“Although rare, it’s totally possible to have a pragmatic discussion on your company’s logo.”
– MATT S. SMITH
Logos are controversial.
I created this scorecard based on 6 traits of a good logo outlined in a quote from Paul Rand, a legendary 20th Century graphic designer who focused primarily on corporate logos. Rand argued that a logo’s effectiveness depends on distinctiveness, visibility, adaptability, memorability, universality, and timelessness.
Whether you are rebranding an established company, or you are designing your startup’s very first logo, the process never easy. With opinions flying like arrows, it can be hard to separate opinion from solid principals.