58. Ingredient Brands

In a world where everything from artificial sweeteners to environmental certification programs to software components clamor for graphic recognition, the luxury of a nice, clean treatment doesn’t always avail itself to a designer. Identify the hierarchy among any group of logos used in concert. Which is dominant? Which is subordinate? It’s not a graphic question, it’s a communication question—what is intended to be communicated? The graphic identity should express the intent.


Jeremy Frechette
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