As stated in my previous posts, logos are about much more than looking attractive to the viewer. A logo has to fit the criteria of relating to the company, flexible in size, memorable, and yet simple so people can easily identify it.
The purpose of a logo is to apply them to tangible and intangible things. This refers to how the logo will serve a purpose to the company. The logo much be able to be expanded and contracted from large to small. The logo application process is about building a brand’s identity.
What the designer is looking to do is to create a unified set or message with the products and designs that are created with the design. By developing the brand, it helps the view/consumer identify what/who the company along with where they are paced i their mind. For instance, there is a particular blend of red and white flowing lines that remind people of Coca Cola or the Tiffany blue that allows people to know immediately what company they are looking at. This notion is caused by the brand not having the logo be the only part that unifies the applications, the designers take elements of the company and instill them in the designs so viewers can see this elements and understand without the logo.
The image above is a good set of logo applications. The logo (that can be seen on the notebook and business card) have a very distinct, blue design. But the full logo is not what identifies and unifies the pieces. There are several elements, for the mug, book, and notebook, it is the logo (or pieces of the bright blue design), the bard blue background (that isn’t seen in the actual logo), and the name. However, in the business card, it contains only the logo on one side and all of the elements on the other, this allows the viewer to begin building the brand identity at first contact. The designer also uses color as a reference to the brand. The bright blue is very distinct, and the paper binders only use that color, no other element. The pencils use the background color and do not reference the logo in any form. However, the designer carefully chose how the colors were used and how they can further take the branding, without having to use the logo, just elements