How to design an enduring logo: Lessons from IBM and Paul Rand

Many tech companies these days obsess over constantly redesigning and tweaking their logos. In that context, IBM’s 43-year-old logo is veritably the branding equivalent of ancient sacred scripture.

Its iconic eight-bar logo is the marquee for IBM’s awakening to the power of design in the 1950s. The story goes that after seeing a particularly compelling store display of Olivetti typewriters in New York City, IBM’s then newly installed CEO, Thomas J. Watson, Jr. had an...

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