Logos are the focal points of brand identities, the distillation of entire fields of meaning, feelings, and activity, concentrated expression of the personality, emotive states, and spirit of brands with a simple visual mark and/or icon.
Logo design is the single semio-linguistic situation where what something means and how it looks are most intimately connected, where symbolic interpretation is closest linked with the form that it takes, so that communication is simultaneously connotative and denotative, intellectual and emotional, rational and intuitive. A decent logo design (exceptions excepted) always works in only black and white, and is very scalable.
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