During the previous edition of our program 'It’s all Graphic' the topic already popped up: the fields of graphic design and the visual design sector are changing rapidly due to technological development, making the distinctions between the disciplines to become more and more blurred. In the past, a designer would create a visual identity and record all the possible applications in a house style manual. This guide would be implemented within all means of communication, which to a certain extent ensured control over how your message came across. Currently however, it has become more difficult to ensure the quality of a visual identity.
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What do we want from a logo nowadays?
In a sense every employee is a visual representative of the organization or brand, and online content can spread without any checks on the context of the message. Organizations, brands, marketers and designers are looking for other ways to link their message to their organization or brands. The process of client commissioning has changed significantly as well. In the past, a new visual identity would be out-sourced to graphic design agencies. But nowadays you can go to all kinds of different organizations who are not necessarily specialized in graphic design. They just hire other agencies to complement the knowledge they themselves are missing. In other words: what are the effects of these developments on the creation of a visual identity? And what do we want from a logo nowadays? Nowadays visual identities live in a digital world most of the times. That does demand something different from logo’s and housestyles. Or doesn’t it?
Roel Stavorinus is an independend brand strategist and publicist. He just published Logo x Logo. A book in which graphic designers present their best logo alongside what they think is the best logo from a colleague designer. Their explanation reveal their vision on logo design and corporate identity and clearly states what inspires them.