“I hate logos,” Abbott Miller confesses in Design and Content, a new monograph on his graphic design work, which includes plenty of logos. “…[E]veryone gets obsessed with the logo when they should really be more concerned with how it’s used.”

I couldn’t agree more that it really comes down to how a logo is used that defines it as successful or not. However, we (designers) need to make our logos and marks as beautiful and effective as possible. In my opinion every detail of a brand is just as important as a simple logo. The colors, type treatments, photos, illustrations, sounds and music, lighting, materials, and tone of voice of copy and content are all equally important. All of these things help shape the stories of the brands that they represent.

Read the full article at FastCo Design here.