Brandmark Focus — Symbols & Logotypes

The following case study shows a variety of brandmarks – symbols, logotypes, wordmarks, and icons – that have been created over the last 20+ years. There are marks that are out in the wild, pitched ideas, forgotten sketches, and ones that got away. A logo can be considered as a signature of the brand's personality – much like any human personality – attitude, style, and tone of voice may change but a signature often remains unchanged. This is true for a brand, while other identity elements evolve as the brand adapts to changes in the market often the brandmark is the one constant. Although a logo is a relatively small aspect of a brand's overall identity, it’s unarguably an integral one and one that is often the most memorable for consumers and therefore the brand element with the greatest perceived equity. Often the most successful brandmarks are simple and so memorable, ownable within their market, exude the energy and attitude of the brand, and are always fit for purpose. Various Clients — Design & Concept, 2000-23