Perfect summary by Paul Rand for what I’ve been discussing with some recent clients and on the LinkedIn Graphic Design Question & Answers.

Note : the above sketch is not trying to misinterpret the Enron logo, the logo remains the property of Enron – the above is just an illustration.

A logo doesn’t sell, it identifies…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.” And for those seeking Riefenstahl parallels, Rand adds, “Design is a two-faced monster. One of the most benign symbols, the swastika, lost its place in the pantheon of the civilized when it was linked to evil, but its intrinsic quality remains indisputable. This explains the tenacity of good design.

Picked it up from Design Observer where there’s a really nice piece on Enron’s logo – the ‘crooked E‘ designed by Rand.