Rhetoric of Logos. A Primer for Visual Language

The creation of a logo, one of the most important elements of corporate branding, is a demanding design task. The idea that a good logo is by definition a persuasive logo suggests a direct link to the principles of rhetoric, which, according to Aristotle, has the power of observing the means of persuasion on almost any subject. It follows that rhetorical concepts and methods are ideally suited for understanding the effectiveness of logos and expanding the horizons of applied design work.

After an overview of the history of logos and how corporate design has evolved since its inception, Eduard Helmann illustrates in Rhetoric of Logos. A Primer for Visual Language how designers can utilize the tools of rhetoric. Stylistic devices play a central role in this as logos are analyzed and classified to determine which communicative strategies and intended effects they fulfill. The theoretical insights gained from this process provide designers with a wealth of knowledge that facilitates analysis, ideas generation, and argumentation along with a deeper understanding of the design process.