The Ballad of the Boring Logo


I prefer to not use this blog as a ranting venue; it is, after all about optimism. But, I really, really, really hate when my students refuse to take risks. It’s my job to help educate designers who can question the obvious, look at the larger picture, and challenge those ideas that exist only out of habit. If they can’t do that, they are doomed to a life of being “layout monkeys,” politely arranging type and images into a nice composition.

Lately, I’ve found this issue to be especially true in my trans-media branding class at Art Center. Perhaps it’s because branding has been elevated into some kind of nightmarish and unforgiving religion. “Branding is sacred.” “Bad branding will lead to the downfall of western civilization” “A logo is more important that the product, customer service, distribution, or financial issues—it is the center of an organization.” Of course, this is all hogwash. A logo is important, but it’s more like a great suit. It’ll make you look good and present a better image to the world, but it doesn’t turn you into a better person.

When I hear someone say, “But a logo can’t be like that,” I say, “why not?” If there is a good reason and it works, it can be anything you can create. We all have an image in our heads of a good logo such as the CBS eye and the Apple apple. They are successful and elegant. But there are other ways to create identity. When I look at these 18th and 19th century marks, I am reminded that branding exists to identify a products origin and ownership, not change a company’s banking options. Let me assure those who are fearful. God is not watching you, planning to punish you for a choice that is unorthodox.

Swiss, 19th century, Tobacco mark