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Logo Design

This essay about Paul Rand and his iconic logo designs is engrossing read. Logo making has elements of magic to a lay person who does not understand what goes into the final product. I cannot imagine this process working just about anywhere else between a client and a consultant:

A branding project would result in a 12″ x 11″ printed booklet (a visual square). The pages were Japanese fold-in style, ranging from roughly 18–40 pages, depending on the size of the project. In each of these individual booklets, Paul would explain his reasoning for his decisions in his typical cogent writing. Fifty copies of the presentation would be printed, one copy would be mailed to the client six months from the initial design date, along with the final bill. During that six months of intense work, there were no discussions with the client, and no final presentation made in person.

Those of us who deal with demanding, temperamental and hyper-anxious clients every day, would salivate at the thought of being left alone for six months to get the job done. We would settle for six days at a time even. Maybe this is possible only if the person is a genius and us  plebians are very far from that. 

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