Believe it or not, great branding is about more than just a logo. Ask the experts and they’ll tell you that it’s a combination of things. “We respond to experiences,” says Ben Marshall, creative director at Landor Associates, “stories we can pass on, and frankly, some things that are simply unusual or inspired.” 

We asked several experts to pick 20 brands that they feel qualify as iconic. Here’s what they came up with. And if it’s logos you’re after, take a look at our guide to the best logos of all time.