Let’s get real, it’s 2021 and corporate branding consumes every waking moment of our lives. From the toothpaste and cereal we see in the morning, to the streaming platforms we watch before bed.  For this reason, some of the most recognisable brands are so deeply ingrained in our lives that they have become part of our cultural language.

A Seattle-based designer, Keith Fleck, has used this phenomena as a springboard for his recent design project, giving every state in the USA a new logo in the style of said state's most loved brand.mcdonalds-illinois-keith-fleck.png

Titled ‘The Corporate States of America’, Fleck used the iconic logos of brands which have their headquarters in each respective state to create a map of corporate America. Over several weeks, Fleck appropriated recognisable colour palettes and typography in this branding challenge, testing how memorable these logos actually are. 

"It was challenging because some states have many familiar and iconic brands, whereas in other states I had to dig a little deeper to find local celebrated companies,” Fleck says on his website. “It was fun to 'hack' each one, finding the right fonts and playing with elements to bring them to life. Some look great on their own and you can recognize the original brand immediately, whereas some are a bit harder to determine for someone who hasn't had any touchpoints with them."

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So let’s put them to the test. Some of the logos jump out immediately. For example, McDonald’s features with it’s head office in Chicago and the distinctive blue logo of Facebook can be seen over in California, with its headquarters in Menlo Park. Nevada is represented by Caesars Entertainment, the Vegas Casino giant, and Toys “R” Us inspired the branding for New Jersey, its headquarters in Wayne. 

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Others may not be as obvious for those across the pond, or even outside the state which they represent. But then again isn’t guessing is all part of the fun?

How many did you guess right and which are your favorites? Let us know in the comments. 

See the full project on Fleck's website, where he shows granular logo detail and has a lot more illuminating commentary.

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