“Logos increased exponentially as commerce increased, industry increased, as technology increased, and there was more and more competition. All of these things would indicate who the merchant was, and I think that’s the beginning of the logo. “In ancient Rome you’ll find mosaics that are pictures of tradesmen, so you’d see an elephant which would mean somebody has been to Africa, or you’d see dolphins which means somebody’s probably dealing in fish. Not everybody was literate so pictorial means were ways of getting around that illiteracy.” Aristocracy, for example, would have shields, and those are basically complex logos. “It was a single image of something that was used as an expression of an individual, representing a thought or an idea or a product. Logo origins “go back to deep antiquity,” says Steven Heller.
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