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Another important one: The "faxable" criteria. This really means that it degrades well, down to single color, poor resolution, with noise, and yet still retain
by athenot 8y ago
Another important one:
The "faxable" criteria. This really means that it degrades well, down to single color, poor resolution, with noise, and yet still retains its recognition. Even if we intend the logo to only be used on screens, it helps distill the simplicity into something the brain easily remembers.
I'll disagree with the article about the ability of users to reproduce it. Logos are about branding, mental association and to some degree, identification between the person and the brand. Many popular logos have strong mind presence in people who are yet completely unable to reproduce it; "they know it when they see it".
- lolsal 8y agoThe Windows 95 era Windows logo is a great example of your counterpoint. I couldn't draw it by hand, but most people would recognize it instantly. It was colorful, but it degraded on faxed/noisy/low-resolution media well.
- mreome 8y agoThere is also a practical advantage to this quality. Even if initially it's "only be used on screens" there are always going to be new places a company wants to put their logo, having it 'degrade' well means that the logo will maintain readability/recondition in many more situation. Business cards, letterhead, awards, shirts, all kinds of company 'swag'... if you can print it on a mini-kickball and it's still recognizable after it's half worn off... that's a winner.