Here is a logo design we made for a company that refurbishes casino machines. They already had a logo but the logo looked like a handle on a slot machine. Modern slot machines no longer have handles that people pull, they have buttons that people push. For this reason, the logo made this client look like they were selling old out dated equipment. Our logo designers came up with a new concept that doesn’t tie them down to any type of equipment. Once the new logo was created then we designed a new brochure in Spanish and English.
Logo Design
Normally, we try to avoid logos that resemble a product. For instance, the old logo had to be replaced because it looked like outdated equipment. Additionally, when we try to make the logo look like a product it usually confuses people. Sometimes when the logo tries to explain the business it can look like a little cartoon. For that reason, we like logos that just have an icon and the company name.
Our own logo is a perfect example of what a logo should be. If you didn’t know that our company was a full service ad agency, you’d never know by seeing the icon. For instance, in our icon, you see a letter “A” and three horizontal lines. In our minds, we make the three horizontal lines into a letter “E” because we expect that as a result of knowing the company name. Next, you notice a line with an arrow. Consequently, you’d have no idea this icon is for an ad agency. The icon in a logo only needs to be recognizable and memorable.
A bad example of a logo would be a tooth with a smiley face for a dentist. For some strange reason, many dentists believe that they must have a smiling tooth as a logo. That isn’t branding, that’s a cartoon. What’s more, with so many dentist having the same smily tooth, they all look alike.
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