What is not a logo?

If you are a designer then you should probably know who Chris Do and Sagi Haviv is. If not then you must absolutely google them right now!! They are one of the prominent figures in the design industry. Chris Do is an Emmy award-winning designer, director, CEO, and Chief Strategist of Blind and the founder of The Futur, who has the goal to put an impact on a billion people. He helped millions of designers throughout the world and helped them scale up their businesses. Whereas Sagi Haviv is an Israeli-American graphic designer and a partner in the design firm Chermayeff & Geismar & Haviv who helped in creating one of the most iconic logos of all time. He has expertise in creating brand identities that can last a lifetime.

While watching one of Chris Do’s interviews with Sagi Haviv, my perspective on creating a logo totally changed. The things we learned in designing schools make no sense anymore. There are many factors that make a good logo and everyone might have a different opinion, but what is not a good logo? I think learning that would help us more to get closer to the truth.

Here are 6 things  I learned from the interview. 

• It is NOT a brand. Logo is a visual mark.
• It is NOT communication. Logo is identification.
• It is NOT love at first sight. It grows with time.
• It is NOT for the short run. It stands the test of time.
• It is NOT “anything would do. It is the one that works for you.
• It is NOT free! It costs to make one.

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Here is the Video link to the full interview. It is one of my most-watched videos ever. Each time I watch it I learn a little bit more. Hope it brings you more insights on the industry and guide you better.