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.

The stories behind Paul Rand’s logo designs

The Envato blog had a post about the stories behind Paul Rand’s logo designs.

Born in Brooklyn in 1914, Paul Rand is responsible for some of the most iconic brand identities, including IBM, ABC, Westinghouse, UPS and Next Computer. Though he studied art at Pratt Institute, he claimed that he was self-taught. He was inspired by European commercial arts journals and European modern artists and started his career creating magazine spreads. Soon he created magazine covers, notably for Esquire. At 27, he headed an ad agency, incorporating art into what, in the past, was mostly copy.

By the 1950s Rand moved on to logo work. And the rest is history, as they say.

Good design is good business”  —Thomas Watson Jr., IBM

You can see some of the famous work here.