Paul Rand:

I am selecting this American Broadcasting Corporation logo designed by Paul Rand in 1962. I find the design concept and aesthetic appeal of this logo way ahead of its time. As we know, Paul has varieties forms of design through his whole career. The ABC logo came under the influence of modernism which still has a contemporary aesthetic appeal until today. Though I am not a designer, but my belief on logo design is “less is more”, the contrast between black and white and designed letters made it easy to memorize.

Source: https://envato.com/blog/paul-rand-designing-famous-logos/

Milton Glaser

“I Love NY More Than Ever” is such a pop culture icon, the image became so popular and now its been used as a model for many touristic cities and countries. The image fits in varieties of products, T-shirts, postcards, mugs,etc.The I Love NY logo design is one of the first instances of using a heart in place of the word love, and ever since, that design element has been imitated across industries and designs. The I Love NY logo is also a slogan and official state song of New York State. It promotes not just the city, but the state as a whole. And this trademark is owned by the New York State Department of Economic Development.

Source:https://www.moma.org/collection/works/197055

Otl Aicher

Otl Aicher created this monochrome for an old German town which redefined its identity. The abstracted and minimalized prints with harmony and geometry presented a simple daily town life into another dimension.

Source: https://www.dezeen.com/2017/09/23/otl-aicher-isny-exhibition-graphic-identity-posters-iconography-germany/