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What a logo means matters more

February 2, 2011

Designing logos is possibly the purest of graphic design practices.

Creating logos gives us the chance to distill all of our skills as illustrators, digital artists and creative thinkers into one single crafted form. Over the last couple of weeks, having wrestled with a couple of new identities I’ve looked to the words of Paul Rand to help me understand what it is I’m actually trying to create. Frequently quoted in reference to logo design, his opinions seem to withstand the ever changing nature of business and design.

“A logo derives its meaning from the quality of the thing it symbolizes, not the other way around. A logo is rarely a description of a business. It is only by association with a product, a service, a business, or a corporation that a logo takes on any real meaning. A logo is less important than the product it signifies; what it means is more important than what it looks like.”

So if a logo doesn’t sell directly, it takes the pressure off the designer somewhat, however he also says, “It is easier to remember a well designed image than one that is muddled.”

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