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A cracking logo?

Three things have prompted this post.

1. We’ve just bought a copy of Logos, by Michael Evamy.
2. Michael Johnson’s recent thought for the week on one of his favourite logos.
3. A logo we've been working on.

Thoughtful love logo design. It's the first page we turn to when we get a new D&AD Annual. And we whole-heartedly share Michael’s view about dying happy knowing we’ve created a 21st century classic.

Our all-time favourites would have to be the Mill logo by North.


And the FedEx logo by Landor.


Being ex-Chase designer’s, we’ve been schooled to deliver the maximum message using the minimum of means – and if you can make an emotional connection too, well, you’ve found the Holy Grail of visual communication.

And, that’s why we love logo design so much, and especially these logos – they have everything:

- the economy of the idea

- the ‘I wish I’d done that’ factor

- works best in black and white

- gives us a great feeling about the company

These are logos by which we judge all others, including our own...

...When we left The Chase we weren't ideally prepared for business. On Day 1, we had no financial backing, no studio to work in, no kit and no clients (but that's a story for another day). So when James said, “my brother-in-law is thinking about setting up his own business – he’s asked if we can help him out” – we were grateful for a job which generated a bit of cash and some work for our portfolio.

The client (James’ brother-in-law) is planning to set up his own courier company.

Our pitch was simple:
Sameday Couriers
Speed with care.

And here’s the logo we designed for him:


Luckily, the client (James' brother-in-law) thinks this is a cracking idea (geddit?).

We freely admit, ‘Egg-n-spoon’ isn't as beautifully simple as the Mill or as dynamic as FedEx, but we’re happy it delivers everything a good logo should. And it will keep us going as we search for our own Holy Grail.

Reader Comments (16)

i hope no-one poaches it...

Nov 8, 2007 | Unregistered CommenterSimon

We were thinking eggs-actly the same thing... :)

Nov 8, 2007 | Registered CommenterThoughtful

Did you have to scramble around for that idea?

Mar 10, 2008 | Unregistered CommenterRay

I think internet explorer has ruined the black lower-case 'e'

Mar 12, 2008 | Unregistered Commenterie

Wrap it in gold foil and hand it out at Easter. Nice work.

Mar 12, 2008 | Unregistered CommenterDiggy T

Just seen this in the Design Week awards - done to perfection - and that wasn't a pun!

Mar 12, 2008 | Unregistered CommenterMatt

I think it is a great achievement. Congratulations!

Mar 23, 2008 | Unregistered CommenterCao

Nice logo! Lay more on us ;-)


Apr 3, 2008 | Unregistered Commentergarfield

my teacher paul huggett from the creative circus created this same logo years ago except it was for an ice cream shop.

which came first? ice cream or the egg?

Jun 26, 2008 | Unregistered Commentersalisae

great post,it so simple but you can learn a lot...nice job.


Sep 5, 2008 | Unregistered Commenterlogo design Pilbara

I completely agree with your list of what a logo should have and I think your egg in spoon logo is brilliant.

Thanks for the comment Alex, that's made a nice start start to the week.

Nov 17, 2008 | Registered CommenterThoughtful

Late to the party, but very time I see your Egg-n-Spoon logo, I smile and wish I was a designer and not a copywriter. (Logos are the first thing I look at on any design website - they're an acid test of the designer's ingenuity and craft, I reckon.)

Only graphics of this standard can deliver this sort of instant 'smile in the mind' moment. Complete economy, no compromise on either side of the double meaning. And funny. It's perfect. I love it. Congratulations.

(See also 300million's logo for the Food Writers Association - the spoon in the pen nib. Gorgeous.)

Dec 17, 2008 | Unregistered CommenterMike Reed

One of the best designs I have seen in quite a long time. Very well done. I bet it went over easy...

Feb 7, 2009 | Unregistered CommenterJWG

Do we know how much the client had to 'shell' out for this design?

Nov 26, 2009 | Unregistered CommenterMarcu@smarttechnique

It is somewhat same as internet explorer symbol..but nice!

courier services

May 30, 2011 | Unregistered Commenterangel8collins

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