logology

"A logo is a flag, a signature,
an escutcheon, a street sign.
A logo does not sell (directly),it identifies.
A logo is rarely a description of a business.
A logo derives meaning from the quality of the
thing it symbolizes,not the other way around.
A logo is less important than the product it
signifies; what it represents is more
important than what it looks like.
The subject matter of a logo can be almost anything."


Paul Rand, 1914 – 1996