A logo is essentially the face of a company.

Some are beloved; others, like the swastika, are reviled.

Logos must work at both tiny and huge sizes.

A logo is not instantly iconic; it gains significance through branding and marketing.

Example: Nike’s swoosh became iconic through great products and strong marketing.

Religious symbols work similarly – they derive meaning from what people associate with them.

A framework that allows for endless variations while maintaining brand identity.

Examples:

• MTV: The iconic “M” shape is flexible and customizable.

• Google Doodles: A static base with evolving elements.

• Hillary Clinton’s campaign logo: Simple base design that adapts to reflect different issues.

Previously, logos were used in traditional branding (business cards, buildings, gold pins, ashtrays, etc.).

Now, they must be adaptable for digital formats like Twitter avatars, email signatures, and favicons.

Logos need to be versatile and easily changeable.

A great logo should stand the test of time, not just create a short-term buzz.

Nike’s swoosh took over a decade to become iconic.

Carolyn Davidson, the designer of the swoosh, was later rewarded with a custom Nike ring and stock in the company.

Original payment for the Nike swoosh: $35 (in 1973).