The dictionary defines the word ‘logo’ as a graphic representation or symbol of a company name, trademark, abbreviation, etc., often uniquely designed for ready recognition, from the Greek, where it meant “word,” or “speech” (logography). A pioneer of corporate identity design, and one who I studied in school was Paul Rand, one of the originators of the Swiss Style of graphic design. He designed many posters and corporate identities, including the famous logos for IBM, UPS, and ABC. He more than anyone else made the profession of graphic designer into a specialty that businesses could ill afford to dismiss when presenting themselves to the public. When I start a logo design, I try to remember something Rand said: “Ideas do not need to be esoteric to be original or exciting”.