When you think about it, we're not only talking about catching someone's eye, but having them digest emotion, personality, and passion...all in less than a second. Now, while this may sound like a near-impossible task, a great logo serves that exact purpose. It's the flagship of your identity, where a relationship with your customer begins and follows along through their entire journey with you. They need to not only see a sense of energy and personality but a picture of the setting your brand lives in. Take Jon Contino’s revamp of American Eagle’s logo for example, where he wanted to create a sense of freedom via nostalgia:“The inspiration came from the American culture that most people don’t think about.

Source: Forbes March 08, 2017 23:15 UTC