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Quote by Michael Bierut

“I've heard some designers talk about the design process being centred on invention, starting with a blank slate. I admire that and occasionally I'm capable of that, but I have to admit that I really have trouble working with completely open briefs.”

Quote by Michael Bierut

Author

Michael Bierut, born in 1957, is an accomplished graphic designer from the United States. His work spans a wide range of fields, from brand identity to book design, and is renowned for its unique style and creativity. more

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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.”

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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.”

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“I'm not sure about my design work every time.”

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“The truth about logos is that they are not that hard to do.”

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

People Ifs Asks Names Target Recognise Logos Nike

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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.”

Ifs Knows Want Needs Wells May Know How Example Computer Program Circles Designer Target Dots Logos

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“The Nike swash that cost $30 and was designed by a Portland State University art student was probably worth that when she first showed it to them. At that point it had no equity at all. None of the guys commissioning it particularly liked it, they all wanted the Adidas three stripes and they thought that was a good logo.”

Firsts Art States Wanted Guy Three Students Cost University Equity Stripes Logos Nike Portland Adidas Art Students

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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?”

Thinking Mean Class Design Thirds Brands Why Not Brand New Logos

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“Everyone can have an opinion on a logo.”

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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.”

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