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.


Grey / Colour

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Responsive Logos

The modern logo is now displayed in various media and devices. In the digital space, your logo needs to respond so as to fit within these different devices. The challenge is to scale down the logo and yet maintain the visual identity of the brand without compromise.

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