Friday, November 04, 2005

In the late 1980s, however, ABC was purchased by Capital Cities, a media conglomerate, which in an attempt to signal the change of ownership demanded that the Rand logo be altered or scrapped. Once again, various designers were called upon to better the original (Rand was not invited to participate), and new versions included such tropes as stylized stars and eagles (to emphasize the American in ABC). But none could equal the simplicity of the existing mark. After the failed attempt at change was over, a bemused Rand commented: 'It was a great mistake, not because it was the greatest logo in the world, but even a bad logo shouldn't be changed except for very good reasons. Because a logo doesn't represent a company. The company represents the logo. If you're a lousy company, your logo is useless, no matter how well designed. If your logo is good, and you're a good company, you have an ideal situation. If the company is bad, it's a bad logo. So the idea of changing a logo without recognizing the importance of the change is stupid.'

--- Steven Heller, Paul Rand

No comments: