Choosing the Right Logo

An interesting piece here on the need for brands to pick and preserve their logos carefully. Choosing the right logo is an ever-important part of building brand identity, with the advent of smartphones and tablets reducing the graphical real estate available to designers. Indeed, many big brands have ditched including the brand name altogether and instead use the logo alone as an independent identifier of trade source – just look at the Starbucks logo’s evolution. The design trends and consumption of logo-driven brands are creating an increasingly crowded space, and brand owners are advised to take stock of the elements of their logo that they consider to be proprietary in order to ensure that they don’t fall foul of third parties and vice versa.

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