What is more important? A sign or a name?   Or is it just the product that matters? Imagine that “Nike” is not called Nike, but that they have the same sign and product. Would they be what they are today? Would you recognize organization if someone showed you only their symbol and would you recognize the symbol if someone showed you only the name of the organization.   A lot of things pull each other. A sign is a symbol associated with an organization and a well-designed sign can convey some kind of feeling towards that organization. If you had never heard of the word “Nike”, you probably wouldn’t have been able...