the aircraft’s separation from the ground and thus revealing the composition’s main meaning. The lower triangle denotes the runway from which the airplane departs. The two shades of red contrast with the emblem, creating a three-dimensional impression.
Onnit
The sports nutrition company was founded in Austin, USA, in 2010. It became famous for its neurometabolic stimulant, Alpha Brain, which improves blood flow to the brain and increases the absorption of nutrients essential for nerve cell function. The company also sells sports equipment with unusual designs.
The Onnit logo exudes confidence and strength. Bold lines encourage sports enthusiasts to take action. The design’s originality comes from the absence of serifs and the arrows at the ends of the two stylized letters “N.” This emphasizes dynamism and aspiration, reflecting the company’s characteristic values. After the redesign, the original green-and-white palette was replaced with a black monochrome palette, making the emblem style more serious yet powerful.
Toshiba
Toshiba, a Japanese multinational corporation, was formed in 1939 by merging two companies: Shibaura Seinsakusho, which had manufactured telegraph poles since 1875, and Tokyo Denki, which had produced incandescent light bulbs since 1890. Today, the company markets consumer and office electronics and partners with many of its competitors.
The logo features three arrows in a concise, sharp-cornered design, pointing to the right. The different shades of gray create a sense of continuous movement, making the trademark’s visualization livelier and more energetic. It also reflects the corporation’s innovative approach to problem-solving in developing new electrical appliances. The latest redesign of the text component added contrast to the logo’s color palette, drawing the client’s attention to the company name itself, set in a narrow, solid Eurostile Bold font.
Hi-Tec
The British brand, founded in 1974 by Frank Van Wezel, produces footwear for outdoor activities and sports. Leading mountaineers worldwide serve as partners, testing the products in extreme conditions. Based on the results, the specialists improve product quality.
The brand’s emblem achieves its elegance through a symbolic element, such as an arrow, that serves as visual identification. Its structure recalls a key, harpoon tip, or mountaineering hook. In this way, the logo conveys the seriousness of the footwear manufacturing process, which must withstand the toughest conditions to ensure safety. Slight rounding of part of the element softens the mark’s overall impression, balancing its sharp corners. As a result, the sharpness is less jarring without affecting how strongly the movement’s force is expressed. The arrow sits directly below the emblem’s text component, slightly slanted to the right, indicating further development.
Off-White
Founded in 2012 by American designer Virgil Abloh, the Italian brand gained instant popularity for its premium streetwear. In 2014, Off-White was a finalist in the Moët Hennessy Louis Vuitton category and won the Young Designer Award. Today, Off-White has around 24 official stores.
The logo’s visual identity consists of eight arrows. Four of them are set on a square element with a white background, in black, pointing toward the center of the light figure. The white arrows form because of the small distance between them, emerging from the center and pointing in different diagonally opposite directions. This composition suggests the emblem’s color scheme alternates between two shades, heightening contrast and lending the image a sense of nobility and prestige. The trademark’s symmetry and asceticism carry deep meaning beneath its brevity and symbolize streetwear style. The designer borrowed the logo idea from the Glasgow airport markings developed in 1960.
AMD
The American company Advanced Micro Devices was founded in Santa Clara in 1969. It designs and manufactures integrated circuits and is one of the largest producers of electronic components for computer systems. Since 2009, most production has been outsourced to other companies; the contracting partner, GlobalFoundries, helps with this.
The logo is a simple monochrome visualization of the brand. It consists of an abbreviation of the company name and a symbolic movement in the form of a large arrow to the right of the text. It includes two smaller elements pointing in opposite directions, resembling a chevron. This element points up and to the right, suggesting productive growth and expansion. The font is strict and clean, with precise lines that add confidence to the image. The sign’s black color palette suggests stability and prestige, inspiring confidence in the brand’s products.
LulaRoe
Founded in 2012, it is a California-based American company that provides multi-level marketing services. It engages independent consultants and frequently sells through social networks without intermediaries. By 2016, the firm’s annual sales revenue reached $1 billion. However, deteriorating product quality soon damaged its reputation.
The company’s logo is designed in a bright, youthful style that emphasizes its fashion-related business. It can be divided into three parts. The first one includes seven adjacent squares. The play of shapes and the rainbow spectrum’s color palette creates a three-dimensional visual identity. LulaRoe is written in a whimsical font to the right of the sign. Small arrows above the two “L’s” point upward, and a single arrow below the “R” points downward. This symbolizes that the firm is not static and is constantly changing. Each letter has a blank fill and stands out only through contour lines that match the thickness of the squares and link the individual elements together. The emblem’s uniqueness gives it a universal feel and emphasizes the importance of style.
Burton
The American company specializes in producing equipment for snowboarders and surfers. Jake Burton Carpenter founded it in Vermont, USA, in 1977. Today, the brand is widely regarded as popular and known worldwide. This became possible with the first mass sale of products at the National Snowboarding Championships in 1982.
In 2018, the brand introduced a logo redesign: an elegant, concise inscription without additional elements. Digital technologies have made the trademark clearer and more presentable. The font used is Phi Caps Medium, which is neat and clean, and the rounded letter shapes give the text a softer feel. Thus, it refreshes the visual image, adding confidence and stability. The monochrome design was chosen to demonstrate the manufacturer’s three core values: elegance of execution, product quality, and beauty of design.
Etnies
Etnies is a footwear company founded in 1986 in Lake Forest, USA. Since 2013, it has become better known for sponsoring professional BMX and skateboarding competitions. The company is also directly involved in charity work, often launching projects in this direction.
The simplicity of the Etnies logo perfectly reflects its execution. The font chosen for the company name is lowercase, with unusual, unique additions expressed as white spaces in most glyphs. The letter “t” has a partially cropped tail, which aligns it with the other letters. The arrow begins the text and points left, and its equal height gives the image a unified structure. Two additional stripes at the top and bottom of the arrow resemble the capital letter “E,” thus emphasizing it. Thanks to the monochrome color palette, the emblem demonstrates the products’ quality and presentability.
Ameriprise Financial
The company was founded in 1894 in Minneapolis (USA). Its main activities are capital and asset management and insurance services. Between 1984 and 2005, it was an integral part of the American Express group. By 2015, it ranked 34th among the largest investment groups by assets under management.
The visual identity perfectly conveys Ameriprise’s strength through its austere, concise design. The logo has a two-step text component and a sign on the right. The lettering uses a classic font with varying degrees of boldness applied at different levels. The lower letters are smaller and italicized, giving the emblem a soft, elegant feel. The upper letters, by contrast, convey strictness and expressiveness. The image is made as an eight-pointed star superimposed on a blue circle. An arrow pointing to the right diagonal corner replaces one of its rays. This symbolizes the company’s development and reflects America’s historical heritage.
Asiana Airlines
Asiana Airlines was founded in 1988 in South Korea and operates over 14 regional and 90 international flights. It is a member of the Star Alliance and operates passenger transportation in 21 countries. Skytrax ranks the airline in the top 10 and awards it five stars for service quality.
The logo redesign unifies the name with an arrow in the upper-right corner. It symbolizes speed, flight, and service expansion. Its execution is terse, consisting of two thick, rounded-corner lines. The emblem conveys hospitality and friendliness, while the color palette draws the client’s attention to strength and confidence, adding a sense of security. Digital technology in iconography has enhanced the quality of all structural elements, giving them a fresh feel.
Black Diamond
The American manufacturer of mountain sports gear was founded in Utah in 1989. It gained popularity thanks to hand-forged climbing hooks sold from the trunk of a car. In 2016, the company relocated its headquarters to Innsbruck, Austria.
The emblem is presented as a laconic monochrome composition featuring a chevron-shaped arrow pointing left. A vertical geometric rhombus with sharp corners follows it. Because of their proximity, a single element appears split into two parts by a white stripe. In addition, this visualization implies the company’s name, as diamonds are often depicted this way. The sign symbolizes a sports-oriented mindset and a strong spirit tempered by repeated training. The color palette in a particular variant makes the brand feel more refined and easier to remember, increasing its prestige.
Hyster
Founded in 1929 in Portland, USA, the company specializes in manufacturing various configurations of material handling equipment. Its products are popular in major regions worldwide. Since 1960, the company has been a major supplier of road rollers and compactors throughout America.
The current Hyster logo was developed in 2009. It represents a monochromatic square divided into four equal parts by a white cross. The company name appears on the horizontal line across the full width of the sign in block letters, combining elements from two fonts: Roland TR505 and Corporate. In two diagonally placed white squares across the full width of the dark field, arrows point vertically to the inscription “HYSTER.” Thus, the visual identity symbolizes specialized equipment moving on a two-way road, indicating a serious approach to developing the equipment.
RTL Most
The Romanian-language TV channel was launched in the second half of 2009 and is controlled by RTL Group, which owns several broadcasting brands. It provides access to news and entertainment programs in the country and across Europe. As of 2018, the channels moved to a digital platform.
Although this is the old RTL Most logo, it also features a circular symbol embedded in the text. The redesign abandoned the gradient and replaced the color scheme with contrasting shades of black, red, and white. The letters themselves became more expressive as digital technologies developed. The main part is the second word, typed in large lowercase letters. The letter “O” was visualized as a red circle with a white arrow on its background, rotating counterclockwise, to symbolize renewal and progress. The inscription “RTL” was placed within a black rectangle in the lower-left corner of the main mark. This made the logo more compact and gave it a strict character that drew attention and highlighted the emotions it evoked.
Sukhoi
Founded in 1934 in Moscow, the holding is Russia’s largest aviation enterprise and handles all stages of product development, from design to sales. It also trains aviation specialists and performs a full range of maintenance work on civil and military aircraft of the Be and Su brands.
The logo is a round silver sign with a central arrow stylized as a flying aircraft, symbolizing continued growth in aviation production. This visualization also adds dynamism. To the right is the company name text, available in two versions: Russian and English. Both variants are similar in structure. The main difference is expressed in the color palette, which consists of silver and dark blue shades. The Russian version is brighter and juicier. This combination conveys the responsibility, reliability, and trust that have developed between Sukhoi and other concerns. The font used in the visual identity is bold with minimal letter spacing, reflecting the company’s integrity and unity.
Accenture
Accenture, an Irish consulting company, was founded in 1989 in Dublin. Its main field of activity is consulting on strategic planning, optimization, and further outsourcing of organizations. Due to its rapid growth, the company provides services in more than 120 countries.
The logo’s brevity emphasizes the service’s accessibility. This is also evident in the lowercase starting letter. A purple arrow above the letter “t” recalls the “more” sign and symbolizes the company’s promising growth and dynamic development. The Devoid Bold font by Dropper was used with minimal and insignificant changes. The color palette combines luxury, sophistication, and prestige, which implies an efficient approach to customer service. In addition, modern technologies enabled more precise contouring of all emblem elements, making it more presentable.
Genius
KYE Systems controls the Chinese trademark and has produced computer peripherals since 1983. Today, its official representative offices in the USA, UK, China, and Germany employ more than 5,000 people.
In information technology, the Genius logo is one of the most recognizable. Its simplicity and quality, combined with its unique design, make it more memorable. The abstract image of a human figure perfectly reflects the kindness and reliability with which the company’s employees greet their customers. The visual identity uses uneven edges and smooth lines, which convey friendliness and a creative approach to problem-solving. At the same time, the element’s shape resembles a cursor on a monitor, symbolizing the company’s main direction and further production expansion. By contrast, the logo’s red, black, and white palette gives the emblem a sense of future confidence.
Diadora
Diadora, an Italian manufacturer of sports accessories, clothing, and footwear, dates back to 1917. During this period, demand for army footwear was high. In 1948, the brand opened an official workshop. The main production facilities are still located in Caerano di San Marco today.
The Diadora logo is a laconic design featuring the company name and a small symbol above it. The visual identity was created using FaceType’s Moki Soft font, characterized by bold letter lines and a rounded design. This softens the overall impact on the viewer, favoring the emblem and implying a strong foundation for commerce. The arrow on the stamp is stylized as a horizontal checkmark. This common symbol of movement reflects the manufacturer’s essence. The monochrome black color palette denotes conservatism.
Avengers
The Avengers is a series of comic books, animated series, and movies from the Marvel universe about heroes who save the world from constant attempts to destroy it. The storyline’s first mention of this universe’s intertwining fates dates back to 1963.
Today, almost everyone knows the series’ original emblem. The emblem, which at its core denotes one of Marvel’s branches, was developed in 1972 under the leadership of Gaspar Saladino. The brand’s defining element is the iconic letter “A,” depicted as an arrow on a horizontal bar. It points right, symbolizing each hero’s steadfastness and thirst for justice. The letter’s partial placement within the ring adds to the film series’s dynamic visual style. Another difference lies in the execution of the letters “G” and “E.” The first and middle lines of the second have a small cut at an acute angle. At the same time, all the letters tilt slightly to the right, suggesting movement.
Macromedia
The company is one of the largest producers of Web programs. Mark Kanter founded it in 1992 in San Francisco (USA). The company’s main growth phase came when the Internet became widely available, enabling it to introduce new programs across its operations. In 2002, the brand had 30 offices in more than 13 countries.
The trademark includes the company’s name, set in lowercase in the Marsden Wide Regular font from The Foundry. Its structure has been slightly modified to emphasize the image’s uniqueness. Above the text is a stylized letter “M” composed of two bold elements: a black diagonal line and a lilac triangular arrow. The symbol fits logically within the emblem, capturing the essence of the company’s visual identity, which is closely associated with computer components. This option is a win-win, emphasizing the client’s focus on service reliability. The soft, rounded logo clarifies that Macromedia’s business is built on trust.
Tangerine
Tangerine is a subsidiary of Scotiabank’s Canadian banking network. The company was originally an independent telephone service providing financial and legal advice. From 1997 to 2012, it was called ING Direct Canada. In 2015, the bank was ranked among the top 10 corporate entities in the country.
The company’s desire to show its progressiveness and versatility led to a concise yet unique logo. The bright orange-and-white color palette energizes and freshens the logo. The mark’s main element is the name, set in Eina 03 Bold by Extratype, with no radical changes. Alternating angles and roundness soften the brand’s overall perception. However, the arrow graphic in the upper-right corner highlights the entire structure. This suggests the corporation’s continued growth through innovative customer service approaches.
Arena
From 1973 to 1999, the Italian swimming equipment brand Arena was resold several times. It then came under the control of Italian-American investment groups and, over time, became highly recognized throughout Europe. Today, the company exports its products worldwide. The only exception is the Middle East.
The company uses a stylized arrow composed of three geometric figures as its visual identification. They are placed below the logo text, with a small gap between them. The elements are three horizontally arranged classical rhombuses; two have rounded upper corners, and one has rounded lower corners. The figures create visual directionality by sitting at different levels, with half of one figure positioned between the top two. In addition, the image shows ripples on the water’s surface, separated by swimmer stops. The entire composition is executed in a monochromatic style, using black. This approach gives her confidence and underscores the client’s focus on the scope of her work.
Emerica
This shoe brand originated in 1996 in Lake Forest, USA. Its history is closely intertwined with Etnies. At the same time, it mainly focuses on skateboarders. The company gained fame thanks to the model developed by Reynolds Shoes. The company belongs to the American concern Sole Technology, which works in the same sphere.
Over time, digital technologies have enabled increasingly complex designs. However, modern trends suggest a concise approach to logo visualization. The trademark arrow points upward, resembling a climb or obstacles on a skater’s tracks. At its base is a stylized capital “E,” the brand’s first letter. Its arrangement creates an image of the tip’s base. It uses a monochromatic palette of black shades, symbolizing luxury and quality products.
Carrefour
The company is a retail chain and has been in business since 1957. However, the first store opened only in 1960 on the outskirts of Annecy. Today, however, it is one of the smallest establishments in the chain. The company’s fame stemmed from the fact that, in 1963, it was the only one in Europe to open a hypermarket.
When developing the Carrefour logo, the goal was to convey the company’s main idea as accurately as possible while keeping it simple. This was achieved by using two elements of different colors, with arrows pointing in opposite directions, thereby denoting the company’s name. In French, it translates to “crossroads.” Between the two signs is a white letter “C” symbolizing the crossroads. It also directly affects the shape of each arrow, which is not immediately obvious. The rendering lines lack sharp transitions, making the emblem easier to perceive, and the color palette hints at the French national flag’s red, white, and blue.
Wrigley’s Spearmint
In the United States, this brand has been producing mint chewing gum since 1893. It began as a free bonus with baking soda and was later sold separately. At one point in the brand’s history, the gum was not produced. However, in 2004, production was resumed under the slogan “Even better, even longer.”
Experimental design produced several variations of the Wrigley’s Spearmint logo, and only the latest has achieved a distinctive look. The main element is a dark green, double-sided, horizontal arrow with an extension from the center. Its edges are neatly outlined in light green. This creates a clear brand stylization, represented by gum stretching in different directions. The inscription “Spearmint” is set in a straight font against a background, and the text “Wrigley’s” overhangs the whole composition, tinted red. This color palette is believed to evoke hunger and a desire for the mint product. At the same time, the emblem attracts attention with its unusualness.
Chevron
This oil company emerged in California in 1879 under the leadership of Charles Norton Felton, George Loomis, and others. Today, it is part of the world’s largest integrated energy structures and holds a 50% stake in the American Petrochemical Company, which operates two research centers and 28 plants.
Along with the corporation’s name change, its visual appearance has also changed. The Chevron logo is a chevron consisting of two downward-pointing arrows. Both elements are double-sided tape, with a darker shade on one side, as evidenced by the crease in the upper-left corner. This symbolizes the brand’s confidence in the future and the stability of its development, backed by resilience in the face of unexpected changes and perseverance in overcoming them. The sign conveys reliability to those who contact the firm for necessary services. Above the chevron image, spanning the full width of the emblem, the company’s name appears in the darkest colors to stand out against the background. The brand’s color scheme consists of two groups: shades of red and blue.
Dunlop
In 1889, John Boyd Dunlop patented pneumatic tires and, two years later, founded his company in Dublin (Republic of Ireland). Dunlop introduced several technological improvements to enhance product performance, including the Multi-Blade system, noise protection, RunOnFlat tires, and a special bead-seating system. From 1950 to 1977, the company was the official tire supplier for Formula 1 racing cars.
In the Dunlop logo, all elements reflect the main effect and key characteristic of the company’s products: speed. The main lettering uses Linotype’s Xenois Slab Pro Heavy Italic, with italic customization. Above the text is the iconic emblem, reflected in the color palette’s red, yellow, and black tones, which together convey strength and confidence in victory. The emblem is a unique composition: an arrow pointing right, with a circle at its base and the “D” inscribed within it. The image resembles a spinning wheel at the moment of breaking the sound barrier, suggesting progress and the possibility of further development.