Designing logos as art form
Young Israeli artist Noa Schwartz, hired off the street, brings graphic design to Ron Arad's famous London design studio for the first time.
When designer Ron Arad was working on his first eyewear collection for pq, at one point he had to design the collection logo. For this purpose, he and Assaf Raviv, pq's founder and owner, met with representatives of Pentagram, one of the best-known design and branding companies in the world. But they didn't like Pentagram's ideas.