While they’re commonly called “intangible assets”, logos matter. GAP learned this lesson when it attempted to change its logo, but quickly abandoned the endeavor after it met with a furious backlash ...

Think of your logo as more than your name in pretty type: it needs to be the essence of your brand identity. Your brand identity is markedly affected by the psychology of font, color and shape, which ...

If handled correctly, a logo can be the most powerful tool for a designer when promoting a brand. However, when all they have to work with is shape and colour, how can they judge the difference ...

From its very first beginnings as an over-elaborate illustration, to its familiar and distinctive shape today, Apple's logo has reflected its company's aims from the start. There was no Apple logo ...