The creation of a logotype as one of the most important elements of
corporate design is a challenging task for commu- nication
designers. The concept that a good logotype is by definition a
persua- sive logotype creates a direct link to the genre of
rhetoric, which, according to Aristotle, has the power of observing
the means of persuasion on almost any subject. It follows that
rhetoric con- cepts and methods are ideally suited for
understanding the effectiveness of logotypes to expand the horizon
of applied design work. In this publication the author illustrates
how designers can utilize the tools of rhetoric, a sci- ence that
dates back more than 2,500 years. Stylistic devices play a central
role in this as logotypes are analyzed and classified to determine
which communicative strategies and intended effects they fulfill.
The theoretical in- sights gained from this provide design- ers
with a wealth of knowledge that facilitates analysis, idea
generation, and argumentation along with a deeper understanding of
the design process.
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