Visual System: logo is a small part of the identity system (these days it isn’t that important compared to the system).
Logo: applied to a lot of different materials/spaces/sizes, different colours?
adaptable – scale
memorable – unexpected configurations/substitutions/illusions (ambiguity, negative space).
Can’t predict how it’ll be used, should have ability to be scaled and still be recognizable…curves and line quality. Printed in only 1 solid colour and still work.
^ dual colours….
^gradient??? < limited
logos need to be simple, so limited visually, so can’t communicate complex ideas.
Power in simplicity
sensitive to audience = don’t assume people will understand
Visual system =
visual elements, relationships, rules, variety of material
the semantics should:
communicate a rich, holistic view
identify constants and variables
is the set of ideas, values and attributes to the entity. Attaching meaning to an identity through various activities (advertise/writing/behaviour).