“Images belong to the rational soul in the manner of perceptions, and whenever it affirms or denies that something is good or bad, it pursues or avoids. “ Aristotle, De Anima. Through several examples Aristotle tried to prove his assumption. It concluded saying, “The soul never thinks without an image. “ Though his statement is not immune to criticism, it greatly helps in understanding why a Logo is Good, Bad or Ugly.
What is a Good Logo? Let us think about some common words. For example, tree, orange, triangle, red. These words magically create a vision of the particular object in our mind. And send a feeling of good or bad to the brain following the situations. This silent mantra works in case of good Logos too. The professional Logo designer creates what influences the perceptions of the audience. To achieve this, first, the design is made appropriate in concept. Secondly, it is minimalized to the simplest. And thirdly, the design is made memorable, distinct. Take the NBC logo for example. It is appropriate in concept, simple in form, and it is unforgettable.
What makes a Logo bad? A Logo that works, is considered good. On the contrary a Logo that fails to work, is bad. If a Logo does not communicate the core value of the brand, it’s not working. If it appears unrelated or complex, , it’s not working. And if it goes lost in crowd, it is not working.
Now, an entrepreneur does not invest to get a Logo that does not work. But they prioritize expenses according to the budget crunch. Often they go to the Logo design contest websites, amateurs, or unprofessionals. Low cost and quick delivery is promised. These quacks often reuse a stolen design and deliver. They care neither about the basic principles of an Identity, nor of the legal aspect of it. After investing for a good Logo, the entrepreneur gets a copied and unprofessional design. This can definitely impact the brand’s first impression. Also, this can obviously lead to some expensive lawsuits for trademark infringement.
Not only quacks do injustice to a Logo. Many professionals too unfortunately have done it. The Logos like bing, Microsoft, Subway, Pepsi are some to mention here.
Often founders in haste, due to budget crunch or out of sheer ignorance hire agencies blindly. And pay for a ugly design. As a result the brand earns negative criticism in the market. Also gets listed below the competitors. What makes a Logo ugly? When Logo fails to share any logic, aesthetics, sense of color, beauty or balance it appears to be ugly. These create a wrong perception of the brand. As a result, it becomes difficult for the brand to communicate the message. Any business, small or big deserves a better identity than this.
If you’re diving into your own startup’s Logo design process, take note! You don’t want to end up on those second two lists, do you? We being a professional Logo design agency shoulder the task for you. Talk to us. Remember, customer perception can make or break a business.