Can you see it?
Designing an effective visual identity is one of the hardest jobs of a graphic designer. Compressing a myriad of messages of an organisation or product (history, culture, attitude, philosophy etc.) into a single mark can be close to impossible. And an effective identifier shouldn’t just communicate to an audience but also be appealing when used across different media and in different sizes. A designer needs to make sure that a successful logo works even when it is stripped of any cosmetic treatment (such as shadows, colour gradients, relections and glows) and printed in one colour or used as a favicon. Coming to think of it, great logos are a rare species.
An interesting visual approach by Rio de Janeiro agency called TUUT for ‘Balans’ (http://balans.com.br/). The different configurations of the logo match the poses struck by athletes of different disciplines. Striking colour palette and photographic treatment too.