It all started with him pointing out the brilliant subtlety of the hidden arrow in the FedEx logo…


In May, I had the opportunity to hear Mickael Kanfi of Twist Image speak about Building a Brand for a Digital World. Amongst other things, he talked a fair bit about logo design, which I was a bit surprised about. I was pretty sure that most people understood the importance of a good logo, digital world or not. At the time, I sort of wrote off the session as overly novice.

As it may happen, in the weeks that followed, his pointers made me hyper-aware of logos everywhere. I now bow down to Mick, as he was oh so right. I’m not sure how this happened, but clearly, quite the fair share of companies missed the memo.

Here are my new brand development pet-peeves, which I strongly suggest avoiding to escape my inevitable twitter wrath:

  • Cheapskate. For goodness sakes, if you don’t know what you’re doing, please hire a professional. If you can’t afford top-notch, try finding students at your local university or on Craigslist.
  • Outdated. I do love my triangles and neons, but a startling number of logos seem to be clinging to the 80’s…
  • Randomities. Logos that have absolutely nothing to do with you or your business. Hmmmm.
  • Identity crisis. Why is your logo changing every year? Total waste. I’m all for modernising, but be smart about it. The best example of what not to do: huge backlash The Gap faced this year when they changed their logo for no apparent reason.
  • Inferiority complex. Logos with “global” in their name or a picture of a world. Ok, we get it, you’re thinking big. It’s really lame.
  • Forgettable. What’s the point if I won’t remember it? Don’t be b-o-r-i-n-g. Every point of contact with your consumer is advertising. Please value your brand.

I challenge you to start looking around. I’m certainly hoping to get some comments on some of your favourites who got it right, and of course, some who have missed the mark.

Happy Hunting!