Naming your brand: advice from a senior copywriter who’s seen it all
“Designing a logo is the most difficult task a graphic designer is asked to do,” says Bob Sprecher, McGuffin’s chief creative officer, who himself is an experienced graphic designer and illustrator.
“Boiling down a company’s essence — distilling it down to a few graphic elements—takes extreme skill, and the process can be soul crushing.
“You can design a brochure or an ad in a vacuum, but not a logo. There’s usually a committee involved in the review, and a logo is a very personal thing with people. Everyone has a different opinion and wants to weigh in,” he explains.
To demonstrate how critical a logo design can be to the success of a company, let’s revisit a recent brand redesign that was met with considerable controversy. In January 2021, the car company Kia redesigned their logo and unleashed a groundswell of criticism and confusion. To quote Inc Magazine:
With its trendy, angular font, the stylized version resembled a space-age type signature. The K in Kia was clear. But regrettably, the IA looked more like an N. It even led to a spike in Google searches: "What is the new KN car brand”? The rationale from the company was that the new logo represented its commitment to innovation and its ambitions to become a leader in the automotive industry.
Inc. believes the redesigned Kia logo failed because it violates four basic principles of brand design:
Here are some valuable tips our designers have learned over the years that will make the process a little easier:
Above all, try not to get frustrated. Logo design can be a long, drawn-out process, with lots of iterations. Stay mentally tough through the process. Though the journey can be arduous, creating a great logo — one that stands the test of time — is a rewarding experience.