Logos. Too much credit…..too much blame. Dissected and discussed in the creative world. No contribution to the bottom line, but sometimes viewed as the first impression that can make or break a project.
Sometimes a logo change is a smart move. Federal Express decided to exchange one wordmark for another – Fed Ex. I think we would agree the company walked away with a nice stack of chips from Logo Roulette.
Often, a logo is seen as a bold statement of change. Last week, I got my first look at the new image of the YMCA which is rebranding itself ala Fed Ex to “The Y.”
The firm of SiegelGale came up with the new logo (the debut is here http://bit.ly/aYP2oA). My gut first impression was, “Nice. I get it.” The more I thought about it, I wondered if there was need for change. Wasn’t the old logo a stand alone “Y” with strong colors? According to the SiegelGale info, the process took two years with many stakeholders from within the Y national leadership.
Consensus decision-making is a normal part of the Y processes so this was SiegelGale working within the client’s paradigm. Like I said, I get it. I soon found a blog post that had a visceral creative reaction to the new logo. Questionable colors, a lack of form, off-center lines, etc. This blog, and ensuing commenters, tore this logo design to pieces.
A few months back, I served as the Chair for the ADDY awards of my local American Advertising Federation chapter. One of the points made by our judges and event volunteers is that ADDY awards don’t always go to projects that were successful. It’s a creative beauty contest.
So, from the creative standpoint, there are issues with this logo. But, you are the client. You want a result just like the YMCA did? What should you look for or want if you are considering a logo creation or change?
Think about colors based on usage. You should also consider all of the various sizes and formats that this logo will be used – print, web, outdoor, large, small, etc. Will you use the logo on clothing – screenprinting or embroidery? Moreover, what is this logo being used to lead viewers to? There has to be substance behind the pretty picture.
So, what do you think about this subject? Please comment below. If you have an interest in working on a project, contact Catch Driver at www.catchdriver.com.