Logos, Flags, and Escutcheons

Reading "Logos, Flags, and Escutcheons" by Paul Rand brought up many interesting points about logo design. Towards the end he writes "Design, good or bad, is a vehicle of memory." I feel that this is definitely something all designers strive for. In logo design and beyond, creating something memorable is the key to a successful design. He also brought up many other important points about logo design including the idea that simplicity within design is often what is most successful, yet most difficult to achieve.