“The logo is an identifier but it’s also something that stands-in for who you are.”
— Steven Heller
Long before ancient humans knew how to use language properly they would resort to art to express themselves and tell their stories. It was not long after that they recognized how art could be used as a way of showing belonging. Thus they decided to use symbols, for example hieroglyphs, in the case of Egyptians, to brand animals and belongings and thus unknowingly set the precedent for logo design.
Eventually art moved on from walls towards more contemporary mediums such as canvases. At the same time symbols used as marks of identity & ownership started taking a more developed place in the daily lives of people. Logos have eventually become an integral part of branding. They are used to communicate to people what the company or entity in question stands for.
All of the elements used in the process of logo design speak out to the viewer. These elements are very much like the ones used in art. We have shapes, where vertical lines represent masculinity or horizontal ones could represent tranquility, we also have color; red is used to stimulate instinctual hunger or lust etc. The formative lines could represent boldness or delicacy making the impact intense or fleeting to the audience.
Art and logo design are not only cousins when it comes to their beginnings but are also parallel to each other’s evolution. Even today when design and creativity has taken the steer for so many parts of our lives logos & branding go hand in hand with art and its own elements. Just as any art form, be it a painting or sculpture, is developed keeping in mind a specific audience, message & medium same goes for logo design where the designer tries his best to integrate the company’s essence into a small & simple formation with clarity as well as with confidence that the target market along with prospect customers will perceive the logo and the company it represents with exactly what was intended.