Effective logos are primarily sales tools rather than art

What does this sign mean say?

Some designers try too hard to be smart. They miss the point – they don’t create art. The design is a tool to help a business sale Something. Many designers are so caught up in fantasy artists that their loyalty to their artistic sensibility is actually doing the customer a disservice. They need strict oversight from their marketing managers.

A good logo design should be clear, easy to read, visible from afar, and help set the tone for the organization it represents. I walked past a restaurant at LaGuardia Airport a while back and couldn’t figure out what it was saying.

First, it was written vertically, meaning you have to tilt your head one way or the other to read it, which interferes with simple, clear communication.

Second, here you had to tilt your head back and forth several times, to see which way it was going. I’m still not sure.

Is it Wiber?

It’s an unusual name, I’ve never heard of a Wiber before. And is the penultimate letter a stylized e or an a? You can’t really tell.

Maybe the other way around? Am I reading it backwards?

No, that would mean Jeqim, which is another weird spelling. So what is the answer? I do not know. And I didn’t care enough about them to ask them. But if I wanted to eat there with a friend, I wouldn’t know what to tell him or how to get there.

This logo is interesting and attractive. But I give it a D+ grade.

Clever idea, but very poor execution.

© 2022 Fishman MarketingNational Law Review, Volume XII, Number 263

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