What makes a truly great logo

Summary

In this insightful discussion, graphic designer Michael Bierut explores the nature of logos, arguing they are often overrated symbols that gain meaning over time. He categorizes logos into three types: wordmarks, pictorial logos, and abstract icons, with a fourth category—logo systems—allowing for flexibility and relevance in modern branding. Using examples like the Nike swoosh and the Hillary Clinton logo, Bierut emphasizes that logos are essentially empty vessels filled with meaning through association. Ultimately, he suggests that the longevity of a logo's impact is more crucial than its initial reception.

Takeaways

• 😀 Logos are often overrated, and their significance can be ambiguous.
• 😀 A logo serves as a company's face and can evoke various emotions, both positive and negative.
• 😀 There are three main types of logos: Wordmark, Pictorial, and Abstract Iconography.
• 😀 Wordmarks are straightforward and familiar, using text to represent a brand.
• 😀 Pictorial logos act like rebuses, combining imagery with brand identity, as seen with companies like Target and Lacoste.
• 😀 Abstract logos, like the Nike swoosh, are often perceived as magical and can evolve in meaning over time.
• 😀 Logo systems, which allow for variations and adaptations, are becoming increasingly popular in branding.
• 😀 Technological advancements have changed how logos are presented and perceived, shifting from physical insignias to digital representations.
• 😀 The importance of a logo lies in its ability to carry meaning, which is not inherent but shaped by public perception.
• 😀 Debates over logos are often misguided, as they should focus on longevity and relevance rather than immediate visual impact.

Q & A

What does Michael Bierut think about logos?

Michael Bierut is ambivalent about logos, considering them somewhat overrated.

What are the three specific types of logos mentioned?

The three types are Wordmark, Pictoral, and Abstract Iconography.

Can you explain what a Wordmark is?

A Wordmark is a logo consisting of text, often stylized, that represents the name of a company, like the Google or Coca-Cola logos.

What is a Pictoral logo?

A Pictoral logo uses imagery to represent the brand, functioning like a rebus; for example, the Target logo.

What does Bierut mean by Abstract Iconography?

Abstract Iconography is a type of logo that does not directly represent the company but has become meaningful over time, like the Nike swoosh.

What is a Logo System?

A Logo System is a flexible framework that can take on various forms and colors, adapting to different contexts, like MTV's logo or Google's doodles.

How has technology influenced logo design?

Technology has changed the way logos are used, making them more adaptable for digital platforms rather than static materials.

What was the approach Bierut used for the Hillary Clinton logo?

Bierut designed the Hillary Clinton logo as a system that could reflect various colors and issues, emphasizing flexibility and relevance.

What does Bierut say about the meaning of logos?

He suggests that logos are essentially empty vessels, and the meaning is derived from what people project onto them over time.

Why does Bierut believe discussions about logos can be misguided?

He believes that these discussions often miss the point, as the real focus should be on the logo's longevity and effectiveness rather than immediate reactions.