Art, Life, Logos

I was looking at my coffee cup this morning and it got me thinking about logos. They are displayed prominently on almost every product we own. And no matter how we may feel about them, logos really have become an unavoidable part of life. Maybe it's not on your coffee cup, but on the corner of your laptop or on the side of a truck. They truly are everywhere. However, when I look at a logo, I see art. I see a drawing (albeit completed using a complex design program) that has been developed to express the purpose and the values of an organization.

From an artistic point of view, logos could be defined as Art Concentrate. Or Art, distilled to its most elemental form. But there is so much more. A great logo is the product of a thorough understanding of people, perceptions, culture and art while pinpointing the heart of an organization’s identity. It must follow basic design principles, be functional, represent the company and be unique.

However, what makes logos truly remarkable from an artistic perspective is the evolution they go through throughout their lifetime. Once the design process, committee meetings and focus groups are over and a new logo is finally born, its artistic success hinges on two things – commitment and time. An organization’s commitment to making this new piece of art a central component of its culture and its message are what breathe life into what is essentially a drawing. As time passes, the message and the image fuse. This is when the logo becomes an icon.

I have many favorite logos. Some are more global. Some are more local. Some are new. Some are icons that have been around for decades. What makes a logo memorable to me is its ability to be a true visual representation of an organization and its ability to stand the test of time.

Here's to my morning coffee and the great logo on my cup. Here's to art.