Saw this one in New York. It’s a restaurant (haven’t been there - saw it from a bus).

I like this one a lot, too. It’s very simple (I think the type was worked a bit too much, but still…). It’s clean (absent the blur) and seems less manhandled than other rotational logos.

See my first post on rotational logos, with some of my ideas on why they’re keen (or at least why I think so).

Image above is owned by Whym Restaurant

I can’t entirely explain why, but I really enjoy logos that are rotationally symmetric. This is the first one that I remember seeing, for xpedx.

I’m not talking about ambigrams. I mean corporate logos. Ambigrams are overwrought, generally - you can make one put of just about anything if you work it long enough. Rotational corporate logos, however, generally use a derivative of a more traditional typeface, and generally employ only a few transformations of the type to achieve the effect.

I’ve designed a few logos in my day and I think the reasons I like these are:

They bespeak a certain serendipity - the corporation name must offer the opportunity (or perhaps there’s a motion of naming and logo - a taffy pull between name and mark that is rare in design).

They indicate the opportunity seized by the designer. Often a designer fixes on the first idea out of the gate, and that is rarely a good thing. These logos smell of that, but in this case, they work. And they seem to work because of their gimmick, which is also rarely true in design.

They require a lighter touch than it appears. Too much transformation and it looks contrived, instead of a happy bit of fortune.

It’s also possible that my brain just tends toward marks like this.

Appropriate disclaimer: “xpedx” and the xpedx logo are trademarks of xpedx