To a company it’s a trademark. To a publisher it’s a colophon. To a club it’s a badge and to the aristocracy it’s a coat of arms. It may also be an emblem, an insignia, a mark, a tag, a symbol, logotype or bug.

Whatever you call it, logos are designed to graphically identify a particular organization or product in a way that is unique, appropriate and relevant. And they are all designed to leave a memorable impression. So much so that really great logos that have been promoted well speak volumes even when you can’t read the words. Here are some that don’t need identifying at all:

Yes, they are all logos for well-known brands that over time have been drilled into our heads using millions of dollars of ad money. Seems so easy, right? Just design anything, throw enough money at it and presto! You have a great trademark.

Well, maybe not. Here are some logos that have spent millions on promotion but are difficult to recognize.

What happened?

Well, for starters, there is nothing unique about any of these letterforms. Nothing interesting about their shape that may communicate the company’s product or service. A logo should be more than just some letters that make up a word. It should have personality, style, the right colors. It should feel like the product you’re selling.

Some logos are so great at doing this you don’t even need the whole mark to recognize them. That’s when you know you’ve done a good job with your identity.

How cool is that?

The difficult-to-recognize logos?