Seth Godin: Against Meaningful Logos

The best logos and brand names have little or no preconceived meaning and little or no relation to your product. So it's good to see Seth Godin come out so unambiguously against "meaningful" logos:

If you're given the task of finding a logo for an organization, your first task should be to try to get someone else to do it. If you fail at that, find an abstract image that is clean and simple and carries very little meaning--until your brand adds that meaning. It's not a popularity contest. Or a job for a committee. It's not something where you should run it by a focus group. It's just a placeholder, a label waiting to earn some meaning.

If you find yourself or your team evaluating the quality of a logo in terms of what it conveys about your product - instead of it conveying little or nothing at all - you're on the wrong track.

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