By Al Morel

A little while ago we did some research on logo design and summarized it in a white paper: 10 Things to Consider When Designing a Logo

Recently, I was reading some of the writings of Paul Rand, the late graphic designer who was responsible for many of the logo icons of American business.

Here are some quick tidbits from his articles:

Here’s what a logo is and does:
A logo is a flag, a signature, an escutcheon.
A logo doesn’t sell (directly), it identifies.
A logo is rarely a description of a business.
A logo derives its meaning from the quality of the thing it symbolizes, not the other way around.
A logo is less important than the product it signifies; what it means is more important that what it looks like.

The effectiveness of a good logo depends on:
Distinctiveness
Visibility
Useability
Memorability
Universality
Durability
Timelessness

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