The Logo

Updated: Jan 2, 2019

The pinnacle of a brand’s visual representation or just a cryptic, arbitrary and often disconnected symbol with type.

A misconception in brand strategies often seems, that logos are created without any connection to the rest of the brand identity.


In straight forward, static environments this isolated approach works out fine but complex and fluid scenarios long for a more inclusive visual branding system.


Let’s imagine the logo is the ultimate reduction of the design system itself: "Everything is the logo", meaning that a visually consistent design system, reduced to strong, ownable core assets, might ultimately function as a logo itself. A good example for a strong ownable asset would be Mercedes Benz with it's highly recognizable corporate font family. Google with it’s four colours and very reduced but smart branding guide also works amazingly well across channels and platforms. It is the reduction and permutation of limited visual elements repeatedly communicated across all platforms that does the branding job, not necessarily the logo alone.


Modern visual identities have to be flexible and adaptive to fit a fast evolving and ever changing environment. Applying obsolete methods will not unlock a brand’s full potential. Also adding new concepts onto outdated systems, creating Frankenstein monsters, will not do the trick in a lot of cases. Rethinking a brand according to the present environmental setting and it’s current opportunities and challenges seems to be an inevitable consequence.


At first this may appear as a radical somewhat reversed approach, but an immanent visual language can help to create a logo that represents a brand consistently. After defining the visual fundamentals by analyzing the brand’s core values and resulting visual codes a logo can be derived representing the ultimate, condensed brand beacon. Approaching branding projects this way makes it easier to create unique and fitting solutions and guarantees consistency and flexibility when needed.

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