"Well, what you can do is ask people who have worked with logo design, won awards for logo design etc." "Of course, these people may be biased, but at least th

"Well, what you can do is ask people who have worked with logo design, won awards for logo design etc." "Of course, these people may be biased, but at least they have more experience in evaluating logos than others" This just raises the question of how these experts evaluate a logo. I understand that academic art criticism [1] has developed frameworks for evaluating works of art - genre, cultural impact, relationship to preceding works, etc. But a logo isn't art - it is almost entirely functional and used for (mundane?) concerns like brand identity. I can appreciate that some logs have existed for long enough that they have a historical context (e.g. Coca-Cola) but I don't see how this helps evaluate its primary purpose. Any graphic designers want to comment? [1] http://en.wikipedia.org/wiki/Art_criticism http://en.wikipedia.org/wiki/Art_criticism