The term ‘logo’ finds its origin in the Greek word ‘logos’ – which traditionally meant ‘word, thought, principle, or speech’. Through the years ‘logos’ has been used by both philosophers and theologians in a variety of different contexts, but I still prefer to think of the traditional meaning when it comes to creating a new brand mark.
It is a big responsibility to develop the mark that will represent the principles and core values of an organization. It must be the ‘first impression’. A single, simple mark that both embodies the voice and spirit of the company, and instills trust with the public and within the organization itself. “The Art of Logo Design” is a short video from the PBS Off-Book series, featuring iconic logos and interviews with designers Stephen Heller, Sagi Haviv, Kelli Anderson and Gerard Huerta.
Quoting the PBS video description, “Logos surround us in digital and physical space, but we rarely examine the thought and artistic thinking that goes into the design of these symbols. Utilizing a silent vocabulary of colors, shapes, and typography, logo designers give a visual identity to companies and organizations of all types. From cave painters to modern designers, artists throughout history have been reducing the complex down to simple ideas that communicate with the world.”