I met with a prospective client recently who was looking for a new website. As we chatted about his company, its style and vision for the future, we meandered to the topic of logos.
“Do you like your current logo?” I asked, figuring the answer could be a window into how to approach the website redesign. “Do you think it represents your company or its aesthetic?”
“No – neither,” he said. “But is that really important? What’s the point of a logo?”
Jaw. Floor. Speechless. It’s one of those things I inherently know – like pulling bleeds on a print document and the hex value for my favorite fuchsia. So what’s a good elevator pitch for what’s a logo and why is it important? I gleaned my go-to quick answer from legendary designer Michael Beirut (most recently of Hilary Clinton campaign and revamped MasterCard logos fame) and Vox in this little brilliant video.