A brand is recognised by its logo – the symbol and font that represents it. A logo is of permanent value to the company and, if well designed, can last around twenty years until its first redesign. Turning a complex idea into its visual essence requires skill, imagination, intuition, technical excellence and experience, as well as a lot of research. It is a huge responsibility to design something that will be reproduced hundreds of thousands, if not millions of times during its existence.
Old or new?
If a redesign is required, thorough research has to be done into the current value of the symbol and its meaning for the company or product. Sometimes, all that is required is drawing it in a new, more modern style. The colour of a logo is an important element – a brand that is recognisable by its colour alone does not need any other labels.