Paul Rand: Thoughts and despair on logo design
A logo is a flag, a signature, an escutcheon, a street sign.
A logo does not sell (directly), it identifies.
A logo is rarely a description of a business.
A logo derives meaning from the quality of the thing it symbolizes,
not the other way around. A logo is less important than the product it signifies; what it represents is more
important than what it looks like.
The subject matter of a logo can be almost anything.
