From the course: Logo Development: Identity Development

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Three layers of meaning

Three layers of meaning

From the course: Logo Development: Identity Development

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Three layers of meaning

- Branding that isn't considered is unsuccessful. That sounds like a pretty bold statement to start with here but it comes back to that old conundrum of whether a tree that falls in the forest makes a noise if no one's there to hear it. I'm still looking for that designer requested by their design client to create a logo for them but one they can be assured consumers will ignore and fail to form an opinion of. Probably not going to happen. Even the most sedate logo was crafted as such to spawn opinion or impressions. I can't say I have no impression of the Burberry or the Calvin Klein logos. They may seem a bit vacuous but amongst other things, they speak to an aesthetic and a trend in designer brands to let products take the spotlight. The techniques we'll cover here are used by many of the savviest designers in the industry. Assuredly they're not the only approaches to building depth but I think you'll find that a few of these tools in your design arsenal will really enrich your…

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