Paul Rand on Logos

I stumbled on to the web site for Uber designer Paul Rand the other day.?? Many amazing articles and I highly recommend the visit (Click here to visit the home page).

I thought this excerpt from an article entitled “Logos, Flags, and Escutcheons” was particularly compelling (But do click through and read the whole piece):


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….

…A well designed logo, in the end, is a reflection of the business it symbolizes. It connotes a thoughtful and purposeful enterprise, and mirrors the quality of its products and services. It is good public relations-a harbinger of good will.

It says ???We care.???

Some good food for thought when thinking about your logo or designing one for others.

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