Najczęstszy problem z logo nie polega na tym, że jest „nieładne”. Polega na tym, że powstaje zanim marka ma podjęte kluczowe decyzje. Efekt? Logo jest poprawiane co kilka miesięcy. Zmienia się kolor, font, proporcje — bo „coś nie gra”, ale nikt nie wie co. To nie jest problem estetyczny. To problem braku strategii. Skuteczne logo nie ma zachwycać wszystkich i nie musi wpisywać się w aktualne trendy. Jest logiczną konsekwencją tego, kim jest marka, do kogo mówi i jak chce być postrzegana. Dlatego
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