What are the factors that contribute to the success of a logo? Answer to this query depends on your parameter of success. Do you consider a logo successful if the logo holder company is doing well in the market? Or, do you gauge success of a logo based on its design quality and aesthetics?
Logo designers widely put logos in two categories those that are lacking in design quality but we see them everywhere, and those looking aesthetically great.
While there are hundreds of examples of logos which fulfill design parameters and can be called as designed logos, it would be interesting to know about the logos that designers do not consider good enough but such logos are everywhere across the globe. Expert graphic designers do not consider logos of Coca Cola, Pepsi and Msn as good examples of well-designed logos. They say that Coca cola logo is very old fashioned in style and represents old classical style of typography which is not in sync with modern times.
About new Pepsi globe logo, they opine that it is technically inadequate, unimaginative, and static, has no motion and conveys no energy. Similarly, experts do not appreciate Microsoft logo either and call it as pedestrian.
Despite most of the designers criticizing these logos for their lack of imagination and designing skills, there is no doubt that these logos are popular. One of the reasons for their popularity is that the logos represented global brands which were already popular across the world for their products and services. Hence, the logos also became popular. So, can we conclude that marketing skills of a company plays a major role in popularity of a logo design?
What is your opinion? Do you think a not-so-perfect logo design will still be popular if it represents a famous brand?