NOVEMBER 1989

Forget bulls and doughboys -- what do you have as your corporate logo? If you answered, "nothing," you may be better off, says Bill Drenttel. His company, Drenttel Doyle Partners, is a New York City advertising and design agency that develops corporate identities and logos. Growing companies shouldn't waste a lot of time trying to create a symbol they can call their own, he says. "As more and more big companies go about creating -- or recreating -- their logos, you're bound to get lost in the clutter," Drenttel adds. "Your best bet is to let your product's name stand for your company." It works for companies from Oshkosh and Smuckers to Marriott.