Wisdom Wednesdays #2
"Logos are a graphic extension of the internal realities of a company" - Saul Bass
Saul Bass, one of America’s greatest designers & Academy Award winning filmmaker certainly has a point.
When commencing a branding project, part of the process is to understand these internal realities of your business so that way the logo has substance to it. Some may disagree with Saul Bass’ comment, however I believe it to be true that a logo should always be a representation of your business’ culture, its values, it’s processes and beliefs
Why you may ask? For one good reason, longevity . When a logo is constructed for a brand, it should be lasting. You take a look at some of Saul’s logos (Bell, Quaker, AT&T, Kleenex....) and they’re still around today (with maybe minor evolutions since). These logos have been in play for decades because they’re designed to represent a brand, to be an extension of it
So perhaps ponder, is the logo for my business an extension of the internal realities of my company? What do you think?