The answer will surprise you. It surprised me.
According to Sagi Haviv, the man known by the New York Times as the logo prodigy, a logo is not communication.
A logo is the period at the end of sentence its not the sentence itself. You can say a lot about yourself/ your service your company in advertising in marketing but the logo is meant to identify you strongly and clearly and the less it says the better.
Check out the 3 Rules of Good Logo Design.
So for all those companies that expect their logos to communicate "everything" about their brand it's time to rethink and even redesign! Think - Nike Swoosh, Apple Logo, WhatsApp Icon. All these logos do not attempt to communicate but rather to identify.
Excerpt from the Futur.
(Sagi Haviv is a New York-based graphic designer and a partner in the design firm Chermayeff & Geismar & Haviv.)
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