The “Death Star,” “The Worm” and “The Coffee Stain.” These are some of the logo nicknames used by some of the world’s biggest companies. From Identity Forum

Many nicknames are purely descriptive, such as two and a half hotdogs on a plate (Warner Communications) or the hockey sticks (Rockwell). Others take on a more associative approach. I winced the first time I saw the nickname Death Star printed, of all places, in a Bloom County comic strip.


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