Eliot Noyes, Paul Rand, and the Beginnings of the IBM Design Program

The logo itself does not function as logo until it is firmly attached — physically and conceptually — to a particular, proprietary object or set of objects. While it may be said to exist without such an object, a logo does not attain its status as a symbol of value — that is, it does not have currency — until the system of objects to which it is affixed gives it meaning.