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Logos we love


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Editor's note: We asked Ruth Harvey, creative director for Hot Dish Advertising, to define what makes a good logo. Here's her definition and our picks for outstanding franchise logos.

A logo is like a person. It can be big or small, black or white or red. It can be strong and bold. Or elegant and beautiful. The best logos express something in their use of type font, color and visual (sometimes called a "bug") that tells the world not just what you do, but what kind of company you are. It gives visual clues to your brand's personality.Thirty years ago when I worked in retail, logoed clothing didn't sell at all. Try as we might, they had to be seriously marked down to sell. Contrast this to today, as I watch my daughter leave for school with Pink splashed across the back of her sweats, Abercrombie on her sweatshirt and her Juicy Couture wallet tucked into her backpack. I however, don't believe in making myself a walking billboard.  Now, if I could only find my Starbucks coffee mug, my Blackberry, and my Prada sunglasses, I
could make it to my meeting on time.
Ruth Harvey

 

Dogs are social beings, so why shouldn't their doggy day care come with a yappy hour? If you like this new franchise's whimsical logo, check out its Web site
for more fun touches at www.thebarkerlounge.com.

Frankly, we're hot dog fans, so we think this logo, which elevates the often maligned tube steak, cuts the mustard. Here's what corporate had to say: "The
brand's logo is designed to communicate energy through the use of various layered shapes above the name...the dual typefaces add to the brand's zeal by
strengthening the idea of having more than one attitude...as in 'What's your Franktitude?'"

The name might not conjure up a hotel eatery, but you've got to admit the logo's fun. We like the combination of a realistic spoon with the wings drawn on. If you want to find out more about the concept, check out the story we did on Embassy Suites in the March issue on our Web site.

Dogs are social beings, so why shouldn't their doggy day care come with a yappy hour? If you like this new franchise's whimsical logo, check out its Web site for more fun touches at
www.thebarkerlounge.com.

Frankly, we're hot dog fans, so we think this logo, which elevates the often maligned tube steak, cuts the mustard. Here's what corporate had to say: "The brand's logo is designed to communicate energy through the use of various layered shapes above the name...the dual typefaces add to the brand's zeal by strengthening the idea of having more than one attitude...as in 'What's your Franktitude?'"

The name might not conjure up a hotel eatery, but you've got to admit the logo's fun. We like the combination of a realistic spoon with the wings drawn on. If you want to find out more about the concept, check out the story we did on Embassy Suites in the March issue on our Web site.

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