Brands put a lot of emphasis behind their logos, but do they really matter?
To find out what goes into a great logo, Vox reporter Joe Posner sat down with famed graphic designer Michael Beirut, author of How to Use Graphic Design to Sell Things, Explain Things, Make Things Look Better, Make People Laugh, Cry, and (Every Once In a While) Change the World.
He’s worked on well-known logos of brands such as Guitar Hero and Saks Fifth Avenue. So, he knows a little about this area.
In the nearly five-minute-long video, Beirut explains the elements needed to make great brand iconography, while saying logos are overrated.