As fellow creatives will agree, we NEVER have a day off from admiring amazing designs and critiquing bad ones – it’s in our blood! So jump into the design time vortex with me from 2007 to present day…
2007 was a strange year
I want you to cast your minds back to 2007, when YouTube was in its prime, the last book in the Harry Potter series was released, the first iPhone was unveiled and Britney shaved off her hair (for the record, I thought she rocked it), and there was a specific design themed surprise that we were not prepared for:
The 2012 Olympic logo that was revealed to us and it didn’t go down too well, especially considering the large budget for it, which was made public. They spent a whopping £400,000 on this pink and yellow monstrosity!
I asked the other WonderGirls to see how today’s creatives feel about the logo. This was the verdict…
Average rating: 3.5/10
“I was disappointed to see the chosen design, I felt it looked very immature and child-like in its execution – my expectations were clearly too high!”
“It has probably had 200 people thinking about it and shaping it ‘just right’, but to me it doesn’t describe London (with lower case L?) or the UK, or the Olympics and isn’t in line with design of that time either.”
“Lisa Simpson being inappropriate with Bart Simpson. Bad 80s shapes.”
“Someone just bunched a few rectangles together and tried their best to create the numbers 2012. They tried to make it look graffiti but epically failed having not been in the graffiti scene until the moment of trying to create this logo. Shambles.”
I think that’s a common “No we didn’t like it!”. Did you like the 2012 Olympics logo? Or did you think it looked like:
There’s a pile in every Hershey Bar
Of course, this isn’t the first time a brand’s re-invention has been received like a fart in a crowded lift.
When Hershey’s revealed their new logo back in 2014, a lot of people shared their dislike for the re-brand. As you can probably see, something doesn’t quite smell right with this logo. In fact, it looks like a steaming pile of crap…literally.
Why oh why would they think this was acceptable?
When will we learn?!
It seems that even in 2019 we are still making some fundamental errors in our logo designs. Unless you have been living under a rock recently, you’ll probably know about Slack (a messaging app aimed at connecting workplaces teams) decided to re-design their logo, and it hasn’t quite had the desired reaction. See if you can figure out why:
Some people thought the new logo lacked originality and that it was now impossible to differentiate the app against others:
Motion graphics designers thought the clunky animation that revealed the logo left a lot to be desired. It’s a real shame because the old logo was very effective and portrayed the brand well.
Sometimes it’s best to leave things alone! If you must change your brand, consider an evolution rather than a complete change (and failure). E.g. I always thought that Nike’s iconic swoosh logo has stood the test of time and adapted when necessary.
The logo is so simple and the meaning behind the symbolism empathises its core values (Nike is the name of the Greek Goddess of victory, and the swoosh is symbolic of her wings). Nike successfully sells a lifestyle and motivational beliefs, and the logo has helped to carry those with its boldness.
Fail-safe logo design tips
If we’ve learnt anything from this blog post, it’s that running the design concept by key people who know what they’re doing before it goes live is paramount to ensuring its success. You can’t please everyone but it’s good to steer clear of offending people and damaging your brand.
Here are The Wonderland’s Top Tips for logo design:
- Be unique (don’t go for the most obvious design, you want it to stand out)
- Keep it simple (if the logo looks complex, strip it back to its core design)
- Consider the typeface
- Consider the use of imagery and icons
- Don’t make it look like sh*t, or phallic, or a symbol of fascism
To see how we tackle logo design at The Wonderland and get inspired, visit our new website!
So go forth and design something fantastic, and avoid the d*ck pics yeah!?