Benjamin Koditschek

Logos


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salvolight_nobg

CCA_nobg

still_nobg

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lump_nobg

wk_nobg

luceris_nobg

spi_nobg

Since the turn of the century, many brands are downplaying the centrality of a ‘logo’ for their visual identity. There is a growing awareness that a ‘brand’ is much more than a single icon — that such a mark may not even be needed. From this perspective, it may seem odd to present a decontextualized selection of marks. Although I do celebrate and participate in the shifting visual brandscape, I still love the opportunity to create traditional logos. For me, logos are the purest expression of classic graphic design. They are a distillation of abstract ideas into a single symbol. For this reason, the level of craftsmanship demonstrated in a logo speaks volumes about the overall skill of a designer. I also believe that logos are one of the greatest art forms of the twentieth century, but of that, another time.