In Brief BY Armin

Make the Logo Suckier

Brand New readers it is time to put your money where your mouth is: Think you know what makes a logo suck? You certainly have no shortage of comments when you see it. It’s time to put theory to practice. In How Low Can Your Logo? design studio Fuzzco is “testing your capacity to willingly create that which you spend your entire life trying not to create: the worst logo ever.” The client is fake, Excellencico, who offers “integrated turn-key solutions to the ever-changing, world-class, international business marketplace.” The brief is fake, asking for “the logo convey the forward-thinking nature of our company without looking too futuristic or flashy but we also don’t want anything too conservative or neutral. ‘Just right’ is the vibe we are looking for.” Yes, it’s fake, but not unrealistic. After the audience votes on the worst, we will be judging along with Chris Erickson, Frank Chimero, Jessica Hische, Mikey Burton, and The Heads of State. (Worst judges ever.) So apply what you’ve learned here on Brand New and create the nastiest logo you can. For inspiration I leave you with my first paid logo (below or after the jump). It’s a good thing I can’t enter, because that would win by a landslide and I was trying to do a good logo.

Logo for a TV pilot called “PC on TV” about, I think, buying PCs on TV. Inspired by Saul Bass’ AT&T globe, binary code, and clip art. Boo-yah!

Many thanks to our ADV @ UnderConsideration Partners