Creating a logo is always a process and it is always the result of reason and emotion. We should never hope that a logo is produced by magic, chance or much worse, enlightenment, an absence of good taste. The ideal logo belongs exactly to the impeccable world of ideas. On occassion, us designers have a perspective which is too academic and structured and it is the the client who keeps our feet on the ground and confronts us with reality. Sometimes it is the client who argues from a “common sense” point of view, from prejudice or myth, and it is down to us to bring in a critical aspect and help them review any clichés and find a new way of thinking about their own project.
Logos we will find on these pages - and those others which remain on the street, to which I would also like to dedicate this prologue - are certainly the result of a lot of work, reflection and heart.