[almiron10]

As a graphic designer, it was the way Paul Rand pitched the design that was the major breakthrough for me. Through interviews you can see how he pitched himself and his process to Steve Jobs. Paul's confidence in his process, backed up with his experience, is what sold Jobs on using Paul Rand and gave me the blueprint in how to deal with clients.

People don't realize that a logo is an empty vessel that is filled with the peoples experiences of the company and product, it has to be the correct vessel. People online see a logo for the first time and judge it without any knowledge of the company or product, which is fine but not really helpful. Interact with the company and product and then judge the logo after time has passed.

[mannyv]

Paul Rand believed that the logo was a representation of the company. Its job was to promise as to what the company was about, and it was up to the company to fulfill that promise.

I wonder what his thoughts were re: political logos, like the Communist Hammer & Sickle and the Nazi Swastika.

[em-bee]

isn't that pretty much the same thing? sell a product or an ideology. the logo is a representation of a brand that allows people to identify with it

[stonethrowaway]

Put another way, the logo can be anything.