Tech giant
Microsoft revamped its corporate logo for the first time in 25 years.
The new design was unveiled this week, to a range of criticism online.
Replacing the previous logo's italic bold type, Microsoft says the font used in the new logo, called "Segoe",
the same one it uses for all its products and marketing.
The symbol of the four colored squares is similar to the logo used on its Windows operating system.
Among those who think Microsoft's new logo leaves a lot to be desired is longtime graphic designer, John Williams, founder of Nashville, Tenn.-based do-it-yourself logo-creation website
LogoGarden.com.
Williams explains how he thinks Microsoft dropped the ball, and offers advice on how the rest of us can create better company
logos.
Pick a font that fits your design
If your idea for a killer company logo involves a bold font, Williams suggests keeping the letters close together.
Font graphic designers call this "tight kerning".
If you're after a more elegant-looking font, he suggests going with a thin, tall one, with serifs (letters that end in strokes or tails), and space the letters further apart.
Microsoft got its font design wrong, in two ways, Williams says.
First, there's too much space between the thick letters.
Second, the spacing is inconsistent.
"Suddenly, they jam the last two letters, the 'f' and the 't', together so they are literally touching -- the opposite of what they did in the rest of the name."
Pick a symbol which looks great, even when printed in black and white
When picking the colors for your company's logo, keep in mind how it might appear when printed in all types of formats. "You want your brand to show up clear and sharp, even when someone prints your color PDF on a monochrome printer," Williams says.
The shades of red, blue, yellow and green in Microsoft's new logo might look like "grey splotches" when copied in black and white, according to Williams.
Additionally, the logo is symmetrical... some might find it boring to look at.
"Make your symbol slightly off-center," he says.
"Even if your logo is a simple, classic shape, do something to add a dash of pizazz."
Make sure your font and symbol are a good match
Both logo elements should be consistent.
Microsoft's are mismatched, Williams says.
"Microsoft's new square symbol is cold, emotionless.
"The font is nice, because its roundness gives it a warm, inviting feel," he says.
"You want a symbol and a font with similar 'personalities', so they go together well."
***
By Jason Fell –24 Aug, 2012 
No comments:
Post a Comment