It’s important to remember that design isn’t just about what we see, but also how we see it.
The difference between art and design and everything in between is the value of the parameters.
Design and innovation require more than us just making things pretty, cool, or making things that we’re comfortable with.
Some logos consist only of the brand name. Think of IBM, Goldman Sachs, Oracle or Samsung. Other logos use the brand name in combination with a unique visual symbol, such as Nike’s swoosh or Arm & Hammer’s flexed muscle arm with rolled-up sleeve….Our research found that separate visual symbols used as logos tend to be more effective than brand names at creating a sense of emotional connection with consumers. This may not come as a big surprise, because symbols have long been considered more effective than words as communication tools.
Over the past few years, I have really put a lot of research focus into logos/identities and branding. When I was in school there seemed to be two terms that were kind of ethereal in nature. One was “white space”. It seemed like everyone talked about white space – but they didn’t really know what…