"BRILLIANT" logos... (REDUX)

I originally posted this several months ago in its original form. I since have update the link to two source blog sites. This was a response to a cavalcade of student logos that I find either lacking, or overworked (think of a solarized band logo for 'that dude he knows' band). It even garners a comment by one of my old instructors / a Milwaukee Metro market design business owner.

What is a logo anyway? A textbook answer might be something like: "A mark that articulates the brand to the world..."

There are a lot of very good logos in the world that are examples of great design, and just as many that aren't. Funny thing is, successful logos populate both camps. Some have figured out a way to create a memorable visual hit upon the viewer without being design world darlings.

I think the commonality is the effective research and processing of communication and marketing information, organizing and prioritizing that data to desired short and long term outcomes, and the skill at visually expressing everything in support of the developing brand.

If it is done with a high-minded design school flair, or a practical everyman visual style, the logo then requires repeated exposure to the public, and popular support and commitment. It also doesn't hurt to be clever. Sometimes clever can backfire a bit (think Red Dog beer a few years back)--so peruse some examples of clever, but not too clever... [link below]

brilliant logos 1
brilliant logos 2