Annual report cover, Cummins Engine Company

A logo, meant for print or television, is designed primarily as a means of identification. Some logos can do more; they can help sell a product, an idea, or an ideal; the Cummins logo does both. But this function must be designed for print or television and must be built into the basic design at a critical stage of the design process. There are few logos that provide such opportunities. Simplicity is the key to these problems. Illustrative material that is too complex is self-defeating. …