When a major brand decides to change, or tweak, their logo, we can be sure that there will have been enormous sums of money spent on researching its viability, including the benefits of retaining the existing goodwill, how to take it forward, and how far is safe.
Logos and branding lie at the heart of business success. They are, in the main, designed to increase profit.
Many of us desire to be celebrities: pop stars, influencers, actors, lottery winners….And while we yearn to be like others, we ignore the uniqueness within each of us.
We have just taken another leap into Aquarius as Pluto and the Sun enter the sign.
This has the potential to create real change, forever.
As a designer brought up in an age where letterspacing was carefully considered, I was taught to measure each letter space against those either side so the eye would find it pleasing.