First off, your logo has to be just as impactful in black-and-white. You have to start there. If your logo is not powerful, black-and-white, then there’s a problem.
If your logo isn’t powerful very very small, then there’s a problem.
If your logo collapses when you blow it up really, really big, then there’s a problem.
If your logo can’t transform itself to other things, and you still know what that logo is, then there’s a problem.
So your logo should be able to have all those things in the new world, where, you know, it’s symbolic—it has some type of, uh, meaning that represents your brand’s and company’s—I don’t even like to use the term “brand”—if the logo doesn’t represent the company’s objective on a symbolic level, right? Because you have to think of what India is going to do to the world. We know what Silicon Valley did to the world. We know what China does for the world. But what India is going to do for the world is they’re going to create this symbolic language. Because India’s unique. They speak English, but they have a different alphabet. So they’re gonna add a whole new type of visual connecting language to the planet, you know? And symbology and logos are going to play a big role on that. Understanding something just by looking at a logo or different symbols. A new language—a new type of font will emerge and understanding of symbols—
To get the “W,” you know, WSJ Startup of the year, you have to be aware of what your company could mean for the whole entire global village, right? If you don’t speak English, can you use it? If you’re fourty-five, acting like you’re twenty, the twenty-year-olds and fourty-five-year-olds— uh— is there a commonality? Do you provide commonality? Is it adoptable? Is it baton-able? Because viral isn’t good anymore. Anybody could catch a virus. I could cough on you and give you something. But a baton is something I make an effort to pass it on. I’m running as fast as I can to my nearest level or likeminded individual to pass my baton. Is it batonable? Not viral. We need to get rid of that word. That ain’t good. Anymore.