A graphical shorthand that represents a company/product and communicates certain characteristics. If a logo has a simple recognizable shape your brain automatically tunes in and remembers that shape. Presence is how much the logo fills out the available space. If the logo has words and recognizable symbols that carry meaning, it has good presence. Weight determines how bold your logo is. Two Tips: Try to use as few different colours as possible, Avoid excessive use of 3-d effects. Contrast helps with shape-recognition by making the elements clearer. Use lots of contrast on the edges of meaningful visual elements.
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