When I read purple prose about logos, I keep thinking, "Let's just measure this to see if what they're saying is right." In general the soft-speak of brands, d

When I read purple prose about logos, I keep thinking, "Let's just measure this to see if what they're saying is right." In general the soft-speak of brands, design and logo can move into meaninglessness. I know it's important. Design is why Apple succeeds. But it also should be something that can be explained in plain (and perhaps measurable) English.