“When we look at a well-known logo, what we perceive isn’t just a word or an image or an abstract form, but a world of associations that have accrued over time.

As a result, people forget that a brand new logo seldom means a thing. It is an empty vessel awaiting the meaning that will be poured into it by history and experience. The best thing a designer can do is make that vessel the right shape for what it’s going to hold.” 

Pentagram Partner Michael Bierut shares his wisdom on what makes a truly great logo design. He also has a new book out “How to: Use graphic design to sell things, explain things, make things look better, and (every once in a while) change the world.”