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

The problem contains the solution.

BE PURPOSEFUL AND THOUGHTFUL IN THE CHOICES YOU MAKE WHEN THE OPTIONS ARE NEARLY INFINITE.

It's hard to predict what will happen as reading on screen becomes more of a universal norm, and when the formats dictated by social media - Twitter's 140-character limit, for instance - start to influence what we're used to.

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.

It was stone carvers in ancient Rome, scribes in the Middle Ages, all the way through Gutenberg to the present day. That's a pretty long track record. More likely we may reach a point where each one of us is a typographer with our own custom proprietary typeface.

It's a cliché, but typefaces are really just ingredients.