Logo Design Love

on logos and brand identity design

Look and feel

Pentagram New York

Two Pentagram partners on “look and feel.”

“You should be able to cover up the logo and still identify the company because the look and feel is so distinctive.”

“Look is defined by color, scale, proportion, typography, and motion. Feel is experiential and emotional.”

Quoted from Alina Wheeler’s Designing Brand Identity.

Related, on davidairey.com:
Remove the logo. Know the brand.
Colour in branding

Photo via Sabrina Metivier

Logo Design Love: A Guide to Creating Iconic Brand Identities, second edition

Just the one comment

  1. pat taylor

    Part of a good logo is looking good.

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