The designer's role in the development, application and protection of the trademark may be described as pre-creative, creative and post-creative.
Lester Beall3 requirements for a good designer: 1. genuine knowledge and love of great design. 2. sound knowledge of principles and techniques of communication. 3. heart (passion).
Lester BeallA designer…has the true responsibility to give his audiences not what they think they want, for this is almost invariably the usual, the accustomed, the obvious, and hence, the unspontaneous. Rather, he should provide that quality of thought and intuition which rejects the ineffectual commonplace for effectual originality.
Lester Beall