Over at LogoDesignLove today is a fascinating interview with designer Tom Geismar, who is the man behind those iconic logos for Xerox, National Geographic, PBS, and a bunch more.
In the interview they touch on everything from sketching vs. working on a computer; design influences; selling ideas to clients; and how you choose clients. Consider this your must read for the day.
Logos are funny things. At first they are just designs on paper. Eventually they come to embody all the qualities of the organization they represent, and most people cannot separate the “design” from their full range of opinions about the organization. The hard task the designer faces is trying to help the client see how the logo might eventually be perceived, how it will work for them, not just whether they “like it.”