As a writer, I tend to become involved in logo design only peripherally, but I still manage to learn useful lessons from the process. I’ve heard a variety of interesting logo requests from clients, but the most instructive came from the president of a tow-truck manufacturer.
“I don’t give a !@#$@# what the !$@$@ logo looks like,” he said. “All I care is that someone going the other way on the @^#^#%# Interstate at 70 miles an hour can see the @#@% thing and know it’s my @#@%#$ truck.” Folksy? Perhaps. Crude? Probably. But sound? Absolutely. He knew that it was critical that other two-truck operators knew who made that good-looking truck.