“All a logo does is represent whatever the entity is, and peoples’ feelings about it are completely determined by their experiences with that entity. One test we often do is to say, ‘Who do you think has a good logo?’ And inevitably people say Apple and Nike and ones they think highly of. No one will ever say Enron. Paul Rand designed Enron’s logo and it really was very good but no one would ever say that because their feelings are too much affected by the history. So it’s not the logos’ design, it what stands behind them.”
Photo via ABC News.
Listen to the full interview on Design Observer.
From the archives: An interview with Tom Geismar (2009).