Start by asking whether the mark needs a symbol at all. Three things argue for one. The first is a long or awkward name, and Chermayeff & Geismar drew the Chase octagon partly to stand in for an unwieldy name. The second is a place too small for any name, such as an app icon. The third is a product that has to carry the mark without words, which is why Steve Jobs wanted what he called a little jewel for NeXT. Jobs also said, in a 1993 interview, that it usually takes ten years and 100 million dollars to tie a symbol to a company's name. A new brand without that money often does better starting with the name alone.
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