Logos
Logo: the perfect symbol
A logo is the distilled essence of your company, a symbol of everything your business is and will become. Logos are powerful creatures. They can evoke emotions, create credibility, build loyalty and inspire. They are easily recognizable and distinguish your business from all others.
Humans have a strong psychological connection to symbols. They deepen our understanding through attaching meaning to our experiences. Symbols allow us to convey ideas, represent complex relationships, and communicate with one another from a common ground. It’s no wonder why companies spend over six figures in exchange for a little icon that is essentially intangible.
A logo may appear simple, but therein lies it’s beauty. It is actually the result of a lot of hard work and effort on the part of the designer to understand the business objectives of a company and communicate it through a visual symbol. You cannot train or teach someone to become a logo creator. It is the culmination of training in many areas of design and incorporates acumen from fine arts, illustration, typography, and the history of graphic design. The ability to create an amazing logo is the result of the practiced craft of design.
Luckily, Andrew had the ability to practice his craft and many opportunities to hone his skills while he studied to get his media arts degree at the University of New Mexico, beginning in 1998. His friends would always ask him to “draw them something”, or to make a flyer for their friends band. Many times, while working for the daily newspaper, he would need to quickly reproduce logos and layouts for advertisements because the artwork that was provided by the business was not set up for printing or the file was incompatible with their computers. Similar situations would inevitably arise while he worked at an offset print shop, and as he talked with customers and educated them about the value of their graphics they would ask him for his assistance to polish or redesign their logos.