Tuesday, April 14, 2015

What a logo is and does

Here’s what a logo is and does:

A logo is a flag, a signature, an escutcheon.
A logo doesn't sell (directly), it identifies.
A logo is rarely a description of a business.
A logo derives its meaning from the quality of the thing it symbolizes, not the other way around.
A logo is less important than the product it signifies; what it means is more important than what it looks like.

The effectiveness of a good logo depends on:

a. distinctiveness
b. visibility
c. usability
d. memorability
e. universality
f. durability
g. timelessness

Patti Friday, reporting from inside 'The Art Dept.' at the international 'Embassy of Ideas'
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