Annual report cover, Cummins Engine Company

A trademark is a picture. It is a symbol a sign an emblem an escutcheon . . . an image. There are good symbols . . . like the cross. There are others . . . like the swastika. Their meanings are taken from reality. Symbols are a duality. They take on meaning from causes . . . good or bad. And they give meaning to causes . . . good or bad. The flag is a symbol of a country. The cross is a symbol of a religion. The swastika was a symbol of good luck until its meaning was changed. The vitality of a …

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. …