Logos that are powerful enough to stand alone.
Apple has proudly sported a wordless brand mark for decades – you have to go all the way back to 1984 to find its name anywhere near its logo. Apple's original logo was very different, sporting a woodcut-style illustration of renowned apple enthusiast Isaac Newton under the tree where he reportedly received his fruity inspiration for gravity .
Though Instagram is a relatively young company because it is an app-based brand, it has been elevated into the realm of the textless logo heavyweights through the fact that users interact with the app icon so consistently. Insta has had much less need to use its wordmark because the icon itself is so ingrained into consumer consciousness. It's not dropped it with a lot of fanfare in the way other brands have because it's always relied more heavily on its icon from day one.
Seattle's world-conquering coffee chain boasts a fascinating story behind its logo. The company was named after Captain Ahab's first mate in Moby Dick, so the original logo designer Terry Heckler decided to draw on a 16th-century Norse woodcut of a two-tailed mermaid for inspiration.
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