Logo Theory

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Color is a beautiful thing, but even when using flat colors in identity design, multiple colors can be a mask that hides the lack of a fully developed core design. Too many colors can be a crutch. Ask yourself, “Can the design walk without the crutch of color?” Design implies finished forms, not half-baked shapes that must have the color to work. If it doesn’t work in black only, it doesn’t work. Losing the crutch of color, can these logos walk on their own? Some limp along; some fall flat.
(Excerpt from Logo Theory: How Branding Design Really Works,
Section 20: Deadly Sin of Logo Design: Can't Work in Black Only)

 
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