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Ok, I had to look at this for a minute before I realized what the "pencil" was spelling (JCD). I love this logo because I would trust these people to come up with something creative for me.
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This "logo" isn't so much selling something as it just plain funny. By cropping out the letters to form the heart, your mind is tricked to what the message is.
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I like this because it mixes artistry and common letters to make something really cool. Each individual letter is distinct when looking at them, but as a whole it makes a fairly accurate picture of a bison.
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In honor of my fiance and his love of terrible music, I added this band's trademark. Because the nails, or spikes, are used to start and end the word, we already get a sense that the band is probably very heavy or harsh. It's actually pretty cool, even though I don't care for their music.
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It's funny how our eyes can trick us into seeing two different objects. In this case, there is an "i" visible, but also a zipper. All the designer did was edit and add rectangles.