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Logo Design Love: A Guide to Creating Iconic Brand Identities by David Airey

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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.

So many requirements may 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 brand identities. The basic elements of classic iconic brand identities are the ingredients in our recipe, so let’s examine ...

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