Secret to a Great Logo?

By: > December 30th, 2015

Yesterday, we happened across this great video featuring Michael Bierut of Pentagram—designers of some of the world’s most famous brands. I enjoyed the way he breaks down the four different types of logos

  1. Wordmark
  2. Pictoral
  3. Abstract iconography
  4. Logo system

And his comparison of a logo design to a swimming contest instead of a diving competition? Pretty brilliant.

It’s not what kind of splash you make when you hit the water. It’s how long you keep your head above that water. —Michael Bierut

Now if only we could design another swoosh and find a client to invest in marketing it the way Nike did. Though the $35 was probably nice for a student’s budget, and the Tiffany ring was undoubtedly beautiful, I’m glad she eventually received something more as a token of their appreciation.