:: Contains only one graphic idea as the focal
point. So if there is a symbol, then the name is
plain and unadorned.
If it is a word mark, one idea makes it special -
like IBM’s® stripes. The more unique the name,
the simpler the graphics. |
|
:: The brand identity needs to be able to be
printed small, in ink or pixels.
It should work in various colour applications,
such as, black on white, colours, as well as in
reverse too, for example, white on black, or
white on colour. |
|
:: Communicates purely in visual terms, to the
right brain hemisphere and does not depend on
verbal, intellectual interpretation.
If a word mark, it can be recognised by form
alone, for example, you do not have to read
Coca-Cola's® logo more than once. |
:: The design idea for the brand identity need not
be unique in the world, just distinctive enough
so you can "own" it in your particular market
segment. |
|
:: Great designs follow the "less is more"
approach, expressing just one quality (such as
stature, speed or dynamism) and supporting a
single aspect of positioning. |
|
:: In the end, the content has got to be right. A
great logo can fail if the reputation, positioning,
and personality expressed do not reflect the
intent of management. |
