Neenah Paper

Neenah Paper makes high quality textured and colored papers and also a variety of industrial products including filters, backings and labels. The company has been publicly traded since 2004 when it was spun off from Kimberley-Clark.

Neenah's logo is simplicity itself: the letter "n".



Either by itself or endlessly repeated on packaging:

Firestone

The Firestone tire company hasn't changed its distinctive logo font -- why should it? It seems to work well in many related versions.


            


And fits the Art Deco style of its Seattle store very well!

Forest products companies

Many, but not all, forest products companies show a stylized tree in their logos. Nice graphics, good product representation -- but I'm not sure exactly what kind of trees they are! Pines, maybe?


          


         

 

 

 

 

 

Where in the world is...? Matthews Asia Funds and Goldwater's Department Stores

Not many logos answer the "where" question. Two come to mind.

Matthews Asia Funds

 

Not only is the dragon gorgeous, but it also clearly reflects Matthews' geographic investment specialty.

(Note: according to folklore, Chinese dragons have five toes while Japanese ones have four. This one is artistically ambiguous.)

Goldwater's Department Stores

This logo of a department store chain that no longer exists as a separate organization combines a crisp, clear design with a very specific reference to "place". What could say Arizona more than sun and saguaro cactus? I've mentioned this one before: http://logosandotherdistractions.blogspot.com/2011/11/goldwaters-department-store.html

University of California

It turns out that some people like certain logos and not other ones. In fact, college students in particular seem to care a lot. The University of California tried to change its logo,

                         
"students, alumni and other members of our community" protested and the university back down.

http://www.mercurynews.com/education/ci_22193363/statement-from-uc-official-announcing-new-logo-has?source=pkg

Baskin Robbins

Who knew ice cream,the ultimate comfort food, could be edgy? Baskin Robbin's new logo certainly is. Below are the old ones, and then the new one. Same colors, very different type face.

    
                                     
                                   


                           

Microsoft

Microsoft's new logo combines a stylized version of the Windows four color box with a crisper, non-italic font. See below for the various transitions, as the type face gets simpler and more elegant.


While we're at it, let's take a look at how the Windows logo has evolved.