Sta.sh
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.......... The design MUST HAVE ONLY 2 COLORS; BLACK AND WHITE
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i started noticing something even more than before and this was due to the fact that more and more logos that come in - and actually make it in - have to send their message imediatley or they failed. This is not because we are mean and arrogant like most people believe but it;s simply because there are no logos submited that actually have a smart catch to them, and that make your mind pop in an instant without showing you first hand what the company does.
This happens more and more out in the logo world simply because making something original is a hard thing these days and making something good is even harder.Every client wants a logo that shows you imediatly what they do without thinking of the future(at all sometimes).
This is where my problem comes in. You have to admit that at least 9 out of 10 of the clients you ever had gave as an example the Apple logo, Nike, or some other logo that has a huge history behind it but when you give them something simple like : here this is a pear and that's gonna represent your computer company they would say "no we want a little guy sitting at a computer"...hence the problem...
You had to have seen this problem issued on other journals/blogs whatever but this is what is happening...this is the trend of the new century...
Put it this way: before you researched/heard/whatever what a certain logo meant or represented did it ever speak to you imediatly of what the company did, or was it the fact that you knew it because it was everywhere so you automatically linked it to a company?
Do you have any clue what the logos that have the most fame mean? nike, ibm, apple, pepsi(the new one) etc. do you know what massive stories are hidden in the case studies? do you even care? or would a brand be cool to you because of it's well known name and strong marketing campaigns?
Optimism 
1) it is extremely difficult for me to create good logos because I try to incorporate simplicity along with a message of the company's theme. I've seen some logos on DA that are so clever it's amazing, but then i realize these are for made up companies, and the logos are clever because the designer could just make up the name to suit their needs. Not to take away from their design, I'm just saying that if you have a company name to start with, it's more difficult, haha.
2) Hmmm, IBM, Pepsi, Nike, Apple... I would say most of those brands logo recognition comes from the huge amounts of advertising, and product saturation they have. The logo's arn't particularly clever, and don't really convey an unequivocal message. except for maybe the Old Apple/Mac logo that was multi-colored, to let people know it was a computer with a colored monitor.
Sau ei au impresia ca daca faci un nume din 2 substantive si cumva le combini intr-o ilustratie gata iei premiu? Un logo nu trebuie sa fie eye candy ca sa fie unul bun. Trebuie sa transmita valorile companiei, acea trasatura cu care se diferentiaza de competitori. Trebuie sa motiveze nu sa descrie. Cel putin asa cred eu