Chapter five:
- "The logo is the mark that reduces all business attributes into a recognizable sign."
- logos are charged, not just with emotion but philosophy, ideals, promises, and representing the company as a whole- but if the company means nothing even a good logo tied to it will eventually also mean nothing
Interview one: Mark Fox
- "I didn’t study design in college—my degree is in fine arts—so I didn’t have any school assignments with which to build a portfolio. As a result, I spent the year after college inventing projects I could execute on the cheap but that still looked good."
- "A good trademark is glyphic and functions as visual shorthand for a commercial endeavor (i.e., a company, product, or service). All trademarks are symbols, but not all symbols are trademarks."
Interview two: Ross MacDonald
- “I do illustration for books and magazines, I write and illustrate children’s books, I design—mostly book covers—and I design and make props for movies. The props are mainly graphic props—documents, books, magazines, maps, and so on.”
- "Understanding why typefaces look like they do, and where they came from, can have a huge effect on a designer’s work. I always say that digging into the history of design will take you places you will never find on your own."
Interview three: Roberto de Vicq de Cumptich
- born in Rio de Janeiro, Brazil, moved to NY to work with Condé Nast Magazines and Broadway Books
- "His main interest is the expressive use of typography, which comes through in his book jackets and covers. 'I fell in love with the work and the process,' he adds; 'book jackets are a blend of editorial and product design. Each book is different; each has its own story.'"
