Things your logo design is better off without

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gradient logo
While gradients can look great, subtlety is often the key. A densely saturated colour faded to white? Not so great. Lets get rid of that.

swoosh
That’s better, now I can actually read the brand name. Now, what about that swoosh. What does a swoosh say about a business… 99.9% chance its got nothing to do with it. Lets get rid of it.

tagline
The first thing I notice now is the brand name, not the swoosh that looks like a million other logo designs. Now that I think about it, that tag line is pretty generic too. Lets see what it looks like without it.

underline
It looks better. That underline is nearly as thick as the letters though, that has got to be distracting.

drop shadow
A nice clean wordmark, I like where this is heading. While we’re going crazy lets get rid of that drop shadow as well.

kerning
So crisp and clean! Without all those other distractions I can see that the spacing between a few of the letters isn’t quite right though, lets do a little kerning.

finished logo
Nice. The difference is subtle, but it only takes a few minutes so why not?

compare logos
The final test, the before and after comparison.

The above pictures are only a quick example obviously, I’m not saying that every logo should to be a plain wordmark, but they can definitely do without generic slapped on elements like the ‘swoosh’.

What do you think?

For me the simple, strong new logo is instantly readable while I have to spend a few seconds puzzling out the original.

In comparison, it almost looks like the first logo was just thrown together in Photoshop in five or ten minutes. But that never happens, right?


6 thoughtful comments on “Things your logo design is better off without”

  1. Reminds me of the Capital One logo. What IS that swoosh doing there? Swooshes should be banned by law ;)

  2. Andrew Keir says:

    Andrew,

    We could form the Swoosh Police, “Keeping your logos safe from Swooshes”.

    We’re going to need a lot more members though I think…

  3. …I’m sure many disillusioned designers would get on board.

  4. Dennis says:

    Right here, sign me up for the logo swoosh police!

  5. Amanda says:

    I think it is rather apt in view of the subject matter of this blog to mention this fabulous competition someone told me about – to design a dreadful logo :)

    Be warned though, the small print says you can only win if you live in the US. But some designers may still want to enter for exposure and also, it’s fun!

  6. Leo says:

    Clean look, hands down – and add me to the swoosh police :)


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