Among trademarks filed in 2017 to date, the average year that follows
the “est.” is 1988, just 29 years ago. In comparison, the average year
after the “est.” in trademarks filed in 2000 was 1939, or 61 years
earlier.
Tag Archives: logo
“I don’t want to overemphasize logos in the world. I think basically if you act with intelligence and integrity and consistency, you’ll develop a “brand”, quote-unquote. And whether you’re a person, or a non-profit institution, a small organization, or a giant corporation, if you bring intelligence and integrity and consistency to what you’re doing and the product you’re making is helping people or worthwhile or desirable or making the world a better place, you could almost do anything and be okay.“
—Michael Bierut
A logo is a mysterious, powerful thing. But in part, it is precisely because of that mystery – we don’t truly understand how they work on the mind – we mistake it as a shortcut to building a brand. “If we just had a better logo! If we just picked the right color!” No, the hard part is the caveat Bierut underlines here, saying it twice – “if you act with intelligence and integrity and consistency” – that’s what creates the brand in people’s minds, that’s what invests the logo with its mysterious power. And that’s hard enough for a single person to do let alone a “giant corporation” made up of many thousands of people spread across the globe oftentimes with conflicting interests and incentives.