If you want to pick a fight in your office, just talk about how much you love 😍 or hate 😡 the COMPANY LOGO. Matt S. Smith shares his logo scorecard as a simple tool that to have a productive conversation to move your company to the next level.
Logos are controversial.
I created this scorecard based on 6 traits of a good logo outlined in a quote from Paul Rand, a legendary 20th Century graphic designer who focused primarily on corporate logos. Rand argued that a logo’s effectiveness depends on distinctiveness, visibility, adaptability, memorability, universality, and timelessness.
Whether you are rebranding an established company, or you are designing your startup’s very first logo, the process never easy. With opinions flying like arrows, it can be hard to separate opinion from solid principals.