Categories / Inspiration

6 Incredibly Clever Logo Designs

Maryam Taheri March 31, 2021 · 3 min read

There are so many things that go into branding a company – from the language you use to the products you sell. One of the most important ways a company can hone their image is via their logo. A logo not only serves as the face of a business to the public, but it can also help communicate about the company’s purpose and aesthetic. Want to know more about some of the most clever logos in design history? Check out 6 of the best below.



Goodwill is a company that provides employment, services, and goods to underprivileged and disabled citizens. Its logo features a smiling face, which fits well into its philanthropic. However, the company also incorporates a clever twist into its logo; the “G” in Goodwill is actually a smiley face, and the large smiley face in the logo can also be interpreted as a “G.” Goodwill hammers home its reputation as a friendly, welcoming place with this repeated smiley face in its logo, and it’s a clever manipulation of text as image.

Milwaukee Brewers


The Milwaukee Brewers, the Major League Baseball team based out of Milwaukee, use a clever image for their logo. It features a baseball glove with a baseball in the middle of it upon first glance; when you look closer, though, you can see that the glove is actually made from the letters “M” and “B” (the ball makes up the hole in the lower case “b”) The Brewers’ logo seamlessly communicates the team’s name and purpose with one simple image.



Most people don’t notice it right off the bat, but the yellow line under is actually an arrow that goes from the “a” in Amazon to the “z” – communicating their mission (selling everything under the sun – from a to z.) The arrow serves a dual purpose; it also looks like a smiley face, giving Amazon a slightly more friendly image to visitors.

Baskin Robbins


Baskin Robbins is the delicious ice cream place known for serving 31 different flavors of ice cream. And its logo won’t let you forget that, either – part of the “B” in Baskin and part of the “R” in Robbins are pink, and when put together, spell out the number “31” – the number of flavors they sell. The Baskin Robbins logo does a good job communicating what is special about the company and clearly conveying its name at the same time.



Avid is a digital media company; they make music, videos, and other media that can be watched on computers. Their logo, which spells out “Avid” using popular symbols from VCRs and DVD players – like play, pause, and volume up and down. When you first look at the logo, you immediately know the company  deals in digital media; upon closer look, you also see that it spells out the name of the company.



Bckspace is an interactive design firm based in Venice, CA. Their logo, which features the all-lowercase word “bckspace” and a cursor, is extremely effective at communicating the company’s purpose – creating beautiful and correct digital solutions. The logo is particularly effective because it’s a little bit unsettling; any regular computer-user or typer  will notice the missing “a” in bckspace and feel moved to fix it – or contact the company!

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About the Author
Maryam Taheri

I'm a recent graduate of the University of San Francisco with a degree in Biology and a passion for the creative arts. I love building websites, trying new things, and I have a passion for social media.

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  • I've always liked the Goodwill logo - even as a little kid I thought it was pretty clever. Thanks for sharing! The FedEx logo is another one. I sometimes ask my friends if they can spot the arrow in the logo. I heard somewhere that the arrow implied between the E and the x (Ex) was unintentional, but seemed to be a subliminal way of communicating the concept of going/shipping/traveling, so it made the logo more meaningful and successful. 8 years ago
  • Not a fan of the goodwill logo, looks a bit horsey in my opinion but I do enjoy the Avid logo as it makes a lot of sense in regards to it's products and user base. 8 years ago
  • FedEx is perhaps the more clever example. And what about New Man? You can rotate the logo 180º, and you can still read 'New Man'! That is brilliance. In Goodwill the idea is good but the execution I find poor. 8 years ago
  • The Avid logo reminds me a lot of the Viva music channel logo, i wonder wich one came first. 8 years ago
  • I've always find quite interesting the Toblerone mountain/bear, somehow hidden but pretty awesome. And of course "Spartan Golf Club" is one of the most awesome ones I've seen. 8 years ago
  • April fools joke maybe? 8 years ago
  • meh... 8 years ago
  • I like Big Brothers Big Sisters logo. It incorporates the Big (mentor) and Little (mentee), a heart for caring (which also looks like the letter "B"), and a smile made with the arms and heads of the Big and Little. Really creative way to show many aspects of their organization. 8 years ago
  • Love this post. Always been fascinated with clever logo designs. I find these three from this talented provider quite awesome too. Well done and keep them coming.. 8 years ago
  • cool stuffs!! 8 years ago
  • @Jorge Antonio Narvaez de la Mora I've always loved that Toblerone bear! The Amazon logo is undeniably great, and some of these other concepts are good, but could have been stronger in execution. 8 years ago