The Evolution of the Visual Identity Design Art

Presently, that the entire world has been branded, the twenty-first century approach to branding is old school.

“In order to be successful multinational corporations, you need to produce brands, not products.” –Naomi Klein

The evolution of logo

For thousands of years, logos have been around in one form or another. The Ancient Egyptians are used to brand domestic animals with hieroglyphs to mark their ownership. The Ancient Romans and Greeks are known to have marked their pottery so as to recognize the manufacturer. For ease of identification, the great faiths of the world have all adopted signs.

logo evolution

Through medieval times, from the 12th century onwards, heraldic designs (coats of arms) were used to recognize the property and status of the nobility.

Generally, on the other hand, the most usual early logos were trademarks representing the quality or origin of a designer’s product. Hallmarks, which testify to precious metals’ quality, are an excellent example of such practice.

The brand era

Brand identity design is booming for now. Traditional logo design can coexist with branded design environments like a website with an integrated design approach expressing brand values. It’s creative thinking that will as always lead the way in the future. One important asset will be the keenness to take a risk when it comes time to build a strategy for a brand’s visual persona. The faster technology boosts our culture, the more design risk-takers will be needed.

Whatever changes may perhaps come, one thing is going to remain. Just as any 2 year old with a crayon does, graphic artists and designers possess the power to ascribe meaning to the commercial world around us.

On raw information, people usually put an expressive face. The primary desire of humans to identify with the world in visual terms is a desire that artists can understand and foster. Graphic design’s potential to provide useful information and meaning proves more significant than ever during challenging and uncertain times.

Product promotion

At the beginning of the 20th century with the birth of the advertising industry and the introduction of colour printing, logo designs have a tendency to use a vocabulary of nautical, national, agricultural and heraldic images. Public readily comprehended the meaning of these symbols. Heraldic and national symbols (coats of arms, crowns and flags) meant dignity and status while agricultural and nautical symbols (farm animals, wheat stalks, life buoys, and seascapes) represented freshness and purity.

Unlike these days, there was no idea of targeted advertising and designers liberally used all these images to promote any product. Ironically cigarettes, before the public understood their association with sickness, used the full expressions of symbols to make their merchandise more attractive.

Less is more

Over the last century, our lifestyles became more complex gradually. On the contrary, the logo designs became simpler speed and for ease of identification in a faster world. In reality, the art of logo design demonstrates the design concept “less is more” better than any other form of graphics.

A simple logo retains its clarity of design in several contexts. Logos, as we know them nowadays, are intelligent graphical images that are carefully created to communicate their concepts, both knowingly and unknowingly, for instant recognition by a specific target audience.

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