Logo is a critical issue of visual identity design. Some say it is the single most important part of the visual identity, others pay almost no attention to it. Who is right? How important is a brand logo? Is it important at all? How much energy should you spend on logo design? This article is seeking to answer these questions. Why do you need a logo? (Do you need a logo at all?) The question might be surprising at first, but in practice we see that it is not obvious for everyone why a logo is necessary-actually, there is no consensus whether it is necessary at all.A logo is significant in your brand’s identity, it can communicate the company’s values and quality. …

Telekom, the 17 thmost valuable brand globally, is introducing its new visual identity in the spring of 2022. This is not the complete rebranding but some finetuning of the visual identity of Europe’s leading telecom brand. This is another step in the evolution of the brand, one that could be predicted: in line with the trend we see in global brands, the T logo is becoming simpler and stronger. As I discuss it in the Digital Branding Guide, the favicon is the new fax, and Telekom is the latest example of this. Previously it was an important issue professionally that a logo should be simple so that it could be sent via fax.

An effective workshop format Let’s get right into it. But this is what we have seen recently. In our design planning projects, process is the key-we always know what comes next, we take the client by the arm and walk through it together. We achieve the results together, too. It is just as much…

Is branding something pirates already did? Yes, most probably, though they were not aware of it. British naval records show that the first pirate to use the flag with the skull, the Jolly Roger, as a symbol was Emanuel Wynn in the 18th century. It was described as a black flag with a white skull and…

I remember the typography issues we had in the early 2000s, when I was working at Disney, designing and maintaining their European websites. Looking back, I can say our options in typography were rather limited. Technological restrictions Nowadays we can hardly imagine this, but we had about 6–8 fonts to choose from…