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Table Of Contents

Blame the ancestors
Te logo attraction
Catching our attention in the right way
Tattoos, water and emotions
Symbols afecting our health
Logos and our beliefs
Our aura meets the ‘Loglo’
Te human energy feld
What afects the human energy feld?
How can we take care of our feld of energy?
Te energy feld of logos
What contributes to the energy feld of a brand logotype?
More than we bargained for
Diferent body part, diferent efect
Logos seep into our psyche
Keeping the power alive
Branding the parent company
Sibling competitors
Branding the brands
Young consumers
Celebrities showing us the way
Maintaining the energy
Falling in love with the logo
Te in-house corporate ‘glow’
Te seat of our emotions
A frst-class emotion
Worshipping the logos—symbols of a new type of religion
Loving and hating the symbol
Falling out of love with the logo
Te product: ‘Made with real logos’
Contagious emotions—spreading the good feelings
Fear the consequences
Beyond the physical world
Quantum physics for beginners
Creating our world
Fields of consciousness
Synchronicity or coincidence?
Infuencing the energy feld
Believing in the power of others to infuence
Infuencing others
Measuring group consciousness
Avoiding the hype
Te creative challenge
Connecting with the creative mind
Research and technology versus creativity
Diferentiation in a world of similarities
Who takes design responsibility?
Logos drive our world
Fulflling our dreams or creating them?
Left and right designer brains
Good design versus bad design
Creating a new image
Te design challenge
Te long design process
Design ritual
Developing a logotype
Details behind the scenes
Covering all angles
Getting it absolutely perfect
Naming the brand destiny
Name and destiny
Te letters
Te type
Numbers
Sound
Symbolising a future
Giving the name a face
Realistic symbols
Abstract symbols
Ancient symbols
Te future is bright; the future is a colour
Te logo colour meeting our colour
History of colour use
Colour and our health
Colours can create change—red, for example
Te subtleties and value of fne-tuning
Printing colours
Colour and power
Making the corporate dream real
Te value of the logo
Choosing the brand future
How does a logo do this?
Te storytellers
Changing the dream
Logos hold brands accountable
Signalling a dream change
Intention and attention
Te truth is out there—but whose?
Te brand wobble
What does it all mean?
Bibliography
Glossary
Appendix
Index
P. 1
The Logo Decoded

The Logo Decoded

Ratings: (0)|Views: 719 |Likes:
Published by Balboa Press
More than a pretty face designed to identify a product, a logo combines powerful elements super boosted with sophisticated branding techniques. Logos spark our purchasing choice and can affect our wellbeing.Lovingly detailed, researched and honed to deliver a specific intention, a logo contains a unique dynamic that sidesteps our conscious mind. We might not know why we prefer one product over another but the logo, designed to connect the heart of the brand to our own hearts, plays a vital part in our decision to buy.The power of symbols to sway us has been recognised throughout history. Found in caves and in Egyptian temples they are attributed with the strength to foretell and create the future, connect us with the divine and evoke emotions, from horror to ecstasy, at a glance. The new symbols we imbue with these awesome powers are our favourite brand logos.• Discover the unconscious effect of these modern symbols that thrust our most successful global corporations into the limelight and our lives.• Learn to make informed choices about brands.• Find out how a logo reflects the state of the brand and holds it to account.
More than a pretty face designed to identify a product, a logo combines powerful elements super boosted with sophisticated branding techniques. Logos spark our purchasing choice and can affect our wellbeing.Lovingly detailed, researched and honed to deliver a specific intention, a logo contains a unique dynamic that sidesteps our conscious mind. We might not know why we prefer one product over another but the logo, designed to connect the heart of the brand to our own hearts, plays a vital part in our decision to buy.The power of symbols to sway us has been recognised throughout history. Found in caves and in Egyptian temples they are attributed with the strength to foretell and create the future, connect us with the divine and evoke emotions, from horror to ecstasy, at a glance. The new symbols we imbue with these awesome powers are our favourite brand logos.• Discover the unconscious effect of these modern symbols that thrust our most successful global corporations into the limelight and our lives.• Learn to make informed choices about brands.• Find out how a logo reflects the state of the brand and holds it to account.

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Publish date: Dec 16, 2011
Added to Scribd: Dec 21, 2011
Copyright:Traditional Copyright: All rights reservedISBN:9781452503028
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