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Chapter 7. Logo Design > Logo Design Fundamentals

Logo Design Fundamentals

A logo is just one element in a corporate identity system, but its importance cannot be underestimated. Everything about a company—its products, people, and place in the market—contributes to our perception of its identity. But ultimately it's the logo, a simple combination of letters or symbols, that has the tough job: to identify a company and express its personality at a glance.

Effective logos, said the late great American designer Paul Rand, are like flags: universal, timeless, and durable. Logos vary greatly in scope and breadth: They can be letters or numbers; circles, squares, or triangles; or suns, moons, or stars. In fact, many fundamental shapes and symbols are the cornerstones of the logos we see every day.


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