I always find it interesting to examine logos – and sometimes I come across some interesting ones.
The first one I want to talk about in this post is a logo I actually quite liked. It looks good, it’s clean, scalable and distinct.
So I got mildly curious about the company it belongs too (I noticed it on a building near my office). It turns out the company, Logica, is a systems integration company. And this is where the problem becomes apparent.
The logo, while pretty, is anything but ‘integrated’. The designer seems to have gone out of his way to use disparate elements, even breaking the “g” into two distinct elements.
Systems integration? I wonder.
Ethical Strategies logo
The second logo for today belongs to the company that just moved in next door: it’s called Ethical Strategies – Public Relations Counsel; and they claim to do work for some fairly large companies in Australia.
The logo, at a first glance, while very mediocre is in no way remarkable.
But look what happens when we need to use is in grayscale (since it doesn’t work in monochrome):
The logo very appropriately displays all shades of grey between black and white. Hardly an appropriate symbol for the concept of “ethical”.
And this is why they teach you that a designer should always think about how a logo looks not only in full colour, but also in monochrome and greyscale.
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February 16th, 2009 at 2:13 am
Hi, regarding the Logica logo, I think the designer tried to focus on the use of “just” 0/1 characters, the two numbers representing on/off within a single bit.
Could that be it? Otherwise, I totally agree with your analysis!
February 19th, 2009 at 1:41 am
That may be so, but why use binary symbolism only on half the logo?
February 27th, 2009 at 1:26 pm
Very interesting observations. They show the importance of thinking in multidimensional way before taking action (in this case, before designing).
March 4th, 2009 at 5:21 pm
Wow, I was just thinking “ooh, pretty circles” when I saw the Logica logo!
But you make a great point about tying in your design ideas to the meaning they evoke, and whether this ties in with the company itself. Come to think of it those logical circles do look a bit lonesome… ;)
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March 5th, 2009 at 2:15 am
Fantastic site! I am loving it!! Will come back again (After St. Paddy’s) – subscribing to your feeds also, Thanks.