Status Updates From Logo Modernism

"In reality, the creation of a brand is not so much an artistic problem as a technical and a scientific one, involving both wit and imagination. Just like a machine, an aesthetically pleasing form is no more that the result of perfect construction combined with the objective of achieving the best performance."

The birth of modern graphics coincided with the moment when modern graphic designers were striving to create clear-cut systems and concepts rather than to display artistic genius.