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:
Egg-n-spoon
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.