The basic rules of identity development are be distinct, memorable, and have a strong creative concept to support the design. In today’s digital age, much is built into brandmarks—entertainment, variation and storytelling. I tend to lean towards the “KISS” (keep it simple) method. Sometimes the obvious design solution can be the most effective.
Take a look at Adam Ladd’s video, “Fresh Impressions on Brandmarks” with his 5-year-old daughter. I especially liked her comments on the Chili’s and McDonald’s logos…simple does work.
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