61. Trademarks

Originality is seldom the explicit client goal of a new graphic identity project, but stretching yourself to develop a graphic identity that doesn’t look like anything else may help legally protect the mark in the marketplace. Just like names and taglines, the law recognizes a company’s logo as its intellectual property. Beginning your identity projects with research may make it harder to finish the work, but research must be included at some point in your design process.


1. Morningside Athletic Club
Alan Colvin 

2. Mercantile Exchange
Eric Thoelke, Travis Brown 
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