Tom Carnase has created some of the most iconic logotypes for Brooks Brothers, Saks Fifth Avenue and Calvin Klein, just to name a few. He also worked along side Herb Lubalin and helped him create the popular Avant Garde typeface. Some of his lettering work is displayed here, but I recommend that you do a Google search to see all of his great pieces.
Between | User experience design: Through this project, I have found that the better the logotype, the more clever it is. By making the word basic appear very intricate while still simple enough to easily read, this design is very clever, argo, its a well designed logotype.