--- description: America's logo should display our benevolence title: George Lois Designs a U.S. Logo image: https://static.time.com/v3/assets/bltea6093859af6183b/bltecc914eecc4eb404/69886334428a9eb281ccf102/question-everything-america-logo-george-lois.jpg?branch=production&width=3840&quality=75&auto=webp&crop=16:9 --- Sep 11, 2015 # America's Logo Should Display Our Benevolence by George Lois  NEW YORK, NY - JULY 10: Actor Haley Joel Osment discusses his new series "The Spoils Before Dying" at AOL Studios In New York on July 10, 2015 in New York City. (Photo by Adela Loconte/WireImage) NEW YORK, NY - JULY 10: Actor Haley Joel Osment discusses his new series "The Spoils Before Dying" at AOL Studios In New York on July 10, 2015 in New York City. (Photo by Adela Loconte/WireImage)Adela Loconte I would resurrect and reinforce America as a benevolent culture, dynamically invigorated by immigrants seeking a better way of life (including my then 13-year-old Greek father in 1907), by depicting the torch of the Statue of Liberty. To me, it is still America’s most passionate and meaningful symbol. I added the branding slogan “Welcome to our land of Freedom” to leave no doubt that we must always be a welcoming society. I brand our nation “AMERICA, AMERICA,” an echo of the song “America the Beautiful.” _Lois is the creative director at Good Karma Creative in New York City. He is known for being the original Mad Man in creative advertising and for his iconic Esquire covers (1962–72)._ ```json [{"@context":"https://schema.org","@type":"Article","@id":"https://time.com/collections/question-everything/4029562/george-lois-america-lacks-a-logo-so-what-should-it-be/","mainEntityOfPage":{"@type":"WebPage","@id":"https://time.com/collections/question-everything/4029562/george-lois-america-lacks-a-logo-so-what-should-it-be/"},"headline":"George Lois Designs a U.S. Logo","datePublished":"2015-09-11T17:55:22.000Z","dateModified":"2026-03-02T23:08:50.500Z","description":"America's logo should display our benevolence","url":"https://time.com/collections/question-everything/4029562/george-lois-america-lacks-a-logo-so-what-should-it-be/","keywords":["Question Everything"],"thumbnailUrl":"https://static.time.com/v3/assets/bltea6093859af6183b/bltecc914eecc4eb404/69886334428a9eb281ccf102/question-everything-america-logo-george-lois.jpg?branch=production&width=1200&quality=75&auto=webp&crop=1200:675&height=675","author":[{"@type":"Person","name":"TIME Staff","jobTitle":null,"url":"https://time.com/author/time-staff/"}],"creator":"TIME Staff","articleSection":"","image":[{"@type":"ImageObject","url":"https://static.time.com/v3/assets/bltea6093859af6183b/bltecc914eecc4eb404/69886334428a9eb281ccf102/question-everything-america-logo-george-lois.jpg?branch=production&width=1200&quality=75&auto=webp&crop=1200:675&height=675","width":1200,"height":675}],"publisher":{"@type":"Organization","name":"Time","url":"https://time.com/","logo":{"@type":"ImageObject","url":"https://time.com/images/logo.png","width":528,"height":156},"foundingDate":"March 3, 1923","sameAs":["https://www.facebook.com/time","https://www.instagram.com/time/?hl=en","https://twitter.com/time","https://www.pinterest.com/timemagazine"]}},{"@context":"https://schema.org","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"item":{"@id":"https://time.com/collections/question-everything/4029562/george-lois-america-lacks-a-logo-so-what-should-it-be/","name":"George Lois Designs a U.S. Logo"}}]},{"@context":"https://schema.org","@type":"VideoObject","name":"Question Everything: If the US Had A Logo What Would It Be?","description":"TIME hit the streets to ask New Yorkers several offbeat questions designed to provoke and prod the brain.","thumbnailUrl":"https://cdn.jwplayer.com/v2/media/v8ayL1Pi/poster.jpg?width=720","uploadDate":"2015-09-18T14:45:07.000Z","contentUrl":"https://cdn.jwplayer.com/manifests/v8ayL1Pi.m3u8","embedUrl":"https://time.com/collections/question-everything/4029562/george-lois-america-lacks-a-logo-so-what-should-it-be/","duration":"PT1M6S","potentialAction":{"@type":"SeekToAction","target":"https://time.com/collections/question-everything/4029562/george-lois-america-lacks-a-logo-so-what-should-it-be/?jw_start={seek_to_second_number}","startOffset-input":"required name=seek_to_second_number"}}] ```