Branding lessons well worth learning

I just read a Fast Company Design article about how Steve Jobs worked with legendary designer Paul Rand to develop a logo for NeXT Computer.

NeXT_Computer Logo
NeXT_Computer Logo | Image: Wikimedia Commons

Whether you have millions of dollars or a more modest marketing budget, the takeaways ring true.

  • A logo must be distinctive, memorable and clear.
  • A logo derives meaning from the quality of the thing [product or service] it represents; brands [by themselves] don’t make companies successful.
  • The designer’s role is to solve a problem, not to suggest options.
  • Logomarks—symbols like the Nike swoosh—could take $100 million, plus years to become well-known.
  • Once a brand is designed, you must communicate standards and guidelines for its usage throughout your company.