Michael Beirut on DesignObserver recently wrote about the Mysterious Power Of context where he talks about how logos don’t make the brand – it’s the brand that makes the logo citing the famous example of the Nike “Swoosh”.

And Rutledge also writes about Logo Misapplication on his blog where he says:

“I believe that the logo is the most abused, misapplied, misconceived, wrongfully distracting element of design and business today. I encounter too many people in business who believe that their logo should define them. The reality is that they should define their logo. For some reason it seems that this business fundamental is lost on most business owners.”

In the past, I’ve discussed that the logo is not the end-all and be-all of the brand. The logo does not define the business. As a designer, one can only suggest aesthetic/visual solutions for a new company’s logo. Making that logo recognizable/identifiable/famous is upto the business and brand. Great to read much more articulate views on the subject.