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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

Rob is editorial, graphic design and publishing lead at Transport for London. He was previously editor of Computer Arts and ImagineFX.