Adams, S and Morioka, N (2006). Logo design workbook: A hands-on guide to creating logos. P.12, 14, 18, 22, 23

P. 12

"Man's desire to claim ownership is inherent. Whether this is a result of pride, greed or hope of immortality is personal. We mark our names on childhood drawings. We develop a signature, unique to each of us, to protect our identity. We carve initials into tree trunks with a heart, hoping to make a union permanent. It redefines these motives from the individual to the collective".
P. 14
A logo is a condensed visual representation that serves for different purposes:

- Differentiate from competition
- Create a focus internally
- Provide clear identification
- Enable the audience to form a personal relationship
- Create merchandising opportunities
- Create credibility
- Bring order to chaos
- Communicate the message

P.18

Identity and brand are two different concepts. The identity consists in the combination of the visual system (imagery, colours, typeface) and editorial tone working together with the purpose of creating a cohesive and coherent message for an idea, object, company or person. On the other hand, the brand is the perception of the audience based on values, mission and other features. Designers use the identity to shape the perception (brand) the audiences have about something.

P.22

--OP--

The designer, the client and audience have different set of opinions, personal preferences and influences. We are surrounded by subjectivity, so it's important to stick to the strategy and the target audience in order to achieve a successful outcome.

P.23

Points that need to be clarified for brand strategy:
"
1.- Positioning. Compared to other companies, what is the client's current positioning?

2.- Purpose. What is the client's business and purpose?

3.- Mission. Beyond the economics, why is it worth doing it?

4.- Composition. What is the client's current internal structure?

5.- Culture. What are the client's distinctive shared behaviours that best support the purpose and mission?

6.- Personality. What is the client's chosen style and manner?

7.- Goals. What are the five key goals over the next year / five years?

8.- Growth. What are the greatest opportunities for the growth of the client and its image?

9.- Promises. What promises does the client make?

10.- Current audience. Who is the client's current audience? Who, where, when and why?

11.- Audience goal. Does the client want another type of audience? What is the desired demographic?

12.- Perception. How does the client's target audience currently view the brand?

13.- Desired perception. How does the client want the audience to view the brand?

14.- Competition. How is the client different from its competition?

15.- Response. What response does the client want the target audience to take away with them?

16.- Objective. What is the marketing objective?
"