It’s no coincidence that the most memorable logo designs are also the most simple in appearance. You want the identities you create to be instantly recognisable, acting as a memorable identifier for the company they represent. A consumer will normally just take a fleeting glimpse at a logo, and an overly complex mark will make that opportunity redundant.

Here are 15 examples of simple, successful designs.

1/ WWF
Designed by Sir Peter Scott, in 1961.

2/ Shell
Designed by Raymond Loewy, in 1971.

3/ Bayer
Designed by Bayer, in 1904.

4/ Message
Designed by Sam Dallyn, in 2001.

5/ USA Network
Designed by Peloton Design, in 2005.

6/ Innocent
Designed by Deepend, in 1999.

7/ British Golf Museum
Designed by Tayburn, in 2004.

8/ London Underground
Designed by Edward Johnston, in 1918.

9/ Mitsubishi Motors
Designed by Yataro Iwasaki, in 1870.

10/ Shelter
Designed by Johnson Banks, in 2003.

11/ 3M
Designed by Siegal & Gale, in 1977.

12/ Apple
Designed by Regis McKenna Advertising, in 1977.

13/ Penguin
Designed by Edward Young, in 1935.

14/ Families
Designed by Herb Lubalin, in 1980.

15/ Waterways Trust
Designed by Pentagram, in 2000.

Are there any designs you’d add to this collection?