What makes a truly great logo?

A good, short overview of logos courtesy of Joe Posner from Vox and Michael Bierut of Pentagram New York.

“[The Nike founders] sort of said, ‘Aw, let’s use that one’ and then they started putting it on the sides of shoes, the shoes were good, and then the genius of Nike’s marketing apparatus made us further associate that product not merely with performance athletic gear but with the very idea of athletic achievement itself.”

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