REAL WORLD MARKETING

Miscellaneous observations from an educational communicator’s perspective

Learning from the logo mistakes of others. The world’s most overused design device is making another appearance in the recently revamped Dairy Queen logo. I’m not quite sure what compelled the redesign in the first place, since the original logo is a fine example of clean, simple design that has decades of recognition equity. The distinctive typeface of the original has now been “modernized” with a serif, italic font—two no-nos when legibility on signage is imperative. There is no longer a space between the D and Q, which intensifies the poor legibility. But even these blunders seem insignificant when compared to the monstrous upper and lower swooshes that obscure the strong background shape. Colleges can learn from mistakes like these, because we share a common problem with corporations like Dairy Queen—making our identities memorable to our audiences. Adding swooshes and italic type to a traditional logo does not a new logo make. To the contrary, adding superficial flourishes may only distort and complicate your logo—and your identity—in the eyes of audiences.

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