Negative Space: Logo Design with Michael Bierut
Logos used to be a thing people didn’t really give much thought to. But over the last decade, the volume and intensity of arguments about logos have increased substantially. A lot of this is just the internet being the internet. Logo redesigns, in particular, attract a lot of hyperbolic vitriol. I was wondering what this felt like to a designer, so I talked to one of my favorites. Michael Bierut is an AIGA Medalist and partner at the international design consultancy Pentagram, where his work includes brand identity, logos, book design, and packaging. Michael says that for a very long time, no one understood what his job as a graphic designer really meant, but recently that’s changed.