52. Do the Right Thing
Graphic identity is a touchstone for the industry, and logos are among the most tangible artifacts graphic designers produce. Today, anyone with a computer and Internet access can create a kind of graphic identity—and many try. A brand manager may feel great about getting away with a $99 (£64) logo, but would she feel just as good after applying that same logo to tens of thousands of dollars worth of magazine ads, delivery trucks, business cards, lobby signs, etc.?