When creating a new logo, we think of the challenges of combining the pragmatics and use requirements of a primary mark, with aesthetics and the larger context of a brand’s future development.

Direct and useful guidance can be found in the words of the late modernist master Paul Rand:

• A logo is a flag, a signature, an escutcheon.

• A logo doesn’t sell (directly), it identifies.

• A logo is rarely a description of a business.

• A logo derives its meaning from the quality of the thing it symbolizes, not the other way around.

• A logo is less important than the product it signifies; what it means is more important than what it looks like.