Associate creative director for global branding firm Siegel+Gale Michael Preston on why brands can’t survive without a visual identity. “The logo is dead.” If you’re a designer, you may have heard this recently (or said it yourself in a jaded rant to uninterested friends or coworkers). It’s a notion that’s gaining traction. Those responsible for developing brand logos are starting to wonder if they matter as much as they used to. And with good reason. Traditionally, logos have been static symbols or logotypes that were created by corporations as the embodiment of their brands. Think of Saul Bass’ AT&T globe or Paul Rand’s IBM logotype. Logos back then played an enormous role. You could argue they were the brand.
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