While some may argue a logo is integral to a brand's identity, it's merely one piece of the puzzle – ask experts and they'll tell you it takes considered expertise to make a truly iconic brand. "We respond to experiences," says Ben Marshall, creative director at Landor Associates, "stories we can pass on, and frankly, some things that are simply unusual or inspired."
To understand what truly makes an iconic brand, we asked experts to pick 20 of their favourites and explain why they're so successful. If you're after design inspiration check out our collection of the best logos of all time and take a look at our expert tips for creating impactful branding.
