What makes a truly great logo



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This is Michael Bierut.

I'm Michael Beirut. I'm a graphic designer.

You might be familiar with his work, but interestingly he thinks that logos are just kind of overrated.

I'm actually often very ambivalent about them.

Let's back out a second, what is a logo?

Basically the face of a company.

Some are beloved. Some. . . the swastika is a logo and it's reviled. You know?

They have to work at tiny sizes, and huge, there are three specific types.

First type is the workmark.

The wordmark is the easiest one, and it's the one we're all the most familiar with.