Pick A Logo And Then Infuse It With Meaning
The art of picking a logo, even one for the Olympics, has almost nothing to do with taste or back story. A great logo doesn’t mean anything until the brand makes it worth something.
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.
Extracted From Seth’s post on Logo Design
