20 iconic brands and why they work

Coca-Cola 1940s logo
(Image credit: Coca-Cola)

While some may argue a logo is integral to a brand's identity, it's merely one piece of the puzzle – ask experts and they'll tell you it takes considered expertise to make a truly iconic brand. "We respond to experiences," says Ben Marshall, creative director at Landor Associates, "stories we can pass on, and frankly, some things that are simply unusual or inspired." 

To understand what truly makes an iconic brand, we asked experts to pick 20 of their favourites and explain why they're so successful. If you're after design inspiration check out our collection of the best logos of all time and take a look at our expert tips for creating impactful branding.

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Nick Carson
Brand writer and consultant

Nick has worked with world-class agencies including Wolff Olins, Taxi Studio and Vault49 on brand storytelling, tone of voice and verbal strategy for global brands such as Virgin, TikTok, and Bite Back 2030. Nick launched the Brand Impact Awards in 2013 while editor of Computer Arts, and remains chair of judges. He's written for Creative Bloq on design and branding matters since the site's launch.