One of the most common questions I get from students is what makes a good logo.
Time and time again I refer students to Paul Rand’s Article “Logos, Flags, and Escutcheons”
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 than what it looks like.
The effectiveness of a good logo depends on: