Across our society and even more in our industry, when we talk about logos, we are thinking about logotypes, the visual representation of brands, products and companies. However, in this edition of Brief we will discuss the Ancient Greek concept of lógos, a concept with more than 30 translations like “ground”, “plea”, “opinion”, “expectation”, “word”, “speech”, “account”, “reason”, “proportion”, and “discourse”.
According to Aristotle, the pre-Socratic philosopher Thales of Miletus, in Asia Minor, was the first to substitute the mythical values by physical concepts while trying to explain the world and its origin. This way he initiated the logical and rational thinking. The change from myth to lógos is the birth of philosophy as a way to replace religious and mythical thinking by a growing rational knowledge.
During our 5th edition, Brief Festival theme will revolve around the lógos, the knowlege and the creativity. From the festival, we are offering you an opportunity to look at the rationality of your creative activities. Are we logical when we design? What are the reasons that drive our creativity? Is there a rational thinking behind each creative process? Guests and attendees, we will all have several opportunities to think about it. And to do so, we will gather recognized professionals and emerging talents of fields like graphic design, illustration, motion graphics, typography and other disciplines associated to graphic creation.