We’ve always been fascinated by logo design. When reviewing the portfolios of creative applicants hopeful of working with our company, we tend to drift towards the logos section first. I think this is because in this discipline, it’s difficult for creatives to mask a lack of ideas with slick printing processes and expensive paper stocks. Designing good logos is pretty difficult and in a world suffering from information overload, arresting viewers’ attention momentarily and leaving them with a lasting impression requires designers to be: daring, distinctive and to master the ability to make less say more.
If you’ve spent the day reviewing portfolios, it’s not impossible that you could be seduced by miracles of presentation and glossy style. Not so with logos – these only really work when execution and content are inseparably fused – making the execution part of the content. It’s rare but you’ll know when you see it.