From the course: Logo Development: Identity Development
Join today to access over 22,500 courses taught by industry experts or purchase this course individually.
Juxtaposition, substitution, and absence
From the course: Logo Development: Identity Development
Juxtaposition, substitution, and absence
- Give me a diverse collection of successful brand marks as you can and I really mean diverse. I want highly gridded and honed technical specimens to gnarly scratches that look like someone used a shovel to make them. Slicky slick to humorous to sappy sedate, show me a line up of successful logos so extreme it'll look like a convention of misfits and ask me to find a common thread. I can tell you blind-folded. The answer will always be concept. Concept is never solely defined by style, line, weight, texture, font, or anything that's technique in orientation. That may help support our effort but strong concept is a precept of our craft. Here are three of my favorite models that seldom fill me and more often than not, show up in that imaginary line up of affective marks we just discussed. Juxtaposition allows us to demonstrate subtly or dramatically a concept using contrast and comparison. But managed by finding common ground or finding a way to play one off of the other. Is it this or…
Download courses and learn on the go
Watch courses on your mobile device without an internet connection. Download courses using your iOS or Android LinkedIn Learning app.