The quite strange story of the best logo ever – Franco Grignani

But as I put the hours into this varied work, a structure began to form, slowly at first but also inexorably toward a defining central idea. Namely, that a brand builds a creative advantage through the fostering of a strong culture of creativity which leads to the consistent ability to construct powerful emotional bonds with its consumers.

The character of Smashing Magazine is conveyed through a variety of perceptual patterns — from typographic treatments to the playful angle of the images and icons.