Rhetoric of Logos

_ Overview of the history of logos and their significance for corporate design
_ Analysis with regard to rhetorical figures of speech
_ Classification based on communicative strategies and impact intentions
_ Development of systems and methods for design practice

Designing a logo, one of the most important elements of corporate design, presents a unique challenge for communication designers. The idea that a good logo is also a convincing logo leads directly to the discipline of rhetoric, which, according to Aristotle, has the ability to recognize the persuasive quality inherent in everything. Rhetorical concepts and methods are therefore ideal for understanding the effectiveness of logos and, on this basis, for broadening the horizons of design practice.
In this publication, the author demonstrates how designers can apply the tools of this more than 2,500-year-old teaching. Rhetorical figures of speech play a central role: Signets are analyzed and classified to determine the communicative strategies and intended effects they fulfill. The resulting theoretical insights provide designers with a wealth of knowledge for analysis, idea generation, and argumentation, as well as for a deeper understanding of the design process.