Identity design is an art form that communicates a large amount of information reduced to it's lowest common denominator. Often identity marks are reduced to a formulaic or trendy execution that can give the brand a cookie cutter appearance. This happens when more of the focus is placed on designs that look like other brands in it's category or achieving streamlined reproduction rather than conveying the distinctive heart and unique character of a brand. Today's digital processes allow more design opportunities for logo mark reproduction efficiencies on and off line. A distinctive, relevant, memorable identity, simple or complex, is a powerful marketing asset for a brand.
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