Chapter three. Elements of iconic design

Anyone can design a logo, but not everyone can design the right logo. A successful design may meet the goals set in your design brief, but a truly enviable iconic design will also be simple, relevant, enduring, distinctive, memorable, and adaptable.

This many requirements might seem like a tall order, and it is. But remember, you have to know the rules in any creative endeavor before you can successfully break them. A Michelin-star chef doesn’t just pluck ingredients from thin air. She takes a tried-and-tested recipe and adapts it to create her signature dish. This also applies to creating a company’s visual identity. The basic elements of iconic identities are the ingredients in our recipe, so let’s take ...

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