In 1989, the AFL-CIO needed a populist, power logo to halt their decreasing power of influence in fighting for, the respect of American workers. Did I have trouble coming up with a punchy slogan? Hell, No! I created the ringing cry,Union,Yes! Am I proud of helping the labor movement in America? Hell, Yes!

A Picassoesque logotype that instantly symbolized a Florida-based airline, and promised great weather to National Airlines preponderant passenger: the sun-seeker.

With shipping interests in Greece, my design for Atlantic Bank incorporates circles in a continuous spiral of undulating rhythm, strongly reminiscent of ancient Cycladic and Minoan designs, with a powerful graphic resemblance to the movement of the sea.

White tea buds plucked from the very top of the white tea plant offer up to five times more antioxidants than green tea(antioxidants help fight cancer and osteoporosis). So I simply called the drink White T, with a booming capital T.

When I presented this acronym and logotype to the Runyonesque brothers,Irving and Murray Riese, the legendary Manhattan restaurateurs, Irving quietly asked if anyone would know if it was a restaurant! Murray snapped back: “Irving...Beer, Onions, Steak, Salad! What are we selling? SHOES?!”

A logo with a French hand-scripted touch that re-launched Manhattan’s most romantic West Side spot.

Cafe Galleria, in Canada, wanted to capture the new night life market of Montreal. The phases of the moon suggest nighttime and, of course, the romance of couples coming together.

Shake hands with this logo. For an authentic English Ale & Chop House deep in the lobby of the then new Pan Am building, I designed a friendly symbol to attract those harassed business commuters who stream in and out of Grand Central Station.

Ever get a warmer invitation?

Hey, how about a circle, a multiplication sign, and a square! (There’s a great solution, a Big Idea, buried in every assignment –even for an address slapped on a building.)

When I showed the Russian chess champion Garry Kasparov my poster for the1990 World Chess Championship in Manhattan, the white chess piece between his profile and Anatoly Karpov’s hit him like an emotional illumination,and he gasped in astonishment and proclaimed,“Na Zdorovye, tovarich! Kasparov and Karpov, nose-to-nose, and betveen them–ah vite kveen!”

In 1964, Quaker Oats refused my insistence that marketing a syrup was a no-brainer. Until my cunning research, where 88 out of 100 women insisted that non-existent Aunt Jemima Syrup was their “favorite syrup”! So Quaker poured it on, and our ad campaign, Aunt Jemima, what took you so long?... made them No. 1 in no time.

There are many ways to sear a brand name into a person's memory. One of the strongest is to turn the name into a slogan – and better yet, a song. The end result is a definitive design that spells out precisely what Arby’s offered.

A revolutionary technology that utilizes hydrogen on demand, reducing fuel consumption by 50%, increasing engine power, lowering emissions, and saving thousands of dollars in gasoline annually.

After its first year of operations, MTV was an abject failure. The MTV logo was initially created by Manhattan Design in 1981, but a year later I brought it to life with the insertion of the Rolling Stone logo, rock stars, rocket ships, etc. Almost immediately, MTV became the most spectacular pop culture phenomenon in TV history.

A store at 73rd Street and Columbus Avenue in Manhattan, and Paramus Park Mall in New Jersey, exclusively selling Coca Cola Clothes. Tommy Hilfiger was hired by Mohan Murjani to design the line. After meeting Tommy, I really put him on the map with an ad that made him famous overnight.

A logo dramatically seeking franchise buyers and realty salespeople (who have the right stuff ) to fulfill their life’s ambitions by joining an innovative commercial real estate brokerage firm to inspire small business owners to plant their flag in exciting, efficient workspace.

By moving a tiny slider on the bridge of revolutionary Superfocus glasses, you can focus on the page of a book, a computer screen, a movie, or a distant mountain. Originally named Trufocals, my new Superfocus brand name instantly helped make these brilliantly engineered glasses an eye-popping marketing success.

Traválo is a refillable perfume container that Elle magazine called “The most genius beauty gadget, ever!” and Vogue wrote, “It’s amazing!!! Magically it’s full. Don’t travel anywhere without it.” Women merely refill directly from their favorite fragrance bottle, in seconds, with no possibility of spills or leaks. To communicate the correct pronunciation of Traválo, I created the stylish one above that emphasizes “vá.”

In the early 1990s, Warner-Amex Communications Inc. had a severe public image perception, with a tremendous “churn” of their cable TV subscribers. They were badly in need of a campaign to help change their image. I convinced the suits at Warner-Amex to change their brand name by adopting their initials, which phonetically read wacky. “(City name) is going WACCI”almost immediately won over TV viewers in trouble spots all over America.

 When Joe and I were messing mit German-sounding names, I fell in love with the fast-moving sound of the words, Zum Zum, and I knew I could design a hot sausage-shaped logo. I called up Joe Baum and said breathlessly, “Joe, you never sausage a logo!”

An elegant Dansk logo and structural packaging in the ’60s that contained the now-classic, iconic housewares from Denmark.

The extroverted Serbian, Novak Djokovic, one of the greatest tennis players of all time, didn’t have the balls to run with this logo.

There was no high quality cosmetically-oriented, feminine soap available in America’s supermarkets until Dove. In 1972, during the Cold War, any visual of a dove was considered a “Picasso peacenik” symbol. But sanity prevailed at corporate headquarters. Years later Unilever couldn’t keep their mitts off it and the package design lost its flair...but the Dove flies on.

In 1972, I initiated every New Yorker into a new team: "You’re too heavy for the Mets? You’re too light for the Jets? You’re too short for the Nets? You’re just right for the Bets!" My “clean” sports angle made Off-Track Betting socially okay, New Yorkers entered sleazy, smoke-filled OTB parlors in droves, and the city made a bundle.

In a most un-British location, Florida, this immediately identifiable bus delivered what it promised: bountiful gourmet beef dinners and beer. (And the toy double-decker bus the restaurant gave to each diner were always a hit.)

Mike Douglas, a popular daytime TV talk show host in the 1960s and ’70s, loved this logo so much he actually started to use an un-needed microphone as a prop as he walked among his adoring audience.

The Sigma Pharmaceutical Corporation wanted something modern, so I combined the Greek letters of their name, (Sigma-Phi) and melded them into a ligature. It suggests medical symbols,and appears strangely futuristic.

Could you think of a better name than Slip to imply lubrication? In 1962, the simple, startling graphics of this motor additive was a standout on gas station shelves.

We named this restaurant tucked away in the CBS building after its location, Ground Floor Cafe, and turned the logo into a discreet exterior direction sign so as not to insult the understated mood of the great Eero Saarinen edifice.

We ran our TV campaign on NBC’s The Tonight Show with Johnny Carson, hoping he would work our slogan over before and after each TV spot ran (including nights we weren’t on). He did, and women ran to Bloomingdale’s to look for this hangtag and stroke Highlander Suede coats.

We were going up against Mory’s (from the Whiffenpoof Song), the most famous college restaurant in the world. Hungry Charley’s became this hunger-crazed character with a cavernous mouth. When the take-out box opens, the mouth gets bigger and bigger and bigger.

For a new restaurant at Lambert Field in St. Louis, The Hangar, decorated with artifacts of the early days of aviation, a swooping, high-flying logo promises friendliness and coziness in an age of cold turkey jetport restaurants – and maybe even  an extra helping of romance.

With the merger of Time and Warner in 1990, Seth Abraham founded Time Warner Sports. Before the ink on the agreement dried, I created this scoreboard-like animated TV logo.

We are gathered here today to brand these Wedding Planners in just two words: "I Do!"

In 1982, I designed an “action logo,” a circular J in the form of a directional sign, which almost forced you to make a turn into a Jiffy Lube station. The pioneering company quickly changed the way America changed its oil!

A stylized, childlike pinwheel was an apt symbol for The LaGuardia Terrace Restaurant. It immediately suggests airport, lighthearted and informal. Therefore, it is a concise symbol for these exact words given to me by the client in their image/objective statement.

Bob Pittman asked me to choose a screwball radio personality to front a popular-appeal TV talk show. One look at Morton Downey Jr’s choppers and I knew he was our man. My “Mighty Mouth” logo became the symbol of the birth of no-holds barred TV journalism in America.

There were dozens of vinyl copycats on the market, all indistinguishable (at least in the consumers mind ). So to separate Naugahyde from the others, I created The Nauga, the mythical beast who contributes his hide for Naugahyde. The beast was a logo and also a spokesman for Naugahyde on TV, a seven-foot costume that nearly suffocated the comedian Chuck McCann inside. The Nauga also became a highly visible tag that hung on every Naugahyde product. And finally, he became the 12-inch doll you see here,one of the most popular premiums ever.

Until New York, no “city” magazine existed. Originally created by my art staff and me in 1962 as a Sunday supplement for The New York Herald Tribune, it then evolved into New York in 1968, a weekly that still flourishes, 47 years later.

When Time and Warner merged, I branded their enormously profitable HBO championship fights with this knockout name. Their very first event, The Battle of the Ages, between George Foreman and Evander Holyfield, had a record-breaking pay-per-view of $60 million.

GET IT?

The eyes of Cincinnati!

We designed his signature. We decorated his walls. And we dropped in for a few pops every week to bask in his success.

In 1989, in the early years of the awakening to the aids epidemic, The Gay Men's Health Crisis (GMHC) was going to host a rock concert to protest President Ronald Reagan criminally ignoring the crisis.

 I named and designed a logo for their concert at Radio City Music Hall, Rock and a Hard Place. Arista’s super rock stars performed through the night for the GMHC, with passion and purpose. The inhumane indifference of our government was finally out of the closet.

The sons and daughters of the greatest peacemakers of the 20th century: Martin Luther King, Jr., Nelson Mandela, Mahatma Gandhi, Robert F. Kennedy, César Chávez, King Hussein of Jordan, Bashir Gemayel,  Archbishop Desmond Tutu, Yitzhak Rabin,  Pierre Trudeau and  Rafik Harriri, form the nucleus of this organization dedicated to bringing peace to the world. The “V” sign serves as a double entendre action symbol for “peace” as well as “second generation.” (The logo is the hand of Martin Luther King III.)

“Blessed are the peacemakers of our earth.”

WILLIAM SHAKESPEARE

Envirocare foresees the future with a revolutionary iKonoplastic flow-forming process to create a world of indestructible products of incredible strength and miraculous lightness.

A perfect example of a functional brand name, visually imparting information in a nanosecond. Yeaaah for stretchable leather.

This is my original logo design for Lean Cuisine, a conceptually perfect visualization of the meaning of the two-word, euphonious brand name I created for Stouffer’s in 1977. They had rejected producing a revolutionary, frozen gourmet fitness food line, but were ecstatic about the marketing possibility when they saw the name Lean Cuisine.

In 1968, my ad agency, Lois Holland Callaway, partnered up with Mickey Mantle and Joe Namath to create a super-sized employment agency. The logo was a cinch. (How do you beat the image of two of the greatest superstars, ever!) Mantle Men & Namath Girls was the biggest employment agency in the Metropolitan area for two years, but we fell victim to Nixon’s first recession and Mickey, Joe, Ron Holland, Jim Callaway and I all lost our jobs!

In the year 2K, Opcenter was pioneering the necessity of ahead-of-the-art strategic thinking and implementation to help companies achieve systems and infrastructure, for success in the revolutionary new world of Ecommerce.

Until Spa Cuisine, in 1980, conventional wisdom dictated that a four-star dining experience and good nutrition were incompatible. Spa Cuisine at The Four Seasons restaurant instantly attracted thousands of devotees and imitators all over the world, making my brand name generic for diet gourmet food. (We had a legal right to sue anyone in the world for ripping off our registered name, but we’d be in court five days a week.)

For a spiffy Italian restaurant, Tony Palladino, my old high school chum, and I, created a powerful logotype that synthesized the great Milanese design tradition. For the restaurant’s interior, we created striking screens that were montages of dozens of logotypes of bellissimo Italian food products (Bartolini, Bertolli, Lochitello, Pasta di Stiglino, Prunotto, etc.) that stylistically complimented our bold Trattoria logo, all the while enthusiastically approved under the watchful eye of the iconic Bauhaus architect of the Pan Am building, Walter Gropius.

When Graydon Carter acquired The Waverly Inn, he commissioned Edward Sorel to create murals throughout the restaurant depicting the culture gods that hung out there during the heyday of the Greenwich Village hot spot. So I thought it was befitting that their logo be drawn by Sorel. We depicted an ancient god of Western Civilization, rendering a Maenad in ecstasy servicing Dionysus, the God of Wine and of Pleasures. Carter, obviously considered our logo too titillating, and rejected it.

In the mid-1980s, I named the Tourneau store on the corner of Madison and 52nd street, Tourneau Corner, describing the exact location of the finest watch store in town. (Mayor Koch of New York changed the existing street signs to Tourneau Corner!)

A cutting edge logo for a chain of beauty parlors at Sears stores.

What’s up at UPI? With this dramatic new logo and aggressive theme up One on the World, this formidable news agency, established in 1907, told the media world they were back in action.