Touch is one of our senses.
And even if it's just a temptation, it helps to multiply the
impact of a logo that's in an otherwise, look but don't touch world.
These marks all use photography to ensnare their prey.
The same way a fisherman might trouble over
just the right lure that best imitates reality.
Note, that all of these still carry a subtle twister message.
This logo for a basketball mentorship program suddenly, brings the human
element into the equation with the profile embossed in the seam.
Or this bowler hat for an ad agency, that hovers
in a surreal space assuring consumers they can achieve the impossible.
These are never as easy as they seem.
But with the right concept, a photographic icon
in a flat image world can be incredibly striking.
Reflecting light is one of the markers we use to help determine dimensionality.
These reflections are all around you.
But like shadows, we tend to take them for granted.
Look around you.
A, a pin or a mug or a button.
Yep, there it is.
That glint of light that helps you define the shape and the volume of the object.
Look at most add buttons, and you'll see the designer has created a little crescent
highlight to indicate the button has a dome top, just like a real button light.
All of these logos have a smart concept behind them.
So the addition of a highlight, is
just an opportunity to enhance their effectiveness.
In this logo for fuel it starts off flat, but when you get
to the bottom of it, there's a single bead of liquid just seeping through.
An otherwise, unmemorable logo has captured
your attention with a simple white dot.
A nearly imperceptible reflection.
Instead of a small spectral fleck of light, imagine
bathing your logo with daylight to create shadow and highlights.
This is an exceptional way to show off the dimensionality of a mark, especially here.
You can see that the curvature of the
light washing across these images really reinforces the
shape, because this logo for a line photographer,
reflects a strip of film flexing like a cylinder.
The highlights simply follows the apex of the curve.
The intensity of the highlight also, helps the
consumer recognize the film as a shiny surface.
On all of these, the designer defines
the material the logo represents by light reflections.
If a logo or we're say, a rock covered in moss, or swede shoes,
the quality of the highlight wouldn't have nearly the sheen you see in this group.