The Logo Decoded by Lora Starling
'Logos connect us to the heart of the brand. I have always specialised in corporate design, focussing on the logo at the core of the brand message. The design of the logo is so much more than a pretty face simply identifying a business from its competitors.
The allure of the brand comes from identity and the things that people use to identify themselves, their gang, their kingdom, their company, etc. They use symbols and emblems, designs and motifs, colours, words and noises to make their identity specific and agreeable to those whose respect they want, and need. They are creating their brands. The process is an emotional thing, and emotions run deep as they say. In fact these emotions of identity are so powerful and run so deep they touch the soul.
If design is one of the important parts of creating and expressing identity, then it makes sense to start designing from the soul outwards, rather than from the surface inwards.'