13 Responses to “How do you know if your logo is any good?”

  1. Anonymous May 6, 2011 at 11:16 am #

    Great reminders of good logo principles, Doug — and hopefully backed up by good brand strategy (from the “a-logo-does-not-a-brand-make” school of thought) and leadership — can’t help but wonder if that’s what Pepsi was lacking along its multi-logo’d route…? Good to get back to the basics once in a while.

    Nice work by Michael and Brad, too. Personal favourites: I was already a fan of Church & State, but like the bold, clever Steam Marshall logo — wry and suggestive of the work, without being gimmicky. Love the graphic treatment for Norgaard Kratofil, too — simple, clean, bold, symmetrical, and a real strength conveyed in the font and characters of the logo.

  2. dougbrowncreative May 6, 2011 at 11:36 am #

    Is that you Reg? I remember you liked the Raptors logo… Thanks for the comment. Most agencies are lucky to have one great logo guy but we have two of them. They are both big guys physically too, so they have no trouble getting their logos approved.

  3. Felice May 6, 2011 at 11:40 am #

    My favourite is the Raptors at Church & State logo. How the head of the bird mimicks the first pour of wine into the glass is just gorgeous.

  4. Reg May 6, 2011 at 11:52 am #

    Good guess, Doug — and sorry I missed filling in my name the first time — dopey me. And love the, uh, technique your team employs to get approvals…. 🙂

  5. dougbrowncreative May 6, 2011 at 12:01 pm #

    > It’s my favourite too Felice. This one was actually a collaboration between Brad and Michael. They worked on it together. Maybe that’s why it’s so good.

    > I knew it! Oh and by the way, Reg, we only hire physically imposing people at Copeland. We find we don’t have to do so many sets of revisions.

  6. Kim May 6, 2011 at 1:45 pm #

    As a takeaway from the “don’t” page, if you are considering using the word “Doctor” in the name of your company or service, you probably shouldn’t.

  7. dougbrowncreative May 6, 2011 at 1:55 pm #

    Excellent point Kim. And no organization that works with children should even think of launching a logo without speaking to me first.

  8. Amy May 6, 2011 at 1:56 pm #

    The Raptors one is very nice, but the one that stands out to me is the Christina Hilborne one. I really like the use of negative space and it actually looks like an overhead shot of a big chair, which is appropriate for her business.
    Gonna go check out some of the awful ones now . . .

  9. dougbrowncreative May 6, 2011 at 2:00 pm #

    Michael just finished the Christina Hilborne logo this week. In fact I wrote her today to ask if we could use it in the post even though it hasn’t been officially launched. Glad to hear you like it too Amy.

  10. Felice May 6, 2011 at 3:44 pm #

    The Christina Hilborne logo is a close second favourite with the CH created by the white space. In the immortal words of that well known esthetes Borat, “very nice”

  11. Felice May 6, 2011 at 3:49 pm #

    Re: Bad Logos. Arlington Pediatric Center – what were you thinking? Seriously?

  12. dougbrowncreative May 6, 2011 at 4:12 pm #

    Believe it or not Felice, I’ve seen even worse ones. It amuses me to think they really know how bad and inappropriate they are and they hope they can get them through without being caught. 😉

  13. Felice May 6, 2011 at 4:17 pm #

    Scolling down further – the Priest one had to be a joke by the designer. They must have had to perform several acts of contrition for that one.

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