Volume I | Issue no. 5
Avoiding Logo Design FadsA trap to avoid when contemplating a new logo is the design fad. Design fads not only occur within a specific travel and destination sector like skiing, but can also span across multiple industries. Often we see companies copy a trend regardless of the look having anything to do with the brand’s core message. A favorite handout in my Graphic Design for Corporate Identity class at RPI is a Graphic Design USA article from the late 1990’s. In it is a page of logos that are all designed with what I call The Swoosh Factor. After the Nike logo became popular, it seemed that whenever someone designed a logo, no matter for what industry, the trend was for it to have an arc. From health care, to high tech, to active outdoor, to resort branding, the swoosh factor kept showing up whether or not the symbol made any sense at all. It was hard to tell industries apart, no less companies within the same competitive set. You have to wonder if Hyatt considered that their logo symbol is the same as many from the manufacturing or high tech industry. Swoosh Factor logos still in use today
It’s difficult to stay away from fads. There's no sin in wanting a destination to be perceived as contemporary. But like the latest contemporary fashion craze, watch out: fads fade fast. It is also easier to think we want something because we have seen it used successfully elsewhere. But design fads do not help your brand to stand out from the crowd (in a good way) anymore than knocking off the “Got Milk?” campaign does. If someone else has already done it, then you cannot own it. And everyone will know that it is not original. | ||
This is a wonderful article. Beautifully and cleanly written. The documentation is persuasive and relevant. A terrific job on a potentially dull subject.
Thanks for this great, detail-packed newsletter. I really enjoyed your examination of logos from different angles. Design is not my strong suit, but I once heard something that seemed to make a lot of sense and stuck with me. I was told that a good logo can be easily drawn in the sand with a stick. I've measured the logos that have struck me as effective over the years against this principle, and it has really stood the test. The Windham logo you mention certainly passes this test. I'd love to read your thoughts on this.
Mark
There is some truth to your comment about being able to draw a logo from memory. I don't necessarily apply 'anyone has to be able to draw it' rule in order for a logo to be a good logo, but that benefit can help a logo have what I call the sticky factor.
Take for example the Peace Symbol. Anyone can draw it and they did - and still do. There are very few symbols that work that way and certainly very few that have become a movement. But because everyone can draw it and get it right, even if it is a scribble it can be adopted easily and grow. This enables that sticky factor. That doesn't mean it is a well designed logo, only a sticky one.
I loved reading this. It definitely took me back to your Graphic Design for Corporate Identity class, and helped in brushing up on my brand identity knowledge. Especially since I have to rebrand how the United Arab Emirates is viewed on the web. Thanks!
Thank you for sharing. It's always great to go back to the core of branding and remember why a logo is so important. This has reminded me that my love really is graphic design, something I seem to slowly be forgetting while working in the toy industry.