In the chat with Tom Geismar one thing is very evident is that audience don’t react to marks , they actually react to an organisation who they think highly off. For example companies like apple , nike their logos are well identified by their consumers cos they really like the company for what it does and what it stands for as values and contribution to the society . Its the simplicity of the mark which becomes the identification of the company and how everyone starts to relate to it as a representation of the organisation. Incase of Chase , an octagon had no relevance to banking but the way it was received was just phenomenal . It actually changed the game for chase bank then as it became one of the largest banks in United States,
An interesting approach to creating logos is striking a balance between appropriate and abstract but it doesn’t have to be an empty ship . In the conversation there was a mention of PBS which wanted to differentiate itself from the other networks and how the P symbolised as people and conveyed a huge message that it represents multiple people/public TV.
Different logos of similar companies has emphasis which differ. For eg some aquariums have more emphasis on fish some more on oceans . Therefore logos speak a lot about the mission , vision of an organisation .
Options of logos with their pluses and minuses should be considered and evaluated on their various uses across mediums . A logo goes out on many mediums. To put things into perspective , the logo of chase bank has a beautiful presentation on a mobile phone just like it has on the signage of its branches.
Lastly the origination of ideas for logos can happen anywhere at anytime , happens all the time over a conversation.
The mark should be easily understandable ,distinctive and should work in all shapes across mediums.