what a logo is not!
A logo is not a work of art, it is a work of design, amazing! design.
So what’s the real difference? Design follows function first, then within those obstacles and restrictions a beautiful creative solution that communicates, inspires, and yes, delights the eye as well, is developed.
NO NO NO
In the example above … NO NO NO
… you see all caps, irregular outlines of letter shapes, odd random colors within, no baseline for the eye to stabilize the letterforms, changing spaces between those letterforms, and I could go one and on. It might say Kid’s Exchange, but it does not give me a reason to look at it and inquire further, given all the other things my eye falls on, both attractive and unattractive. It definitely does not convey a clear message.
EVEN A SIMPLE DESIGN CAN BE DONE INCORRECTLY
Simple design or what appears to be - NYC TAXI
… starts with 3 letterforms all caps - that’s ok, kissing -ok, but they could have done a better job of it. An introduction of a new element with a larger cap colour-inverted - oh oh , followed by 3 larger caps than the first 3 but utilizing a completely different typeface with also poor spacing - now we’re really in trouble, I better stop here.
A TREE A DOCTOR A FLORIST?
… to start with there are 3 graphic elements all completely different in their treatment - a unnecessarily detailed, squashed, coloured clip art tree, a lonely pink and yellow? flower and a symbol (the Caduceus) placed within the text - what appears to be organized is completely disorganized. And then finally a heavy black slightly serifed capped typeface choice, condensed with some kind of white outline? (check out the R in TREE as it sits against the tree trunk).
OK so there is sooooo much to talk about here I’ll just commment at this point on all 3 examples.
• Utilizing caps is a good idea but you have to understand when and that is usually dictated by what is next to it and especially what is behind it.
• Floating graphic elements to what appears to be an empty space is not designing it’s filling a space.
• Making sure that the spaces between the letterforms, all of them, and their interaction with any graphic element introduced, must be carefully calculated and decided upon
• Starting with a simple colour palettes are a good idea, hence the NYC yellow/black, but, throwing colours around without a clear explanation why - will not work as in KIDSEXCHANGE.
Who is the logo for and why do they need or want it? What will be it’s function, it’s purpose? …. ok, got it …. now the designing can begin.
Designing requires a thoughtful process of questioning, experimenting and applying the principles of design, then attempting a twist or 2 of those principles.
The result? a professional, sophisticated, expression of your message directed to your target audience.