Words and Symbols
Geometric and Abstract
Words and Symbols Geometric and Abstract
The first example is a logotype that was combined with a pictorial mark for the rebranding of a meat distribution company. In application, we chose not to do a traditional “lock-up” ( in which the relationship of two logo element s would always be the same) but rather kept it more flexible – in some cases allowing either the cleaver mark or the “white apron” logotype to stand alone.
Abstract marks have become fairly commonplace since the launch of NIKE's “swoosh” but they are almost always seen in combination with a logotype or wordmark. A unique, abstract shape can add a huge value to a brand’s identity, but it takes a lot of market exposure before people stop asking things like, “so, what ’s that swooshy-thing supposed to be, anyway?”