I lean back in my chair just in time to catch a glimpse of SurlyE stomping by with her sauerkraut stained mitts clenched in anger, eyes in a squint of focused disbelief. So, I had to ask, “What has our gruff but loveable waif in snit?” It seems Surly just finished perusing another designer’s blog who had posted an article on logo design. Surly, reading the same old regurgitation that is typically fed to students of puppy mill-like turnstyles of Art and Design, is on her last good nerve – and it is inflamed. She can’t believe this one size fits all approach is even being delivered as the gospel of logo design to this day.
Ok, let me backup and explain the imp’s distain. The one size fits all approach is simple. And by simple I mean just that. They (whoever they are) preach: Make the logo as basic and simple as possible and your clients will beat a path to your door. Then, they cite the success of mega-conglomerates like Nike or McDonald’s while worshipping the simplicity of the Swoosh or Golden Arches never mentioning these business monoliths spend a fortune in advertising dollars in order to burn that logo into our subconscious. HOW MANY MEDIUM TO SMALL BUSINESSES HAVE THAT KIND OF ADVERTISING BUDGET???!!!! Sorry didn’t mean to yell I was just feeling SurlyE’s pain.
Surly, in the wee one’s most convincing Yoda impression to date says, “One size does not all size fit.” What my diminutive friend is trying to impart; there really is no right answer – only good designers. The design of a logo, as with anything else, must be molded to fit the environment to which it will reside.
This may mean a visual that is, YES, less than simple.