From the course: Logo Development: Identity Development
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Creating a mark
- I'm definitely the school that there's no perfect mark. There are right marks, but just looking at successful competitors in the same field may be the very best way to confirm this. You could probably draw a facsimile of the Starbucks logo from memory, but despite their dominance in the coffee industry, here's a group of exceptional logos for the same field. And look at just how diverse they are! Each one of these absolutely cooks us at a different aesthetic. And though each is by a different designer, if all were designing for the same client, I'd bet they still all be just as varied. As we created a logo, and the attending visual brand for a regional coffee roaster, we took a deep look at the very same industry. Local Roasters is concerned with just the roasting of coffee, and not the brewing. So that shifted our thinking from brewing and consuming to roasting and delivery. A distinction, for sure, but just one of the factors that influenced these concepts. Let's track with the…
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