The Science of Logo Design

The Science of Logo Design

Logo design requires artistry, but did you know your logos can also benefit from science? In this course, William Lidwell introduces the whys behind well-known guidelines, and even debunks a few outdated design myths along the way. He reviews the four principles that make a logo ARMM'd for use: attention, response, meaning, and memory. By using these tips, you can bring scientific rigor to your logos, and start designing on evidence—not industry hearsay.

This course was created and produced by William Lidwell. We're pleased to host this training in our library.


  • 英文名称:The Science of Logo Design
  • 时长:41分52秒
  • 字幕:英语


  1. The ARMM model
  2. A is for attention
  3. R is for response
  4. M is for meaning
  5. M is for memory
  6. ARMMed and dangerous