How Logos Became the Most Important Quarter-Inch in Business

"People are literally, physically interacting with those symbols in a way that they never did.”
-Michael Bierut

“Good appearance was a salable commodity.” 
-Raymond Loewy

“It’s not the mark, It’s the marketing.”
-Debbie Millman

"Applying interaction-design thinking to identity design results in logos that can be 'highly logical, very stripped down'."
-David Turner

"And in what may be the most surprising development in modern identity design, we’re increasingly learning how to do it ourselves—using the tenets of branding that have been established in professional circles, to create symbols for movements." 
-Debbie Millman


Illustration by 123 Klan for Fortune

Illustration by 123 Klan for Fortune