Xpedx provides packaging, printing, distribution, facilities, and e-commerce solutions. It has a fantastic logo – an ambigram (which means it can be read from more than one direction). Invert the logo and it still lands, like a fallen cat, on its swift feet. And it has its own white space arrows, one between the “x” and “p” and another between the “d” and “x.”
The cleverly designed letters of the abbreviation for The Australian Institute of Marine Science – AIMS – combined with their reflection depict a fish, forming the logo for this institution. Holy mackerel!
The ubiquitous FedEx logo has won accolades for its tight, sans-serif design and use of white space between the E and x to form an arrow suggesting movement and perhaps even precision.
The FedEx logo has translated well into Arabic, a language read right-to-left, and the white space arrow flows in the same direction as the text. To the right, another white space can be seen as an incomplete upward arrow.
Wooga, which develops “social games” and is based in Berlin, Germany, tells about realigning (I wonder if something went slightly askew in language translation) its logo in The New Wooga Logo: Realign over Redesign. The motivation is largely captured in this sentence: The logo space for Bubble Island on the iPhone or iPad is only 10×10 pixel [sic]:
Wooga’s “realigned” logo in the iTunes store.
Still, this paragraphs adds more:
The old logo was designed for web applications, which allowed several shades and highlights and a more complex visual appearance. Designing for mobile has to take different aspects into account: such as data size. If you small shrink the logo for mobile, the intricacies of the old design would become blurry. Wooga also uses the logo for in-game items on web and mobile and with this in mind three key factors emerge: legibility for smaller screens, reducing logo related bugs and emphasizing the existing features of the logo.
The new logo (below right) seems a touch less anthropomorphic, a touch less personified. While I slightly prefer the former, it had fewer constraints than the newer, which probably is quite satisfactory. To further reduce the logo’s footprint and perhaps loading time, some have mentioned that Wooga could eliminate the gray “W” as it is redundant.
The old web-optimized Wooga logo (left) and the new mobile-optimized logo (right).
I just thought of the kidrobot logo after seeing that the MailChimp mascot is getting kudos for its effective design. Certainly the kidrobot kid is punkier than the cutesy, Curious George cousin, Freddie von Chimpenheimer IV as the MailChimp mascot is known. But the MailChimp mascot is kept somewhat out-of-view at MailChimp.com. Maybe I’ll re-visit this topic soon.