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I did not have to spend a fortune to create a logo that translates the iconography of my industry into an icon in its own right. The best way to convey a sense of style is to find — and refine ...
Because the user would be able to see the logo the right way up, it gelled with his priority that the customer experience must always be put first. So, the logo was to be placed upside down.
Roger L. Martin is a former dean of the Rotman School of Management, an adviser to CEOs, and the author of A New Way to Think (Harvard Business Review Press, 2022). Explore HBR HBR Store About HBR ...
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