Paul Rand’s Seven-Step Logo Test

“The goal of a logo is to be unforgettable — so that when a person feels the need your business solves, your logo comes to immediately mind.”

Legendary designer Paul Rand created logos for everything from IBM to UPS and along the way came up with his own system to assess the quality of a logo.

Dave Schools shares Rand’s seven-step logo test which involves judging a logo based on a series of criteria including its distinctiveness, adaptability, and how memorable it is.

RELATED: How to build an iconic brand.