Some of the Best Logos Ever IMHO...

First of all, I am a huge fan of the clever use of negative space. Secondly, I am a huge fan of effective and innovative simplicity. These are some of my favorite logos based on that criteria.

Fed Ex. Say what you want, but if you are not digging the hidden arrow, you don't have a soul (too dramatic?).

The Paley Center uses nothing but Fedra Sans and a circular path to create this beautiful logo. Notice the use of bold to read the title in two different ways.

Designed by Gianni Bortolotti, this logo for the Italian electric appliance store Elettro Domestici, the ED logo has been copied several times, due to the genius of the design. Step 1: Take a capital Helvetica E and D and tightly kern. Step 2: Fill in the counter on the D. Step 3: Make the E white on black. Perfect!

The Elefont logo is great. The negative space elephant trunk used to make the e letterform is both fun and effective.

Goodwill makes the cut for its overall merit. The g that doubles as a smiley face is warm and fuzzy, making me (mostly) overlook the contrived lettering.

NCSY is brilliant in its ability to render emotion. With the art-deco feel and glamour partnered with the solemnity of the flame, this logo begs to be stared at.

The Fontfont logo is a winwin. Positive and negative. Graphically compelling, simple and effective.

Last but not least, we have a Herb Lubalin masterpiece. The Mother and Child logo is undeniably dated, but what makes this a permanent standout in logo design is that not one character was modified. Simple arrangement perfectly articulates the subject matter. I have never seen this done better, and I doubt I ever will.

I should note that the old Northwest Airlines logo with its northwestern facing compass point is an honorable mention that should be looked into as well.