Since I graduated from college I have taken part in many logo design projects, which is fine by me, because it is one of my favorite things to do. After all of these years and different logo designs I have to say one thing seems almost universally true for every logo project I have worked on and that is the following: Nearly all clients like to take a little of this and a little of that from the various concepts present to them and create their own monster logo.
Now before you slap some neck bolts on your next logo and scream “Its aaalive!” please read the article Logos, Flags, and Escutcheons by Paul Rand. I read that article in a book back in college and nothing has influenced me more than those few paragraphs.
I know being presented with a number of design options is exciting. To be truthful, it is quite flattering when a client likes a number of solutions. However, it is also quite frustrating when those carefully planned designs are picked apart and reconfigured. A lot of times a certain font doesn’t work well with a certain mark, or those two colors don’t go well together, or all three of those concepts are not making sense when put together. Mr. Rand said it best when he said “A logo is less important than the product it signifies; what it means is more important than what it looks like.”
So next time you’re working on a logo project with an agency (preferably us) consider Paul’s words of wisdom. Igor may be disappointed, but your logo will be better off for it.