Expert explains what makes the best logos so good
Every day consumers are confronted with countless logos, mostly unaware of how these icons are constantly transmitting a slew of messages aimed at the subconscious. "A company's logo is its shorthand, a visual cue that tells a story of the brand's culture, behavior, and values," said Su Mathews Hale, a senior partner at the New York brand-strategy and design firm Lippincott. Because a logo may only have a second to tell this story, creating one "can sometimes be the most difficult aspect of branding," she said.
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