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Why Context Matters in Logo Design

An interview with
Diego Vainesman


If a logo design is beautiful and skilfully crafted, will it be a successful logo? Not necessarily.

A successful logo requires more. It should factor in context, an understanding of the business, its competition and target audience. Only then can you understand the challenges faced, do the necessary research, and know if the logo designed will be an effective solution.

The importance of context in design is one of the many topics discussed in this interview with Diego Vainesman, the co-founder of the design studio 40N47 Design. Aside from being an agency owner, Diego also teaches "Type: Bridging Image and Context" at the Masters of Visual Narrative at the School of Visual Arts in New York. He was also the first latin president of the Type Directors Club, has also taught logo design at cities around the world, and is the author of the book ‘Logo: the face of branding’.

In this episode aside from discussing the role of context, we also speak about the book and the lessons learned, Diego's experience teaching design, and we end the interview learning a more about the Type Directors Club.

Diego Vainesman Interview Transcription

Ian Paget: I found out about you through Kickstarter, because you released the book, Logo: the face of branding, where you've answered many questions from students about logos by asking the designers that worked on those logos. I'm sure with the podcast we probably have spoken to some similar people. But anyway, so my first question about this is, are you able to share with us some of the insights that you learned from speaking with so many logo designers for this book?

Diego Vainesman: Yes. First of all, I'd like to thank you for making me part of the Logo Geek family, Ian. Thank you so much for-

Ian Paget: You're very welcome. And thank you for coming on, it's really great to speak to you.

Diego Vainesman: Thank you. So this is the thing, the Kickstarter book was a great tool to get many of the students being answered by the designers. What was more interesting is that because of those questions, sometimes those questions develop into some other, more interesting questions that I got to ask these designers.