“Pirelli [tyres] breaks a lot of typographic rules with its overly stretched P; the longer the word, the more horizontal it becomes and the less functional it is. It breaks all conventions. It’s kind of ugly in its weirdness, which probably would have never got through a boardroom now. It’s part of its charm and distinctiveness.
“My very favourite [trade] mark is the World Wildlife Fund. I’d love to have done that. That’s the one. The giant panda is the perfect choice; the way it’s drawn is charming and very enduring.”
Pentagram partner Angus Hyland talks logos in Adweek.