The primary goal of a logo is to communicate a brand. If done properly, the logo should be a singular representation of that organization as well as an element of a brand’s foundation. Furthermore, a logo can even echo the direction of a company or show a nature that the company wants to show. It should not only embody the above, but be a single, recognizable symbol to which reverence may be attached, or convey the core belief or meaning.
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DesignFestival: Surviving Logo Design in the Real World: Context and Meaning