…In design school, identity design is all about the form of the logo. A student will be given the problem: ?design a logo for such and such organization,? and then the student may spend the better part of the next six months refining the form of a mark (or a wordmark), and then they sometimes transfer that word mark to a piece of stationery, or a shopping bag, or some other item (often a truck, and regardless of what school they attend, they all seem to magically use the same generic truck drawing.) And after six months of criticism and refinement, a good student will usually produce a formalistically beautiful logo. There may be some discussion in class about the appropriateness of the logo for the business. But the main goal will be to make the logo recognizable, with strong aesthetic attributes that will enable the logo to ?stand alone…
very interesting article by paula scher