Where to put your logo 🪧
Beyond billboards — crazy creative places to show your brand (steal my list)
Most brands put their logos on billboards and call it a day.
But that’s not you.
You’re smarter:
You put your logo where the location tells a story about your product. 🧠
Here are some killer examples:
1. Race car halos 🏎️
Bitdefender and CrowdStrike (cybersecurity companies) sponsored Formula 1 cars.
But they didn’t just put a logo sticker anywhere on the car…
They placed it on the “halo”—the protective ring above the driver’s seat.
Why?
Because the halo is the most critical piece for protecting the driver’s head — and these companies protect their customers’ most valuable assets from cyber threats.
A perfect metaphor.
2. Hotel room keys 🔑
Brex, a company that provides corporate credit cards, couldn’t sponsor the SXSW event directly.
So they got creative.
They sponsored the room keys of the conference’s recommended hotel (and designed them to look like Brex credit cards).
Every SXSW attendee suddenly had a “Brex card” in their pocket—the key to their hotel room.
3. Parachutes and wingsuits 🪂
Red Bull “Gives You Wings”, literally.
They place their logo on parachutes and wingsuits of extreme athletes performing the world’s greatest stunts.
4. Park benches 🌳
Bumble, the dating app where women make the first move, sponsored benches in colleges with the phrase “Make the First Move”.
Students could sit there and potentially meet someone new—just like on the app.
Brilliant move.
More crazy & creative logo placement ideas 💡
Elevator doors or “door open” buttons 🚪
Gym weights & equipment 🏋️♂️
Pub coasters 🍺
Reusable shopping bags 🛍️
Branded Wi-Fi networks 📶
Recycling bins in crowded places ♻️
Movie theater popcorn bags 🍿
Public restroom mirrors 🪞
Coat check tickets 🧥
Amusement park wristbands 🎡
Arcade game high score screens 👾
Escape room clues 🔍
Complimentary slippers in luxury hotels 🛏️
Drone light shows 🎆
Ice sculptures ❄️
Ask yourself:
“What’s the most unexpected place where my logo can tell a powerful story about my specific product?” → Sponsor that place.
If you come up with an idea that’s not crazy at all, but an entire story could be told by simply putting your logo there — do it. For example, check out this ad at a bus stop:
Where NOT to put your logo ❌
Intel signed a deal with FC Barcelona to place their “Intel Inside” logo…INSIDE the players’ jerseys. Cool concept. Zero visibility.
Jira put their logo on a turnstile at a train station (the swiveling things). But think about it: Turnstiles are barriers; they slow you down. For a collaboration platform — it really sends the wrong message.
TL;DR — Avoid spots that:
🤔 Don’t make sense: If you completely confuse the audience about your product, find another place.
💨 Offer zero visibility: When the story makes the logo invisible - it’s not worth it.
🚫 Create negative associations: Blockers and places that add friction to any experience aren’t good.
The bottom line 🎯
Visibility isn’t everything with sponsorships; think about context.
The location of your logo can create a beautiful association. Next time you’re thinking of sponsoring something—find a story to tell by where your logo appears.
Don’t settle for generic spots.
See you next week ✌️
Tom
P.S. another smart logo placement that I loved:
Love the ideas Tom, thank you!
Those bad examples are really just companies who want to promote and don't think about the context.
"Jira - always adding friction" is hilarious 😂
I also think that the wall people stare at while they pee is an interesting place to put a funny ad.
(1. Super depends on the brand 2. It's possible that it's a horrible idea 😅)