Here's one of the reasons illusion is such a rich category of
logo design and why it traditionally has had immense impact on the public.
What I'm about to share with you is true for all logo design, but especially here.
Never underestimate the intelligence of the consumer.
Engage them, and allow them to participate in the discovery process.
Not everything needs to be literal.
Leave just enough unsaid, that the
consumer can complete the picture themselves.
Let's imagine we need to design a logo, for a women's
group, and we want to show the bonds that occur between members.
A designer may think that a heart will make the perfect logo for this client.
It could be the most beautiful heart ever designed,
but in the end it may be incredibly literal.
In this clever solution, the designer uses a heart as well, but by subtly placing
it in the negative area of the design, they have left it to be discovered.
The consumer may see this mark several times before they find it, but when they
do, that aha moment will weld this mark in their memory forever.
Allowing them to participate in the process
means they've made an investment with this client.
And that may be the first step in creating the strongest of brand advocates.