Does your Corporate Logo Suck?

by Chris Brown

Is your logo bland, derivative, dated, gimmicky or confused? Hey, you’re not alone. Many local companies, and some national ones too, have corporate identifiers that reflect poorly on them and the people who work for them.

The first mistake most people make is asking their marketing person to design a new corporate identity on their PC, using an off-the-shelf program. How hard can it be, right?

Well, let’s take a look at what a good logo needs to do and maybe you’ll see why this part of your marketing strategy deserves more of your attention and budget.

Be original. A great logo needs to be unique. Using a variation of the Nike swoosh, the Apple apple, or the Pepsi beach ball won’t set you apart and may land you in court. You want something original, something that evokes a positive image of your company. This applies to everything from the photos and graphics used, to the fonts.

Keep it simple. You want a logo that speaks clearly and is easily read and understood. Sarif scripts and dense visuals will hurt more than they help. Clean, simple design looks effortless, but in reality is difficult, time consuming, and requires lots of thought and multiple revisions.

Make it memorable. If we think of the Apple logo we associate it with technology, innovation and thinking outside the box. If we think of a swastika we forget that it was a symbol of good fortune and luck for centuries and associate it with the hateful and hurtful images of Nazi Germany in the 1940s.

Think timelessness, not trendy. You logo needs to stand the test of time. Trendy shapes, like orbits and lens flares, had their moments in the sun but are rapidly looking dated and tired. Stay off all bandwagons and avoid colour trends.

Run screaming from gimmicks. If your designer wants to add a drop shadow, sparkles, or flashing bits, find a new designer. All of these design program elements look old and stupid really quickly. Stick with strong graphic elements and rock-solid typography.

Versatility. Can your logo be used anywhere—on a shirt, a poor-quality fax, a billboard, the Internet, or as a tiny speck at the bottom of a sponsorship poster? Does it look great in black and white, as a white knockout on a dark background, as a single corporate colour, or as a two-colour printing?

Scalability. Can you read your logo when it is reduced in size or does that graphic you could not live without become a black smudge? Do the proportions work? Is it too tall or too wide, is the distance between the letters and words appropriate? Is it too complicated so that the smaller elements get lost?

Don’t get hung up on colour. There are colours that go in and out of fashion (teal) and colours that are ultra conservative (blue). Colour is important and getting some expert advice is always a good move. Don’t make the mistake of restricting your designer’s colour palate; let them find colours that complement what your company does and reflect the ideas and values you stand for.

Finally, does your logo evoke a positive impression of your company? Any company with a logo similar to the Enron “E” is probably looking at redesigning to get away from the negative connotations that come with that failed company.

It really comes down to two things: getting a creative, unique and engaging concept, and then executing that idea simply and effectively.

Still sound simple? Winnipeg needs more companies willing to take their time and get their logo right. We have talented and experienced design houses right here in Manitoba. Don’t make the mistake of thinking that creativity must come from somewhere else, or that bigger means better. Call a couple of local firms, visit their websites and choose one that has done work that appeals to you. Engage them in the process and let them be creative. You will be surprised at the
quality of their work.

Chris Brown is the president of Winnipeg’s MarketINK Communications. He can be reached at 284-1112, or This e-mail address is being protected from spambots. You need JavaScript enabled to view it