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.
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.