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Should client update their logo?

Brief from client 

I've suggested to a client, he should consider modernizing his logo. Wondering what a wide consensus on this is? I feel the current logo feels old and out of style, doesn't work well on web, etc.

My feeling is it should be reworked from the ground up. Fitting a logo like this in a modern website header really doesn't fly.

6 Comments

Shawali's picture
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"Modernizing" might not be the right word. "Replacing", "destroying", "damning to hell" might be more appropriate ;)

This is an amalgamation of everything that makes a logo terrible.

- Checkered flag clip art that has fuck all to do with the client's business.
- 3 different non complimenting fonts, including the dubious Impact.
- A phone number in the logo, because why the fuck not?
- The outer glow and gradient because filters make everything look cool, everyone knows that.
- Corny reflection and glaring effects, like it's 2002 all of a sudden.
- Or course, the useless drop shadows because it looks so real, right?
- The bevel and emboss filter that says more about the designer than the company.
- Finally, the worst offence of all: a logo clearly made in Photoshop.

So yeah, your feeling is dead on. This logo must be put out of his misery.

This is more than probably the result of a terrible or non-existing brief from a clueless, cheapskate client to his hobbyist designer friend.

bluerain's picture

Yeah, I agree. It was some previous partner of his that designed it. I've been trying to explain to him that nobody makes a logo look like that now, maybe 15 years ago... Unless that logo is pretty large, you can't even read it. Ugh.

Shawali's picture
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I feel you. Good luck trying to convince the owner. If it's been that long, he might have got attached to this piece of crap ;) Let us know how it goes!

bluerain's picture

Thanks. Hopefully some more members will throw in their 2 cents, so I have plenty of opinions from other professionals to try to make him understand.

ErinsSonicYouth's picture
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There isn't anything much to say, this is a horrific logo and you're absolutely right to talk a GRAPHICS BUSINESS out of using it.

good logos didn't even look like this 30 years ago, let alone 15.

ErinsSonicYouth's picture
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Daily reminder that Coca Cola has been using their logo since the 1800s with little to no variation. A good logo doesn't rely on modern technology.

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