Ever since I started working in logo design in Ann Arbor, I have a whole new understanding of and appreciation for logo design. The way a designer will boil down what a company is about to a font choice or a graphic really fascinates me. I look at the Apple logo, the newest one has gone from a rainbow to a shiny techno-gray. What was a perhaps a signal for a new and brighter technology through that rainbow, still achieves that hope in the light sleek gray now, but it blend in with our present culture and our sureness about the technology we have now.