From the course: Graphic Design: Logo Design Tips and Tricks

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It doesn't need an obvious connection

It doesn't need an obvious connection

From the course: Graphic Design: Logo Design Tips and Tricks

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It doesn't need an obvious connection

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We've already seen with Apple and Starbucks that a logo doesn't need an obvious connection to its product. The pottery logo doesn't need a pot in it, but I really want to make this point, partly because we try to connect them so tightly and partly because it speaks to story. So here's another example. What does a crocodile have to do with a shirt? Do these things go together? The interesting thing is they do. René Lacoste, in the 1920s, was a tennis superstar. He won seven grand slams. For two years, he was number one in the world. On his way up, he became known by his friends and opponents as "the crocodile." He played that up. He had a fashion sense, and he sewed a crocodile onto his blazer, and it became his personal brand. And the rest is Lacoste history. This is fun. You know? A crocodile on my shirt. What I like is that there's nothing forced or fake about this. It evolved naturally out of the real and true story. And because of that, you can feel a sense of life in it. What…

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