One of the most often repeated refrains on design blogs, in the critique of a new logo, is “Any design student could do a better job.” This ubiquitous comment is especially amusing to me because, well, it’s mostly true. If you judge virtually every new logo designed today by classical design school standards, the kids in school are doing a better job. This is because of the way logo and identity design are taught in so many schools, and what that exercise is meant to accomplish.