LOVE • DESIGN • LIFE

...trustworthiness and reliability isn't something that you can "design" into a logo: rather, it's a larger issue of brand perception that is not transmitted by logo. If you want your brand to be perceived as trustworthy, a sans serif logo might be able to temporarily borrow some of the goodwill consumers have for other brands with sans serif logos, but that trust goes away if your brand doesn't earn it for itself.

Because we don’t know when we will die, we think of life as an inexhaustible well, yet everything happens only a certain number of times, and a very small number, really. How many more times will you remember a certain afternoon of your childhood, some afternoon that’s so deeply a part of your being that you can’t even conceive of your life without it? Perhaps four or five times more, perhaps not even that. How many more times will you watch the full moon rise? Perhaps twenty. And yet it all seems limitless.

Osaka June 2012 032 | Flickr