Re: Marks considers the challenge of standing out in a visually saturated culture. Sparked by an uproar in the design community over a software company and its new logo's duplicitous originality, I began researching the history and evolution of corporate identity. I looked at case studies of logo similarity and surveyed the work of today’s more innovative identity firms. Ultimately I concluded that the most effective identity systems of the future will be very adaptable--to different circumstances, different media, and different audiences.
Re: Marks considers the challenge of standing out in a visually saturated culture. Sparked by an uproar in the design community over a software company and its new logo's duplicitous originality, I began researching the history and evolution of corporate identity. I looked at case studies of logo similarity and surveyed the work of today’s more innovative identity firms. Ultimately I concluded that the most effective identity systems of the future will be very adaptable--to different circumstances, different media, and different audiences.