No logo: Logo!
 No logo: Logo!

Have you come across the term “logo”? Or have you made use of it?

Which sounds best to you: logo or logo?

This article addresses a very old subject in the field of graphic design. I decided to write about this after some requests from close friends, professionals from other areas, who wanted a clear explanation about this doubt.

There are always those who say it is the same or that the name makes no difference. But knowledge is always very important and will help you in branding and branding meetings.

If we study the meaning of terms, ‘logo’ makes no sense, since ‘Logo’, a Greek term, is defined as ‘word’ and ‘meaning’. Already “brand”, comes from the Germanic “Marka”, is also defined as “meaning”.

The term is constructed by two words with the same meaning, which makes it redundant as the infamous pleonasms “rise up” or “descend down there”. Yes, there are many creative professionals who use this term, even with so many people striving to clarify the meanings. And that term does exist (unfortunately) in the dictionary. But only in Brazil. The rest of the world uses variations of the words logo, logo or brand – but never logo.

Logo: From the Greek “logos” (meaning) + “typos” (figure): the distinct arrangement of letters in which companies and organizations are readily recognized by customers.


Is it a stupid discussion that will never come to anything? Maybe. But that nudge always goes, right? This is an almost religious question for creatives.

And you there already knew about the meaning of these terms? Did you use the wrong way? Or do you think all this is bullshit? Tell me in the comments!

 The plaid and the design
 The plaid and the design

For some time now I have been writing here for the site about the relationship between cinema and design, where we find several points in common, from the way we think about them, to the very creative tools they both use.

I make this relationship as an attempt to show designers that we can bring something we like, like the cinema itself, to our daily lives and make our work even more enjoyable.

But as we all know, our profession is looking to take higher flights, from design as something with a more artistic bias to being more strategic within companies, this is largely thanks to the approaches that belong to Design Thinking and Service Design.

This evolution reminded me of the past, to be more exact in 2011, being the year I first met chess in a math class.

The game was enthralling, something that took me from the front of the television and video games of the day to dedicate myself body and soul for five years of my life, playing regional, state, national and international tournaments.

This period helped me understand values ​​such as knowing how to win and lose, striving to achieve my goals and above all taking on my responsibilities early on.

The logic was also something that I developed a lot playing chess, but unlike what is said, I did not become any mathematical genius, but more strategic in my decisions on the board and in life.

And it was this last reflection that made me bring to this article the relationship between chess and design, especially the three most common stages during any game: Opening, Midgame and Endgame.

Game Opening

Every chess player knows that the first seven moves of a match are extremely important for what happens next, surely one of the most studied moments by professional players around the world, being named by them as the opening.

Openings are usually based on games that have happened in the past, where players study what went right and what went wrong, always looking for evolution to be more assertive in their strategies.

This first step can compare the importance of the repertoire and the creative tools chosen by professionals at the beginning of any design project, and may vary according to the situation, as well as chess.

Middle of game

After the seven movements of both players, we can already consider this the middle of the game, this is the stage that we will validate what we planned there at the opening.

These next moves are unlikely to mimic any games that have happened in the past as well as the more predictable openings, of course, they can happen in one move or another, but the possibilities are greater and the players are more creative in the testing of their attacking moves and defence.

A wrong move can cost the match, so the repertoire is still worth a lot here, as well as design when it comes to validating an idea with the user through prototypes.

And that’s why we always have to ask ourselves: To be creative do we have to reinvent the wheel?

Interestingly, we learn from mistakes and even if your bid or prototype goes wrong, we can rethink both to evolve in the future.

End of the game

We have reached the end of the game and if the players have done their homework well, the game will be decided in the small details.

The game can be won through checkmate (the capture of the opponent’s king) or by abandoning the opponent who notes that the position is much lower, either by a number of pieces or by the inevitable checkmate in the next moves.

The victory will come to those who performed the best of the previous stages and this is the greatest beauty of the game, success only comes by deserving.

Design is a lot about that too, no use thinking that a fantastic idea will come out of nowhere, just coming with a lot of studies and a lot of work, luck is an almost nil requirement for the pro.

So if you want to be a good designer or chess player, study what has already been done, feed your tool repertoire and be creative in what really matters, in your strategy to get what you are looking for.

 Is everyone a little designer?
 Is everyone a little designer?

In a way, people always try to best organize the environment around them, whether it’s the arrangement of furniture in their homes, their clothes in a closet, or even the desktop on their computers.

There has always been a quest to make their lives more comfortable, but today there is also a concern for people with agility in their tasks.

Wouldn’t that be the same as thinking about usability?

Yes, even if on a smaller scale compared to a professional designer, people try to develop the best possible experience for their interactions as individuals, and they still get ahead of designers because they already know the pains of the user, or that is, they know their own pains.

But then what differentiates these people from a designer?

The big issue is that little advantage I mentioned just now, as designers design for other people and not for themselves, so empathy becomes one of the greatest skills of this type of professional.

It’s not easy to put yourself in the other’s shoes, so we have a lot of tools to help us design projects that are really relevant to those who use them.

The designer studies hard for this and it is years of practice to understand how to approach users in their projects, it does not happen overnight, it requires a lot of patience.

Of course, not everyone pretends to face this journey to become a professional, but we can draw the concept of thinking of others to improve as human beings as well.

At a basic level, people don’t have to be designers to understand how to improve their own lives, but looking to the next and delivering the best experience in our daily actions does make each person a little more designer in essence.

And it’s also up to the designer to be more patient with who he wants to “impersonate” during a project, as we’ve shown before, people design better experiences for themselves, maybe that might give you some interesting insight too, that’s part of co-creation, so we should always hear who has something to say.

These participations with different backgrounds and repertoires coming together for one purpose is what makes design such a powerful tool that can change the world!