The truth about logos is that they are not that hard to do. If you ask people in the US what logos they like and recognize, they’ll name Target or Nike. Target for example, is just a dot with a circle around it, that’s all it is […]
The Nike swash that cost $30 and was designed by a Portland State University art student was probably worth that when she first showed it to them. […] They just built so much messaging around the logo and associated it with a lot of good products as well; then it became a ‘strong’ logo. The logo itself is really nothing, it’s just two curves, and it’s not hard to do. The way identity firms earn their money is in guiding a company into making a decision about one of these things and giving them a plan for actually using it so they can start to create value around it. […]
There is this peculiar obsession with kerning on Brand New. I’ve realized that it’s because that’s what a lot of the people who comment on the site do during their work day: kern type. […] I try to take it all with a grain of salt; I’ve never taken them seriously. I think that you could design a terrible logo for a good company with great people and they could build it into a great program. Alternatively you could design what seems to be a brilliant logo for people who are not smart or energetic or are incapable of associating with anything positive and it would become a terrible logo.
