This week I had the pleasure of sitting down to lunch with my old boss and creative director, Fabian Geyrhalter. We were discussing the idea of getting better clients, doing more rewarding work as a designer, and spending less time dealing with the parts of the business that we hate. That's when he dropped this massive knowledge bomb that I am about to share with you.
One request I get a lot, especially from startups, is to create a logo for them that is powerful enough to stand on it's own without a word mark. Somehow, spelling out the name of the company next to the mark feels passé these days. At least in terms of aspirational corporate culture or design aesthetic, these startups tend to compare themselves to Apple a heck of a lot, definitely more than any other single company. So naturally, they want the logo to fit the bill.
Oy, logos. Am I right? There is little else in the world of graphic design that has been the subject of so much mind-melting, meme-inducing frustration.
...But both the designer and the client are overthinking it, because in the grand scheme of things logos don't matter as much as either party wants to believe.