The Futur with Chris Do

299 - The Power of Design: Chris Do on Brand Logos

10 snips
Jul 17, 2024
Chris Do dives into the complexities of logo design, critiquing the Under Armour logo for its aesthetic shortcomings despite conceptual strength. He emphasizes the need for logos to be timeless and versatile, balancing aesthetics with functionality. The discussion highlights the risks involved in logo redesign, showcasing how even controversial changes can find acceptance over time. Do also explores the difference between short-lived trends and enduring design principles, urging businesses to make thoughtful decisions in their branding.
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ANECDOTE

Under Armour Logo Critique

  • Chris Do finds the Under Armour logo visually unappealing despite its conceptual strength of combining "U," "A," and "X."
  • He believes the aesthetics were sacrificed for the clever idea, demonstrating how good ideas can overshadow design flaws.
ADVICE

Logo Testing Tips

  • Test logos on various applications (uniforms, trucks, etc.) to ensure recognizability and scalability.
  • Consider if the logo causes visual fatigue and if it resonates with people who have good taste.
ADVICE

Evaluating Timelessness

  • To assess a logo's timelessness, compare it with logos of established brands (30+ years old).
  • If your logo stands out negatively among these, redesign it.
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