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Logo, Going, Gone

The Stone Twins in Amsterdam have published what appears to be a beautiful book, Logo, RIP. Featuring 20,000 words and 50 illustrations in just under 200 pages, the book has an accompanying Web gallery as a "commemoration of dead logotypes."

These logos disappeared, yet in contrast to the ceremony and pomp that greeted their arrival, they often suffered an ignoble death.

Among featured long-gone logos: the Spratts dog, the Enron tilted E, and the BP shield. One logo lasted all of three years — 1996-1999.

How do you know when it's time to bench a logo? What does a logo change mean for your company that, say, a name change doesn't? And, if you work for an organization that doesn't have a logo, were you to design one, what would it be?

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  • Michel ten Berge

    I bought 'Logo RIP' recently and, I must say, that apart from being beautifully designed and produced it has incredible content. The obituaries are thoroughly-researched, well-written, often humourous and captivating!! The digital book of condolences ( is a great development of the concept: inviting discussion and participation from its readers... overall: 'Logo RIP' is a book for life, not just for Christmas.