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This is a Logo World

We live in a world surrounded by brands. They are so prominent that people nowadays have an easier time recognizing brands because of their trademarks (commonly known as logos) than types of plants or trees. To the common eye, a trademark may seem simple or even an easy design, but not everyone can design a successful “logo”. There are certain guidelines that need to be followed, but the most basic and important function that a trademark needs, is the ability to speak several languages. At the end of the day, it is a symbol that needs to be able to cross language barriers, not only because it will create a brand consistency but it will give it the power to compete globally. However, a successful logo will always follow …show more content…

It is also a logo that works on both positive and negative formats, being quite versatile when needed to be so. It, however, could be a more dynamic in the sense that there is little interaction going on between the symbol and the typographic aspects of the mark. And, to make it appeal to the high-end sector, the line dividing the sector can be removed, to add more dynamism. While not necessary, choosing another typeface to something cleaner or serif-based, might make it have a more serious façade.

Benchmarc’s logo is different from the others in this list. While it doesn’t use any of the motifs mentioned above, it deserves some mention for their clever use of line in their letter “c”. It is eye catching, simple and makes it immediately stand out more than if it had been a simple logo with no alterations. Their simplified typography also alludes to a more minimalist company, which talks about a high end business, due to their clean looking …show more content…

The illustrations are sophisticated and showcase the company’s style by having a gentleman’s top hat and an artichoke representing their naturally sourced projects. The type choice is also important as the serif type talks about a more elegant and classic business directed towards an older or more serious audience. Despite all of this,

Last but not least, the Saucy by Nature combination mark shows a great skill at thought process just because of how clever the illustration and the typography blend together. The use of the negative space (white space) of the “y” as the spot for the illustration is a great way of combining a symbol and typeface together.

The Breakdown and Development

After viewing the previous examples and analyzing their identity through some critical eyes, it might be easier to understand why these companies are on the top 10 of many lists and reviews online. So if we were to follow the previous rules discussed and used the past marks as inspiration to create a trademark for a catering company in New York City, these could be some of the results. Where there is a play between a more iconographic looks or clean designs in order to foster that idea of a high-end clientele.

*insert the three logos*

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