A good logo is one of the most important parts of effectively advertising a company, thus arming the logo with the capability to identify the company or its product is obligatory to every logo designer. Although there are countless different logos around the world, those successful ones all adhere to the same principle – deriving their meaning from the essence of the things they symbolize. Therefore, to be a responsible logo designer, one should recognize the importance of a logo and keep the belief that a good logo is vital; on the contrary, a bad one can be fatal. In this article, I will compare two logos to illustrate that point.
Let’s start with the logo of Sherwin Williams, a paint company. This logo shows a bucket of paint labeled “SWP” is being poured on the Earth. I have to admit that this logo conveys one clear message – this paint company aims at selling its product worldwide. However, besides that, I can hardly associate this logo with any other positive feeling. The most unacceptable is the use of red paint. It might remind people of blood and such image can easily scare them away. Secondly, pouring so much paint on the Earth, our common and unique planet, is obviously an unforgivable act, especially when environmental protection is praised almost everywhere, isn’t it? Be honest, this logo is so ill-designed that I cannot believe that this company is still using it.
As hinted above, logo designers should attempt to make their works look more environmentally friendly, even though they are working for chemical or heavy industry companies, like Sherwin Williams. Let’s have a look at another logo which is designed for a fuel company. As everyone knows, fuel is one of major pollution sources. Recently, more and more fuel companies claim to support environmental protection and invest heavily to develop new energy. However, things often go contrary to their wishes, and these measures are hardly improving their negative images. At this moment, a brand new logo could be more helpful. For many people, a flame is easily associated with fuel, but at the same time, it can also symbolize something dangerous. To avoid that, the author subtly changes the flame’s color to green, the color of nature, which greatly downplays the aggressive symbolism of flame and gives people a sense of comfort. Compared with the logo above, this logo is simpler and more attractive, and what is the most important, it also conveys a message that this fuel company respects the environment.
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In a word, the devil is in the detail, so logo designers should take everything into consideration, including colors, styles, fonts, etc, to avoid ambiguity and make their message more accurate and obvious. If you love designing logos, but are still a beginner in that, you can try some simple and convenient logo maker tools. Then, as far as your ability advances, you can design a more personalized work with the help of a more professional logo maker tool.
