Article Insights
In these articles, I share my thoughts and observations about how logos can influence us and how we react to them. Referring to the principles outlined in my books I observe what designers, from freelancers to commercial brands are up to, including the latest design strategies – from new designs to fine tuned detailing, and why.
The inspiration for a logo emerges from a deep place, tapping into a longing for our desired future. The success of the design depends on the attention to the detail within each element: the form and content of the symbol, the hue and shade of the colours and the sound and shape of the name including the type and the spacing between each letter. The whole, complete logo, enables the intention to be shared fully and accurately. The power of the final result can be confirmed using intuitive skills, colour analysis, numerology and shamanic practices.
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Fashion Karma
Can your clothes transfer their energy to you? Whether it is the conditions under which they are created, the materials used or the logo imprinted on them, some knowledge of these aspects might help us …
The spirit of Coke
The American character, Hector Dexter, in Nancy Mitford’s 1951 satire “The Blessing” refers to Coca-Cola thus: “When I say a bottle of Coca-Cola I mean it metaphorically speaking …
Priming a logo can influence consumer’s behaviour
Simply gazing at a logo can affect our subsequent behaviour. There is substantial evidence that brands have automatic associations with specific goals. Consumer behaviour can be influenced …
Starbucks ******mas cup
I am intrigued by the fuss about Starbucks’ Christmas cups. I find that the fascination with the design goes towards proving how powerful a tool it is! Starbucks has been accused of using GMO milk, unfair labour …
Brands know they have a spirit
Refresh the world in spirit (Coke) Inspire and nurture the man spirit (Starbucks) Embrace the human spirit and let it fly (Virgin) The world of spirit seems to be recognised by brands. Many straplines of …
Taking control of logos in fashion
Is the logo ‘stripped of its corporate purpose’ if it used as a piece of art? Juxtaposed with random logos on a garment? This does not look too different to the football shirts which appear to change logos with …
Protecting the mermaid
This is a cup from a coffee shop I found in Peru. I don’t think Starbucks have found this one but they are suing a Bangkok based coffee stall over the misuse of the Starbucks logo. Maybe because it …
The first artists were women
Logos are a combination of a word and picture (symbol). The former is linear, we read from left to right, logically from the masculine attributed part of the brain. The latter is more intuitively recognised and …
Fighting over a couple of kisses
Protective brands know the value of their logos and go to immense lengths to protect them. An X is a kiss, it marks the spot and a cross stands for relationships. Two Xs is double the value and Exxon is going …
No logos in Sao Paolo
In 2006 the mayor of Sao Paolo banned all outdoor advertising, after the initial flurry of objections, now over 70% of residents approve. I imagine the first sign above is now no longer there but …
Does London need a logo?
A logo for London? The YouGov poll, which was commissioned by Landor, says 51 per cent of those surveyed think London should have its own logo “like other global cities New York, Berlin …
The colour purple
Getting a colour just right is imperative for brands that want to succeed. Purple has traditionally been reserved for royalty but Cadbury’s want to reserve it for themselves. They tried to fight off Darrell Lea …
Two apples said no to be being in my logo book
Companies go to great lengths to protect their logos. When I wrote The Logo Decoded I thought it would be good to reproduce some logos in it as examples. But the first two Apples categorically …