L is for Logos
There is an art to logo design. This site demonstrates why going with a professional before leaping down logo lane could be one of the best business decision you ever make.
I could go on and on…and on. It’s truly frightening how many barf-worthy logos have been created (and paid for…) and are still being created every day. Do you, your business and those who work for you a really big favour. Hire a professional. When it comes to logos, the old adage of “any PR is good PR” really isn’t.
This is an actual logo in use as I write this blog post. It’s a classic case of logo design by committee. What does TAWC mean, anyway? Take a Walk Corp.? Tits and Wits Coalition? Once you realize the black line is supposed to be a U.S. state and you google U.S. states and realize it’s the state of Texas, you’ve pretty much lost any desire to google TAWC Solutions. Solutions to what? Turns out, they are involved in finding ways to reduce water use. Okay. Buy why all the green grass? And, such a big chunk of it? It would make more sense to show drought-proof plantings and maybe a sprinkling of water drops…you know…so any idiot could get it?
I hate acronyms in logos. I’d much rather businesses get creative and come up with a name that doesn’t make your company (and you) look idiotic. For some reason, government agencies seem to excel in this area. Yes, I know. Sometimes it works (CBS, CNN, GM) but these companies put millions into their advertising and could afford to develop the reach needed to raise retention of their logos.
I know the current business catchphrase is “stay local, be global” but come on. TAWC Solutions could have solutions for better water management for countries around the world. No way in hell is someone from Syria is going to be able to look at this logo and figure that out. I’m not sure the person who lives down the street could, either.
Please, people. Don’t let your company become blog fodder. It’s not pretty.
Another leading sin of the logogistically (is too a word) impaired is that on any piece of material bearing the logo, said logo must be Very. Very. LARGE. And PROMINENT. Preferably rendered in an eyeball-searing color. With stripes.
It’s amazing isn’t it? So many companies try to save costs by cutting or going cheap with marketing or just plain don’t believe in it…”my product should sell itself.” Yeah…well, if you’re going to insist on crap marketing materials you’ll soon be selling something else ’cause you’ll be out of business.
And here I thought you were going Greek on us (logos). You’re right about this particular one. Too puzzling to be effective. If the drop hadn’t been blue, I might have thought the company was providing some sort of petroleum cleanup service.
Bang on! *finger on nose*
Oh, gods. My day job is graphic artist, which sounds interesting. It was when I started 15years ago, at a drawing board.
Now, I sit and look at ugly logos and tell people why we can’t use them for their promo. I’m not popular–for more reasons than my personality. That site is MY job except I have to tell the people they have an ugly baby.
I feel your pain.
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