14 Famous Timeless Logos Every Startup Should Study

You're staring at a blank canvas, cursor blinking, trying to imagine what your startup's logo should look like. Maybe you've sketched a few ideas on napkins. Maybe you've already burned through three designers and still aren't happy.

Here's what nobody tells you: the world's most recognizable logos weren't born from sudden inspiration. They were built on principles that have worked for decades—principles you can study and apply to your own brand.

In this guide, we'll break down 14 iconic logos—including recent rebrands from Slack and Airbnb alongside classics like Apple, FedEx, and Amazon. For each one, you'll learn exactly what makes it work and how to apply that lesson to your startup's identity.

Does Your Startup Need a Logo?

Before diving into examples, let's address the elephant in the room: with limited resources, is a logo really worth your time?

The short answer: yes, but not for the reasons you might think.

Your startup is new—most people don't know you exist yet. A well-designed logo serves as your brand's handshake. It's often the first thing potential customers see, and research shows that people form impressions of a brand within seconds of seeing its visual identity.

Why a timeless logo matters for startups:

First impressions stick. Your logo appears on your website, business cards, social profiles, and invoices before anyone experiences your actual product.
It builds recognition over time. The logos we'll study below have remained largely unchanged for decades. That consistency compounds into instant recognition.
It forms the foundation of your brand identity. Colors, typography, and design elements all flow from your logo.
It differentiates you from competitors. In crowded markets, a distinctive visual mark helps you stand out.

As legendary designer Paul Rand put it: "Design is the silent ambassador of your brand."

14 Famous Timeless Logos Every Startup Should Study

Let's examine what makes each of these logos work—and the specific lesson you can apply to your own branding. We've included both time-tested classics and recent rebrands to show how these principles apply in any era.

Tostitos, Frito-Lay's tortilla chip brand, launched in 1979 with a simple wordmark. But it wasn't until 2003 that designers created something remarkable.

Look closely at the two lowercase "t"s in the middle of "Tostitos." They're shaped like two people facing each other. Between them? A triangular chip (the dot above the "i" transformed into a bowl of salsa).

The entire logo depicts two friends sharing chips and dip—exactly what the brand represents.

The Lesson: Consider embedding your brand's core experience into the design itself. Tostitos doesn't just sell chips; they sell the social moment of sharing. Your logo can tell a similar story about what your product actually delivers.

2. Shell: Color That Commands Attention

Royal Dutch Shell was formed in 1907 through a merger of two oil companies. The name "Shell" actually came from one founder's family business—they imported and sold seashells in London.

The distinctive red and yellow color scheme has an origin story. When Shell expanded to California in 1915, they needed to stand out from competitors. California had strong ties to Spain, so they chose the red and yellow of the Spanish flag.

Another theory: a Scottish director named Graham suggested the colors because they matched Scotland's Royal Standard.

Either way, the combination works. Yellow is one of the first colors the human eye processes. Red conveys energy and power. Together, they're visible from a distance—critical for a gas station brand.

The Lesson: Choose colors strategically, not just aesthetically. Shell's colors weren't picked because they looked nice—they were chosen to be seen from far away and to differentiate from competitors (Standard Oil painted everything blue).

3. Pinterest: Function Becomes Form

Pinterest's logo was co-designed by Michael Deal and Juan Carlos Pagan in 2011. Their challenge: represent a platform where users "pin" things they find interesting.

The solution was elegant. The letter "P" is shaped like a pushpin—the sharpened tail extending below creates the pin's needle. The name itself is a combination of "Pin" and "Interest."

As Michael Deal has noted, the design directly ties to the platform's core function: pinning images to digital boards.

The Lesson: If your product has a clear core action (pinning, connecting, building), consider making that action visible in your logo. Pinterest users pin things. The logo is a pin. It's that direct.

4. McDonald's: Psychology in Plain Sight

The McDonald's "golden arches" weren't originally a logo at all. In 1952, the McDonald brothers wanted an eye-catching building design for their San Bernardino restaurant. Architect Stanley Clark Meston created two 25-foot yellow arches on either side of the building.

When Ray Kroc saw the restaurant in 1954, he was struck by those arches. "Those golden arches were like a beacon in the night," he later wrote.

In 1962, designer Jim Schindler transformed the architectural element into a logo by photographing the arches from various angles and creating the overlapping "M" we know today.

The color psychology is deliberate. Studies show that red stimulates appetite and creates urgency, while yellow triggers feelings of happiness and energy. Combined, they're one of the most effective color pairings in fast food.

The Lesson: The most powerful logos often grow from something real—in McDonald's case, actual architecture. And never underestimate color psychology. Red and yellow aren't just "fast food colors" by accident.

5. Formula 1: A Lesson in Evolution

This one comes with an important update. The F1 logo shown above—with the clever "1" hidden in the negative space between "F" and the red speed lines—was designed by Carter Wong in 1993 and used for over two decades.

However, in 2017, when Liberty Media acquired F1 from Bernie Ecclestone, they commissioned Wieden+Kennedy to create an entirely new logo. The hidden "1" was removed in favor of a bolder, more digital-friendly design.

Why the change? The old logo's intricate negative space couldn't be embroidered and was difficult to render on mobile screens. The new era demanded something simpler.

The Lesson: Even brilliant logos may need to evolve. The original F1 logo was a masterpiece of negative space design, but it was created for a pre-digital era. Your logo should work across all modern touchpoints: mobile apps, social avatars, embroidery, and more.

6. FedEx: The Arrow Everyone Misses

FedEx logo with hidden arrow in negative space between E and x letters

FedEx is perhaps the most celebrated example of hidden design in logo history. Designer Lindon Leader created it in 1994 while working at Landor Associates.

Look at the space between the "E" and "x." There's an arrow pointing right—symbolizing speed, precision, and forward movement.

Leader didn't discover this immediately. He went through hundreds of iterations before noticing the arrow could form naturally. The challenge was making it look right. His solution: blend two typefaces—Univers 67 and Futura Bold—to create the perfect spacing.

"I strive for two things in design: simplicity and clarity," Leader has said. "Great design is born of those two things."

The logo has won over 40 design awards and is featured in design textbooks worldwide as the definitive example of negative space design.

The Lesson: Sometimes the best design elements are the ones people don't consciously notice—but subconsciously feel. FedEx's arrow communicates speed without anyone needing to explain it.

7. Disney: The Signature That Isn't

Many people assume Disney's logo is Walt Disney's actual signature. It's not—though it's based on a stylized version of his autograph.

The original Disney "logo" appeared as simple text reading "Walt Disney presents" in the 1930s. Over time, designers refined the signature-style wordmark, making it more legible while preserving its whimsical character.

What makes it work is the contrast between the script's playful elegance and the entertainment company's magical brand promise. The flowing letters feel hand-crafted, personal, and full of wonder—exactly what Disney films deliver.

In 1985, the castle silhouette was added as a secondary element, creating the full logo package we recognize today.

The Lesson: A wordmark can carry personality. Disney's script font communicates warmth, creativity, and magic without any additional symbols. If your brand has a distinct personality, your typography alone might be enough to convey it.

8. Coca-Cola: 130+ Years of Consistency

In 1886, bookkeeper Frank M. Robinson suggested the name "Coca-Cola" to inventor John Pemberton, believing "the two Cs would look well in advertising."

Robinson then wrote out the name in Spencerian script—a popular penmanship style of the era—creating what would become one of the world's most recognizable logos.

The remarkable thing: while the logo has seen various refinements over 130+ years—including different frames, the addition of the "dynamic ribbon" in 1969, and periodic typography tweaks—the core Spencerian script Robinson created in 1886 remains recognizable on billions of bottles today.

The Lesson: If you nail it early, don't chase trends. Coca-Cola has resisted the temptation to "modernize" their logo for over a century. As designer Paula Scher advises: "If you've got a logo that people recognise, never change it."

9. Beats: The Headphone Hidden in Plain Sight

Beats logo with lowercase b resembling a person wearing headphones

Dr. Dre and Jimmy Iovine founded Beats Electronics in 2006. The logo, created by Ammunition Design Studio, is deceptively simple: a red circle containing a white lowercase "b."

But look again. The "b" isn't just a letter—it's a person wearing headphones. The circular stroke forms the headband, and the inner curve creates the earcup. The entire logo is a silhouette of someone using the product.

In 2014, Apple acquired Beats for $3 billion—the largest acquisition in Apple's history. The logo fit right in with Apple's minimalist design philosophy.

The Lesson: Show your product in use, not just the product itself. Beats didn't draw headphones; they drew someone enjoying music through headphones. It's a subtle but powerful shift in perspective.

10. Baskin-Robbins: Hiding 31 in Plain Sight

Burt Baskin and Irv Robbins founded their ice cream company in 1945 with a differentiating promise: 31 flavors—one for every day of the month. At a time when most shops sold only vanilla, chocolate, and strawberry, this was revolutionary.

For decades, the logo was simply a large "31" with the company name around it. But in 2006, designers found a more elegant solution: embed the "31" within the initials "BR".

The pink portion of the "B" forms the "3," while part of the "R" creates the "1." It's a visual puzzle that rewards closer inspection.

In 2022, Baskin-Robbins updated the logo again, returning to brown and pink colors from their 1980s era—proving that sometimes the best way forward is looking back.

The Lesson: If your brand has a meaningful number or concept, consider encoding it visually. Baskin-Robbins' "31" is their entire brand promise hidden in two letters.

11. Apple: Bite-Sized Brilliance

The Apple logo you know was designed by Rob Janoff in 1977 while working at Regis McKenna agency. Steve Jobs gave him one instruction: "Don't make it cute."

Janoff's solution was an apple silhouette with a bite taken out. Why the bite? Janoff explained: "I designed it with a bite for scale, so people get that it was an apple not a cherry."

After the logo was finished, a colleague pointed out the pun between "bite" and "byte." Janoff hadn't intended it, but he happily embraced the coincidence.

The original logo featured rainbow stripes—not as a pride symbol (the rainbow flag came a year later in 1978), but to highlight that the Apple II could display color images. In 1998, Jobs simplified it to the monochrome version we know today.

The Lesson: Sometimes functional decisions create meaningful associations. The bite was for scale. The colors were for product features. But both took on deeper significance over time.

12. Amazon: From A to Z with a Smile

Amazon logo with smile arrow pointing from A to Z

Amazon's current logo was designed by Turner Duckworth in 1998. The brief: communicate that Amazon sells everything.

The solution: an arrow starting at "a" and ending at "z"—literally A to Z. The arrow also curves upward like a smile, suggesting customer satisfaction.

According to Turner Duckworth's case study, when they presented the design to Jeff Bezos, he chose it immediately. The "a-to-z" easter egg was never officially promoted by Amazon—it remains a discovery for observant viewers.

Bezos initially didn't want to spend money on package branding. Turner Duckworth suggested using just the smile, turning ordinary boxes into "smiley" deliveries. This decision transformed shipping boxes into marketing assets.

The Lesson: Let viewers discover your logo's meaning. Amazon never had to explain the A-to-Z arrow—people figure it out and feel clever when they do. That moment of discovery creates a positive emotional connection.

13. Slack: Simplifying for Scale (2019)

Slack's 2019 rebrand by Pentagram's Michael Bierut teaches a crucial lesson about evolving your logo for growth.

The original Slack logo looked simple but was a nightmare to reproduce. As Bierut explained to Dezeen: "It was 11 different colors—and if placed on any color other than white, or at the wrong angle, it looked terrible."

The new octothorpe retains the familiar hashtag shape but uses just four colors and two geometric shapes: speech bubbles and lozenges. These elements can be extracted and used throughout the brand system.

Why did they keep the basic shape? Brand equity. Millions of users already associated that hash with Slack. The goal wasn't to start fresh—it was to make the existing mark work harder.

According to Design Week, Bierut noted that Slack "hadn't really thought through how the brand would evolve" in its early years. The rebrand was about building a system, not just a logo.

The Lesson: Design for where you're going, not just where you are. Your startup logo needs to work on a favicon, a billboard, and everything in between. If your current logo only works in one context, you have a scalability problem.

14. Airbnb: The Symbol Anyone Can Draw (2014)

When DesignStudio rebranded Airbnb in 2014, they spent a year researching—including staying in Airbnb properties across 13 cities on four continents.

The result: the "Bélo," a symbol representing four things simultaneously—a person with arms raised, a location pin, an upside-down heart, and the letter A. It stands for people, places, love, and Airbnb.

As DesignStudio's James Greenfield explained: "The idea we finally settled on was creating a brand that anyone can draw, something that went beyond language and becomes a universal mark."

The rebrand faced initial backlash—internet critics compared the Bélo to various body parts. But Airbnb stayed the course. A decade later, the symbol is instantly recognizable worldwide.

The brand color, "Rausch" (a coral-red), is named after Rausch Street in San Francisco where Airbnb was founded. It's "passionate without the aggression of pure red."

The Lesson: Design for universality. The best logos transcend language barriers. If your target market is global, ask: can someone sketch this from memory? Does it work without words?

How We Researched This

This article draws from multiple authoritative sources:

Official brand histories and case studies
Interviews with original designers (Rob Janoff, Lindon Leader, Turner Duckworth, Michael Bierut, James Greenfield)
Design publications including Logo Design Love, Dezeen, Design Week, and The Branding Journal
Expert commentary from Pentagram partners Paula Scher and Michael Bierut
Brand archives and trademark documentation

We verified factual claims across multiple sources and updated this article in January 2026 to include recent rebrands (Slack 2019, Airbnb 2014) alongside the timeless classics.

Common Patterns Across All 14 Logos

After studying these logos—from 40-year-old classics to recent rebrands—several principles emerge:

1. Simplicity Wins

Every logo on this list is simple enough to sketch from memory. Nike, Apple, and McDonald's can be drawn in seconds. As Michael Bierut puts it: "The logo is the simplest form of graphic communication."

2. Hidden Meaning Rewards Discovery

FedEx's arrow, Amazon's A-to-Z, Baskin-Robbins' 31—these elements aren't immediately obvious, but they reward closer inspection. That moment of "aha!" creates emotional connection.

3. Color Is Strategic

Shell chose red and yellow to stand out at distance. McDonald's uses them to stimulate appetite. Coca-Cola's red conveys energy and excitement. None of these choices were accidental.

4. Longevity Comes from Restraint

The most enduring logos resist the temptation to follow trends. Coca-Cola's core script has remained recognizable for 130+ years despite periodic refinements. Paula Scher's advice: "Don't follow fads. Stay true to something you understand."

5. Function Can Inspire Form

Pinterest's pin, Beats' headphone silhouette, Tostitos' chip-sharing moment—the best logos often visualize what the product actually does.

Tools to Create Your Own Logo

If you're ready to design your startup's logo, here are tools worth considering:

For AI-Assisted Design: Looka uses AI to generate logo concepts based on your preferences. You answer questions about your brand, and it produces dozens of options. It's particularly useful for exploring directions before hiring a designer.

For DIY Design: Canva Pro offers thousands of logo templates and an intuitive editor. It's ideal if you have a vision but lack design software skills.

For Professional Results: If budget allows, consider working with a professional designer. The logos in this article were created by skilled designers who understood both visual principles and brand strategy. Sometimes that expertise is worth the investment.

Frequently Asked Questions

How much should a startup spend on a logo?

There's no single answer. Some successful startups launched with simple wordmarks created in free tools, then invested in professional design as they grew. Others prioritize branding from day one. The key is matching your investment to your stage and industry—a consumer brand competing on shelf appeal needs stronger visual identity than a B2B SaaS tool.

How do I know if my logo will be "timeless"?

Ask yourself: Does it rely on current design trends (gradients, specific illustration styles, trendy fonts)? Does it still work in black and white? Is it simple enough to be recognized at small sizes? The logos in this article pass all these tests.

Should I include my company name in the logo?

It depends on your brand's recognition. Apple and Nike can use symbols alone because everyone knows them. Most startups should include their name—you can simplify to a symbol later once recognition grows.

How often should a logo be updated?

Only when necessary. Coca-Cola proves a logo can last over a century. Update if your business fundamentally changes, if the logo doesn't work in digital contexts, or if it contains dated elements. But avoid changing just because you're "bored" with it—consistency builds recognition.

What's the most important element of logo design?

Simplicity. Every designer quoted in this article—Paul Rand, Paula Scher, Michael Bierut, Lindon Leader—emphasizes simplicity as the foundation of great logo design.

The Bottom Line

The 12 logos we've examined weren't created by accident. Behind each one are deliberate decisions about color, typography, symbolism, and simplicity.

As you develop your startup's visual identity, remember: you're not just designing a graphic. You're creating a symbol that will represent your brand for years—potentially decades—to come.

Study these examples. Understand the principles. Then create something that tells your unique story.

The FullStop360 team researches design and branding for startups and creative professionals. Our guides are based on documented case studies, expert interviews, and verified design principles.

14 Famous Timeless Logos Every Startup Should Study

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Does Your Startup Need a Logo?