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Michael Bierut, a graphic designer, expresses ambivalence towards logos, stating they are often overrated. He describes a logo as the face of a company, capable of evoking strong reactions—both positive and negative. Logos must be effective at various sizes and fall into three categories. The first is the Wordmark, which is a text-based logo, such as John Hancock's signature or the modern Google logo, capable of appearing crisp or traditional like Coca-Cola's logo. The second type is the Pictoral logo, which serves as a visual representation of the company's name, either directly, as with Target, or indirectly, like LaCoste.
