What makes a truly great logo (https://youtu.

be/RBTiTcHm_ac)
- They have to work at tiny sizes, and huge. There are three specific types .

+ First type is the Wordmark. "the wordmark is the easiest one.

+ The second is PICTORAL. "Pictoral logos often function as a kind of rebus. It's a
picture, and it'sidentifying the name of the company. Sometimes directly like Target.
Sometimes indirectly like LaCoste." The third kind is kind of the holy grail, (1)
________________________.

+ The third type is favorite kind of category because it just seems almost like
magic.As a designer people will come to me and they'll say I want something like the
Nike swoosh. They think the Nike swoosh was the Nike Swoosh the day it was drawn.
But it was nothing the day it was drawn." The company that birthed nike(2)
________________ student named Carolyn use that one." It wasn’t an overnight
success. And then to draw some ideas.

- Nike's (3) ___________________ made us further associate that product not merely
with performance athletic gear but with the very idea of athletic achievement itself.
And that's how over a long time a little mark means something big. "That’s exactly
how religious symbols work

- But there's a fourth type of logo that goes beyond these three types, and can use
elements of each of them: The Logo System. A kind of framework, but one that can
have (4) __________________.The first huge, popular example of the logo system
would be MTV. This approach all has to do with technological change. "It used to be
if a company was doing a logo there'd be this military operation by which it would be
inscribed on all their equipment and on their airplanes and their retail facilities and (5)
_______________________ would be made for the executive suite and put on (6)
___________________, the top of the skyscraper, and everyone’s business card.

- The use of logo systems seems to be continually (6) __________________ –

probably because it allows the the brand using it to expand the conversation beyond
it’s own name. "The logo really reminds people that’s what our priority is today.
- It’s about how long you can (7)_______________________________." Logos need
to have a long
life, not win points in a discussion. 12 years after the birth of the nike logo, Nike came
back to that graphic design student Carolyn with a gift "A Nike ring with her own
trademark
on it, the swoosh. Thank you very much it's beautiful." And(8)
_____________________ of Nike
stock. "Wow." In 1973 when it was designed, her was $35.
1. abstract inconography

2. commissioned a design

3. marketing apparatus

4. endless permutations

5. gold pins and cufflinks

6. spitoons in ashtrays

6. on the upswing

7. keep your head above that water

8. an undisclosed amount