Logo design is undoubtedly an art form that requires deep knowledge of the human impulses and behaviors. The typography must be appealing and colors must stand out without being too outlandish. The shapes used must be unique and yet familiar. A Logo is the center piece of any brand’s public identity. A well designed, expertly crafted logo can stand the test of time, imprinted in people’s memories and inspire the kind of brand loyalty that only religious figures have managed to achieve. For instance, take the logo of Coca Cola, which is instantly recognizable throughout the world. It has become one of the most classic brand logos in advertising history and any company would kill to get their hands on such a massively popular identity for their product.
After talking about Colors, it is a natural progression that we have come to logos. Creating a good-looking logo is a time-consuming project, but to create an outstanding logo requires a lot of turnover. The creative genius of the designer has to capture the essence of the business product and represent its values to the consumer through canvas, ink, colors and type. Although an iconic logo, once created, can take the product it represents to incredible heights in terms of demand and popularity, the process of creating such a logo is a low-key affair involving a small group of people pouring over shapes and colors, abstract and concrete, doing multiple iterations, over and over. They add layers upon layers of meaning and symbolism and then strip away anything that is distracting or irrelevant until they reach the core of the product. That is when a truly classic logo is born.
Here is a great PBS short documentary about the Art of Logo making.
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