Introduction

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1A fictional history of logos used in a promotion postcard series for Frederator, a multifaceted communications company.AdamsMorioka, Inc.

Ten years ago, AdamsMorioka was asked to produce a logo for a major Los Angeles institution. We began the project sketching on a pad and playing with type on the computer. The more time we spent designing logo options, however, the more questions we asked. If the client were to change his business in a year, would the logo need to change? If the logo promised community involvement, would the client deliver? Very quickly we began to understand that making a formally successful logo was important, ...

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