I had a branding project recently where a company was toying with the idea of using only their founder’s surname in their logo. We considered whittling their long company name down to just one word. Similar to The Ford Motor Company using just the brand name “Ford” in their logo. There were pros and cons to this. One pro is that a visually simpler logo is easier to grasp at a glance. As part of the process, we looked at some logos that are family last names.
For reference, all of these companies are named after founders, and these logos use only the founder’s last name in their wordmark.
If you love looking at logo roundups, also check out:
- Logos for super long company names (or, how to make your designer cry)
- Logos with “the” in the name (“the” can be annoying to deal with)
- All-lowercase logos (should you or shouldn’t you?)
- Logos that replace a letter with a picture (fraught with peril)
- Types of logos 101 (the main categories)