There’s one word you should utter to the next client who asks you to design a logo: ‘No.’ Once the backbone of a brand’s identity, logos have moved to the ‘relatively unimportant’ end of the ‘important stuff’ spectrum. This panel explains how and why logos became irrelevant and will discuss how to break this news to your clients…and what the heck you do first on a design project if it isn’t the logo.

The three takeaways:

• The ways that logos limit a brand
• The fact that sometimes, no logo is better than a logo
• How to explain this to clients who can’t imagine it