What makes a logo super effective? According to Declan Stone, minimalism has the maximum effect. “In general, great logos contain only one graphic idea or one gimmick--they try to express no more than one attribute and support a single aspect of positioning,” he tells Co.Design. Even the best marks must be attached to a successful company to survive, however. Almost a decade ago, Declan and Garech Stone--aka Amsterdam’s Stone Twins--released Logo R.I.P., a hardback memorial to out-of-commission icons, and the book was rereleased this month with a series of new entries. (You can buy it at Amazon for $15.)
To read the original article: 1 | A Tribute To Dead Logos From The Past | Co.Design: business + innovation + design
