The 4 Best Logos That Began Life on a Napkin

Great logos have the power to define a brand, capturing its essence in a single, striking visual. 

While some logos take months of research and revisions, others are born in a flash of brilliance—sometimes on something as simple as a napkin. 

Here are four legendary logos that started from humble sketches and became enduring symbols of their brands.

1. Citibank: A $1.5 Million Napkin Sketch

When Paula Scher of Pentagram was hired to design a new logo for Citibank, she and her team were invited to meet with the bank’s executives to discuss the project. 

As they talked, Scher began sketching on a napkin, and just five minutes into the meeting, she presented her idea.

“This is your logo,” she declared, holding up the sketch that would go on to become the Citibank logo.

The design combined the name "Citi" with a red arc resembling an umbrella, symbolizing protection and trust. It was a perfect representation of the brand's values, and the executives immediately saw its potential. 

The kicker? That napkin sketch became a $1.5 million logo. It’s a testament to Scher’s genius and her ability to distill a brand’s identity into something so simple, yet so profound.

2. Chupa Chups: Salvador Dalí’s Sweet Design

Though better known for his surrealist masterpieces, Salvador Dalí once lent his talents to the commercial world—and the result was just as iconic. 

In the 1960s, the Spanish confectionery company Chupa Chups sought Dalí’s help in designing a logo for their lollipops.

During their first meeting, Dalí reportedly spent over an hour sketching ideas. The final design featured the brand name inside a flower-like emblem. 

But Dalí didn’t stop there—he also insisted that the logo be placed on the top of the lollipop, rather than the side, so it would always remain visible.

Dalí’s design, created in a single sitting, remains largely unchanged more than 50 years later. 

His genius lay not just in the whimsical aesthetics of the logo, but also in the practical placement that made it instantly recognizable.

3. Virgin: The Scribble That Stood the Test of Time

In the early days of Virgin Records, the logo featured a detailed illustration of two naked women intertwined with a dragon around a tree. 

But as the company began to expand into other industries in 1977, founder Richard Branson realized the logo needed a modern, versatile design.

A young designer from an agency—whose name has since been lost to history—met with Branson and presented a bold, simple scribble of the word “Virgin.” 

The energetic handwriting immediately captured Branson’s attention. He loved the raw, rebellious feel of the design, which reflected the brand’s youthful and daring ethos.

With only minor tweaks over the years, that spontaneous napkin sketch became the logo we know today. It’s a reminder that simplicity and authenticity often trump complexity in design.

4. I ❤ NY: The Iconic Envelope Doodle

In the 1970s, New York City was in dire straits. Crime was rampant, tourism had plummeted, and the city was nearing bankruptcy. 

The Department of Economic Development, desperate to rebrand the city, hired an ad agency to create a campaign to improve its image. They brought in designer Milton Glaser to design the logo.

During the meeting, Glaser grabbed an envelope and quickly sketched a design: a bold, simple layout with “I ❤ NY” in black and red. The logo was as hopeful and straightforward as the city needed it to be.

While not technically a napkin sketch, the story embodies the same spirit: a moment of inspiration that gave birth to an enduring icon. Today, the "I ❤ NY" logo is a global symbol of New York’s resilience and charm.

The Power of Simple Beginnings

These logos prove that brilliance doesn’t always require elaborate processes or tools. Sometimes, all it takes is a moment of clarity, a pen, and a blank surface—be it a napkin or an envelope. 

Each of these designs began as a spontaneous sketch and went on to shape not only the brands they represent but also the culture surrounding them.

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