A simple MS Word document, or a Powerpoint presentation, has its limits, particularly the unpredictability in how the page will actually display. With a PDF, you are locking down all those variables.

If you ask people in the US what logos they like and recognise, they'll name Target or Nike.

Everyone can have an opinion on a logo.

Not everything is design. But design is about everything. So do yourself a favor: be ready for anything.

I think once the artistic world of the type designer merged with the scientific world of the computer programmer, you began to see this crossover.

A lot of times, you design a logo to be timeless, but with something like the Olympics, timelessness is maybe not something you should be going for.

Target for example, is just a dot with a circle around it, that's all it is, so if you want a logo like Target, you don't need to hire a designer, you barely need to know how to operate a computer program, the logo may as well be anything.