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I think that you could design a terrible logo for a good company with great people and they could build it into a great program. Alternatively you could design what seems to be a brilliant logo for people who are not smart or energetic or are incapable of associating with anything positive and it would become a terrible logo.

Michael Bierut

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Michael Bierut
Age: 54
Designer
Graphic Designer
Cleveland
Ohio
Think
Terrible
Energetic
Thinking
Company
Incapable
People
Become
Brilliant
Seems
Program
Anything
Build
Alternatively
Great
Smart
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Good
Positive
Logo
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Logos

More quotes by Michael Bierut

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Simplicity, wit, and good typography.
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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The truth about logos is that they are not that hard to do.
Michael Bierut
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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.
Michael Bierut
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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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When it comes to working on identities, a lot of the time I find myself working with a company that has been around for a while. No matter what they say their goal is, the history and the impression that they have already made in the minds of the public is a real thing that you have to deal with.
Michael Bierut
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Most processes leave out the stuff no one wants to talk about: magic, intuition and leaps of faith.
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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I can see how some people get sentimental about how we used to do things in 'the good old days' but in a way I just think they are being nostalgic for the way they were brought up.
Michael Bierut
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We get used to things, and we like reading the way we're used to reading.
Michael Bierut
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The scientists at CERN were actually surprised that people commented on this. Reportedly Fabiola Gianotti, the coordinator of the CERN program to find the Higgs Boson, was asked why she had selected Comic Sans. She simply said, Because I like it.
Michael Bierut
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I'm not an expert in typefaces that serve scientific writing, but I'd guess that's another dozen or two.
Michael Bierut
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The problem contains the solution.
Michael Bierut
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Australia is one of the few places that I can think of where the cities, at least those I've been to, seem to have strikingly different characters and visual textures. To an American like me, there's basically Melbourne, Sydney and Brisbane and the rest is all bush.
Michael Bierut
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If typography is calling attention to itself, it's taking that attention away from what the words are saying.
Michael Bierut
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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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Every little job counts. Design counts.
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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BE PURPOSEFUL AND THOUGHTFUL IN THE CHOICES YOU MAKE WHEN THE OPTIONS ARE NEARLY INFINITE.
Michael Bierut