[icons of identity]

logos are a crucial element to identity, they give us a face to represent any number of facets, people, and beliefs of an entity as a whole. it’s a face which usually only holds a single expression, a face with a primary purpose; to make a lasting impression, one that we can find and recognize rather than being just another face in a crowd.

people remember and identify unique faces most easily, so it’s important to stand out and to avoid blending in. as expression and trends change, making impact and being unique is completely adaptive.