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  • MAP Asia Pacific Ltd

The secret reason we all care deeply about logos (even if we pretend we don’t)

I’ve been designing logos for over 20 years. I’ve loved them for as long as I can remember—as a kid, I got more excited about my Matchbox car packaging, with the big flaming muscle-car logo, than I did about the car itself.

I spent most of my career thinking that people could care less about logos, but over the years I’ve come to realize that actually, we really do. We just don’t know it.

SO, WHAT IS IT ABOUT LOGOS? I’m pretty sure they’re not on the minds of most people, most days. It’s only when they get taken away from us that we start to care.

And while the design community rips new logos to shreds based on tiny details and seen-it-before syndrome, the general public, which is the real audience for our work, gets angry and upset.



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