Logo Design
The great designer Paul Rand had this to say about logos: “A logo is a flag, a signature, an escutcheon, a street sign. A logo does not sell (directly), it identifies. A logo is rarely a description of a business. A logo derives 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 represents is more important than what it looks like. The subject matter of a logo can be almost anything.”
When we work on a logo design together, my goal is more than to simply illustrate the words in your company name or the product you sell— it is to hear and feel all the many layers that make up your company and to synthesize those into an image that projects those layers to your audience in a few short seconds. To identify, distill and signify your company’s essence. I’m a non-literalist at heart and I love working with how shapes and colors are able to carry so much information to the psyche in subtle ways. Symbols convey what so many words and literal pictures cannot.
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