This post is about the massive effort invested by large and small businesses to create their logo. “This graphic element is what will differentiate us from our competition and make us stand out” they say “This is the tip of our iceberg, the cherry on our pancake. it engulfs the whole essence of our business. So why is that the criteria for that Pinnacle are summed up in the grey area of “i love it - its nice - i hate it”.
This is not nice
I dont mean to elaborate on the matter of lofos since i am not an art director of a graphic designer but i do think a logo is a brand’s fingerprint. That unique graphic trait of each individual human that can not (at least legally) be copied or imitated. Unless your name is Bond, James Bond.
Now. What do I want to say here? Take any action movie and look up the scene in which the FBI agent uploads the terrorist fingerprint and gets a complete and accurate profile of the man's appearance, character, habits, hobbies, aberrations, opinions and his “bad boy” resume. What happened here is that the man’s logo (fingerprint) became a point of reference, both emotional and rational. I find that the essence of a logo.
In practice, most logos act like the fig leaves on adam & eve's nakedness, a stylish and fashionable ornament which was designed to hide, not to expose.
For me, the logo is actually an invitation for a dance. It is the scent of the woman’s perfume standing in front of you in line. Its job is to embody the personality of the brand and/or of a brand owner, so that the viewer will experience the brand as personal as possible, before they actually meet each other at the point of sale.
Take a few minutes to watch the following video in which a 5 year old girl describes logos in her so original and naïve way.