Does Your Logo Say Too Much?

That sounds like an unusual question doesn’t it? On the surface, it seems almost like asking the question: “Is my production quality too good?” But once you get past the surface, the two questions are miles apart. The short answer is: YES...your logo can say too much.

I recently worked on a logo project for Rocky Mountain Troutfitters, a quality fly fishing guide service for professionals that love the outdoors. Before we struck a deal, the owner had received some spec designs from at least one other design firm. He liked the general concept because it said too much. The “logo” illustration showed snow capped mountains (more than one), against a blue sky, a stream flowing from the mountain and a trout chasing a fly on a line. That is a LOT to put in a logo to identify a company. The logo isn’t intended to give the whole marketing message, just give a sense of the company’s essence.

I was asked by the owner what my thoughts were. So I asked these questions:

1. Do you think this piece of artwork will work in only Black & White (no shades of gray)?

2. Can it be embroidered on a garment?

3. What about a phone book ad? Will it easily print there small and in a single color or are you willing to spend significantly more money to use that color version in the phone booK

Once he thought about the impact of that complicated image, he decided that he wanted a logo that would be more simplistic and universal im every possible application, yet, I was charged to keep the essence of the original artwork. Below is what we came up with.

The logo that he decided on certainly keeps the essence of the first design yet is extremely versatile. A logo should not say it all. But if designed correctly can say just the right amount.

Simpak...A Case Study in Simplistic Logos

Several years ago, while sponsoring a local business talk radio program, I created the first Ugly logo contest. The first winner was Simpak International. Simpak was a company that had designed a new kind of packing system that protected delicate and valuable components during shipping. Their new invention was a real “WOW” product, but their logo was not. In fact, they had a real liability with their logo because they LOOKED like a “mom & pop” operation, working out of a garage. They needed a logo that made them look as impressive as they were.

When I got started with them, we sat down in their office for about an hour long consult. I got a good handle on who they were and where they were going. We decided that the best approach to take was to have the logo reflect the “packaging” nature of their business. So I go to work. After about two rounds of preliminary designs, this one (above) was chosen. The icon on the left plays a dual role as both an Initial Mark and a Concept Mark. The brown section creates the outside of the “shipping box” while also is in the shape of an “S” which is the initial for the name of the company.

The logo does not use a lot of detail, but in a very simplistic manner, sends a strong message as to the essence of the company.

If you would like to enter our current Ugly Logo contest, follow the link, send me an e-mail with basic contact info and you will be entered. http://bit.ly/2KgJm5