My favorite logo from someone else? I choose the NASA logo from 1974, one of the nicest word brands I know. The lack of the cross lines in the A’s gives it something magical alien. Brilliant. NASA employees thought differently. The old, blue ‘Meatball’ represented all the successes of Nasa, such as the moon landing. NASA yielded and retrieved the Meatball after twenty years, with the words ‘The magic is back’. But I think that logo is too conventional, it wants to explain too much so that the magic disappears.