From the course: Logo Design: Shapes and Symbols

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Why logo design gravitates toward shapes

Why logo design gravitates toward shapes

From the course: Logo Design: Shapes and Symbols

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Why logo design gravitates toward shapes

One of the primary tenets of logo design is to refine a series of concepts, or to boil down complex information into an easily consumed visual nugget. Simplification is usually a key component to this process. One analogy might be to bundle diverse elements into one solution with a ribbon neatly tied around it. I bring this up, because the outside shape of a logo is a bit like that ribbon. That shape serves as an enclosure, cinched around these elements, to make them presentable as a single idea. I understand that this can appear pretty simplistic. But consider the appearance of these logos when the containing element is removed. Suddenly the simplicity of these elements become much more complex. Notice the building with the scales hanging from it. You'd be right if you suggested this really looks more like an illustration than a logo. The tentacles of the drawing are reaching out in all direction, with awkward spatial challenges. But drop a spotlight on the illustration, and it…

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