Why Your Kid Canít Do This: 5 Key Differences Between a Drawing and a Logo
The gift of genius is to make something complex look amazingly simple. We see it all around us in elegant engineering solutions, amazing architecture, engaging art and effective design solutions. In art and design, the brilliance is often achieved by what is not there—engaging your mind to complete the picture. But, how many times, have you heard someone say, “My kid could have done that!” Just because something looks simple, doesn’t mean anyone can do it. Quite the contrary.
Thinking that “anyone can do it,” some businesses assume it is unnecessary to pay more than $25 for a logo from Logos ‘er Us (fictional business). They are surprised when they can’t scale it, no one remembers it, it is hard to read on a sign, and the colors or fonts don’t reproduce well. And, now they are stuck with it.
Recently, on a road trip out of the city, I saw a prime example. We passed a fireworks store, Top Dog Fireworks. From the highway, it looked like their logo was Mighty Mouse, fist raised, streaking into the sky. (I could almost hearing him singing in bass tones, “Here I come to save the day!”) Discussion ensued. Why a mouse? Why wouldn’t they use a dog? Maybe not Underdog, but some dog hero.
Well, NEVERMIND: I looked it up on the Internet and it IS a drawing of a dog. It just happens to make a dog of a logo that doesn’t read at all from where you need it to—from the roadway. And, most importantly, the logo isn’t doing its job: helping to embed the company name in your memory. (I wonder if their kid did that logo?)
So, taking nothing away from any talented progeny you may have, a logo is not a drawing beside some text that spells your company name. Here are five key differences between a drawing and a logo:
Still think your kid can do that? Now, if your kid is the next Milton Glaser, Seymour Chwast or Jony Ive, I take it back. But, if not, hang his or her drawing on the fridge, and hire a professional to get your brand the logo it deserves.
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