The 10 best logos of all time

06. Target

Best logos: Two red circles, one inside the other, on a white background with the word Target written underneath

Stewart K. Widdess, 1962

One of the most recognisable brands in US retail, Target now has more than 1,850 stores in the US alone. Its mark was visualised at the conception of the brand name itself and symbolises the company's aim to achieve the perfect in-store customer experience. 

Best logos: A bullseye-type design with Target written across the middle in black

The original Target logo

In the months before the first Target store opened its doors, director of publicity Stewart K Widdess was tasked to name and brand the new retail store. Legend has it that Widdess and his staff debated more than 200 possible names. 

In a moment of inspiration, both the name Target and the now-familiar bullseye (although in a slightly different form) were conceived. The reasoning? Just as a marksman's goal is to hit the centre bullseye, the new store would do much the same in terms of retail goods, services, commitment to the community, price, value and overall experience. 

Best logos: Illustration of a woman's face, side on, with a large earring doubling as the Target logo

One of the first advertisements – from 1969 – to bear the new, simplified Target logo

The current version of the logo was designed in 1968, removing a number of the inside rings to simplify the design, and making it a more direct and recognisable symbol for the company.

Next page: Best logos ever - Apple

Thank you for reading 5 articles this month* Join now for unlimited access

Enjoy your first month for just £1 / $1 / €1

*Read 5 free articles per month without a subscription

Join now for unlimited access

Try first month for just £1 / $1 / €1

Garrick Webster

Garrick Webster is a freelance copywriter and branding specialist. He’s worked with major renewable energy companies such as Ecotricity and the Green Britain Group, and has helped develop award-winning branding and packaging for several distilleries in the UK, the US and Australia. He’s a former editor of Computer Arts magazine and has been writing about design, creativity and technology since 1995.