Will.I.Am Offers Advice on Logo Design ⇥ youtube.com

Mr. Am demonstrates his understanding of identity:

If the logo doesn’t represent the company’s objective on a symbolic level, right, ‘cos 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 gonna do for the world is they’re gonna create a symbolic language.

I wonder what the meeting was like at the Wall Street Journal when they were deciding who to interview for a bit about logo design. They could have picked Michael Bierut of Pentagram, or Massimo Vignelli. But they chose Will.I.Am.