79. Standing for Something

The best businesses—and the best graphic identities—embody an ideal. If the founders aimed high when conceiving the business, it stands to reason to aim high when designing the mark that will represent it in the marketplace. Logos that represent an idealized state tend to be easier to get excited about: service, quality, speed, performance, health, etc. The graphic identity becomes a symbol for the ideal solution to a customer problem.


NYC 2012
Brian Collins, Bill Darling, Charles Hall, Bobby Martin, Leigh Okies, Charles Watlington, Robert Giampietro, Kevin Smith
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