From the course: Logo Design: Visual Effects
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Discovery: Making brand advocates
From the course: Logo Design: Visual Effects
Discovery: Making brand advocates
Here's one of the reasons illusion is such a rich category of logo design and why it traditionally has had immense impact on the public. What I'm about to share with you is true for all logo design, but especially here. Never underestimate the intelligence of the consumer. Engage them, and allow them to participate in the discovery process. Not everything needs to be literal. Leave just enough unsaid, that the consumer can complete the picture themselves. Let's imagine we need to design a logo, for a women's group, and we want to show the bonds that occur between members. A designer may think that a heart will make the perfect logo for this client. It could be the most beautiful heart ever designed, but in the end it may be incredibly literal. In this clever solution, the designer uses a heart as well, but by subtly placing it in the negative area of the design, they have left it to be discovered. The consumer may see this mark several times before they find it, but when they do, that…
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