Visual Identity

The logo is one aspect of a companys commercial brand or economic entity. Its shapes, colours, fonts, and images all blend to fortify the overall company brand.

Paul Rand, a prolific designer best known for his corporate logo designs, including the logos for IBM, UPS, Enron, Morningstar, Inc., Westinghouse, and ABC, has said that “a logo is a flag, a signature, an escutcheon, a street sign. A logo does not sell (directly), it identifies.”

A good logo has to accomplish many things. A good logo should strive to be simple, appropriate, memorable, and distinctive. It ought to convey a simple concept or meaning, and in so doing, communicate an intended message about the brand.

A sampling of recent designed logos follow below.