The truth about logos is that they are not that hard to do. If you ask people in the U.S. what logos they like and recognize, they’ll name Target or Nike. Target for example, is just a dot with a circle around it, that’s all it is, so if you want a logo like Target, you don’t need to hire a designer, you barely need to know how to operate a computer program, the logo may as well be anything.
— Michael Bierut / Pentagram
What makes a truly great logo?
I have no idea. I’m not an expert on logos — Not even close. But if anybody knows, it could be this guy …
Who’s Michael Bierut?
Michael Bierut is a renowned graphic designer that studied at the University of Cincinnati’s College of Design, Architecture, Art and Planning — graduating summa cum laude in 1980. He worked for ten years at Vignelli Associates before joining Pentagram as a partner in 1990.
His clients at Pentagram include Disney, Benetton, Motorola, The New York Times, Saks Fifth Avenue, The Robin Hood Foundation, MIT Media Lab, Mastercard, Princeton University, and the New York Jets.
Bierut is a senior critic in graphic design at the Yale School of Art and a lecturer in the practice of design and management at the Yale School of Management.