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The Logo Manifesto


design, branding

This manifesto is to get me into the headspace for designing innovative, fully realized logo marks.

the wet hood of a Volkswagen vehicle, complete with the Volkswagen logo

  • The job of a logo is to identify, not explain.
  • A logo doesn’t have to have a wordmark.
  • A logo doesn’t have to have an icon.
  • A logo can be static or dynamic.
  • A good logo burns 0 calories to look at.
  • Every logo is a little bit of a copy.
  • A good logo feels familiar before it feels original.
  • A logo can be informative or iconic, but not both.

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