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The spelling of “logo” in Greek.
People will understand and interact with your logo, the same way they do with words: from their own personal perspective. Which is ultimately led by their own cultural views and personal experiences. If people with distinct levels of education see different meanings for the same word, the chances are they will do the same with your logo.
What you want to do is to think of each part of your logo as an attribute, and then reflect on what each attribute might mean and how people will interpret it. The more time you spend working on the meaning of these attributes, the more control will you have on what people understand when reading your logo.
Since every potential attribute of a logo is virtually infinite, and renders the writing of this article an impossible task, I’m going to focus on the two most common attributes people use to create added meaning: color and shape.
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