Business Quote by Saul Bass
“A corporation trademark represents a total program for a company. A good symbol will implement its products. Normally such a symbol will be around for an indefinite future 10, 20, 30 years or more.”
About This Quote
Source Book: Design of Corporate Identity, Saul Bass, 1995
A trademark should embody a company's whole identity and endure for decades, reinforcing brand recognition.
In simple terms: A lasting symbol reflects the whole brand.
Key Takeaway
Create a timeless, comprehensive brand mark.
Themes
branding
design
longevity
Mood
strategic
reflective
Type
advice
inspirational
When to use this quote
- product launch
- rebranding
- marketing campaigns
- company anniversaries
Key Concepts
identity
visual communication
strategy
Questions to Reflect On
- How can a brand stay relevant over decades?
- What elements make a logo timeless?
A Different Perspective
A symbol may become outdated if market or company changes.
![“[S]ometimes, when you are a food person, the possible irrelevance of what you are doing doesn’t cross your mind until it’s too late. (Once, for example, when I was just starting out in the food business, I was hired by the caper people to develop a lot of recipes using capers, and it was weeks of…” quote by Nora Ephron](https://sms4smile.com/quotes/img-quotes/d79/nora-ephron-1217_business_s-ometimes-when-you-are-a-food-person-th_980.jpg)
![“If the State does not acquire supremacy over [vast private] enterprises, it becomes their puppet, and they become the real State.” quote by Bertrand Russell](https://sms4smile.com/quotes/img-quotes/bad/bertrand-russell-69_acquire_if-the-state-does-not-acquire-supremacy_1379.jpg)