Do Good Logos Need to Actually, You Know, Look Good?
There are good logos and there are bad logos—who can tell the difference between the two? Per Mollerup, an economist whose visual communications firms Designlab specializes in corporate identities, made his own mark doing just that. He has sifted through the mass of vintage and novel trademarks, compiling the results in a hefty tome, Marks of Excellence: The History and Taxonomy of Trademarks. Glancing through its pages raises the question of not merely what makes good or bad logos, but of how much logos matter at all—the eternal question of whether design and branding really affects a company's bottom line.