"Design Business Association, UK - A professional body that links between design and business."
The 'dba' logo definitely relates this idea of linking design and business together due to the nature of the d and b. The serifs reflect this idea of continuation and the 'link' between both letters. The elongated serifs create a consistency that reflects the overall company. I initially thought the 'a' might be slightly out of place compared to the other two letter forms, as this shows no link, but I actually prefer this. I feel keeping it between the two letters creates a subtle but noticeable link, perhaps making it too obvious if it had been created with all three letters in mind.
"Boots - Health and Beauty Retailer"
What I find interesting about the boots logos is how 'Jesse Boot', the creator of the company, has included his own signature within the shop logo. I feel this adds a personal touch to the marketing as it relates both owner and company together. Not only does it have this link, but feel the hand-written elements creates an informality within the brand. I feel having such a script like font makes the brand more humanised - making it seem more friendly and approachable to the consumer. The elongated crossbar on the 't' and flourish on the 's' creates and underline along all the letterforms. Creating a sort of security around the word - maybe to show security and reassurance for the brand and its customers.
"F1 - Formula One Licensing BV"
The negative space within this logo creates and really interesting touch. At first glance you do not see the '1' within the logo, but when viewed for a longer period of time, it becomes more obvious. How they have done this, I feel, makes the logo far more interesting than if it was noticeable at first glance. The stripes within the logo not only make the '1', but also shows the fast, racing motion of the cars. Representing the whole brand and what it stands for.
"CROP - A series of catalogues from Corbis, USA"
I find both name and look of this logo appealing. The name definitely represents the idea of catalogues and design, as this is a understood term that its target audience will understand. It will relate to content and how the catalogues are actually produced - how they would need be 'cropped'. Its term and meaning is then reflected in the logo itself. The negative space of the letters show this idea of the logo been cropped while still being legible.
"FedEx - Courier Service, USA"
The well known 'FedEx' logo is successful for a number of reasons. The main being the hidden element of the arrow between the 'E' and 'x'. It not only adds a talking point for the logo, making it popular amongst the public - debating whether they can see the arrow or not - but also it shows how the courier service is forward and direct as a company. It shows it is a reliable and and express brand. The type face used to create this is also a clean cut sans-serif which represents this 'direct' brand even further.
"Starbucks - Coffee House Chain"
I love the Starbucks logo as it is so iconic and recognisable to so many people. With or without the type, you can instantly tell what the brand is from afar. It does not need the 'Starbucks Coffee' for people to notice it. What adds to this is the colour choice, it is a very unique colour for a coffee brand, as green is not what you would normally relate to coffee, however this different and unique colour scheme creates an individual identity for the brand - adding to why it is so iconic.
"innocent - Natural Fruit Drink Manufacturer"
Innocent relate it's brand name quite obviously to its logo. The child-like drawing conveys this idea of 'innocence' which is also represented by the lowercase, sans-serif font. By having a lowercase logo, it shows this idea of no intimidation and comes across quite guilt-free. This is all to try and show this friendly, 'innocent' persona, which conveys this idea of health and well-being.
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