Design Indaba interviews Michael Bierut of Pentagram design on the primitive power of logos.
We tend to fixate on the power of logos in today’s hyper-aware consumer culture..
“I don’t want to overemphasise logos in the world. I think that if you act with intelligence
and integrity and consistency you’ll develop a brand. ”
He looks at 2 qualities of logos that he finds to be interesting: the primitive nature of the mark and the meaning associated with it over the the course of their usage.
“What’s fun about logo design, what makes it so interesting, why it holds so much power
for all of us is that there is something very primitive about it. Many of them are such
simple marks. They are not much further evolved than hieroglyphics, or marks on cave
walls from millions of years ago.”
A second thing interesting about the logos is that they get invested with meaning.
“A lot of what happens in the logo isnt happening in the logo, it is happening in our mind.“
Watch the full interview below or at Vimeo.com
[vimeo height=”281″ width=”500″]https://vimeo.com/122537489[/vimeo]
