Brandmarks
A brandmark is a graphic representation of an idea, entity, or object. A brandmark is also referred as an identity, mark, or logo. Moreover, a successful mark should always represent critical thinking, in other words, the mark should be conceptually strong. Thus, every graphic element on the mark must have an intentional purpose. To accomplish this, find the perfect balance between an image, a letterform, a sign, or a symbol—known as the 50/50 rule.
MORPHOLOGICAL APPROACH + COLOR
Like a good red wine, a trademark needs to mature, so evaluating it in concept form requires the judgement of an expert versed in assessing functionality.
SAGI HAVIV • CHERMAYEFF, GEISMAR & HAVIV, PARTNER
When everybody zigs, zag.
Marty Neumeier • author and brand consultant