• Transform magazine
  • July 18, 2024

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Opinion

Is hidden meaning in logo design important?

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SIMON SMITH – 8 MAY 2014 I’m a huge fan of the legendary Paul Rand, who designed such iconic logos as IBM, ABC and the original logo for UPS. His designs are simple and timeless, yet more importantly, distinct and instantly recogni...

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The relationship machinery

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SIMON SMITH – 8 MAY 2014 To paraphrase an iconic movie franchise, relationships are the final frontier. At their core, they are the way we mentally position ourselves in relation to others, both rationally and emotionally. We conne...

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