Ivan Chermayeff on the Logo
“They should be very simple. Appropriate for the audience. It is usually a two month process to get to that point but it should look like it took five minutes. It has to be understandable and hold it’s own. We have to make sure there is no problem or likeness with their competitors, so we have to know what they are all about as well."
Ivan Chermayeff from an interview with AIGA Dallas