Logo Design

The Intentions Of  A Logo

The appearance of a logo, when designed right, should look effortless and make sense the moment you look at it. A logo is your brand identity so it should not be carelessly handled simply because of an urgent necessity. Think Target, Apple and Shell Oil. You can envision the logos in your mind right now just by hearing the brand names. When the design accurately resembles the brand, it resonates as something easy to recall with little to no effort.

Iconography, Letterforms and Abstract Marks are common approaches to creating a logo. We just provided an example of iconography, above. When it comes to letterforms, think Coca-Cola, Disney or Kellog’s. Again, successful brand identity that most people can hear and associate with the letterform logo that the word represents. If you hear Chase Bank, Sprint, AT&T or Rolling Stones, what comes to mind? The first thing is probably the mark that we associate with those brands. These are some of the most successful abstract marks, when separated from the association, actually seem completely irrelevant. But with longevity and frequent exposure by association, these words become synonymous with the respective marks.