Visual identities are the most difficult, most challenging, most rewarding projects a graphic designer can undertake.

In its purest form a visual identity is an image that stands for an entity. While not simplistically descriptive it must fit and resonate with all the values, history, aspirations and nuanced meaning of that entity.

Above all, the visual identity must be durable. When given a choice of designs, always remind yourself, I am going to live with this logo, day in, day out, year after year.

Purely visual logos, though, are rare. More often you have names, tag lines, business divisions and other messages, which bring to the task typography and the arrangement of words in space.

Itís the task every designer loves.


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