In the modern age, a clear brand message which is easily understood by the target audience is paramount to a company’s success and this brand message being concisely expressed in a single image is nonnegotiable. Understanding what makes a brands logo contemporary and how it can be replicated effectively to other brands, would create the potential of a model of modern logo design. Modern logos are becoming more simplistic in their form but remain complex in their meaning and make it essential that companies consider what each design represents to the customer about the brand. The aim of this study is to identify and categorise the key aspects of a contemporary logo and then synthesise these elements into a table format. These discoveries will form the discussion with the final outcome being a streamlined process of modern logo design. Data collected from the logo design of companies such as Starbucks, FedEx, and Instagram (Brand identity; Visual forms; Colour choice; Font choice; Active white space; and Symmetry vs Asymmetry) will aim to show that the correct choices made in the design stage can clearly express the internalisations of the brand and keep them relevant and accessible to their current target market. This collected data can then be used to see how effective the modern Pepsi logo design development has been over time. Finally, this case study information can be used to generate a flowchart (chapter 5) to structure the process of modern logo design through logical design steps.
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