I think that you could design a terrible logo for a good company with great people and they could build it into a great program. Alternatively you could design what seems to be a brilliant logo for people who are not smart or energetic or are incapable of associating with anything positive and it would become a terrible logo.

The problem contains the solution.

People in the UK will say that the design community in the US is much more coherent than other countries. It has no government support at all, so it's really like a grass roots thing.

The truth about logos is that they are not that hard to do.

I'm not an expert in typefaces that serve scientific writing, but I'd guess that's another dozen or two.

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

The scientists at CERN were actually surprised that people commented on this. Reportedly Fabiola Gianotti, the coordinator of the CERN program to find the Higgs Boson, was asked why she had selected Comic Sans. She simply said, "Because I like it."