Logo Theory

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Sample Images from Logo Theory

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Once you have a solid, well-designed identity, you can always embellish it. Each of these logos is based on a solid shape. There's no problem embellishing a solid shape. But the reverse is not always true: if you start with the multicolored, 3D, or transparent version, you may find nothing substantial under all the visual adornment.
(Excerpt from Logo Theory: How Branding Design Really Works,
Section 20: Deadly Sin of Logo Design #1: Can't Work in Black Only)

 
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