My favorite logo is the NS logo. The logo was designed in 1968 by Gert Dumbar and René van Raalte and remains relevant and fresh. I think this is the ultimate example of timeless design. It is no longer necessary for NS to mention Dutch Railways with the logo. This makes the recognisability (in the Netherlands) comparable to the Swoosh of Nike or the golden arches of McDonalds. The stratification also appeals to me enormously; the logo includes the letters N and S, a track change and the two directions that a train can travel. At Vruchtvlees we feel a strong connection with this tradition of Dutch Design. It is our goal to continue this rich history on a digital level.
There are many logos that impressed me in my youth. In particular the logos that I misunderstood. For example, I have long wondered why there is a hole in the Chocomel glass. Later I saw that it was the thumb of the hand holding the chocolate glass. After that realization I saw the value of a threshold in a logo. A logo must have something that ensures that the logo remains. Your brain has to pass a threshold and with that the logo is branded in your conscious or subconscious mind. There are logos in our portfolio where we have applied that strategy. For example that of Das Mag: the A is central with the remaining letters of the brand around it. The words Das and Mag can be found in the diagonals.