A good company logo, if made by an agency or graphic studio, characterizes the company forever. They may seem obvious phrases, but with the visual pollution we are experiencing today, everyone does everything: just buy a Mac! It is not easy to find those who with competence and professionalism create logos that will remain in history. Let's think of the “Pure virgin wool” brand that the Graphic Designer Franco Grignani created in 1964. It is an example of a graphic quality that answers the canonical questions that every logo should answer, namely: is it easily memorable? Is it easily reproducible? I believe that the Grignani logo perfectly answers these simple questions, indeed I would add one more feature, it is even “soft”!