I love to talk branding, and consider myself somewhat of an expert on the topic. But there’s arguably no greater expert on the subject than Pentagram partner Michael Bierut. This short YouTube video presents four logo structures:
- The wordmark
- Abstract iconography
- The logo system
Mr. Bierut recently recently sat down with 99% Invisible’s Roman Mars to discuss how he employed the logo system structure for the Obama and Clinton presidential campaigns, and how the rise of social media and online publishing has made way for widespread criticism of big brands. Listen here, or download the podcast to your favourite mobile app.