The challenge with logo design is that it requires focus to succeed, but unfortunately the approval of a vast bureaucratic committee to be implemented. Organizations with strong leaders — such as Steve Jobs — can have a single visionary drive an identity to the top, and then across all products and services. But organizations that are consensus driven have a hard time coming into focus.

The reason most logos stink — or worse, represent the current basic core product of the moment — is that mediocrity or product-centricity are the usual outcomes of committee projects.

Thus, as part of logo design, I recommend a touch of organizational psychology. Someone has to tell the Board Steering Committee, gentlemen, you’re going to have to let go.