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01 Mar 2010

If a tree falls in the forest and no one is around does it make a sound?

Well yes, of course it does. But does it affect anyone?

Similarly, if a designer works a clever visual trick into a logo, but hides it so subtly that she needs to point it out to everyone, is there any point to the trick at all?

Passionate designers can spend hours talking about clever use of negative space, added layers and smiles in the mind. And I say that with affection, because I’m one of them.

But sometimes we’re too clever by half, and we’ve all lived through an awkward moment when an excited colleague unveils their brilliant logo idea, waiting for you to discover its hidden genius:

“What do you think?”
“Yeah I like it”
“Do you get it?”
“Ahh, yeah it’s a dog”
“Yeah but what else...(awkward silence)...did you not see the sunset hidden within the tail?”
“Yeah yeah, of course. Sunset. Clever.”

I love a clever logo as much as the next designer. There is such a rush that comes with finding that extra layer, that simple yet elusive trick, that turns a dog into a dog with a sunset.

Almost every time I have a ‘wish I’d done that’ moment it’s to do with a logo. I remember seeing 300million’s Guild of Food Writers logo a few years ago and feeling like no logo I’d ever designed was any good.

I experienced the same jealousy when I saw the Martin Newcombe Property Maintenance logo by Buddy. If design is about stripping away the unnecessary (and I believe it is) then these are surely near perfect examples.

But how clever is too clever?

Every time I have one of those dog and sunset conversations I think of my Mum.

‘Would Mum see that sunset?’ I ask myself. Probably not. Does it matter? Probably not. Would she appreciate Herb Lubalin’s Mother & Child logo? Definitely.

Now I’m not suggesting that as designers we stop chasing the ultimate in logo trickery, I’m simply interested in how often we are just talking to ourselves.

I’m not suggesting we should slap people in the face with obvious visual puns, but there is a fine line between clever and invisible. Smart and obscure.

Great logos are great because their designers walked that delicate tightrope, adding a layer that is relevant, subtle and accessible (maybe not to everyone, but to many).

And, great logos never rely on a single trick to rescue otherwise clunky design. Whether you spot the sunset or not, if that dog isn’t interesting and well executed in it’s own right then it’s a dud.

Which brings me to the FedEx logo.

‘Ahhh yes, very clever logo’ I hear you all say. Yes, it is very clever, no argument there. But how many (average) people get to enjoy it? Not my Mum.

Here’s what my research revealed:
(After Dad finally manages to Google the FedEx logo and I’ve explained to Mum what I am doing)

“Ok so what do you see?”
“What do you mean love?”
“I mean when you look a the logo, what do you see?”
“Well I just see the FedEx logo... It’s purple and orange”
“Do you see anything else, anything...hidden in there?”
“Oh I’m supposed to see a hidden word am I?”
“No Mum. But there is a white arrow hidden between the E and the X”
“Ahh yes, I see it. That’s clever”

Indeed it is Mum, indeed it is. But was it clever before I told her about it? Well yes, of course it was. Does it affect anyone? Hard to say. Hopefully. Either way, I wish I’d done it.

reader comments

Superlogos, I really like the BP logo, it just oozes 'enviromentally friendly', the flower motif, subtle colour changes, love all of it. It takes a lot to create the uber logo and I find logos very stressful. Whenever a van drives past me with a logo, I instantly try and communicate the service with the logo and try and get in the designers head. When You see a great logo (or vehicle livery design) you tink "hey, that's cool" and I remember it and think, wow if these guys can get it so right with their vehicles, then doing what it is they do must be a doddle and they are brilliant at it. there is one logo that irks me all the time and it is a Queensland based outdoor furniture company, a triangle a 90 degree arrow coming off the bottom of it and another small arrow. the concept is getout of your house and outdoors, but in my mind it's just so weak. Best logo for me is the Australian Chiropractor logo where the hands shape into a human body - what imagination...now that's inspiring...wish I had that vision!
John Miles on 30-Mar-10 12:38 PM
I remember when my brother started working at Sun Microsystems and he was sooo impressed with the fact that the logo would read the same any which way you looked at it.... however, my problem was that the execution was awful. Clever but awful....
AlisonF on 15-Mar-10 02:36 PM
I think the desire is often so strong in passionate designers to create one of these 'superlogos', that when it doesn't appear because of whatever reason - time, very tricky brief, client, must try harder- layers are added to allude towards better communication that are layers which don't actually add anything. Perhaps even make the communication more difficult. Creating one of these superlogos wont happen everytime (If every designer came up with just one in their lifetime, surely we would surely see them everywhere?). When the moment of clarity doesnt come, i guess we should just make sure we stay true to the communication rather than giving our secret club a vague nudge and a wink.
Tom Hardy on 07-Mar-10 02:37 PM
Which gets to the Jet Star logo which looks like they chose the font and inlicnation of the star motif to get the same arrow going in there logo ;)
Terry on 03-Mar-10 09:30 AM
LOL @ Mum
Antoine McFord on 01-Mar-10 07:50 PM
Interesting! I think tricks are worthwhile (if, as you say, they don't compromise the design). It's like a subtle reference in a book or film: it doesn't matter if it sails over most people's heads. When someone figures it out, however, you're communicating on a higher level. The trick compliments the viewer's intelligence, which can form a powerful, positive association -- even if it is just a fraction of the audience.
Ian Haigh on 01-Mar-10 07:03 PM
Great article Chris. Funnily enough yesterday I was perving on the logos you mention in your article (I like to do that in my spare time!!). Designing in such a way pushes the work to a different level, kind of like appreciating a beautiful painting or a simple piece of furniture. A great link for inspiration is: http://www.logodesignlove.com/negative-space-logo-design
Elly Clark on 01-Mar-10 05:53 PM
Very enjoyable article, thanks. I know exactly what you mean. It's that extra layer of subtlely that's keeps designers interested, knowing how to tread that fine line.
Carolyn King on 01-Mar-10 03:07 PM