Unique elements add an extra level of meaning.




Double Meaning

The best logos are simple and straightforward, but if you can also integrate an extra level of meaning into your design, it will be all the more special. Take a look at the two logos at the left. They both use a unique typographic solution to add a second meaning.

They each have One Thing Changed (remember our first lesson?), but these are better than most "One Thing Changed" logos because the one thing changed also adds an additional level of communication, a Double Meaning. The Zippo logo's flame acts as (1) a dot for the "i", and (2) gives a clue as to what the company makes: cigarette lighters. And the Morningstar logo uses a circle to (1) be the letter "O" and (2) to look like the rising sun, a morningstar. Pretty Nifty.

Let's try one more from the Chicago Symphony Orchestra logo:

The bass clef also looks like a "C" for Chicago

This design is nice because it incorporates elements seen in sheet music: staff lines, dots, and the "c" symbol for the bass clef. This logo could be used for the Seattle Symphony Orchestra, but it wouldn't be quite as strong, because the 2nd level of meaning, "C" for Chicago, would not be present.

- TRY IT -

Take a look at your designs so far. Can you think of a way to change one of the letters in your name into some other object that would create a Double Meaning? If you already have some symbol ideas, is there a way to graphically connect or integrate your symbol into the name somehow?

If you can't come up with a Double Meaning for your logo, don't fret, most logos are not this clever. But if you have an idea for a Double Meaning, go for it!

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