Distinction: The Relevance of Original Design
About a year ago I was having a conversation with my doctor about a new logo he had purchased for his website. He briefly described the process of finding an online source who was reasonably priced, and in his words, “Someone from India.” Hmm! Shortly after that statement he said to me, “Oh! I could have gone to you for the logo.” Curious about the design of his new logo, I visited his website, only to be thoroughly disappointed given the seemingly rampant use of logos that bear the same likeness…especially within the healthcare industry. Which brings me to my point about logo distinction and the relevance of original design.
Can you pick out the logo for a national organization?
Looking at the series of logos above, all but one relate to the healthcare industry. I’ve included my doctor’s logo. Interestingly, five of them can be seen in and around the greater Cleveland area. One logo represents a product of a pharmaceutical company, and one is for a well known national organization. Can you pick out that organization’s logo? Chances are your decision of choice will not be an easy one. In fact, it will be challenging. Most people can’t pick it out at all.
Glancing at these as a whole, not one of these are distinct enough to jog the memory into identifying what business or organization a particular logo belongs to. These homogenous forms are the result of poor design involving no research. From my perspective, the constant reuse of elements and clip art, with a few tweaks here and there, open up the potential for copyright infringement. From a client’s perspective, settling for a “reasonable price” and quick turn around may be the easiest solution in getting a logo. However,
logos of this caliber not only have the potential for copyright infringement, they carry
the weight of possible plagiarism. Clearly, this is not an area anyone would want
to position themselves in. A logo should be distinguishable among the clutter and identifiable as to who that logo is affiliated with.
As a true professional, I have developed real partnerships with clients based on trust and respect, with a vested interest in who they are, what they want to accomplish, and how to get there. It involves listening to a client…and listening well. It involves taking the time necessary for research, development, and revisions to a logo that best match the goals of the client, all the while delving deep into the creative thinking, and good design sense essential for capturing a design that commands presence…a logo of distinction…a logo of original design.
Next Post
Coming up… I will show an original logo of one of my client’s, and the process involved to get to the final product. In the meantime, see if you can determine which of the logos above is a well known national organization. I will reveal the answer in my next post.
What’s your opinion of the widespread use of homogeneous logos?
Kristen
You make a good point, Kristen, and the sample logos are hilarious in their similarity. They all look “good” but say little about the individual organization. Obviously a couple have to do with families and one with the environment. Beyond that, your guess is as good as mine.
I agree with your basic point, but have to say that the geometric “modern” abstract logos from the 70s and 80s didn’t do much better at showing uniqueness.
Thanks for your comment, Al.
Interesting the one logo you mention that has something to do with the environment, in fact has nothing to do with environment. Thus, adds to the mystery as to whom this logo is affiliated with.
Answers to be revealed in next week’s post.
Kristen