Container Logo

A logo that has been designed to accommodate relationships with other brands and partners or content.

An example is the logo that was created by the Wolff Olins agency for New York City that can “serve as a frame for photos of New York street scenes. The logo can also be used repeatedly, like the tiles in a mosaic, to form a larger picture.”

They also created a logo for The New Museum that can be used “as a container for information on exhibits. The name of an artist and the show would appear where the address now fits, between the words ‘New’ and ‘Museum.’”

The 2012 Olympics logo was created as a container to accommodate Olympic sponsors.

Source: New York Times 10/7/07

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