LOGOS | VISUAL IDENTITIES
With billions of dollars at their disposal, marketers can make a swoosh, or an apple with a bite taken out of it, or a green, encircled mermaid mean exactly what they want it to mean. And while Nike, Apple and Starbuck’s all started out small, they’re consumer brands with a vast array of communications tools at their disposal. But when you’re an organization in Washington, DC that wants to promote the benefits of ethanol or one that needs to communicate the economic importance of buying cars made in America, the pockets are shallower, the timelines are far shorter and the tools at one’s disposal are fewer. That makes logo design—or, as it’s sometimes referred to, visual identity design—even more important. You might think that overseeing the design of dozens and dozens of logos and logotypes would potentially cause the well to start to run a little dry. But on the contrary, knowing the target audiences and media landscapes cold makes for endless inspiration. And that’s before we even get to theme or tag lines….