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

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.

We use the word typography to describe two different things: the design of letterforms, and the layout of typeset passages on a page. Both of those experiences are really important to communicating information, especially when that information involves complex ideas.

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 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?

Every little job counts. Design counts.

Simplicity, wit, and good typography.