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

Good typography, first, makes words readable. At its best, it does something more: it helps express the animating spirit of the ideas behind the words.

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

No one loves authenticity like a graphic designer. And no one is quite as good at simulating it.

I actually don't think that brand new logos are worth that much or mean that much in and of themselves. So why not have a class of third graders compete to design your logo?

I wanted to be a graphic designer from the time I was 15, without ever having actually met one. I lived in the mid-west, not in a media centre, and I didn't know anyone who did that for a living. It took me a while to find out what that thing I wanted to do was actually called, but once I sorted that out I got really interested in it.

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