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
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