"Good logo design is all about making other designers feel like idiots because that idea wasn’t theirs." Frank Chimero

Visual communication in its widest sense has a long history. When early man hunted for food and spotted the imprint of an animal in the mud, he was looking at a graphic design.

Where humans lived almost exclusively on buffalo, the image even came to stand for God; even today, humans need simplifying images when they want to express complicated ideas.

People constantly need values and images through which they can recognise and see themselves represented, thanks either to a feeling of association or of disassociation with others.

We recognise a beautiful logo by its pretty design. We recognise an effective logo by its success.