Paul Rand on logos
People don’t understand how or why a logo is designed. Most clients or people on the street think that the important thing about a logo is that it illustrates what the business does or what it represents, which is nonsense. A logo becomes meaningful only after it’s used.
— Paul Rand
Logos are often a tough nut to crack. This quote by Paul Rand offers a liberating view on their design. And of course, the identity system surrounding the logo is just as important as the logo itself.1 f