When searching for some principles of logo design I came across this very interesting video about making great logos. It stars Michael Bierut as well as giving a very simple outline of logos, in layman's terms.
In particular it talks about how the Nike "swoosh" came about and I found it really interesting how at first it wasn't that popular and the company didn't really like it. It wasn't until they started to incorporate it into the rest of their branding and into their shoes that it became so popular. This really shows that logos can mean nothing on their own, until they are instilled with values or put out into the market for people to judge.
https://www.youtube.com/watch?v=RBTiTcHm_ac
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