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Michael Bierut, a graphic designer, shares his ambivalence towards logos, stating that they are often overrated. He explains that a logo is the face of a company and discusses three specific types - Wordmark, Pictorial, and Abstract. The Wordmark is the most familiar, like John Hancock's signature or the new Google logo. Pictorial logos function as a rebus, with pictures identifying the company name directly or indirectly, like Target or LaCoste.
