Brilliant Logo

What makes a truly excellent logo? For designers, this question lies at the very heart of their creative work.

This book explores that question by presenting a carefully curated selection of remarkable logos from Japan and around the world. Organized into ten distinct categories based on visual characteristics, the logos featured here include timeless designs that have been refined and used consistently over many years, striking visuals that catch the eye at first glance, and minimalist creations that emphasize clarity and simplicity. While diverse in form, each of these logos shares the core qualities essential to successful logo design—memorability, simplicity, and a clear connection to brand identity.

But this book is more than just a visual gallery. It also aims to shed light on the thinking behind each design. Wherever possible, it provides context on the concept, purpose, and creative process that gave shape to each logo. Readers are invited to explore how these logos evolved, what ideas inspired them, and what intentions guided the designers throughout their creation. Through these insights, the book reveals the deeper design language and brand philosophy embedded in each mark.

For anyone faced with the task of developing a new logo, these examples serve not only as visual inspiration but also as meaningful references—offering guidance in building strong concepts and embracing imaginative, unconstrained thinking.

The ten categories featured in this collection include: Animals, Plants, Natural Environment, Body and Body Parts, Foods, Typographic Elements (Japanese), Typographic Elements (English), Graphic Shapes, Constructions, and Everyday Items. Together, they showcase the rich diversity and expressive power of logo design.