Thursday, July 14th
"Every day clients want to know what will it take to be the Nike swoosh," Bierut says. "They think that these logos are born like this on day one and of course they’re not. For any company that achieves that, it’s because they’ve made a long investment in the use of primary elements. The reason those things are rare is that it’s so easy and tempting to get bored and say, 'We’ve had it for five years it’s boring; let's change it.'"