Video/image source: https://www.youtube.com/watch?v=RBTiTcHm_ac
By: Carly Leonard
Recently, while skimming through my YouTube feed, I stumbled upon a video about what makes a logo memorable. The video talks about the three different types of logos and what each one consists of. The first is the wordmark, which is described as the Disney font or the word Google. The second kind is called the pictoral. This one is a picture, like the apple that is the Apple logo or the crocodile for Lacoste. Finally, there is abstract iconography, which is considered to be the “Holy Grail” of logos. In the video, they use the Nike Swoosh as the example. Then the video discusses that there is a fourth one. A logo that combines all three types of logos, and this is called The Logo System. A great example of this is the google doodles. However, Michael Bierut, a notable graphic designer says none of this really matters. He talks about how a logo can be thought of as an empty vessel. It’s not about the logo itself but what the company does with it and puts into it. After all, the woman who created the Nike swoosh was given an undisclosed amount of Nike stock 12 years after its creation while initially she was paid $35.