A-grade branding & marketing

There are loads of companies around the world that have great logos, even more that have run great advertising campaigns, but very few have set an exceptional standard and kept it there over a number of years. Here is a list of my top 5 brands that I feel have not only set the ultimate benchmark for their advertising, but have kept a consistent brand message though many campaigns. Interestingly 3 of the 5 are non-profit organizations.

5. WWF (World Wildlife Fund)

A great brand is always solidified with a strong logo, and WWF really does have a great logo. It’s 1986 ‘panda’ is one of the more easily recognizable and memorable brands – even with no text. It’s advertising always manages to catch my eye.

WWF panda logo

Print advertising samples

4. Apple

Although they reinvented & re-branded to a certain extent themselves back in 2001, I think the relaunch of the old company took on a new life. Since then, its advertising, branding and corporate image have kept a slick clean edge and their advertising is always well received. They get 4th just because the current brand has been going less than 10 years. The advertising itself isn’t that amazing (although the Mac Vs PC commercials are great), but they have a very clean professional and consistent style.

Apple logo

Advertising samples

3. Amnesty International

Similar to UNICEF, Amnesty is a world-recognized non-profit focusing on the welfare of developing countries. It may not be the focus but I’ve noticed they seem to have a heavier focus on human rights atrocities and the need for intervention rather than the direct supply of food & medical aid. Either way, they provide an invaluable service to those suffering unjustly around the world.

Amnesty logo

Print advertising samples

2. Volkswagon

I know this may come as a surprise listing to anyone outside the advertising industry, but they have not only kept a consistent brand, but their print advertising has been not only appealing, but groundbreaking in that a large number of their earlier print ads focused on negative messaging to promote themselves. The Award-winning ‘lemon’ promotion from the 1960’s was arguably the most prominent. The simple print ad layout adapted in the early days is still being used today – although with far less copy.

Volkswagon logo

Print advertising samples

1. Unicef International

There is only so many times you can see photos of starving children in Africa and be moved into action. I think UNICEF does an awesome job of grabbing your attention and challenging you to help make a difference. Impressively, UNICEF doesn’t rely on straight billboard advertising, but looks at all kinds of unique advertising mediums. For pulling the heart strings (normally through brilliant copywriting) for decades, I had to give it my #1 spot . Although the logo could do with a little work, the brand is solid.

Unicef logo