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• BrandLogic designers speak about their logo designs

• IBM Software Mall

  Designer's comment: This mark was for IBM's first foray into direct software sales, which later evolved into IBM Direct (hardware and software direct-mail catalogs and online), also designed by BrandLogic. It combines as many IBM brand elements as possible (logo, color, typeface) to reinforce that this is IBM's "official" channel.

• Gymnaestrada (Athletic Federation)

  Designer's comment: This symbol expresses key elements of the graceful and athletic floor exercises that are now recognized as an Olympic discipline. (Credit)

• Imovane

  Designer's comments: Imovane is a sleep aid. The gentle teddy bear image suggests comfort and relief to patients who suffer from difficulty in falling asleep. (Credit)

• Pepsi/U.S. Army joint program

  Designer's comment: When Pepsi and the Army join forces, you've got two graphically strong identities, and, if they are both red, white and blue, half your job is done.

• Pentegra

  Designer's comment: Formerly FIRF, we helped fuse "integrity" to the company's core business – pensions – to become Pentegra. The resulting uniquely designed wordmark, based on features of Bodoni, represents a strong, classic, yet contemporary visual identifier.

• Security

  Designer’s comments: We were asked to create a mark for a company’s internal security program highlighting that every employee was personally responsible for safeguarding confidential information. Using the tagline, "You are the key," we graphically combined those two images into a strong, simple symbol.

• American Can Company – Airtex

  Designer's comment: For this new, lightweight paper product, our visual goal was to combine stripes representing American (the company), the feel of folded paper, and the letter 'A' of the product's name.

• Montreal's McGill University "Snail Trail"

  Designer's comment: The sprawling campus of McGill University is often cold and covered with snow. A previously unknown network of underground passageways and connected buildings allows pedestrians to go anywhere on campus without going out-of-doors. We needed to create an easy-to-recognize symbol for signs, maps and entrances, linking this network. Now, the bright yellow and blue color scheme and the friendly snail are known throughout Montreal. (Credit)

• China: Treasures and Splendors

  Designer's comments: The visual identity for this unique traveling exhibition is based on one of the show's main attractions: a life-size terra cotta warrior from the tomb of Emperor Shi Huangdi, shown for the first time outside of China. The symbol appeared on everything from street banners and subway billboards to print ads and admission tickets. (Credit)

• Stepping Stones Museum for Children

  More than a static symbol, the program is a full range of colors, shapes, and graphic patterns that can be combined to create hundreds of logos that are each instantly recognizable as Stepping Stones.

• New York Waterways

  Designer comment: This logo needed to function when used large on park signage and very small as a symbol on maps. Therefore, we created a symbol that clearly communicated the idea of New York and water without needing any words.

• Master Builders

  Designer's comments: This mark communicates a sense of traditional craftsmanship, attention to detail, and a commitment to high-quality construction for this upscale home builder.

• Navistream

  Designer's comments: The ship provided an air of exploration, derived from the word navigation, inherent in the coined name for this interactive firm.

• Prudential of England

  Designer's comment: The British Prudential Assurance Company wanted to update its identity, which was based on a very British coat of arms. Our final design combined the ramparts of a castle tower from the old crest, the letter 'P', and a rather abstract heart to symbolize the caring for loved ones that is the basis of life insurance. (Credit)

• Turtles

  Designer's comment: The rugged Swiss outdoor shoe features a unique hard-shell toe cap for protection and is waterproof. How better to symbolize mobile protection?

• Jupiter

  Designer's comments: The theme carried throughout this Hilton night club is Jupiter, the Roman ruler of the gods. Incorporated into the letterforms is the suggestion of the lightning bolts of the ancient sky god. (Credit)

• Champion International

  Designer's comment: This mark introduced a new (and unique at the time) employee-compensation program called Pay Equals Performance. We chose a design that is strong, direct and simple, because anything that was playful or insincere would not have been appropriate.

• HotMedia: IBM's rich-media Web authoring software

  Designer's comment: The challenge was to create a mark that could be recognizable in the few pixels of a computer desktop file-type icon, as well as in the product interface and splash screens, and loading icons, as well as the usual print and Web. We worked with IBM corporate design to develop a lively and fun design of "action" stars and bubbles with a modern color palette that was flexible and hinted at the visual excitement the product produced.

• IBM Golden Circle

  Designer's comment: For many years, IBM's program to recognize its top performers has been represented by this symbol, which was designed to function on jewelry, and embossed, engraved gold-stamped and printed.

• Efamol Research

  Designer's comments: By including the maple leaf, this mark promotes a strong Canadian identity for a line of pharmaceuticals. (Credit)

• IBM's Transition to Linux

  Designer's comment: At IBM, a company that carefully prevents the proliferation of sub-brand logos, a new mark is not undertaken lightly. We created this mark, symbolizing IBM's transition of AIX (IBM UNIX-type operating system) to Linux. We're pleased that the logo was recently honored by David Carter's logo competition, where it was selected as being among the world's best new marks.

• TSS (Joint IBM/Kodak venture)

  Designer's comment: Spotting a unique market in the computer industry, IBM and Eastman Kodak – companies recognized for service excellence – formed TSS. The goal? To provide the special services and skill set required to answer the need for corporate desktop service and support. With a logo design communicating stature and trust, TSS has grown to become the leader in its industry with the largest market share and strongest customer satisfaction record.

• Royal Bank

  Graphic styles come and go, but only a select group of logos of an unusually timeless quality are able to remain fresh for almost 30 years. BrandLogic's Fredy Jaggi, then with Gottschalk+Ash International, was asked to redesign Leo to freshen and modernize it, as well make it more usable across diverse media such as the then newly introduced ATMs.

• Engelhard

  Designer's comment: Sometimes it's necessary to modernize an existing logo that has equity and history. Here we redrew the letterforms so that they read properly when very small, or, for example, function when very large and back-lit.

• Litho Associates

  Designer's comments: Initials were chosen to communicate both the French and English corporate names for this French Canadian offset printing firm, and designed to connote the old-world attention to detail and high-quality printing produced at a state-of-the-art plant. (Credit)

• American National Standards Institute (ANSI)

  Designer's comment: For the online version of ANSI, National Standards Systems Network and the stylized NSSN, our goal was to create a memorable logotype that hints at both speed and connectivity.

• Target

  Designer's comment: This high-end graphic services company had a name that was reminiscent of a discount store chain. Therefore, we avoided the rather obvious target image and took it up-market by creating a classic archer.

• Kamper

  We designed a logo for well-known fashion photographer George Kamper. Light rays were added to the 'K' to represent strobe flashes or the sun, because this photographer shoots both in his Miami studio and on location.

• Acceris

  Designer's comments: Acceris, a Westinghouse spinoff, acquires and integrates communications businesses. This visual expression consolidates specific client direction, including elements such as speed, dynamism, and bold italic characters.

• The Phipps Group

  Designer's comments: For this public relations firm, the monogram of initials communicates professional confidence because of its classic elegance.