One of our favorite logos is that of the cooperative supermarket chain Migros in Switzerland. It is one of the most famous logos in Switzerland and it is more than just a brand. Migros is a piece of Swiss culture, a mirror of society. The logo is simple and straightforward and in its bright orange color it is very distinctive - exactly what Migros stands for. Especially the short version (an M), which is used to indicate how large a store is (M, MM or MMM), we always found very powerful. Unfortunately, a redesign of the classic logo came in 2005, which we find less successful.