A logo is a pictorial response to an abstract problem; a visual symbol that reduces an idea to its essence. A successful logo should be simple, flexible to use, and clearly recognizable wherever it appears.
Visual identity applies to any enterprise, no matter how small. After all, a business card may be the only manifestation of a very sophisticated service, and the first impression is often the most important. At Friction we believe visual ideas should convey specific meaning and encourage viewer recognition. To be effective, a logo should have:
Utility: relevance, appropriateness,
and practicality
Intangibility: memorability and distinctiveness
Uniqueness: that something extra, a visual tweak that creates a one-of-a-kind personality
