RETHORIC OF LOGOS

The creation of a logotype as one of the most important elements of corporate design is a challenging task for commu- nication desig ners. The concept that a good logotype is by definition a persua- sive logotype creates a direct link to the genre of rhetoric, whic h, according to Aristotle, has the power of observing the means of persuasion on almost any subject. It follows that rhetoric con- c epts and methods are ideally suited for understanding the effectiveness of logotypes to expand the horizon of applied design work. I n this p...[Read more]