Well-designed logos are the work of the designers. Successful logos imply the companys use of the logo. In other words, there are instances where a logo is not pleasant to the eye but the company uses it well. A mediocre logo in terms of design quality can be used to good effect through a great mix of consistency and variation. The Coca-Cola logo is not, and never was, an outstanding design. However, it has been used with great ingenuity.
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National Rail identity // Gatwick Airport: A new identification and sign system for use at Britain's major rail stations. Each station has its own symbol that reflects either the station architecture, the vicinity, or historical associations.1999. Image Courtesy of John Lloyd Archive