Designer Showcase: Walter Landor

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Walter Landor is a brand design legend and he is the founder of the one of the world’s leading brand agencies – Landor Associates. Born in Germany, Walter Landor transformed how we look at brands and the customer that brands are trying to reach. He was a true pioneer in the graphic design industry as he was the first to emphasize the importance of storytelling in brand development. He believed that brands must strive to create an emotional connection between themselves and their customers and that is what sells. Today, the homepage of the Landor Associates website it says, “a story gives customers a reason to want you, love you, champion your cause”. It is Walter Landor’s belief in this idea that gave birth to the idea of design based on consumer research. 

Walter Landor and Landor Associates have created some of the most famous and recognizable logos and brands of all-time. Landor has been instrumental in popularizing the idea that a logo, a brand and a package sell a product. He and his team have been hired by some of the world’s leading corporations and he has created logos and corporate identity campaigns for Levi Strauss, Coca-Cola, Bank of America, the World Wildlife Fund, General Electric, Shell and the new World Trade Center logo. 

Here are some of the most famous logo designs by Landor Associates:


Widely accepted as one of the world’s leading logo designs. A simple typeface and a clever use of white space has made this logo one of the most successful logos of the past few decades. 


The BP logo is bright, bold and the logo “evokes natural forms and energy that represent, respectively, BP’s position as an environmental leader and its goal of moving beyond the petroleum sector”.


This logo effectively uses white space to create its distinguishing logo mark. 


This new logo design for Citroën emphasizes change, power, passion, creativity, elegance and strength. 


Powerful and iconic, this Levi’s logo is a symbol of style and durability throughout America.

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