Logo Design Primer
Whilst a logo design isn’t the entirety of a visual brand identity: a memorable logo mark can certainly help create a lasting impression in the eyes of the beholder.
The logo mark (in the example above, the logo mark is the orange P for the Pure Storage logo design) which is also called: brand mark, symbol, icon, emblem, etc, is often the first visual representation of a brand and/or company that a person sees, and for this reason alone: the logo design needs to full fill many roles.
The logo design process includes: research, conceptualisation investigation of alternative design directions and ideas, refinement of a chosen design, testing across brand touch-points, and finally adoption and production of the chosen logo design by the client.
However, a clean and simple looking logo mark is rarely simple in its development and design; quite often will be a complex weave of various horizontal, vertical, angular alignments and intersections, along with other design grid principles, to ensure the logo is balanced and well formed in it’s final form.
A logo is the central element of a complex identification system that must be functionally extended to all communications of an organization.
Therefore, the design of logos and their incorporation in a visual identity system is one of the most difficult and important areas of graphic design.”