Worth noting: http://sethgodin.typepad.com/seths_blog/2007/06/logos.html http://sethgodin.typepad.com/seths_blog/2007/06/logos.html About thirty years ago, thr

Worth noting: http://sethgodin.typepad.com/seths_blog/2007/06/logos.html http://sethgodin.typepad.com/seths_blog/2007/06/logos.html About thirty years ago, three companies dreamed up logos that have become so powerful, I don't even have to show you the images to get them to pop up in your head. A sneaker company paid a few hundred dollars for an abstract, upside down wave, a coffee company picked a half-naked mermaid (is there any other kind) that cost them nothing, and a computer company picked [hired a PR firm that picked] a piece of fruit with a bite out of it. What the images had in common: nothing. They range from abstract to woodcut to groovy. The art of picking a logo, even one for the Olympics, has almost nothing to do with taste or back story. A great logo doesn't mean anything until the brand makes it worth something. Likewise, great aesthetics/graphics mean nothing until the brand makes it worth something.