Um bom logótipo

"A good logo, according to Paul Rand, provides the ‘pleasure of recognition and the promise of meaning.’ The promise, of course, is fulfilled only over time. ‘It is only by association with a product, a service, a business, or a corporation that a logo takes on any real meaning,’ Rand wrote in 1991. ‘It derives its meaning and usefulness from the quality of that which it symbolizes" - in Before & After.