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Brand Archetypes - Brand Archetypes - Episode 4: Logo Design
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Episode 4: Logo Design

Brand Archetypes
Brand Archetypes
Episode 4: Logo Design

What makes a great logo design? What are some examples of bad logos? What are some of the world’s best logos?

Kevin and Amy discuss the fascinating (and often frustrating) world of logo design.

We cover topics such as:

  • The three basic types of logos (see the “Logos 101” file in the resources section below)
    1. Icon always attached to the logotype
    2. Icon allowed to be detached from the logotype
    3. No icon – logotype only
  • Elegantly simple
  • Scalable
  • Fundamental shapes
  • Colors
  • Font faces that support the brand strategy
  • Implied meaning
  • Variations


  • “Logo 101” pdf
  • Adobe Color Picker – We will be creating a blog post in the near future on how to use this awesome tool.  If you can’t wait, it’s simple enough to use.  Feel free to just fiddle around with it!

Kevin & Amy

Kevin Skarritt and Amy Zander are the co-creators of the Brand Archetypes podcast and co-authors of the book by the same name. Explore the world of Brand Archetypes and find out how they can transform your company!

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