Logo Theory

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Sample Images from Logo Theory

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Abstract Identities Some identities show nothing about the activities, ideals or even the names of their respective companies, but are designed with unique graphic or typographic treatments. Chrysler’s five-pointed star inside a pentagram has nothing to do with cars. Neither does Chevrolet’s parallelogram. Exxon’s wordmark with interlocked “Xs” demonstrates no corporate activity, ideals or name. And there’s no particular message in Disney’s wordmark. All of these are abstract.
(Excerpt from Logo Theory: How Branding Design Really Works,
Section 16: Identity Concepts: Abstract)

 
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