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Branding
Font
The choice of typeface is very important because the basic letterform establishes the overall character of the logo and influences the way you are perceived on the market. Making the right typographic choices for your association's brand identity is absolutely critical to successfully capturing the image you want to project. The skilled application of typographic element is probably equal parts of science and art.
Tag line
This serves to describe in a nutshell what the company does. Most people want to know at a glance what the company does. Being relatively new in the market, your logo should be indicative of the activity of your organisation.
Image and Shape
Shapes can convey universal meanings, organise information and guide the eye. We have a spontaneous perception of shape that is probably connected with the deepest levels of our perception of the world. Shape is universal and can be understood beyond the limits of cultural identity. The endless interplays and variations of shape stimulate our curiosity constantly, with each shape holding for us it's own expressive meaning and character telling us completely different stories from one shape to the next.
Shape can add it's own meaning to a design, or simply reinforce the perception created by other design elements such as line and colour. For this reason, it is vitally important to understand the impact of shapes as they can mean the difference between the success or failure of your logo design.
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