Bold, Clever Logos by Duffy & Partners for Diet Coke, Jack in the Box and More

Get inspired by logos designed by Duffy & Partners, the firm behind famous marks like that of Jack in the Box, Diet Coke, and many others. The bold shapes of each of Duffy & Partner’s logos makes them easily recognized whether used in a large format (billboard) or small (iPhone app), and many of the logos utilize a clever play on shapes using negative space (see below). Founder Joe Duffy was recognized by the AIGA (professional association for design) in 2004 for his impact on the design industry (read more here).

“He broke new ground for the collaborative integration of branding and design with advertising,” says the AIGA of Joe Duffy’s achievements. “His understanding of how design affects consumer attitudes has led to many big ideas executed in advertising as well as design.”


Diet Coke logo, by Duffy & Partners.

Diet Coke

Jack in the Box logo, by Duffy & Partners.

Jack in the Box

Susan G. Komen for the Cure logo, by Duffy & Partners

Susan G. Komen for the Cure

Wolfgang Puck logo, by Duffy & Partners

Wolfgang Puck

Fun with negative space:

Gander Mountains Tall Tale Restaurant logo, by Duffy & Partners.

Gander Mountain's Tall Tale Restaurant

Kerzner Marine Foundation logo, by Duffy & Partners.

Kerzner Marine Foundation

Duffy & Partners logo.

Duffy & Partners

Mill City Commons logo, by Duffy & Partners.

Mill City Commons


Mona Lisa Suite Hotels logo, by Duffy & Partners.

Mona Lisa Suite Hotels

New French Bakery logo, by Duffy & Partners.

New French Bakery

Brown-Forman: Herradura Tequila logo, by Duffy & Partners.

Brown-Forman: Herradura Tequila

Jerky Snack Brands: PNR logo, by Duffy & Partners.

Jerky Snack Brands: PNR


Greiner Construction logo, by Duffy & Partners.

Greiner Construction

V.I.O. logo, by Duffy & Partners


Shock Doctor logo, by Duffy & Partners

Shock Doctor

Questions/comments? Email the editor, Mani O’Brien at mo’




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Author: Mani O'Brien

Mani O’Brien is the Online Editor for the FIDMDigitalArts Blog and the Social Media Marketing Manager for FIDM/Fashion Institute of Design & Merchandising. She earned her bachelor of arts degree in print journalism from the Walter Cronkite School of Journalism & Mass Communications at Arizona State University in 2006, and Associate of Arts degree in Graphic Design (Professional Designation) at FIDM in 2010. When she’s not brainstorming social media marketing ideas or writing about the graphic design and digital media, she enjoys practicing yoga, reading magazines, and hanging out with friends and family in Los Angeles.

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