That point of tension (in this image, between the W and the triangle below it) is crucial for success. If you thrive on that precipice, great things are bound to happen. Again, it is one of those conceptual theories where you cannot create that existence, it just is. Branding that achieves this notion, in a lot of cases, has a historical background. Take for instance, Coca-Cola or GE (General Electric). Their logos are defined by curvatures in font, and can still be seen in today’s representations. GE.com says – “As brand builders, we ask ourselves, how do we express our ideas more effectively? How do we use brand to signal who we are, what we are doing, and where we are headed?” Good question guys!
Blox. is a Creative & Technical Marketer 