“There are three responses to a piece of design – yes, no, and WOW! Wow is the one to aim for.”

“You can have an art experience in front of a Rembrandt… or in front of a piece of graphic design.”

“A designer knows he has achieved perfection not when there is nothing left to add, but when there is nothing left to take away.”

“I want to make beautiful things, even if nobody cares, as opposed to ugly things. That’s my intent.”

INSTANT RECOGNITION is a graphic designer’s ultimate goal for any visual communication(s). When it comes to a logo, it becomes even more obvious how important that is especially when used in a small application. It identifies a business or product in the simplest form via an icon with or without typography; logos are meant to distinguish one entity from another. Conventional wisdom tells us that a good logo should be identifiable at the size of a postage stamp as well as in one color. Black. A well-known logo may even be used without the name of the business with which it is associated. The Nike swoosh and Lacoste alligator are excellent examples and the result of those companies having built reputable products along with successful marketing campaigns. Logos in general include typography to clearly identify the name of the business or organization. If there is no symbol, and the mark is pure typography, it is called a logotype or word mark.