Logo Design
What role does the logo play today?
Within the overall context of a brand, the logo is now just a small component. Primarily, it is a part of the comprehensive identity. Thus, today the logo is the period at the end of communication, the quality seal of a brand, but no longer the core element of identification.
What elements are needed beyond the logo?
Beyond the logo, what else is essential? A brand must resonate with customers, employees, and stakeholders even in the absence of its logo. This requires crafting an identity with powerful design elements that are consistently leveraged across all forms of communication. Brands that boldly and vigorously innovate in their design, carving out a distinctive character, have a clear advantage over those fixated solely on logo creation. Although a logo might initiate the journey towards forging an identity—by inspiring key design elements that define it—modern branding strategies afford these elements a wider scope of influence than the logo itself.
What distinguishes a logo from an identity?
In crafting a comprehensive identity, it’s essential to develop elements that are versatile in scale and conceived from the brand’s various touchpoints. A logo may not always serve as the defining feature. In well-thought-out corporate designs, diverse elements seamlessly interlock with maximum flexibility, complement each other, or even stand out on their own. Elements that forge identity can also include illustrations, typography, images, or other design components. Sometimes, it’s practical to establish a symbol alongside the core logo, functioning as a logo’s shorthand that broadens the scope for application and design, especially in smaller formats, or can be used as a pattern.
What do modern logos and identities accomplish?
Modern logos and identities accomplish much more than they used to. They are digital, adaptable, and vibrant, designed as moving brands to reflect the digital transformation. Yet, they have evolved from the first pioneers of animated logos. Conceived holistically, they allow for the derivation of design elements that work across all applications, notably including the adaptation back to print. Forward-thinking companies have recognized that the future lies in the visual interplay between analog and digital mediums, ensuring a seamless integration across various platforms.
