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If you ask people in the US what logos they like and recognise, they'll name Target or Nike.

Michael Bierut

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Michael Bierut
Age: 54
Designer
Graphic Designer
Cleveland
Ohio
Asks
Like
People
Nike
Logos
Recognise
Target
Name
Names

More quotes by Michael Bierut

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I've never really acquired any facility for working on the computer, though one day I think I would like to. My generation just barely missed it, which I don't think is a good thing or a bad thing.
Michael Bierut
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I actually don't think that brand new logos are worth that much or mean that much in and of themselves. So why not have a class of third graders compete to design your logo?
Michael Bierut
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We use the word typography to describe two different things: the design of letterforms, and the layout of typeset passages on a page. Both of those experiences are really important to communicating information, especially when that information involves complex ideas.
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BE PURPOSEFUL AND THOUGHTFUL IN THE CHOICES YOU MAKE WHEN THE OPTIONS ARE NEARLY INFINITE.
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A good cook can make something amazing out of even the blandest ingredients. Still, you don't want to eat the exact same dish every day.
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Australia has always put out some good design, particularly environmental graphics. I associate that with Australia, more so that a lot of other places. Whether that has anything to do with the landscape, who knows?
Michael Bierut
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Designs that have a whiff of complex impenetrability tends to suggest big, complicated ideas. Academic writing tends to work the same way, I understand.
Michael Bierut
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The studies I've seen about readability and legibility tend to focus on a specific set of metrics: size, not just the point size, but things like the size of the lower case letters as a proportion of the overall letter height, and line length. People simply can't read really small type set in really long lines.
Michael Bierut
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I had a lot of enthusiasms that were very contradictory, I was never very doctrinaire in the type of design I wanted to do.
Michael Bierut
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Target for example, is just a dot with a circle around it, that's all it is, so if you want a logo like Target, you don't need to hire a designer, you barely need to know how to operate a computer program, the logo may as well be anything.
Michael Bierut
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If you look at the Olympic graphics for Mexico or Los Angeles, those programs don't look contemporary by today's eyes but they really look like they are of their place and time.
Michael Bierut
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No one loves authenticity like a graphic designer. And no one is quite as good at simulating it.
Michael Bierut
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I'm always conscious of the context, the history, the specific environment of anything that I design and what it is going to be operating within.
Michael Bierut
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Good typography, first, makes words readable. At its best, it does something more: it helps express the animating spirit of the ideas behind the words.
Michael Bierut
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A lot of times, you design a logo to be timeless, but with something like the Olympics, timelessness is maybe not something you should be going for.
Michael Bierut
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The problem contains the solution.
Michael Bierut
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Graphic design is the fiction that anticipates the fact.
Michael Bierut
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Simplicity, wit, and good typography.
Michael Bierut
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I think once the artistic world of the type designer merged with the scientific world of the computer programmer, you began to see this crossover.
Michael Bierut
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There was a time when most people had a choice between two kinds of personal communication, handwriting or using a typewriter. Today, people are invited to choose from a list of (surprisingly exotic) typefaces every time they turn on their computer. I think this has made everyone more aware of the idea that picking a typeface is a conscious choice.
Michael Bierut