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Why bother with a logo design? Why not just have simple text? The answer has many factors. Roman type forms are relatively restrained so lack any room for emotion, values or ideas. We have all become masters of reading logos in the context of other logos. Navigating through the different layers of visual information, originating from a changing cultural environment.
Logos originated from trade marks which were a more literal straightforward interpretation of the service or product sold. As consumers now make decisions based on more complex reasons brands want their logos to be platforms for free interpretation.
A freelance graphic designers job is to translate complex market values with concepts that enable contextual interpretation. By understanding these visual references across a large range of industries, sub cultures and social classes in London and internationally, enables a freelance designer to communicate that brand’s values with it’s market.
Once the brand values are established and discussions are had on the marketing strategy, visual metaphors for concepts based around the brand values are explored. Once I’ve playing around with the ideas in a mood board and explored the themes, sudden insight, happy accidents and intelligent connections help the logo creative process, producing effective, original striking work full off emotional or intellectual resonance