16 March 2011

peru's new do...

I really like Peru's new logo...click here to read more about it at Brand New

It is amazingly refreshing to see a logo that does not rely on a sans serif and an isolated icon — nothing wrong with that model, but we’ve seen so much of it lately that it’s easy to forget there are other ways of doing things. The spiral shape immediately conjures up associations with a visual culture full of joyful, complex patterns that are evident everywhere from ancient sites to the way the Incan people dress. It’s playful, lively, memorable and unique. It flows perfectly into the script handwriting which feels effortless and organic. I don’t think it’s the most beautiful logo per se, but it is beautifully appropriate.

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