Chapter 1
What Makes a Logo Last?
When looking back on the past, there are certain logos that you remember. The CBS Eye, The Apple, The Shell, The Swoosh, and The Peacock. These are just a few examples off the top of my head, but I am sure you have a handful of favorites as well.
What makes these marks so special? How do they still feel modern after decades of use? Why have they not been changed or refined? I have devoted my career to exploring this topic. Spending countless hours scouring antique stores, small-town museums, and thrift stores looking for inspiration. All in the pursuit of a formula that I can apply to the projects that I design for my clients. As they say, the proof is in the pudding. What I mean is, when you start making logos ...
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