Michael Bierut on that logo …and graphic design in general.
Graphic designers, whether we admit it or not, are trained for the short term. Most of the things we design have to discharge their function immediately, whether it’s a design for a book or a poster, a website or an infographic, a sign system, or a business card. In school critiques, architecture and industrial design students produce models. Graphic designers produce finished prototypes. As a result, the idea that we create things that are unfinished, that can only accrue value over time, is foreign to us. It’s so easy for us to visualize the future, and so hard to admit that we really can’t. That’s what we face every time we unveil a new logo.