What Makes a Great Logo
by Joseph Stephen Breese Morse
June 25, 2005
7 Eleven (7/10)
Design: 7, Functionality: 8, Representation: 7, Uniqueness: 7
7 Eleven is a beautiful example of adding color to a logo that works very nicely in two color presentation. 7 Eleven is everywhere with respect to its logo and it required a distinct logo that could translate to awnings and coffee mugs. Notice the rounded trapezoid in the back which is almost enough to identify the company.
Design: 2, Functionality: 1, Representation: 7, Uniqueness: 3
Threecon Corporation's logo uses space well, but the lines that cut out the contractor images are a dead giveaway that this logo was designed be an amateur. Imagine printing this logo on a hard hat. The designers should have been able to show the three construction workers in a more concise way.
Design: 7, Functionality: 9, Representation: 8, Uniqueness: 8
Mitsubishi Motors have themselves one of the most solid icons in design. The three chevrons are simple, identifiable and convey precision and excellence. The font that accompanies the icon is suitable and portrays the company as being modern and precision-oriented.
Design: 7, Functionality: 10, Representation: 5, Uniqueness: 4
logo is strictly typography but represents the company well with a sophisticated
and classic typeset. It is unique with the L to O link and stands out
in a crowd, though it is nothing shocking.
Design: 3, Functionality: 7, Representation: 2, Uniqueness: 7
Sun Microsystems has a memorable icon with the SUN repeating
in right angles in its logo, but the consistency within the entire logo
is absent besides the uniform color. The logo uses three different fonts.
Combined with the other fonts in a letter or a business card, the layout
begins to get terribly cluttered and incoherent.
Design: 5, Functionality: 7, Representation: 5, Uniqueness: 3
Van’s Auto Parts is a fictional company developed
to demonstrate the appropriateness of fonts with their respective companies.
Just as you wouldn’t use a hard, cold font to represent a day spa,
you wouldn’t use a script font for an auto parts store.
Design: 5, Functionality: 7, Representation: 1, Uniqueness: 2
Arlington Pediatric Center’s logo has been mentioned on the web as being the worst logo ever, and there is good reason. When designing a logo, it may be a good idea to stand back and look at what everyone might see unintentionally.
View the top ten logos of all time.