How to Create a Timeless Logo

For every startup company, logo design is arguably one of the fundamental components to get right, and could make the difference between a brand taking off to exponential growth as recently demonstrated by Palace Skateboards, or floundering in obscurity. Vox investigates this succinct field of graphic design by going to one of the greats, Pentagram’s Michael Bierut, who has designed logos famous the world over for the likes of Saks Fifth Avenue and, more recently and controversially, Hillary Clinton. Here, he discusses three main types of logos — the wordmark, the pictorial logo, and abstract iconography, as well as a fourth type (the logo system) – before explaining why some logos, most notably the Nike Swoosh, have stood the test of time.

For more on logo design, check out these 10 meanings behind some of streetwear’s most recognizable logos.