7. 3-D Logos

How should a logo be viewed from the side? Should a logo stylized to look spherical actually become a sphere in signage? Is a logo inherently as a symbol of a thing, or—if given the opportunity—as the thing itself? In our view, the answer is clear. A logo is a symbol. Making a logo into a piece of sculpture risks confusing its readability as a symbol. Graphic identities typically take two-dimensional form, but many identity programs beg the opportunity for marks to live in three dimensions. When they do, interesting questions and risks emerge. Treatments may add interest if they don't obstruct the meaning.



Spectator Group
Studio International
Boris Ljubicic, Igor Ljubicic
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