The arrow mark is considered attractive and informative in some aspects of the visual identity of any brand. But its seeming simplicity results from the fruitful creative work of experienced designers, who use the graphic visualization of the sign to shape the transmission of the required information. Regardless of the style of the logo, this element brings clarity and specificity to the image, symbolizing the desire of the owner to develop further and expand their capabilities. The symbol implies masculinity, which is expressed in a hard and sharp line. However, there are cases when design studios manage to endow it with delicacy and tenderness inherent in the opposite sex. It is applied to brands that do not stop there and thus inform customers and consumers of their desire to grow, change and meet the requirements of modernity. The arrow is also a symbol of their constant striving for new heights and self-improvement.
Greenpeace, an independent non-governmental international organization, was founded in Canada in 1971. It focuses on global environmental problems related to abiotic, biotic, and anthropogenic factors affecting the environment. The branches work independently from each other, following common principles.
The company logo communicates the scope of the brand. The image of the planet, surrounded by arrows, implies a movement into the future related to the recycling and disposal of substances that hurt the environment, ensuring the general circulation characteristic of nature itself. The corporate color scheme of the emblem originally included a combination of green and natural shades on a white background, symbolizing new life, nature, and progressive development. The chosen palette fills the sign with freshness, creates a visual effect of perception of courage and persistence with which the brand fights to achieve its goal, and adds style to its own identity. The basic text of the emblem is in LeDrole Letting Pro Black typeface, with slight changes to the lines and shapes and the addition of extensions, forming its perception as a handmade marker typeface. With the development of digital technology, it has become possible to improve the quality of detail of individual elements and the entire composition, making its perception clearer and easier in any dimensional design.
Subway is distinguished by the peculiarity of its work with clients based on the principle of commercial concession. It is a chain of fast-food restaurants. The brand originated in 1965 in Bridgeport. By 2011, the company was the leader in many foodservice outlets opened. The company’s most popular product is the so-called submarine sandwiches.
The new company logo is designed with a minimum number of elements, which in today’s conditions of information perception provides the best memorability. The color palette of three colors was replaced by two – green and yellow. The first characterizes the naturalness of products, informing customers that the food in the institution is made only from natural products. The second color symbolizes prosperity and sunshine, evoking positive associations in people and encouraging them to visit the restaurant. The arrows coming out of the letters “S” and “Y” symbolize entry and exit, at the same time offering the opportunity to take food while on the move. In addition, they also carry the main message – the constant expansion of the company, the desire to open new, comfortable places to visit in different parts of the world.
One of the world’s leading manufacturers – the Speedo company, engaged in the manufacture and sale of various accessories for swimming was founded back in 1914 in Australia by emigrant Alexander John MacRae. Over time the head office was relocated to Nottingham, England. Due to its successful development in this field, its name was associated with racing swimwear. Claes Arne Borg, who in 1929 set a world record for a swimsuit, made the company famous.
Speedo is one of those few brands whose logo was so successful that it did not require significant changes in its structure for a long time. However, the identity had to be redesigned to keep it in line with current trends in design creation. The presence of digital technology made it possible to improve the quality of detailing of individual elements significantly. The arrow was located on the left side of the logo immediately after the text. The element’s graphic design, visually sharp end, and overall smoothness contributed to the visual perception of the desire to move toward development and prosperity. The color palette is represented by red and gray shades that symbolize progressiveness and speed of development, which are some of the company’s main features. All parts of the emblem balance each other, adding playfulness to the composition, and the uniqueness of the idea affects the degree of memorability.
4 In-N-Out Burger
On October 22, 1948, the first In-N-Out Burger opened its doors in Baldwin Park, which has grown into an entire chain of privately owned restaurants over the years. The brand is located along the Pacific Coast and in the southwestern US. With the idea of a unified style, the owners refused to open fast food outlets through franchises.
The logo’s color palette is a pronounced contrast of two colors, yellow and red. This achieves the required attractiveness and ease of remembering, adding some aggressiveness to the visual perception. Red carries the power, desire, speed, and vigor inherent in modernity. In addition, on a psychological level, it evokes a sense of hunger, which the restaurant requires. Yellow, on the contrary, has a soothing effect, adds optimism, and is well remembered. The main element of the emblem is an arrow designed in the manner of a boomerang and facing to the right, which is a symbol of good intentions for good. It points in part to the restaurant’s name and emphasizes that he can buy food without delay and eat it on the way. When developing the text component of the logo In-N-Out Burger, a font like Ghino Black by Fontmachine was used with slight modifications, which ensured uniqueness, ease of reading, and subsequent ease of brand recognition.
Swedish company Volvo has been producing buses, engines, and cars for commercial and freight use since 1927. It also produced passenger cars until 1999, when Ford took over the division. Today, the right to partially manage the brand also has a Chinese company owned directly by Volvo Cars.
The logo is the brand’s name, placed inside a circle, which is interrupted by a pointer that goes beyond its borders. In ancient Rome, so symbolically denoted the god of war – Mars. The ring represented a shield and the arrow a spear. But even this symbolism in ancient Western culture denoted iron. The emblem, emphasizing the country’s success in metallurgy, underlines the strength and reliability, a guarantee of safety and power of all the company’s automotive products. Thanks to digital technology, rebranding provided higher quality and clearer execution of each element of the composition, and brevity created all the prerequisites for easy visual perception and understanding of the information conveyed by modern consumers and viewers, making the brand particularly recognizable. The main color is black, which encourages people to purchase, which has the property of demonstrating influence through contrasting performance combined with a white background. Clarendon Wide SC Bold by Canada Type font was used for the text element.
Russian brand of equipment for any sports activities – Demix, founded in 2003, is constantly expanding its production and assortment. The brand belongs to the Sportmaster store chain. Professionals from Germany, the USA, and Italy are involved in developing design and technology, and the products are manufactured in the southeastern countries of Asia.
Modern technology was used to create the logo, which made it possible to influence the clarity and quality of all elements. Thus, the bold lines acquired straight inner and softened outer edges, making the details smoother and more clearly traced. The identity has a simple and laconic structure with futuristic elements. The arrow was chosen as the main and accent element. Its direction to the right reveals the symbolic meaning laid down by the designers, indicating the movement and speed, the desire for successful development. And this is an effective reflection of the company’s main purpose, which is to produce sports equipment. The style of the logo is inspiring and effectively conveys the advantageous features of the brand. The color palette creates an atmosphere of confidence, conveying the company’s characteristic strictness about fulfilling its obligations and some of its conservatism. The gray color has a relaxing effect, softening all the irritating moments.
The largest American marketplace Amazon, known worldwide, was founded in 1994 in Seattle. Initially, it was prepared for the sale of books through the Internet. But gradually developing it provided an opportunity to make auctions for various kinds of goods from other categories. Customers are offered international shipping on some products, and sites with a retail option are supported for certain countries.
The logo used a font type FF Real Head Condensed Demi Bold by FontFont with slight modifications related to trimming the tail of the letter “a” at a 45-degree angle. In addition, the base of the letter “z” is in the form of an arc that wraps around one side of the arrow. To emphasize the power of Amazon and the wide range of products it offers, a thick orange arc-shaped arrow was added in contrast to the black text. With its positioning and direction, the arrow conveys information about the wide range of choices on the site that can meet every need. Reminiscent of a benevolent smile with an attractive wrinkle in the corners, this accent element infuses the logo with kindness and friendliness. A positive psychological impact on the client has been achieved by doing so.
After the rebranding, the logo has changed its color identity to a gradient fill of two shades of gray – light and dark. So with the use of digital technology, it was possible to achieve a quality effect when the element resembles silver illuminated from the side. Arrows pointing at each other create the outlines of a four-pointed polar star. Thus, the emblem fully reflects the brand’s essence and its dynamics. At the same time, the stylistics and overall structure were not significantly changed. The color palette has a calming effect on the viewer, creating an image of the polar night with its inherent freshness in combination with the company name. It is a spectacular way to symbolically convey the brand’s innovative approach to its product development.
9 NOS Energy Drink
Fuze originally owned the energy drink brand. It was introduced to the market in 2005. In 2007, the firm was bought out by The Coca-Cola Company with a reworking of its brand license. However, the trademark rights have now been transferred to Holley Performance with the possibility of production by Monster Beverage.
The name of the drink comes from a chemical additive called nitrous oxide. It is used in cars to increase the speed characteristics during various racing events. Thus, the brand symbolizes the direction of its products in the logo, created to stimulate the human central nervous system. The arrow points to the right, denoting the readiness for irreversible changes and the desire of the brand to continue further development. Being a continuation of the letter “N,” it gives the impression that the arrow hangs over the other elements like a roof.
The French car manufacturer was founded in 1919 by André Citroën. Initially, the company produced inexpensive vehicles for the mass consumer market. However, after the release of the successful model Traction Avant the first attempts have been made to manufacture other categories of cars.
The Citroën logo has an original design, where upward-pointing arrows symbolize chevron gear, which the founder developed during the manufacture of the first production models. The emblem itself looks concise and easily recognizable. In addition, the sign speaks of progress and image growth throughout the company’s history. With the development of modern technology, it became possible to improve the quality of detailing of individual structure elements, creating an impression of naturalness. The color palette is expressed in a monotonous gray, which symbolizes the conservatism of the approach to the manufacturing process of vehicles.
An American brand named after an Indian chief began production in 1899, producing horse-drawn and self-propelled carriages. From 1926 to 2009, it was engaged in the production of cars as a division of General Motors and was closed in 2010. The reason for this was financial problems.
The main element of the visual identity of the Pontiac logo was the symbol of an arrow pointing downward. The color palette gives the emblem volume and extravagance. It is achieved by gradient filling of the central part with red tones, surrounded by a silvery frame along the whole perimeter. In addition, it enhances the contrast effect of the logo and softens the contours of the sign. Red here speaks of the power of products, developers’ fearlessness to experiment with stylistics, and the speed inherent in the brand’s cars. Gray emphasizes these qualities, adding a bit of conservatism to the overall mood.
Today Yamaha is a well-known Japanese company that makes musical instruments, loudspeaker systems, sports equipment, and transport vehicles. It was founded in 1887 in Shizuoka Prefecture by entrepreneur Torakusu Yamaha. Initially, the brand was created to repair medical equipment.
The brand logo’s identity is laconic, requiring no additional elements for greater recognizability. In addition, the arrows, designed in the form of the intertwining of three tuning forks, imply the historical basis of the company, when the products produced belonged only to the musical sphere. The symbolic visualization also expresses the three basic principles of the concern: sales, production, and technology. The direction from the center implies the expansion and further development of the company, while the silver frame speaks of its integrity.
The company was founded in 1946 and originally made barrel corks and floats used in fishing nets. But this direction didn’t bring the desired result, so in 1957 it was decided to change the type of activity. Therefore, today, the Japanese company manufactures and sells various accessories for sports such as golf, tennis, and badminton.
The brand logo has not undergone significant changes for a long time. However, with the development of digital technology, its quality has improved considerably. Four geometric shapes represent the logo to the left of the name – two circles on the lower level and two triangles made in the form of arrows – on the upper level. This is how the company visualizes the direction of its activities – the elements include tennis balls and shuttlecocks. On the other hand, the arrows speak of movement, development, and speed, which characterize an active sport.
Delta AirLines, established in 1924, is one of the largest airlines in the world. Its indicators of passenger traffic, the number of possible destinations, and its fleet size are considered leading. Moreover, it is the only U.S. carrier that connects all continents except Antarctica with its route network.
The brand’s visual identity is a concise structure of two geometric shapes with a small distance between them. The upper element is made in the form of an arrow pointing upwards, which symbolizes the separation of the plane from the ground, thus revealing the main meaning of the composition. The lower triangle signifies the runway from which the flight departure is performed. The color scheme, expressed in two shades of red, adds contrast to the emblem. This gives the impression of a three-dimensional image.
The company producing sports nutrition appeared in 2010 in Austin, USA. Its fame was brought to it by its Alpha Brain neurometabolic stimulator, which improves blood supply to the brain and increases the assimilation of substances necessary for functioning by nerve cells. In addition, the company sells sports equipment with an unusual design.
The logo of the progressive brand is minimalist and laconic. It is very pronounced confidence and strength. The trademark text consists of thick lines, encouraging a person who is fond of sports to action. The absence of serifs and the arrow at the ends of the two stylized letters “N” adds originality to the design. This emphasizes the dynamics and aspirations reflecting the company’s characteristic values. After the redesign, the original green and white color palette was replaced by a black monochrome so that the style of the emblem became more serious and powerful at the same time.
Japanese multinational corporation Toshiba is the result of a merger in 1939 of two companies – Shibaura Seinsakusho, which produced telegraph poles since 1875, and Tokyo Denki, which since 1890 made incandescent lamps. Today, the company supplies household and office electronics on the market, establishing partnerships with many companies in its category.
The three arrows are presented in a concise design with sharp corners pointing to the right in the logo. The different shades of gray give the impression of continuous movement, which makes the visualization of the trademark more lively and energetic. In addition, it expresses the corporation’s innovative approach to solving problems in developing new electrical appliances. The latest redesign of the text component brought contrast to the logo’s color palette, focusing the client’s attention on the company name itself, made in a narrow solid Eurostile Bold typeface.
British brand founded in 1974 by Frank Van Wezel is engaged in producing footwear for active rest and sports. Leading climbers from all over the world act as partners who subject the product to practical testing in extreme conditions. According to the subsequent results, the specialists are engaged in improving the quality of the product.
The elegance of the brand emblem is achieved by using the symbolic element in the form of an arrow as a visual identity. Its structure resembles the stylization of a key, a harpoon tip, or a hook from the mountaineer’s equipment. In this way, the logo shows the seriousness of its approach to the process of producing shoes, which must withstand the toughest conditions to ensure safety. Slight rounding of part of the element softens the overall impression of the sign, balancing its sharp corners. As a result, the sharpness becomes less severe without affecting the degree of expression of the power of movement. The arrow is placed immediately below the text component of the emblem, which is slightly sloped to the right, indicating further development.
Founded in 2012 by American designer Virgil Abloh, the Italian brand instantly gained popularity by making premium street-style clothing. In 2014 Off-White became a finalist in the Moët Hennessy – Louis Vuitton category and won the Young Designer Award. Today, there are about 24 official stores of the brand.
The visual identity of the logo consists of eight arrows. Four of them are made on a square element with a white background in black, pointing to the middle of a light figure. White arrows are formed because of the small distance between them, coming out of the center and pointing in different directions diagonally. This composition provides the required visual perception that the color scheme in the emblem forms a clear alternation of two shades, increasing the contrast between them, which makes the image nobler, adding prestige to the entire composition. The symmetry and asceticism of the trademark have a deep meaning, hidden behind the brevity and symbolizing the street style of clothing. The designer took the idea of the logo from the Glasgow airport markings developed in 1960.
The American company Advanced Micro Devices was founded in 1969 in Santa Clara. It is engaged in developing and manufacturing integrated circuits as one of the largest corporations to create electronic components for computer systems. Since 2009 the majority of production has been outsourced to other facilities. Partner-contractor GlobalFoundries helps with this.
The simplest possible monochrome brand visualization characterizes the logo. It consists of an abbreviation of the company name and a symbolic movement in the form of a big arrow to the right of the text. It consists of two smaller ones, directed in opposite directions and resembling a chevron. This element points to the upper right corner, implying the company’s productive growth and expansion. The font is in a strict style with clean and perfect lines, which adds confidence to the image. The black color palette of the sign speaks of stability and prestige, evoking confidence in the brand’s products.
Founded in 2012 in California, the American multilevel marketing services company. It engages independent consultants, providing frequent sales through social media without intermediaries. Thus, by 2016, the firm’s annual sales revenue was $1 billion. However, its reputation was soon undermined by deteriorating product quality.
The logo is designed in a bright, youthful style, thus emphasizing its field of activity related to fashion. It can be divided into three parts. The first includes seven squares placed one inside the other. The play of forms and the color palette of the rainbow spectrum create the effect of three-dimensional visual identity. To the right of the sign, the name LulaRoe is written in a fancy font. The two letters “L” hold small arrows pointing upwards above them, and one is pointing downwards underneath the “R.” This symbolizes that the firm does not stand still and is constantly changing. Each of the letters has a blank filler, and they stand out only at the expense of the contour lines of the same thickness as the squares, linking the individual elements together. The uniqueness of the emblem adds to its universality of perception and accentuates the importance of style.
The American company specializes in making equipment for snowboarders and surfers. It was founded in 1977 by Jake Burton Carpenter in Vermont, USA. Today the brand is considered very popular and is known worldwide. This was made possible by the first mass sales of the product at the National Snowboard Riding Championships in 1982.
In 2018, the current redesign of the logo was introduced, which is elegant and concise lettering without additional elements. Digital technology has made the trademark clearer and more presentable. The font used was Phi Caps Medium, which is neat and clean, and the rounded shapes of the letters give the text more softness. This way, it refreshes the visual identity, adding confidence and stability to the image. The monochrome design was chosen to showcase the manufacturer’s three core values of the elegance of execution, quality of merchandise, and beauty of the design.
Etnies is a shoe manufacturing company founded in 1986 in Lake Forest, USA. Since 2013, the company has become more widely known by sponsoring professional BMX and skateboarding events. It is also directly involved in charitable activities, often launching projects in this direction.
The simplicity of the Etnies logo fully overlaps with the style of its execution. The font of the company’s name is chosen lowercase, but with unusual, unique additions, expressed by white spaces in most of the glyphs. The letter “t” has a partially trimmed tail, putting it on the same level as the other letters. The arrow is placed at the beginning of the text and points to the left, and due to the same height, the visual identity acquires a unified structure. The two additional stripes at the top and bottom of the arrow resemble the capital letter “E,” thus accentuating it. Thanks to the monochrome color palette, the emblem demonstrates the quality and presentability of its products.
23 Ameriprise Financial
The company was founded in 1894 in Minneapolis, USA. Its main field of activity is capital and asset management and the provision of insurance services. Between 1984 and 2005, it was an integral part of the American Express Group. By 2015, it was the 34th largest investment group regarding available assets.
The visual identity perfectly portrays the strength of Ameriprise through its austere and concise design. The logo has a two-step text component and a sign placed to the right. When creating the lettering, a classic font was used with varying boldness on the individual levels. The lower ones are smaller and italicized, adding softness and elegance to the emblem. The upper ones, on the contrary, speak of severity and expressiveness. The image itself is in the form of an eight-pointed star, superimposed on a blue circle. One of its rays is replaced by an arrow pointing to the right diagonal corner. This symbolizes the company’s development and pays homage to America’s historical heritage.
24 Asiana Airlines
Asiana Airlines was founded in 1988 in South Korea and currently operates more than 14 regional flights and about 90 international flights. It is a member of Star Alliance and provides passenger transportation to 21 countries. Skytrax ranks the airline among the top ten firms with five stars for quality of service.
The logo redesign is an amalgamation of the name with an arrow in the upper right corner of the text. It symbolizes concepts such as speed, flight, and expanding the range of its services. Its execution is very terse and consists of two thick lines of red shade with rounded corners. This way, the emblem gets notes of hospitality and friendliness, and the color palette accentuates the client’s attention on the power and confidence, adding a sense of security. The use of digital technology in the iconography enhanced the quality of all the structure elements, giving them a fresh feel.
25 Black Diamond
The American manufacturer of mountain sports gear founded his brand in 1989 in Utah. It gained its popularity with hand-forged climbing hooks sold from the trunk of a car. As of 2016, the head office was moved to Innsbruck, Austria.
The emblem is presented as a concise monochrome composition of a chevron-like arrow pointing to the left. It is followed by a vertical geometric figure of a rhombus with sharp corners. Due to the small distance between them, the impression is that a single element was taken, divided into two parts by a white stripe. In addition, this visualization implies the company’s name because the diamond is often depicted in this way. The sign symbolizes sports orientation and a strong spirit, hardened by multiple pieces of training. The color scheme in the particular variant makes the brand more refined and easily remembered, which adds to its prestige.
The company, which specializes in the production of loading and unloading equipment in various configurations, was founded in 1929 in Portland, USA. The products are very popular in all major regions of the world. Since 1960 the company has been the main supplier of road rollers and compactors throughout the Americas for over ten years.
The current version of the logo was developed in 2009. It consists of a monochrome square divided by a white cross into four equal parts. On the horizontal line across the full width of the sign is the company name, made in block letters, which combines some specific elements of the two fonts – Roland TR505 and Corporatus. In two diagonally arranged squares in the white shade, arrows are drawn to the dark field’s full width, vertically pointing to the inscription “HYSTER .” Thus, the visual identity symbolizes the movement of special equipment on the road with two-way traffic, denoting the seriousness of the approach in developing the equipment.
27 RTL Most
TV channel in Romanian was launched in the second half of 2009 and is controlled by the RTL Group, which owns several broadcasting brands. It provides access to news and entertainment programming in the country and throughout Europe. As of 2018, the channels have been transferred to a digital platform.
The logo consists largely of the text designation “RTL Most.” The redesign was decided to abandon the gradient, and the color scheme was replaced by contrasting shades of black, red, and white. The letters themselves got more expressive due to the development of digital technology. The main part is the second word in large lowercase font. The letter “O” was visualized as a red circle with a white arrow on its background, swirling in the opposite direction of the clock, symbolizing renewal and progress. “RTL” was placed in a black rectangle in the lower-left corner of the main sign. Thus, the logo became more compact and acquired an austere character, attracting attention and emphasizing the evoked emotions.
Founded in 1934 in Moscow, the holding company is the largest aviation enterprise in Russia and handles all phases from development to product sales. In addition, it trains aviation specialists and conducts a full range of maintenance activities for civil and military aircraft of the Be and Su brands.
The logo consists of a silver round sign with an arrow in the middle, stylized as a flying plane, indicating further development of aviation production. In addition, this visualization adds some dynamics. To the right of it is the text component of the company’s name, made in two versions – in Russian and English. Both variations are similar in structure. The main difference is expressed in the color palette of silver and dark blue shades. In the Russian version, it is brighter and juicier. This combination speaks to the great responsibility, reliability, and trust built between Sukhoi and other concerns. The font used to create the visual identity is bold, with the distance between the letters minimized, which implies the integrity and unity of the enterprise.
An Irish consulting company Accenture was founded in 1989 in Dublin. The main field of activity is consulting activities on strategic planning, optimization, and further outsourcing organization. Due to the active production growth, the company renders its services in more than 120 countries worldwide.
The brevity of the logo underlines the accessibility of the service. This is also evident because the word starts with a lowercase letter. Above the letter “t,” it was decided to add a purple arrow, visually reminiscent of the sign “more,” which symbolizes the firm’s prospective growth and dynamic development. Devoid Bold by Dropper typeface was used with minimal and insignificant changes when writing the text. The color palette combines luxury, sophistication, and prestige, which implies an effective approach to customer service. In addition, modern technology has made it possible to increase the contouring of all the elements in the emblem, which has made it more presentable.
Since 1983, the Chinese brand, controlled by KYE Systems, has been engaged in the production of computer peripherals. Today it has more than 5,000 employees in its official offices in the USA, UK, China, and Germany.
In the world of information technology, the Genius logo is one of the most recognized. Its simplicity and quality, combined with the uniqueness of design, increase its memorability. The abstract image of a human figure perfectly reflects the kindness and reliability with which employees greet their customers. Visual identity is made with jagged edges and smooth lines, indicating friendliness and problem-solving creativity. At the same time, the shape of the element resembles a cursor on the monitor screen, symbolizing the company’s main direction with the further expansion of production. The color palette presented in the logo is expressed in red, black, and white tones, which in contrast adds to the emblem effect of confidence in the future.
Diadora, an Italian manufacturer of accessories, clothing, and footwear for the sports industry, traces its history to 1917. There was a great demand for shoes for the army during this period. Since 1948 the official workshop with the same name of the brand has opened. The main production facilities are still located today in Caerano di San Marco.
The company logo is a laconic structure consisting of the company name and a small sign above it. When creating the visual identity, a font such as Moki Soft by FaceType was used, characterized by bold lines of the letters and a rounded design. This softens the overall impact on the viewer, which benefits the perception of the emblem, thereby implying a solid basis for the trade. The arrow depicted on the brand is stylized as a tick that has a horizontal orientation. It is a common symbol of the movement, reflecting the main essence of the manufacturer. The color palette used was monochrome black, denoting conservatism.
The Avengers is a series of comic books, animated series, and movies from the Marvel universe about heroes who save the world from its constant attempts to destroy it. The first mention of the story of the intertwining fates of this universe dates back to 1963.
Today, almost everyone is familiar with the original emblem of the series. The logo, which marks one of the branches of the Marvel story in its basis, was designed back in 1972 under Gaspar Saladino. The iconic letter “A” is a characteristic element of the brand, represented by an arrow on a horizontal bar. It points to the right, denoting each hero’s steadfastness and thirst for justice. The partial placement of the letter in the ring adds to the visualization dynamics inherent in the film series. Another difference lies in the execution of the letters “G” and “E.” The first and middle lines of the second have a slight cut at an acute angle. At the same time, all the letters have a slight slope to the right, indicating movement.
The company is one of the largest manufacturers of Web-programs. It was founded in 1992 by Marc Canter in San Francisco, USA. The main stage of development of the enterprise is expressed by the period when the Internet received its general availability, which allowed for the introduction of new software developments in its expanse. In 2002 the brand consisted of 30 offices in more than 13 countries.
The trademark includes a lowercase company name in Marsden Wide Regular by j Foundry typeface. Its structure was slightly modified to emphasize the uniqueness of the image. Above the text is a stylized letter “M,” made with two bold elements – a diagonal line in black monochrome and a triangular arrow in lilac. The symbol fits logically into the image of the emblem, revealing the essence of the company’s visual identity, which is closely related to the computer components. Therefore, this particular variant is a win-win, accentuating the client’s attention to the services’ reliability. With its soft roundings, the logo clarifies that Macromedia’s business is based on trust.
Tangerine is a subsidiary of the Canadian banking network owned by Scotiabank. The firm was originally an independent phone service providing financial and legal advice. From 1997 to 2012, the company was called ING Direct Canada. In 2015, the bank ranked among the top ten corporate entities in the country.
The company’s desire to show its progressiveness and versatility led to the creation of a concise and, at the same time, unique logo. Bright orange and white color palettes fill the logo with energy and freshness. The main element of the mark is the name, made in Eina 03 Bold by Extratype typeface without any radical changes. The alternation of angles and roundness softens the overall perception of the brand. However, the whole structure is emphasized by the graphic image of an arrow in the upper right corner. This implies further growth of the corporation, based on innovative approaches in customer service.
From 1973 to 1999, the Italian Arena brand of swimming equipment was resold several times. It has since been taken over by Italian-American investment groups and, over time, has gained high recognition throughout Europe. Today the products are exported to all corners of the world. The only exception to this list is the Near East.
As its visual identity, the company uses a stylized arrow of three separate geometric shapes. They are placed below the text component of the logo with a small distance between them. The elements are three horizontally placed classical rhombuses, two of which have rounded upper corners, and one has rounded lower ones. Because the figures stand at different levels, with half of the last one between the top two, a visual directionality is created. In addition, you can also notice in the image the rippling of the water surface, divided by the stoppers for the swimmers. The entire composition is done in a monochrome style using a black hue. This approach gives it confidence and focuses the client’s attention on its field of activity.
The footwear brand originated in 1996 in Lake Forest, USA. Its history is closely intertwined with Etnies. At the same time, the main focus of the commercial products is designed for those who are fond of skateboarding. The fame was achieved through the Reynolds shoe model that was developed. The company is owned by Sole Technology, a U.S. concern that operates in the same field.
Over time, digital technology has made it possible to create better structures of any degree of complexity. However, modern trends imply the need for a concise approach in visualizing logos. The trademark arrow points upward, thus reminiscent of the climbing or obstacles on skater tracks. At the bottom of it is a stylized capital letter “E” – the first letter of the brand name. The way it is placed creates an image of the base of the tip. When creating the emblem, a monochrome color palette of the shade of black was used, symbolizing, in this case, the luxury and quality of the manufactured products.
The company is a chain of retail stores and has offered its services since 1957. However, the first shop opened its doors only in 1960 on the outskirts of Annecy. However, today it is one of the smallest establishments of the chain. The company’s fame was brought by the fact that in 1963 it was the only one in Europe to open a hypermarket.
When designing the logo Carrefour, it was necessary to convey the company’s main idea as precisely as possible while making it as simple as possible. It was achieved by making two elements of different colors in the form of arrows in opposite directions, thereby denoting the company’s name. In French, it translates as “crossroads.” There is a white letter “C” between the two signs, symbolizing the intersection. In addition, it directly affects the uniqueness of the shape of each arrow, which is not immediately apparent. The rendering lines do not have sharp transitions, facilitating the perception of the emblem, and the color palette implies the national flag of France – red, white, blue.
38 Wrigley’s Spearmint
In the USA, since 1893, mint gum has been produced under this brand. It went as a free bonus to the baking soda, and only later did it begin to be sold separately. Throughout its history, there was a period when gum was not produced. However, in 2004, its production was resumed with a separate slogan – “Even better, even longer.”
Experiments with design have led to the fact that today there are several logo variants, and only the last one could get an independent and presentable look. The main element is a dark green double-sided horizontal arrow made with an extension from the center. Its edges are accurately underlined with light green outlines. In this way, we have a clear stylization of the brand, presented as a gum stretching in different directions. “Spearmint” inscription is placed in the straight font on its background, and the text “Wrigley’s” is hovering over the whole composition with a red hue. The color palette is thought to arouse the feeling of hunger and desire to get a minty product. At the same time, the emblem attracts a lot of attention with its uniqueness.
The oil company originated in 1879 in California under the leadership of Charles Norton Felton, George Loomis, and others. Today it belongs to the world’s largest integrated energy structures, owning 50% of the shares of the American petrochemical company, under the management of which there are two research centers and 28 plants.
With the corporation’s name change, the visual identity was also changed. The logo Chevron is a chevron made up of two downward pointing arrows. Both elements are double-sided tape with a darker tint on one side, as shown by the fold in the upper left corner. This symbolizes the brand’s confidence in the future and the stability of its development, backed by resilience to unexpected changes and perseverance in overcoming them. The sign gives a sense of reliability to those who turn to the firm for the necessary services. Above the image of a chevron across the full width of the emblem is the company name, made in the darkest colors, distinguishing it from the general background. The color scheme used in the development of the brand consists of two color groups of different shades – red and blue.
In 1889 John Boyd Dunlop patented pneumatic tires and two years later founded his company in Dublin, Republic of Ireland. Several technological improvements have been introduced to ensure higher product performance, namely the Multi-Blade system, noise protection, RunOnFlat tires, and a specific bead fitment system. From 1950 to 1977, it was the official tire supplier for Formula One racing cars.
In the designed logo, all the elements are aimed at reflecting the main effect – speed, which is the main characteristic of the company’s products. Xenois Slab Pro Heavy Italic by Linotype font was used for the main inscription, with customization in italic performance. Above the text is the iconic emblem, reflected by the red, yellow, and black tones of the color palette, the combination of which enhances the perception of power and confidence in victory. The emblem is composed of a unique composition of a pointed rightward pointing arrow with a circle at its base and the inscribed letter “D” in a circle. The image is reminiscent of a rushing wheel at the moment of overcoming the sound barrier, implying progress and the possibility of further development.