Don’t lose sight of a logo’s main objective

Further to the recent correspondence and various blog contributions regarding the seemingly ever-contentious subject of logo design, are we not in danger of losing sight of the basic primary objective of what logo design is – that of simple, straightforward and clear identification?

Considering the ubiquitous nature of graphic design in our culture, the sheer proliferation of logos makes the use of original, highly distinctive, powerful and memorable identities more vital today than ever in both gaining and maintaining visual recognition.

I would take issue with Peter Ward’s assertion about identity design (DW 13 January), when he states that ’a logo rarely stands alone, and it’s what surrounds it that matters’.

An identity’s whole point and purpose is to crucially stand alone and, in many instances, in any implementation. It simply has to.

Since when has clarity, conciseness and immediacy in logo design become a liability?

It is that very inherent conciseness or distillation that makes an identity instantly effective and memorable as comprehensive visual communication in any given situation or format.

Truly great identities all have a simple common denominator – the solidity of an outstanding, compact and inventive idea that immediately communicates and which transcends the expediency of any fashion or mere vagaries of styling.

In addition, a genuinely exceptional logo never needs peripheral decorative elements to bolster it visually, or any superfluous PR or marketing dialogue to substantiate its existence.

Great logos speak for themselves.

Patrick Argent, Graphic designer

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