November 19 2015

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.

A collection of logos by Paul Rand.

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