Every day consumers are confronted with countless logos, mostly unaware of how these icons are constantly transmitting a slew of messages aimed at the subconscious.
“A company’s logo is its shorthand, a visual cue that tells a story of the brand’s culture, behavior, and values,” said Su Mathews Hale, a senior partner at the New York brand-strategy and design firm Lippincott. Because a logo may only have a second to tell this story, creating one “can sometimes be the most difficult aspect of branding,” she said.
We had her guide us through some of her favorite projects she’s worked on, as well as some of the corporate logos she most admires.
