The fields of graphic design and semiotics are inextricably linked. In this way, the first logo creators were most likely the ancient Egyptians , who designed images to convey socio-cultural values and established visual codes of representation. But as the industrial revolution began to give rise to consumer culture as we know it, logo design remained mostly utilitarian; images that represented brands often depicted either the product, the service, or something related to its manufacture, such as a factory. Then came Paul Rand with his iconic rendering of the IBM logo in 1956. Many design historians see this as the definitive turning point in logo design. Shortly thereafter, Ivan Chermayeff and Tom Geismar founded a design firm that would take things one step further. “They revolutionized the field when they created simple, bold, memorable, and whimsical identities for companies in a time when soulless corporate modernism was the trend,” said Dan Covert, whose short documentary, 6...