Before Ivan Chermayeff and Tom Geismar’s heyday in the 1960s, logos were often literal representations of products. It’s funny how for some clients of today, this thinking still persists. For branding craftsmen like myself, their words are still relevant and even more so in our current time, when brands must also exist socially, via social media channels and simplification is not only key but absolutely vital. Logos must also exist in a 30 by 30 pixel avatar while carrying the weight of its meaning.

“We’re not talking about the design. But what they do, who they are, what might they be best portrayed.”

Watch “60 Years of Logos” now – created by Dress Code NYC. and part of The Atlantic Selects online showcase of short documentaries from independent creators, curated by The Atlantic.