Don’t Be Dazzled by Smoke & Mirrors?

As we all know, the illusions performed by magicians are not real, but rather they are tricks to make you believe that something “magical” has happened. The magician tells you what he wants you to believe, distracts you, you see the perceived end result and you believe that they illusion was done. One of the common methods used to carry out these illusion is by smoke and mirrors. This trick creates a distraction and the real action hidden so the illusion can seem convincing.

In the world of logo design, this trick is used everyday. The end result that every logo designer wants you to believe is happening is an “effective” logo. But instead of creating a powerful image that will be as effective on the side of a pencil as it is on a billboard, they bring out their version of smoke and mirrors. They dazzle the viewer with captivating colors. They distract you with lots and lots of detail, but in the end you have an complicated illustration that is passed off as a logo.

So what is wrong with that you ask? You need your corporate identity to be as effective EVERY time you need to use it without changing it. If your logo is so complicated, it may not be able to be embroidered on a garment. If you have been dazzled with color, you may never be able to use it in black and white like in a phone book or the side of a pen. If you have distracted with lots of detail, you may never be able use it in a really small format. Instead of getting an illustration in place of a logo, look for a designer that understands this principle and demand the simplistic rather than the complicated.