People who don’t have a sense of humor really have serious problems.
Simplicity is not the goal. It is the by-product of a good idea and modest expectations.
Should a logo be self-explanatory? It is only by association with a product, a service, a business, or a corporation that a logo takes on any real meaning. It derives its meaning and usefulness from the quality of that which it symbolizes. If a company is second rate, the logo will eventually be perceived as second rate. It is foolhardy to believe that a logo will do its job immediately, before an audience has been properly conditioned.
A logo does not sell (directly), it identifies.
I haven’t changed my mind about modernism from the first day I ever did it…. It means integrity; it means honesty; it means the absence of sentimentality and the absence of nostalgia; it means simplicity; it means clarity. That’s what modernism means to me…
The visual message which professes to be profound or elegant often boomerangs as mere pretension; and the frame of mind that looks at humor as trivial and flighty mistakes the shadow for the substance. In short, the notion that the humorous approach to visual communication is undignified or belittling is sheer nonsense.
Usually when creating a new identity with a new name it is critical to ensure the legibility of the name. You are asking people to recognize a new brand and sometimes even learn a new word. Make it legible and don’t make them work too hard.
Any system that sees aesthetics as irrelevant, that separates the artist from the product, that fragments the work of the individual, or creates by committee, or makes mincemeat of the creative process will in the long run diminish not only the product but the maker as well.
Innovation leads one to see the new in the old and distinguishes the ingenious from the ingenuous.
People who don’t have a sense of humor really have serious problems.
Missing Reference