One of the most challenging aspects of communication design: distilling
the essence of a company or organisation into versatile graphic
and/or typographic mark, then incorporating this into a wide range
of media that lives, breathes and reflects the organisation, all
the while maintaining a smooth continuity.
My approach to this discipline is to get under the skin of the organisation.
To try and understand what they're about, then create something
that reflects these often abstract ideas.
Logos need to communicate on a fundamental level. They need to get
their message across quickly and effectively in a subliminal, if
not always literal manner. They need to be versatile and be presented
clearly on a multitute of media – from the traditional letterhead
to on-screen display; from low-resolution faxes to being stamped
onto a bar of soap. The idea that brands might be extended as far
as having their logo embossed in soap is highly unlikely, but needs
to be considered, just in case.