CHAPTER 1A Refresher Course
A LOGO IS JUST THE START OF THE STORY. A good logo—or sometimes simply a familiar one—is visually arresting and symbolically potent. It sums up the company or organization it represents ... which is exactly why it’s just the start.
The personal associations a logo calls up normally aren’t apparent in the visual symbol itself. The Coca-Cola logo pulls some emotional triggers for everyone—positive and/or negative depending upon whom you ask—but the emotional content of that response isn’t just in the familiar flowing script.
I was a Coca-Cola collector as teenager growing up in England. I gathered bottles and bits of ephemera from around the world. I have not enjoyed Coca-Cola much since I was that teenager (and that’s ...
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