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This is Michael Bierut. Im Michael Beirut. Im a graphic designer You might be familiar with is work, but interestingly he thinks that logos are just kind of overrated. Im actually often very ambivalent about them. Lets back out a second. What is a logo? Basically a face of a company. Some are beloved. Some the swastika is a logo and its reviled. You know? They have to work at tiny sizes, and huge. There are three specific types. First type is the Wordmark. the wordmark is the easiest one. And its the one were all the most familiar with. I mean John Hancocks signature is kind of a word mark. It can look crisp clean and modern like the new Google logo looks. Or it can look somehow that it has roots in a shared heritage the way the coca cola logo looks. You know? The second is PICTORAL. Pictoral logos often function as a kind of rebus. Its a picture, and its identifying the name of the company. Sometimes directly like Target. Sometimes indirectly like LaCoste. The
