(738 votes, average: 4.74 out of 5)
Logo Of The Day Award Winner:

2009-06-18 | Lochness

Loch Ness Partnership logo.

Designer: Navy Blue Design Group (David Needham)

Related Logos:

57 Comments to “2009-06-18 | Lochness”

Jun 18, 2009 at 12:39 pm

I was just about to ask why the water effect ends with the “C” when I saw it. Brilliant.

Jun 18, 2009 at 1:09 pm

woah thats awesome… i didn’t see it either until i read your comment Alex. GREAT LOGO!

Jun 18, 2009 at 1:20 pm

Wow, this is AWESOME! I didn’t really like the last ones, but this is just great.

Tiffani Ink
Jun 18, 2009 at 1:21 pm

That logo is really clever. I am not however fond of their website.

Jun 18, 2009 at 1:29 pm

I don’t get it.. Somebody care to enlighten me?

Jun 18, 2009 at 1:43 pm

Very clever. I love clever so much more when it has a justifiable reason for being.

Jun 18, 2009 at 1:50 pm

Took a few seconds for me to see it, and then I went “OH!” out loud.. I’m not going to spoil it though.

Jun 18, 2009 at 1:51 pm


Jun 18, 2009 at 2:15 pm

Im with Jww..Don’t get it.I would have done the whole word like the first 3 letters.But then again I think logo design is taken way to seriously .Yeah its like an expression of a company through art.
My opinion is that logos are over analyzed.Yes there are poorly designed logos out there.
But the general public(ones with out an artistic eye)are not concerned about the logo when doing business with a company or buying there product.
I like Nikes and generally don’t buy any other brand of shoe.But its not the logo that attracted me it was the shoe!To me there is nothing special about the swoosh.
I know who designed it and what it symbolizes or means but that doesn’t dictate whether or not I buy nikes.
Im not going to NOT buy or deal with a company just because there logo is crappy or don’t make sense artistically!

Jessica Stewart
Jun 18, 2009 at 3:20 pm

Very clever logo design. Ingenious!

Boy Called Out
Jun 18, 2009 at 4:09 pm

BRILLIANT logo. Love the concept.

**Hi rds-nltsgrafx… I find your comment quite frustrating (assuming you’re a fellow designer). Please tell me you’re not pitching this to your clients whenever they ask you for a logo?

Happily generalizing the public’s opinions (creative people or not) is a tad narrow-minded… Now I may not know the opinions of the people… But I do know a lot of straight-cut individuals who would strongly oppose your views on business image.

Aslam A Memon
Jun 18, 2009 at 5:33 pm

enlightenment needed very badly, some explanation of the logo n its background might just be helpful


Jun 18, 2009 at 6:19 pm

ok, i’m gonna be the bad guy and explain it for those who don’t see it (don’t keep reading if you want to figure it out on your own).

the L is the head of the sea monster, the O is the middle sticking out, and the C is the tail. it’s like a sea snake with parts of the body submerged. so the reason it wouldn’t work to do the rippled reflection on the rest of the logo is… that’s not the shape of the monster.

that being said…. isn’t the reflection of the head facing the wrong way? i do like how it make the L pretty though.

Jun 18, 2009 at 6:22 pm

I really really love it

Jun 18, 2009 at 7:00 pm

Wow! I really love this one. Nice job

Jun 18, 2009 at 7:12 pm

For those who don’t see it:

This is an artistic picture of Nessie (the Loch Ness monster). Also read russel’s post above.

I think the idea is absolutelly brilliant, but I also think the logo could be more interesting. Apart from the reflection effect, the type looks a little bland.

~ Nix


Jun 18, 2009 at 9:49 pm


Awesome…! I still can’t close my mouth.

Jun 18, 2009 at 10:18 pm

Brilliant idea! I really love it.
Maybe Nessie would become more obvious by changing its color or tint/shade?

Aslam A Memon
Jun 18, 2009 at 10:41 pm

i agree wid patrick, atleast making ‘L’ tilt a bit will help alot, however i still dont get the background of the company n its relationship wid the water dragon, ?.?

Jun 18, 2009 at 11:29 pm

to russel: I actually saw it facing the other direction. the L being the tail and C being a bowed head.

It only took me a couple of seconds to recognize it. Think it’s really clever. As for relationship of the company to the monster? They share names, do you need any more reason than that? To the designer: well done!

Jun 19, 2009 at 12:05 am

it is simply awesome.

to all the people that don’t get it, let me spoil it for you.
LOC makes up Nessie, the loch ness monster.

all the alledged pictures of nessie included the head, a bump which is supposed to be its back and the tail curving out over tht surface of the water.

the way the letters are shaped and the water effect represents that perfectly. having the water effect to all the letters would destroy the effect and the focus on the monster.

Great work!

Aslam A Memon
Jun 19, 2009 at 12:09 am

well i never doubted the cleverness of the designer here as it is awesomely done, i was just wondering about other things which now makes sense, however thanks to all the ppl who tried to explain, thanks to all of u

about the logo (sinse the background is clear now) :P :P

awesomely done, n the execution is also very well done, not to forget its clever :)

Joel Lumsden
Jun 19, 2009 at 12:34 am

Superb work, can’t believe that people can’t see it but I suppose that happens. Well done!

Jun 19, 2009 at 12:42 am

It’s a great optical illusion – but does that make it a good logo?..
I don’t think, in this case, it does.

I think the idea could be developed further.. it doesn’t seem fully resolved

Jun 19, 2009 at 12:43 am

Totally mind blowing how clever this really is!

Torrie Foster
Jun 19, 2009 at 2:31 am

OMGosh!! This took me about a half an hour to figure this out and didn’t get it! Now I finally see it, great job!!

Jun 19, 2009 at 2:54 am

as with the other comments … clever!

Jun 19, 2009 at 7:24 am

Once again, amazingly clever. I just love it. I do have to agree with Russel though; the head’s reflection is facing the wrong way. Of course that is from the typeface, but I have a feeling it would make people who get all OCD about that kind of stuff frustrated.

still, the logo is beautiful.

Jun 19, 2009 at 3:44 pm

In response to Boy Called Out;
Let me word it to you like this.A logo can be abstract and have any meaning a person may assigns to it just like a painting, being that they don’t understand the concept of the logo.
Obviously you didn’t fully understand what I wrote.”Logo Artist” tend to over analyze logos(my opinion).
My point was made clear with Nike example.I’m sure it would be safe to say that the majority of people that purchase Nikes, have not a clue what the swoosh stands for nor the meaning of Nike.
And no I wouldn’t pitch that to any client and obviously you missed my whole point.

Jun 20, 2009 at 2:27 am

I, like everyone else, love it! The text reads very easily and I think the slight delay in the reading of the visual message just intensifies the cleverness shock. However, may be too abstract if some people dont pick up on it at all. For me it took a couple of seconds and once I saw it, it was very clear. Also, many have suggested that it seems unfinished. I think the simplicity reflects the images of supposed nessie sightings. It says what it needs to say – designers simplify, not complicate.

Philippe Cossette
Jun 20, 2009 at 3:05 am

It’s perfect! Congrats!

Jeff Jenkins
Jun 21, 2009 at 2:30 am


Boudewijn Vermolen
Jun 22, 2009 at 1:11 am

Pure awesomeness. This is absolutely brilliant.

Tom OKeefe
Jun 22, 2009 at 5:25 pm

take away my likes or dislikes for this logo. Some questions I would like to ask.

can this logo work when reduced? without the Tags: Monster, Sea, water in the description above did people see it right away? and if not then wouldn’t it fail when used in real world environments? i.e. web site, printed material etc. when you only have the attention of a person for a few seconds.

Also when viewing this logo on ness-link.visitlochness.com it looks really big and the way the tag line is placed makes the “LOC” seem out of placed. also on top of a image with the type in white makes it hard to read. Sometimes logos look good on a white background without any distractions then when used they fail.

In my opinion logos should work in all sizes, colors, and environments. Even the same as if it was used in a fax cover sheet.


Tom OKeefe
Jun 22, 2009 at 5:31 pm


when looking at this logo it reads as LOC and HNESS not as LOCHNESS. as much as the “LOC” is clever (I agree with averyone) as a whole “LOCHNESS” is fails. (at least to me)

Jun 26, 2009 at 1:33 am

Fresh! I can really dig it! Good Job!!!!

Jun 30, 2009 at 12:13 am

congradulation on logo of the month!

Philippe Cossette
Jun 30, 2009 at 1:51 am

Congrats! you deserve it!

Logo Of The Month: June 2009
Jul 1, 2009 at 12:01 am

[...] winner of Logo Of The Month for June 2009 (from the Logo Of The Day website) is the Loch Ness Partnership [...]

Jul 3, 2009 at 5:14 am

oh. my. god. superb!!

Jul 3, 2009 at 9:45 am

Do a logo have to be logical?? Don’t think so, so don’t think it so hard; if the reflection is right or the typeface, or even the color. Let’s see the big picture here… Simply a great idea, but does it work as a logo, that’s another matter.

Arron Lock
Jul 4, 2009 at 3:43 am

Very clever. I really like what you did there with the creature making up the first 3 letters. I do think that the font is a little boring. Maybe a more interesting sans-serif would work better.

Jul 7, 2009 at 5:30 pm

Absolutely brilliant. I got it immediately!
Very well done!

Jul 13, 2009 at 7:37 am

I get it but I wonder how anybody should recognize the lake when the logo is scaled down???

Harprabhjot Paul Chandhoke
Jul 25, 2009 at 3:29 am

Awsum. :)

Jul 31, 2009 at 3:11 pm

THAT IS AWESOME. Damn, I wish I thought of that.

Kevin Cassidy
Aug 6, 2009 at 8:48 pm

the simplicity is good
the concept is a little predictable
but the delivery is subtle

Phil M.
Aug 9, 2009 at 8:46 pm

woah! great!

Aug 27, 2009 at 12:50 am


Dec 15, 2009 at 4:11 pm

How can you guys call yourselves designers if you don’t get this? The Loc represents the monster sticking out of the water.

Dec 15, 2009 at 4:11 pm

How can you guys call yourselves designers if you don’t get this? The L O C represents the monster sticking out of the water.

Dec 18, 2009 at 2:56 pm

Very creative Logo, and wow there are a lot of close minded people commenting..seriously? you actually need this Logo explained to you? I’m guessing these are the “non” designers creeping this site to steal peoples work..

at least this guy is ok since they have no clue what’s going on ha ha.

Top 12 Logos of 2009 As Voted By You
Feb 12, 2010 at 1:33 pm

[...] Lochness [...]


[...] Lochness Loch Ness Partnership logo. [...]

Nov 18, 2010 at 2:51 am

wow… i know this is old but people please. even the so called designers are making a terrible fuss.

first off the logo is great. its simply, it can be scaled, the font works for the design. well done.

some people state that they cannot see the Nessie in the logo and that is fine. even if it has to be pointed out to some, still ok! take the fedex logo for example. most people do not see the arrow in between the e and the x.

if this logo is scaled down the small water details might get lost but thats also why the font works well for this.

as far as Nessie not looking like the “picture” this is a representation and it is recognizable as Nessie.

the backwards reflection of the “l” is the only questionable flaw but it could be interpreted as looking back at their past achievements and how they are moving forward from what they learned.

to rds-nltsgrafx:
yeah maybe logos are a little over analyzed and we all might care too much and true most people dont and wont get it. nor will they care if your logo sucks but it will matter to the other companies that they deal with, it will matter to enough people that one should never underestimate the power of their first impression. brand identity does matter to the trendy people, the followers of trendy people, the anti trendy people and the people that want to align them selves with products that speak about quality, integrity, and honesty. when you buy what every it is you buy that that is a representation of you. those priuses are hideous but thats what makes what toyota did awesome. buying one of those cars says to the world that you care more about the earth then what you look like. So, with all that said, i do agree that logos are over analyzed but i dont agree that logos should ever be undervalued.

Sep 18, 2012 at 4:32 am

Great stuff. I saw the monster no problems. Navy Blue are a great Edinburgh agency in Scotland. Well done.

Feb 15, 2014 at 8:53 pm

Great logo.