What makes a truly great logo? Michael Bierut gives his view

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This video features renowned graphic designer and author Michael Bierut examining three kinds of logo design:

  • Wordmarks  – from the clean and modern kind like FedEx and Google, to the shared heritage kind like Disney and Budweiser
  • Pictorial logos – from direct pictorial associations like Apple and Target, through to indirect pictorial associations like Lacoste
  • Abstract iconography – such as Pepsi, Chase, and the Nike swoosh.

Bierut also explains the logo system, a graphical framework that can have endless permutations, which has been put into great effect at brands including Google, with the daily doodle, MTV, and most recently, Hillary.

Bierut says a logo is really just “an empty vessel that you pour meaning into.”

You can follow Michael Bierut on Twitter @michaelbierut, and, while he’s not a prolific tweeter, he does share some good stuff, like this:

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