Screen Shot 2017-06-30 at 2.13.02 PMOne of the tasks of our marketing communications firm is to create visual identities for our clients — logos, in short, for companies, products, buildings, processes. We have done literally hundreds over the years. We have been asked by one CEO how the redesign of his existing logo would contribute $1 to the bottom line of his multibillion dollar international corporation. That was not an easy question to answer. Currently, the question of how logo design has changed, in the digital era, comes up repeatedly. Do logos matter less today? We came across this recent and insightful article in Fortune that answers the question.